Global Search, Social, and Analytics Strategies
3 likes2,261 views
The document provides guidance on developing an integrated search and social media strategy. It recommends taking a strategic, integrated, and comprehensive approach that is customer-focused, data-driven, and involves stakeholders across planning and execution. Checklists are included to optimize content, keywords, links, and engagement across blogs, Facebook, Twitter, Google+, and other channels to drive search engine rankings and business goals.
Global Search, Social, and Analytics Strategies
- 1. Global Search, Social, and Analytics Strategies Dave Lloyd Manager, Global SEO
- 2. Role of Search Marketers today Steward of Visitor Flow Curator of Customers Maven of Data = Results based on Trust & Credibility
- 3. Key Takeaways • Strategic – Be customer-focused through competitive & audience analysis – Focus on BU priorities – Engage closest stakeholders in regular training • Integrated & Data-driven – Begin with the end in mind on key business metrics – Be involved from beginning in full project lifecycle – Align Search best practices with ALL Content Marketing goals • Comprehensive – Plan ahead to stay credible – Capitalize on market opportunity of global + non-brand keyword optimization 3
- 4. How we do SEO at Adobe Organizational Structure Algorithm Alignment Recent Project Plan Engagement Model Social + Search Global & Localization Project Priorities BrightEdge Use Cases
- 5. Search Team Alignment Sales & Marketing Database Reporting Dashboard, Site Catalyst, Discover, Search Center Search Pillars Ad Copy Paid Organic Site Promo Copy Strategy Communication, KPIs, Objectives, Global, Segmenting Buy NowDownload/Trial Lead Generation Keywords Link Building Content Landing Pages Engagement Launches, Offers, Audience, Keywords, URLs Stakeholders Demand Marketing, Campaign Marketing, Business Units
- 6. Search Team Scope Paid • 32 Programs - 31 countries • 1.6M KWs/700K active • 14K ad copy rotations • 1,113 LPs • Adobe Search Center Platform • Automated-bid technology • Adobe Test & Target MVT Organic • 30+ Domains, Subdomains, & Microsites • 15K Top Priority KWs & URLs • SEO Tools implementation • Worldwide Coverage • 20 countries direct, 70 indirect through best practices Site • 1.8M pages • ~10M KWs • 11 major sites • The 3 pillars of Search are aligned & on the same team • Adobe Digital Marketing Suite (alpha-testing partner)
- 7. SEO Engagement Model 1. Align Strategy & Schedules 2. Engaged Early & Often 3. Agree on Process & Metrics 7 Execs User Interface Web Strategy Paid Search Web Production Analytics Global Teams (Loc) Store Teams BU & Product Mktg Social Direct Mktg IT Search Center of Excellence Center of Excellence Centralize all best practices, processes, and measurement
- 8. Components of Google’s Ranking Algorithm http://www.seomoz.org/article/search-ranking-factors
- 10. Prioritize Projects using Agile Marketing Benefits • Adaptable • Collaborative • Accountable • Organized • Measureable http://searchengineland.com/have-you-adopted-agile-marketing-yet-2-127247 http://www.slideshare.net/jcolman/agile-marketing-4-principles-and-13-hacks- seomoz-mozcon-2012 Scrum methodology - Prioritized team projects (200+) - Twice weekly “stand up” meetings 1. what you did? 2. what you’re doing? 3. impediments/challenges?
- 11. Localization 1. In-country keyword research 2. Each keyword mapped to preferred landing page 3. Content localized using keywords (content, video, images, links) 4. Reviewed by Editorial & SEO & added to Sitemaps 5. Localized & optimized content goes live 11 SEO Keywords/PLPs Content localization SEO/Geo review Page Launch
- 12. Search & Social (Virtuous Cycle) Search keywords inform Social content strategy Social conversations drive Search equity Search enhancements improve Social ranking Social conversations inform keyword strategy 12
- 13. Adobe Help Video Results • Social content regularly visible in search engines • More “shelf space”Adobe.com Blogs • ‘Universal search’ results can include vertical results such as videos, images, forums, news and blogs results. • By optimizing the social content for target keywords, it’s possible to take over the entire results page. • Content freshness is an important part of the new Google Caffeine algorithm – page is crawled more frequently Google +1 Social in SERPs
- 14. Impact of Social on SEO Keyword “social analytics” December (1 week) - Rank from 28 to 2 - From 7 Tweets February (3 weeks) - Rank from 4 to 2 - From 28 Tweets and 6 Facebook Actions Source: BrightEdge 14
- 15. Social metrics that impact Search 15 • Facebook’s metrics are substantially better correlated with rankings • Low Twitter correlation could also be due to less public data available • Red bar is a benchmark of a traditional SEO signal http://www.seomoz.org/article/search-ranking-factors#metrics-4
- 16. BrightEdge Use Cases 1. Trended Reports – Rank to Visits & Rank to Revenue 2. Global – 20+ countries 3. Linking – internal & external 4. Social - Twitter & Facebook influence 5. Forecasting - Task ROI & Genesis data 6. Paid & Organic – Genesis integration + SearchCenter 7. Task Management – future workflow optimization 16
- 17. Team Projects
- 18. Project Plan Details Category SEO Weight Components External Linking 30% Anchor text links from relevant .coms Domain Health / Site Architecture 25% Domain value, site architecture, PLS, XML Sitemaps, indexing, 404 issues Content Optimization 15% Content Quality, Keywords in Title, Headers & Content Social Media 15% Blogs optimization/linking, PR optimization, Facebook/Twitter Internal Linking 10% Anchor text links from Adobe.com, Blogs, AdobeTV Localization 5% Global keyword research, optimization, & QA Reporting NA Discover dashboard + BrightEdge Other Digital Assets NA PDFs, Images, Videos 18
- 19. Content Optimization Plan 19 1. Identify Keywords 2. Organize 3. Optimize 4. Localize 5. Socialize 6. Report Results
- 20. Identify Keywords Other core product storiesCreate PDF story Forms, Signatures, Protection
- 21. Organize (Messaging Kit used by Editorial) 21
- 22. Optimize Content 22 Collaborative document shared with SEO, Paid, Web Strategy, Editorial, and Social teams
- 24. Localize Video Content 24 Based on source content, local content is created (not translated) using target keywords for each market
- 25. Socialize KWs shared with teams Keyword use in Social Optimize other owned content (Blogs, TV, Help) & link to target pages 25
- 26. Share Keywords & URL with Stakeholders 2 6 Target keywords Keyword theme Search volume Target URL Map your subject & keywords to targeted search page
- 27. Review Blogs for SEO Best Practices 27 2 7 Provide keyword recs for headers and on-page content Use theme-relevant keywords high in the page content and in text links to a relevant page
- 28. Genesis integration – Rank with Revenue 28
- 29. Key Takeaways • Strategic –Customer-focused • Integrated & Data-driven –Align with key stakeholders • Comprehensive –Plan ahead to capitalize on market opportunities 29
- 31. Social + Search Checklist: Blogs Items Action Note Content Determine content strategy by objectives and theme (thought leadership/news/tips/etc.) Keywords Consult with product teams for their target keyword for the products and categories related to the article; leverage keywords in header and body Other resources: SEO/SEM keywords, on-site search queries, social media sites Title Use keyword in blog post title Meta Description Use keyword in meta description. Each article should have a unique meta description Category/Tags Every article should be categorized and tagged. Ensure categories and tags reflect how customers search for content and identify themselves (not how company categorizes customers/business areas). Categories should be used as a navigation/menu. Body Text Use keyword in body text throughout the article; balance use of keywords and maintain an authentic tone of voice Links Use keyword for linked page in anchor text. Cross link to related articles Link to geo pages whenever possible, instead of US/Global pages URL Use simple and short URL structure with keyword It’s good to have category name in URL structure Micro-formats and Schemas Use “rel=author” tag to indicate the ownership/editor of each blog post See Schema.org and Microformats.org for info 31
- 32. Social + Search Checklist: Blogs (continued) Items Action Note Images and Videos Use keyword in file name. Add a short description with keyword (title and alt tags); Posts with dynamic media are more engaging for social communities Use title=“xxxxxxx” and alt=“xxxxxxx” tags Page Template Apply <H1> to article main header, and <H2> to sub header. Place social icons on each page where visible to readers Virtual (Vanity) URL Use 301 redirect from Virtual (vanity) URL to the static URL ending with “.html” Site/Page Indexing Create a XML sitemap for blog site, and submit it to engines Check with SEO/IT about creating a site map Engagement Invite comments and questions on your posts to continue the conversation; update blog posts w/ new information as it becomes available to keep content fresh Cross-Amplification Cross-amplify blog posts on other social networks and other Adobe channels to extend the reach Posts on other social networks that link back to blog should also be keyword optimized (Twitter, Facebook, Google+, etc.) Frequency Ensure frequency of content is regular and consistent to ensure that readership has reason to come back to site 32
- 33. Social + Search Checklist: Facebook Items Action Notes Content Determine content strategy by objective and theme (thought leadership/news/tips/etc.); balance owned content w/ third party content Balance use of keywords with tone. Remain authentic Engagement Encourage engagement within posts – ask questions, invite comments, and respond. Tagging Tag other Facebook pages in posts to extend the reach of your content Text Areas Create robust profile (bio, about, description) with keywords that links back to home page Frequency Balance frequency of content based on amount of community engagement Timing Test different post times to determine which days/time your community is most engaged Keywords Consult with product teams for their target keyword for the products and categories related to social posts. Include keywords and rich media (photos/videos) Keyword integration should be shared between all social media sites Link to Facebook from domain Link to each global Facebook account from country home page Facebook Like button Enable Facebook Like on pages Facebook Open Graph Consider whether use of FB Open Graph makes sense for your domain 33
- 34. Social + Search Checklist: Twitter Items Action Note Profile setup Treat text areas as relevant for search engine indexing – include keywords and links in bio Content Determine content strategy by objective and theme (thought leadership/news/tips/etc.); balance owned content w/ third party content Keywords Consult with product teams for their target keyword for the products and categories related to series of posts; leverage keywords in tweets Other resources: SEO/SEM keywords, on-site search queries, social media sites URL linking Drop links authentically, don’t overload on anchor text used Search & Social teams should be aware of similar goals & URLs that support that Influencers Identify and influencers by industry & product and follow – engage with their content through retweets and @replies Twitter button Enable on relevant part of your domain Hashtags Leverage hashtags that are keyword optimized and receiving high traffic Engagement Monitor your @mentions and respond to questions/comments Frequency Balance frequency of content based on amount of community engagement Timing Test different post times to determine which days/time your community is most engaged 34
- 35. Social + Search Checklist: Google+ Items Action Note Rel-author Set up rel-author tag on your site or blogs Enables more visibility of social posts tied to an individual author Google+ Individual Accounts Tie Google+ to rel-author for individual writers or bloggers Google+ Corporate Account Set up Google+ Corporate account Include meta description and link back to corporate domain Google Profiles Fill in your Google profiles with relevant information & links Google +1 button Enable on your domain Keywords Consult with product teams for their target keyword for the products and categories related to the article Other resources: SEO/SEM keywords, on-site search queries, social media sites Body Text Use keyword in Google Profiles and Google+ posts Links Use links through social posts on Google+ Link to geo pages whenever possible, instead of US/Global pages Social Media Content All content on social channels should be keyword optimized , include links and rich media in content whenever possible Balancing keywords while staying true to your voice is critical Text Fields on Social Channels Leverage all available areas on social profiles to fill in keyword rich content – bios, about sections, content descriptions, etc. Prepared by: AJPR LLC 2010 35