PRNews Google Conference 2015 (SEO & PR alignment) - Dave Lloyd

Use SEO to improve brand reach & performance
Dave Lloyd – Sr. Manager, Global Search Marketing at Adobe

@davelloyd1#GoogleConf
Session Highlights
Explore the ins and outs of search engine
optimization and the various factors that
must be taken into account to raise your
brand’s profile in a Google search
Learn what kind of content Google’s
elusive search algorithm favors and how to
find and properly use the right keywords
You will learn how to:
 Analyze your site and determine whether it is
optimized for search
 Use keywords, links and meta tags effectively
without harming your page ranking
 Determine the difference between on-page and
off-page factors and their impact on SEO
 Understand Google’s latest SEO ranking factors
 Recognize what kind of content Google’s search
algorithm favors now
 How to perform an SEO audit on your
organization’s website
 Differentiate between different types of searches
– navigational, informational, transactional
2

Adobe.com – from an SEO perspective
#6 most linked-to web domain
Up to 60% of traffic from SEO
+15% YoY Visitor & Conversion
Ownership of adobe.com,
Support, TV, and Blog subdomains
Monitor 30,000 SEO keywords,
40 countries & languages, 250
subdomains or regional sites, & 210
competitors (using BrightEdge &
Adobe Analytics)
Work closely with Paid & Site Search
teams
3

Practice what we preach
Ranking keywords (Feb 9)
PRNews conference #14
PRNews Google conference #7
SEO PR conference #6
PRNews SEO conference #4
SEO PR Google conference #2
PRNews conference Top Rank #1
digital marketing PR SEO conference #1
SEO PR #26
Google PR conference #15
SEO Public Relations conference #9
Public Relations SEO conference #6
PR SEO conference #2
http://www.toprankmarketing.com/newsroom/prnews-google-conference/ http://blogs.adobe.com/digitalmarketing/search-marketing/pr-seo-
collaborate-to-improve-performance/
4

Deliver results by focusing on customers & collaboration
Strategic IntegratedComprehensive
Map your content
strategy to
customer needs
Know & deliver
best practices
Collaborate to create
alignment between
teams
http://www.slideshare.net/dalloyd (download this deck)
http://blogs.adobe.com/digitalmarketing/author/dave-lloyd/

Maximize SEO, your most cost effective channel
Comprehensive
Know & deliver
best practices

Title tag
Meta
Description
Relevant
internal
links
Search engines crawl only text and links
How Search Engines interpret a web page
7

Content & Localization
RELEVANCE
Ranking impact: 30-50%
Linking & Social
IMPORTANCE
Ranking impact: 30-50%
Site Architecture & Technical
TRUST
Ranking impact: 25%
Issues: robots.txt, sitemaps, redirects,
parameters, page load, 404 Errors
Impact: crawl efficiency & accuracy, page
inclusion
Issues: isolated pages, poor navigation
Impact: ranking, clickable links, crawlability, social
correlation
Issues: keyword-rich copy, URL structure, static vs.
dynamic content, schema.org, Flash & AJAX
Impact: brand presence, ranking, clickthrough
rate (CTR), conversion
The difference between on-page and off-page factors
The SEO mix
8

SEO Algorithm Team Priorities
Agree on KPIs between PR & SEO teams
Site Architecture &
Technical, 20%
Localization, 5%
Social, 10%
Content
Optimization,
25%
Linking (Ext &
Int), 40%
Content
Optimization, 30%
Localization, 5%
Linking, 15%
Social, 15%
Site
Architecture &
Technical, 20%
Reporting,
15%
Focus & Ruthless Prioritization (Effort vs. Impact)

Latest updates to Google’s search algorithm
Mobile Friendly
Penalties for sites not staying current with mobile & Responsive Design recommendations
https://developers.google.com/webmasters/mobile-sites/get-started
Hummingbird
Results regularly include synonyms
of exact keyword searched – geared
toward mobile & voice queries
Events Data Highlighter
Present events more attractively in
search results using structured data
Panda
News release sites must have utility and
interest to journalists & bloggers
Quick Answers
For How To queries, Google selectively pulls
step-by-step text to top of search results.
(Tip: use ‘how to’, tables, & bullets)

Understand all SEO ranking factors
From SearchMetrics From Moz

Tools to perform an SEO audit
Woorank (website analysis)
Ahrefs (link analysis)
UberSuggest (keyword expansion)
GTMetrix (website speed)
Google & Bing Webmaster Tools
(full site analysis & keyword visibility)
BrightEdge, SearchMetrics, Conductor
(keyword evaluation & SEO dashboard)

Checklist for evaluating SEO dashboard vendors
Must-have Features
• Customizable
• Keyword rankings & discovery
• Link management & analysis
• Stakeholder access
• Data aggregation
• Analytics integration
• Robust reporting
• Monitoring & Alerts
• Competitor Analysis
• Training
Flexible Features
• QA & broken link evaluation
• Highlight KPIs
• Paid integration
• Actionable Recommendations
• Task management
• Long-tail recommendations
• Predictive Analytics
• ROI Measurement
• Country & language support
• Social signal monitoring
13

Strategic
Map your content strategy
to customer needs

Execute on a Project Plan
Category % Complete SEO ratio Components
Domain Health /
Site Architecture
50% 25%
Domain value, site architecture, PLS, XML Sitemaps,
indexing, 404 issues
Content
Optimization
50% 15%
Content Quality, Keywords in Title, Headers &
Content, non-brand keywords in body copy
Localization 20% 5% Global keyword research, optimization, & QA
Other Digital Assets 10% NA PDFs, Images, Videos
Internal Linking 20% 10% Anchor text links from Adobe.com, Blogs, AdobeTV
Social Media 0% 15%
Blogs optimization/linking, PR optimization,
Facebook, Twitter, YouTube optimization
External Linking 0% 30%
Content syndication, Social outreach, links from 3rd
party sites
Reporting 0% NA Analytics & SEO Dashboards
15

Content optimization strategy
1. Identify keywords
2. Organize content by message
3. Optimize content
4. Create content
5. Link to content
6. Test strategies
7. Report results

1. Identify Keywords
Search Demand Search Intent Relevant Content
How many search?
Issues: Quantity of
searchers, balance with
product & web needs
What is their task or goal?
Issues: Relevant brand &
non-brand queries,
competitors, customer
journey
What can we say about it?
Issue: Delivering optimal
content & conversions
17

Optimize keywords that matter
PRNews conference #14
PRNews Google conference #7
SEO PR conference #6
PRNews SEO conference #4
PRNews conference Top Rank #1
SEO PR #26
Google PR conference #15
SEO Public Relations conference #9
Public Relations SEO conference #6
PR SEO conference #2
http://www.toprankmarketing.com/newsroom/prnews-google-conference/ http://blogs.adobe.com/digitalmarketing/search-marketing/pr-seo-
collaborate-to-improve-performance/
18

2. Organize content by message (unified messaging doc)
Target keywords Demand Target URL
19

Integrated
alignment between teams

3. Optimize content
Header New URL Target words Demand Title Meta Description
21

Title tag
URL
Headers (H1)
Images/multimedia tags
Link text
Keywords in body copy
Meta Description (visible
in Search results)
4. Create content – each page supports a unique theme
22

Intent-driven
content improves
your brand’s digital
shelf space,
conversions, &
customer retention
Consideration
intent
(Adobe.com)
Learning intent
(Adobe Docs)
Support intent
(Help section)
Paid Search
alignment
Deliver content based on the customer’s intent
23

5. Link to content - to improve visibility & rank (indirectly)
“I wouldn’t expect links from press release web sites to benefit your rankings.” – Google’s Matt Cutts (2012)
https://productforums.google.com/forum/#!topic/webmasters/O178PwARnZw/discussion
24

6. Test: Brand messaging at front of Meta Descriptions
Challenge
 Identify impact of branded
keywords in the beginning of
Meta Description tags
Hypothesis
 Branded messaging to the left of
search results will increase CTR
and SEO visits
http://pages.mediative.com/SERP-Research

Test Results
Implementation Data
 Change Meta
Description between
test and original
 Used CTR & Visits KPIs
for test & control pages
 Significant increase in
CTR and visits
ImpactOriginal meta description:
Electronic signature software
online…
New meta description:

Pick key KPIs to align reporting to the right
stakeholders (and get their feedback)
Measure impact to tell the story (Brand? Ranking?
Visits? Conversions?)
Provide actionable insights whenever possible
7. Report on results
27

Strategic IntegratedComprehensive
Map your content
strategy to
customer needs
Know & deliver
best practices
alignment between
teams
Deliver results by focusing on customers & collaboration
http://www.slideshare.net/dalloyd

PRNews Google Conference 2015 (SEO & PR alignment) - Dave Lloyd

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