Excel with Enterprise SEO
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San Francisco is a city located in Northern California. It is a hub for technology and home to many large tech companies. The document provides tips for companies on optimizing their search engine optimization (SEO) strategies to drive more organic traffic to their websites. It discusses the importance of competitive research, content strategy, delivering content across devices like mobile, and testing approaches like conversion optimization and anomaly detection to drive continuous growth. The overall recommendations are to place search at the center of digital marketing efforts by identifying opportunities based on data and creating and delivering effective content.
![• Perform Keyword Gap Analysis by
comparing your site with competitors in
Data Cube to identify additional topics
• Use filters to narrow down the results:
• Category equals Quick Answers
• Keyword contains “how to”
• Keyword does not contain “[brand
name]”
Work with product, campaign
marketing, and content teams to
define your content strategy based
on findings
COMPETITIVE RESEARCH: HOW DO YOU DO IT?](https://image.slidesharecdn.com/adobe-share17-09212017-171020153843/85/Excel-with-Enterprise-SEO-19-320.jpg)
Excel with Enterprise SEO
- 2. EXCEL WITH ENTERPRISE SEO Seize the opportunity to create an impactful customer journey
- 3. Daniel Romotsky Manager, Search Analytics & Innovations Kirill Kronrod Manager, Global SEO & Analytics Yuliana Kronrod Global SEO Manager
- 4. SEARCH ENGINE OPTIMIZATION (SEO) IS THE MAIN DRIVER OF TRAFFIC 15% 34% 51% Organic Search Paid Search Email Display Referrer Social Other Traffic Source: 2017 BrightEdge Digital Channel Performance Report
- 6. SEO REALITY
- 7. CONTENT DESIGN IT WEB ANALYTICS GLOBAL & LOC PRODUCT SOCIAL / PR TESTING SEO ENGAGEMENT
- 8. GEO Entry Page Keyword Content Dimensions Metrics DATA
- 9. GEO Entry Page Keyword Content Dimensions Metrics DATA
- 10. GEO Entry Page Keyword Content Dimensions Metrics DATA
- 11. PLACE SEARCH AT THE CENTER OF YOUR DIGITAL MARKETING
- 12. Identify opportunities based on data Competitive research Content strategy One Search Create and deliver content effectively QA for SEO and user experience Deliver across devices Drive continuous growth Testing: conversion optimization Anomaly detection 1 32
- 13. 1IDENTIFY OPPORTUNITIES BASED ON DATA
- 15. Why is it important? • Identify current and emerging competition • Assess customer and prospect needs • Identify content gaps and opportunities • Spot trends in search behavior and SERP layout and competitors’ response to them COMPETITIVE RESEARCH
- 16. Collect information on direct competitors • Industry analyst reports - Gartner, Forrester • Product Marketing Managers • Sales • Internal competitive bulletins, product marketing newsletters • Paid search competitors Expand research to other sites ranking for relevant keywords COMPETITIVE RESEARCH: HOW DO YOU DO IT?
- 17. Source: BrightEdge Share of Voice Report. • Build keyword groups - one topic per group (product feature, use case, concept) • Include long-tail variations and questions (what is, how to) • Use Share of Voice report in BrightEdge to see your complete competitive landscape for a given topic COMPETITIVE RESEARCH: HOW DO YOU DO IT?
- 18. Source: BrightEdge Share of Voice Report. Research competing sites in BrightEdge Data Cube. • What content strategies work for them? • Regular Listings vs. Universal Results: • Videos • Carousel • Quick Answers • Local 3-pack • What type of content performs? • Product pages • Support content • Video tutorials • Long-form articles, blogs • Glossaries • News / PR • Competitors’ site architecture COMPETITIVE RESEARCH: HOW DO YOU DO IT?
- 19. • Perform Keyword Gap Analysis by comparing your site with competitors in Data Cube to identify additional topics • Use filters to narrow down the results: • Category equals Quick Answers • Keyword contains “how to” • Keyword does not contain “[brand name]” Work with product, campaign marketing, and content teams to define your content strategy based on findings COMPETITIVE RESEARCH: HOW DO YOU DO IT?
- 20. • Blended BrightEdge Weighted Rank x Vol • Competitive Share of Voice vs direct competitors • Trended view: SOV change over time COMPETITIVE RESEARCH: TRACKING PERFORMANCE
- 21. CONTENT STRATEGY
- 22. Sources: 1 Google, The Changing Face of B2B Marketing; 2 Google/Ipsos, Consumers in the Micro-Moment, Wave 3, U.S., n=1,291 online smartphone users 18+, Aug. 2015. Why is it important? In B2B: • Researchers do 12 searches prior to engaging on a specific brand's site • 71% start with a generic search1 In B2C: • 90% of smartphone users aren’t sure of the specific brand they want to buy when they begin shopping2 CONTENT STRATEGY: FOCUS ON PRODUCT FEATURES
- 23. Source: 1 Google, The Changing Face of B2B Marketing. How do you do it? • Research topics, prioritize based on business needs and search trends • Create content that focuses on one feature per page • Engagement is paramount: • 70% of B2B audience watch videos throughout their path to purchase1 • Integrate pages well into site structure • Cross-link related features CONTENT STRATEGY: FOCUS ON PRODUCT FEATURES
- 24. What is it and why is it important? • Prominent position “0” in Google’s search results, a way of presenting answers to users’ questions. • Extracted programmatically from a web page providing the best answer. • Most important - you don’t have to rank #1 to get into Quick Answers! • In a 2016 study1 of 1M high-CPC search queries, 9.28% percent of commercial SERPs had featured snippets. • For one Adobe line of business, > 30% of Non-Branded keywords by search volume are exploratory: how to, how do I, what is. Source: 1Whitepaper: How to get more featured snippets, by STAT Search Analytics, https://getstat.com/blog/featured-snippets/ GET THE TOP SPOT WITH GOOGLE QUICK ANSWERS
- 25. GET THE TOP SPOT WITH GOOGLE QUICK ANSWERS How do you do it? • Research customer needs • Net new opportunities for QAs • Queries that already trigger QAs: Can you answer the question better? • Create content answering the question • List - step-by-step guide • Table - data summary • Paragraph - a definition or explanation • Optimize SEO elements: title, headers, page copy • Use images, videos, other supporting materials
- 26. Adobe SEO win: • 87% of listings vs competition • Continuous growth in Quick Answer listings • Originally, US only • Then other English-language regions • Now expanded to 10 non-English locales GET THE TOP SPOT WITH GOOGLE QUICK ANSWERS
- 27. ONE SEARCH
- 28. Source: Adobe Analytics, Google Search Console, Adobe Media Optimizer Adobe SEO win: • Leverage Paid Search insights for new content opportunities. Adobe Paid Search win: • Finding opportunities where SEO is ranking. Adobe One Search win: • Maximize search performance as a whole. • Discover co-optimization opportunities. ONE SEARCH
- 29. No paid presence, Consider keyword expand Poor CTR, rank gap, High CPC’s Test content change to improve QS Strong presence Consider shelf-space testing Find opportunities to test and optimize ONE SEARCH – KEYWORD INSIGHTS
- 30. 2CREATE AND DELIVER CONTENT EFFECTIVELY
- 31. QA FOR SEO AND USER EXPERIENCE
- 32. ENABLING BEST USER EXPERIENCE WITH SEO QA TOOLS Why is it important? • Content QA ensures great user experience & SEO performance
- 33. How do you do it? • Create custom software or use available tools such as BrightEdge ContentIQ • Maintain an Excel file with SEO recommendations • QA content & code on live or staging sites: • URL, title, meta description, headers • Redirect destinations, chains, canonical issues, meta robots ENABLING BEST USER EXPERIENCE WITH SEO QA TOOLS
- 34. Benefits: • On-demand and scheduled scans • Email delivery • Fast and scalable • Flexible exceptions rules for foreign characters help handle multiple languages Adobe win: • Identified and fixed 2,600 non-matching elements ENABLING BEST USER EXPERIENCE WITH SEO QA TOOLS
- 35. Why is it important? • Geo linking mismatch hurts user experience & impacts SEO GEO LINKS QA TOOL
- 36. How do you do it? • Create custom software • Input file with URLs • On-demand or scheduled scans with status email • Flexible exception rules • New link suggestion and status check GEO LINKS QA TOOL
- 37. Benefits: • Consistent user experience • SEO benefit: link authority and relevancy is retained within the country site Adobe win: • Identified over 10K non-matching links GEO LINKS QA TOOL
- 39. What is it? • Open-source initiative • Announced in October 2015 • Easy to create mobile-optimized pages ACCELERATED MOBILE PAGES (AMP)
- 40. Why is it important? • Mobile visits to sites grew 69% since 2014 • AMP usage by publishers grew 405% in 2016 • Originally targeted to news content • Expanding to e-com sites Source: Adobe Digital Insights: Mobile Landscape A Moving Target, https://www.slideshare.net/adobe/adobe-digital-insights-mobile-landscape-a-moving-target ACCELERATED MOBILE PAGES (AMP)
- 41. How to implement AMP? • Create a corresponding AMP page for each desktop page • Cross-reference: • Desktop: <link rel="amphtml" href=“https://www.domain.com/article/amp/” /> • AMP: <link rel=“canonical” href=“https://www.domain.com/article/” /> • Google shows AMP pages in mobile search results ACCELERATED MOBILE PAGES (AMP)
- 42. Adobe Blogs win: • 65% faster page load • Reduced page size by 80% • AMP pages have 64% of Clicks in Google US ACCELERATED MOBILE PAGES (AMP)
- 43. Tracking mobile vs desktop presence • Monitor performance across devices • Help understand coverage in SERP MOBILE VS DESKTOP PERFORMANCE Only for 8% of keywords, both page and rank were the same on mobile and desktop. Tracking mobile vs desktop presence • 89% of keywords (out of 2530 total) – different rank on mobile vs desktop • 33% of keywords – different ranking pages • 92% of keywords – different rank and/or pages
- 46. Why is it important? • Targeting users with purchase intent drives business How do we do it? • Add “Buy” CTA to the beginning of Title CONVERSION OPTIMIZATION
- 47. Source: Adobe Analytics Adobe SEO win: • Increase in daily units • +51% increase in conversion rate CONVERSION OPTIMIZATION
- 49. Why is it important? • Ensuring continuous growth requires catching fluctuations to quickly adjust. How do we do it? • Gather data (Analytics, GSC, BrightEdge, Media Optimizer). • Streamline insights to pin-point issues. • Quick response to remedy. ANOMALY DETECTION
- 50. SEO ANOMALY WORKFLOW Insight Page/GEO detected KW/Page isolated Search behavior or media shift seen Alter strategy – tech SEO, content, etc. Notify web team on impact of site change Anomaly Drop in Visits. Where? Any rank changes? Change in the SERP? Has there been a competitive shift in SERP? Any on-page content or link issues? Detector Keyword Page Geo Content Analytics BrightEdge Google Search Console + Paid Search Competition Diagnostic
- 51. Daily Drop in Visits. Where? ANOMALY DETECTION - ANALYTICS
- 52. Drop in Visits. Where? Using raw hit data, you can: • Create various data-visualizations to isolate page, geo, etc. • Pre-filter biggest droppers. • Do self service deep dives. Weekly Seasonal ANOMALY DETECTION – ADVANCED ANALYTICS
- 53. Drop in visits. Any rank changes? ANOMALY DETECTION – BRIGHTEDGE
- 54. Drop in visits. Any changes to the SERP for Organic? ForecastActuals Why is it important? • Capture true historical impressions/clicks • Catch changes to SEO performance at query level • Forecast organic search behavior ANOMALY DETECTION – GOOGLE SEARCH CONSOLE
- 55. Drop in visits. Any changes to the SERP? Google Search Console Paid Search Query Country Device Searches Clicks Rank ANOMALY DETECTION – KW INSIGHTS PLATFORM How do we do it? • Align historical GSC to Adobe Media Optimizer data across various dimensions • Set thresholds to isolate opportunities and movers & shakers
- 56. Drop in visits. Any changes to the SERP? Find changes in query trends across paid and SEO. Set Thresholds Daily, Weekly, Monthly… ⬇ relevance ⬇ interest ⬆ saturation Insights ANOMALY DETECTION – MOVERS AND SHAKERS
- 57. Create an insight manual based on data Source: Adobe Analytics and Google Search Console Decrease in search demand, check market sentiment. Consider shelf-space testing to maximize spend. Reduction in click-thru- rates, inspect page content Outcomes SERP INSIGHTS AND ASSUMPTIONS MATRIX
- 58. 2. Gather data - Make an ETL’er your best friend 1. Know your data GEO Entry page Keyword Content 3. Automate insights with alerts and thresholds ANOMALY DETECTION – TIPS & TRICKS
- 59. QUESTIONS Kirill Kronrod kronrod@adobe.com Twitter: @kronrod linkedin.com/in/kirillkronrod Yuliana Kronrod ykronrod@adobe.com Twitter: @ykronrod linkedin.com/in/yulianakronrod Daniel Romotsky dromotsk@adobe.com Twitter: @romotsky linkedin.com/in/daniel-romotsky-0414513
- 60. THANK YOU!