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 Lee
Manager, 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/

Search & Social Alignment
4
Strategy Data Innovation
SEARCH + Social Media Center of Excellence
SEARCH
SOCIAL
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.

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
• Comprehensi
ve 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
Support
Sales/
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
skeptics
linking recommendations
Editorial calendar Keyword research
Social touch point SEO Strategies
Optimize internal linking when possible, and SEO
recommendations
Internal Linking – blogs, press releases
Incorporate SEO feedback SEO training, provide keyword mapping
Optimize internal linking when possible, and SEO
recommendations
Press 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
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
Recommendations
Data 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
Data
Product
Support
37
Drive innovation at the nexus of aligned data, strategy & produ

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 inform
Social 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

Getting SEO & Social Media Alignment Inside Your Organization by Warren Lee

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