getting seo & social media alignment inside your organization by warren lee

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Warren Lee, Global SEO Manager, ADOBE

SEO & Social Media Alignment@warrenleemedia


Warren LeeManager, Global Search Marketing

Global team delivering Organic & Site Search

strategies for all Adobe products

Team Charter

• Deliver industry best practices

• Drive KPI-focused results

• Showcase Marketing Cloud products

11 years in Search, 15 years in Digital

@warrenleemedia

http://blogs.adobe.com/digitalmarketing/author/warren-lee/http://searchengineland.com//author/warren-lee/

http://www.linkedin.com/in/warrendlee

http://www.linkedin.com/in/warrendlee


Search & Social Alignment

4

Strategy Data Innovation

SEARCH + Social Media Center of Excellence

SE

AR

CH S

OC

IAL

ALIGN SEARCH & SOCIAL MEDIA ACROSS THREE PILLARS


Why Align Social Media & SEO?

5

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

1,800,000

2,000,000

SEO VISITS

*illustrative data.


Personalized Results Example

6


Non Personalized Results Example

7


Non Personalized Results Example #2

8

A post in an

SEO

COMMUNITY

In G+ and 36

seconds later

it’s displayed

in Google

search

results.

https://plus.google.com/u/0/communities/115353357478771985772


THEN

9

"It’s about linking, content and

architecture.”

LINKING

ARCHITECTURECONTENT

• Architecture = Accessibility,

crawl

• Content = Quality content, on

page optimization.

• Linking = External, Internal,

PageRank


NOW – The old rules still apply. But there are additional

signals.

"It’s about identity, relationships and

content.”

- Amit Singhal, Google

10

• Relationships =

Personalization

• Content = Quality content,

page rank, relevancy, and on

page optimization.

• Identity = Agent Rank,

relevancy, and the

engagement graph

IDENTITY

RELATIONSHIPSCONTENT


Evolving Adobe’s Search & Social Organizational

Alignment

Source: Altimeter Group

Centralized

One

department

controls all

efforts

Consistent

May not be

as authentic

Distributed

Organic

growth

Authentic

Experimenta

l

Not

coordinated

Coordinated/

Hub &

Spoke

Sets rules,

best

practices,

Spreads

widely

around the

org

Takes time

Multiple

Hub &

Spoke

Similar to

Coordinated

but across

multiple

brands and

units

Holistic

Each

employee is

empowered

Unlike

Organic,

employees

are

organized

2000-09 2010-12 2013


Structuring Adobe’s Social Center of Excellence

• Pilot Programs

• Vendor Evaluation

• POV Newsletters

• Best Practice Sharing with Industry Peers

• Training

• Consulting

• Activation

• Social Champions

• Governance/Audits

• Policy Enforcement

• Account Management

• BU Alignment & QBRs

• Social Leadership Council

• Measurement Framework

• Data Driven Insights

• Listening Strategies & Research

• Dashboards

• Benchmarking

measure manage

innovateenable

12

4 pillars


Clearly defined engagement process

ORGANIZE

• Define Objectives

• Identify Roles & Resources

• Listen: Benchmark Social Presence

DEVELOP PLAN

• Comprehensive Strategy Planning

• Global Brand Voice

• Platform/tools

• Content Strategy

• Crisis Plan

ENGAGE

• Right Place

• Right Time

• Influencers

• Advocates

INSIGHTS

• Online Monitoring

• Analysis, Reporting & Optimization


Defined Social Media Policies

14

Guidelines/Guardrails

Reflect Adobe’s cultural values and

philosophy toward social media

“Use common sense and act responsibly”


Aligned Cross Functional Training

15

Playbooks & best practice sharing

Guidelines

SEO Best Practices

Basic governance

Crisis mitigation

How to build a social media task force

How to build a social strategy

Listening, measurement, & insights


Aligned Cross Functional Training

16

• Comprehensive presentation on

Search & SEO

• Address beginner, intermediate,

& advanced areas

• Customize for stakeholders

• Regularly updated best

practices document

• Train each new group

• 30 minute formal session

• 5 minute ad-hoc when

starting a new project

“Get the DNA of SEO aligned early & often.”


Broad Employee Training

17

• Formal social training & certification program

• Integrating principles-based training + specific activation

initiatives

• Designed with scale in mind

• Further refining social brand standards & governance

• Building based on learnings from other corporate training

initiatives (Dell, Sprint, Intel, etc.)

Holistic


Social Media Presents Many New Business Opportunities

• Reduce costs Decrease support calls

• Increase customer satisfaction

• Learn more about our customers; lead gen

• Enable partners to engage (share content/programs)

• Build brand affinity

• Drive demand

• Ecommerce opportunities

• Incorporate user feedback into product design and development process

R&D Marketing

SupportSales/

Channel


Strategy – Integrated SEO + social media strategies & processes

Social strategiies SEO touch point

Amplify the voice of the customer (e.g., Creative artists,

customer stories, #1, #100, #1,000, etc., CC member)

Keyword research, test voice of customer in messaging

Promote segment product updates and announcements (i.e., PS

CC update)Keyword research

Promote new CC features and CC segment product features Keyword research

Leverage Voice of the Customer content Keyword research, incorporate reviews mark up

Voice of CCT Customer (blog,G+)Keyword research, blog review SEO best pratices, G+ best

practices for SEO

mitigate lingering negativity analyize any top ranking keywords to sites with negativity

Creative Days (All – EMEA) Geo-targeting content to drive

awareness (i.e. Erik PS video)Localization SEO support

Promote CC availability & special offers align in messaging

Promote “misconceptions” infographic & encourage trial to

skepticslinking recommendations

Editorial calendar Keyword research

Social touch point SEO Strategies

Optimize internal linking when possible, and SEO

recommendationsInternal Linking – blogs, press releases

Incorporate SEO feedback SEO training, provide keyword mapping

Optimize internal linking when possible, and SEO

recommendationsPress release review

KPI KPI

Units targets Units target, visits target19


SEO Process, working with the Social Media team

SEO Best Practices presentation

Keyword research and optimization training for the team

Blog authors work with SEO team to establish target keywords relevant to theme of the upcoming messaging

SEO team reviews and provides optimization recommendations, relevant both to messaging optimization and linking

Support rel author implementations

Blog optimization best practices

Select a theme-relevant keyword for optimization

Use keyword in Blog name (it will also propagate to browser Title, URL and Header tag)

Use theme-relevant keywords high in the page content for higher relevancy

Link to a theme-relevant page on www.adobe.com when appropriate, using target keyword in link text

20


Finding and communicating theme-relevant linking

opportunities

1. Search in Google to identify theme-relevant:"edit pdf" site:blogs.adobe.com"edit pdf" site:tv.adobe.com

If no good linking opportunities keywords:- either try variations: "edit pdf files" or "edit pdf file"- or search without "" to see variations: edit pdf site:blogs.adobe.com

2. Find good theme-relevant messaging with a strong linking opp:http://blogs.adobe.com/acrobatforlifesciences/2012/12/key-enhancements-in-acrobat-xi-for-the-bio-pharma-market/

3. Identify the owner

4. Create request that we can send to the owner, i.e.:Under "Restrict Editing Easily" section of the page, first sentence (underscored, below), please link "edit pdf" to http://www.adobe.com/products/acrobat/pdf-editor-pdf-files.html"With Acrobat’s new ability to edit PDF, you may wish...”

21


22

Day CMS: Theme-relevant Linking Tool

Step 2: In the “Edit”

mode, authors are able

to click on “S” button

Day CMS now provides a

tool for authors to link

content to pages that are

closely matching theme

of created content.

Step 1: Authors click

“Edit” to create or update

the content

Keywords that match

these provided in

mapping spreadsheet

are being highlighted

URL selector shows

linking opportunities;

author clicks on the link

to insert the link

Notes:

- Content authors do not need to highlight keyword in order to run the tool, just press an SEO button

and the tool will check keywords and highlight the linking opportunity


Tactical Alignment – 5 Steps

SEO & Social listening


1. Keywords

24

Keywords relevant to your

audience

What keywords matter to them?

SEOs know keywords

Share with your Social Team

Build a ‘joint mindset’

Audience interests defined by

keywords


2. Trending Tweets

25

Absolute number of tweets with

keywords

Twitter keyword volume

Week on Week change in # of tweets

Spot trends and ‘bumps’ in volume

Define degrees of change

“Large trends are only meaningful if

the absolute volume is significant”

Start collecting and storing the data

Rate trending keyword groups –

strong, moderate and so forth

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 26

Capitalize immediately on strong trending

keywords

Time is of the essence

Do topics overlap with existing campaigns?

If so, prioritize some relevant keywords

Utilize trending data to decide priority

keywords

Consider how many tweets you send out

Frequency and timing

Produce your final list of keywords core to your

twitter strategy

3. Strategy


4. Alignment

27

Keyword to page mapping is now more important than ever before

Share your list of target keywords

Identify pages that are best optimized for each of those keywords

Refine your keyword priorities

If you see some pages that are high performing in terms of rank or conversions then..

Increase the priority for the keywords that map to these pages

Map existing pages to trending keywords


5. Crafting the tweets

28

Craft your Tweets

It is not just about volume.

“The right tweet content, in the right

language, in the right place, at the

right

time”

Utilize promoted tweets

SERP results and visibility

Test if tweets strike a chord with users per your

keyword discovery – use AdWords


5. Crafting the tweets

29

Craft your Tweets

It is not just about volume.

“The right tweet content, in the right

language, in the right place, at the

right

time”

Utilize promoted tweets

SERP results and visibility

Test if tweets strike a chord with users per your

keyword discovery – use AdWords

Twitter tips. Do THIS not THAT

use exclusive: +16% CTR

use bonus or free not gift: +57% / +40% CTR

use awesome not great: +42% CTR

use hottest not hot: +49% CTR

use best not good: +28% CTR

use amazing not excellent: +26% CTR

use grow not increase: +27% CTR

use details not more: +14% CTR

use you not me: +33% CTR

Tweets with “?” get 17% higher CTR

Don’t overdo exclamations

Tweets with “!!” get 33% lower CTR

Don’t include @usernames

Tweets with “@” get 28% lower CTR

Use whole dollar prices (ie $10 vs. $9.99)

Tweets with whole prices get 23% higher CTR


Data - Measuring the holistic impact between social media &

SEO

30

IS THERE A HALO EFFECT?

• Align on KPI’s - What dashboards should be shared?

• How to prove sales and conversion goals for social

media?

• Can social sentiment data inform SEO strategy?

• Can we use SEO keyword data to inform Social

Outreach?


SEO ranking dashboard – Source BRIGHT EDGE


KPIs as Indicators of Program or Business Success

Business

Objective

KPI 1 KPI 2 KPI 3 KPI 4 KPI 5

Awareness Social Community

Growth

Share of voice or

Share of

Influencers’ voice

Volume of

conversations and

reach

Ratio of positive,

negative and

neutral sentiment

Unique

conversation

contributors

Engagement Percent of

community

interacting with

content

Interactions per

follower

Content virality and

velocity

“Likes”, re-tweets,

shares, mentions,

etc.

Campaign

#hashtag use

Lead Generation Cost per lead from

social channels

RFI submissions

through social

Qualified sales

leads from social

Reach within target

audience

# of white paper

downloads

Demand Gen/

Conversion

Direct attribution -

revenue and trial

downloads

through tracked

links

Cost per

acquisition

Conversion rates

and average order

value from social

channels

Revenue attribution

for key influencers

On-site product

reviews

influence on

conversion rates

Customer

Support

Cost savings (call

deflection)

Avg. time to issue

resolution

Change in

sentiment around

support issue

Number of issues

resolved

Issue resolution

rate per agent

Advocacy Number of active

advocates

Volume of

conversations

driven by

advocates

Percent of brand

communication

driven by

advocates

Influence score and

reach of advocates

Revenue

attributable to

advocates

Product

Innovation

Number of

product ideas

submitted

Number of ideas

included in

product

development

Number of bugs

reported and fixed

Size of community

providing product

feedback

Engagement

rates in product

forums


SEO dashboard – Source BRIGHT EDGE

33


Impact of Social on SEO

Keyword

“social analytics”

Over 1 week in December

- Rank up from position 28 to 2

- 7 new Tweets + traditional SEO

Over 3 weeks in February

- Rank up from position 4 to 2

- 28 Tweets and 6 Facebook Likes & Shares

- No other additional linking or on-page optimization

*Source: BrightEdge

34


The Value of Your Social Followers

35

Customers that engage with brands on

social

Stronger purchase intent: 60% more

likely to purchase from a brand

Greater actual spend: ~40% more

money spent than other customers

Deeper emotional commitment: Grant

on average 33 point higher NPS score- Bain Research, 2011


The Social Value on Search = Analytics + Insights

Reporting and

RecommendationsData AnalysisMonitoringBuzz metrics: topics,

trends

and sentiment

60,000 mentions in

social each day

Deep dives to

understand business

impact

Insights to inform

business & content

strategy

Tools: Adobe Social

Sysomos

BRIGHT EDGE

Tools:

Adobe Marketing

Cloud

Sysomos

BRIGHTEDGE

Standardized Reports

Dashboards


Innovation- Developing the best practices of the future

Strategy

DataProduct Support

37

Drive innovation at the nexus of aligned data, strategy & product support.


Experimental Measurement: Deep Emotion Analysis

Creative Cloud Conversation Analysis

Emotions:

Happy / Sad

Admiration / Hatred

Fear / Anger

Surprise / Anticipation

Analysis:

Individual Emotions

Aggregated Emotions of all CC conversations

Aggregated Emotions per user

Future

Predictive sentiment analytics


Creative Cloud Announcement Emotions

Measuring emotions for

AdobeMAX


SOCIAL + SEARCH – A virtuous cycle

40

Search keywords informSocial content

strategy

Social conversations drive Search

equity

Search enhancements increase Social

signals

Social conversations

inform keyword strategy


Summary

Alignment between search and social is synergistic and is a top priority

STRATEGY

The value of social media goes beyond getting social signals to improve rankings

SEO is no longer just about content, linking and site architecture

It’s also about building social identity, relationships & engagement

DATA

Align on KPI’s that relate to search and social media

Data is not just for looking at what you did, rather it can guide what you should be doing.

Social data can inform your content strategy

Social data tells you what your customers want, and where they prefer to consume content online

TECHNOLOGY

Is the only solution towards effectively listening to your customers which is a critical component towards implementing data driven strategy.

41


Q&A

42

Any QUESTIONS?


Changing the world

through digital

experiences


APPENDIX

45

All the other STUFF*

* Best practices check off lists for your future reference


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

Prepared by: AJPR LLC 2010

46


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


47


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


48


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


for the products and categories related to series of

posts; leverage keywords in tweets



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


49


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


for the products and categories related to the article



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.


50