29-30 April, 2015 | ICC, ExCel, London
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SEO at Scale
Mika Göckel & Peter Krmpotic
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Why are we here?
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Crossing the Chasm – Geoffrey A. Moore
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Our Marketing Is Maturing
2010 – 2014: Early Adopter
2015 – onwards: Early Majority

Looks for features

Looks for value

Workflow Expert

Not expert on flow

Wrote the book

Wants to learn the basics

Focus on SEO

Manages multiple channels

Wants to know how it works

Wants to know why it matters
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Current SEO Topics
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Mobilegeddon – April 21, 2015
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The single largest search update since 2013
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What happened?
•
Google’s assessment is binary - your pages are gauged as either
mobile friendly or not.
•
This change affects worldwide mobile search results in all languages,
and Google’s Zineb Ait Bahajji from the Webmaster Trends team was
quoted as saying it was bigger than the penguin or panda updates.
•
Even without this announcement, mobile should be a priority due to
its rapid adoption and expected growth.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
9
10X
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50%
10
30%
What is mobile friendliness?

Legibility

Need for scroll

Link placement

Files accessibility

Playable content

App download interstitials
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Mobile Implementation Options



Responsive Design

Same URL to all devices

CSS is used to change how the page is rendered

Google recommended
Dynamic Serving

Same URL to all devices

HTML & CSS change depending on device type

Different content, same URL
Separate Mobile Sites

Different URLS

Different HTMLs

Different user experience for each site
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12
What are common issues?
x Faulty redirects - If you have separate mobile URLs, you must redirect mobile users on
each desktop URL to the appropriate mobile URL.
x Mobile-only 404s - Some sites serve content to desktop users accessing a URL but show
an error page to mobile users.
x Irrelevant cross-links - This is when users are linked to desktop-optimized pages from the
mobile version of the site, and vice versa.
x Slow mobile pages - In order to avoid user frustration, ensure your mobile pages load
quickly.
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Quick Answers
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What is it?

New Search Engines Results Page (SERP) formatting where search engines
will promote an answer to a query when it reaches a certain confidence level

Improves click-through rate for the URL and increases visits to the page
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Recommended Markup

Header markup on name of tutorial/query

Bullet points & numbered list with step-by-step instructions

<h1>How to edit a photo</h1>

<ol>

<li>Get straight and precisely crop your photos.</li>

<li>Make unwanted elements disappear-just like that.</li>

<li>Fix colors and create cool effects.</li>

<li>Personalize your image. Add a logo and text.</li>

</ol>
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
17
AEM + SEO
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
New AEM-Analytics Integration
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
BrightEdge’s Content Optimizer
Now to some
technical challenges
Large scale SEO

A scenario for a large scale SEO challenge is a stock catalogue:
Thousands or even millions of products
 A requirement to feed crawlers with up to date prices and product
availabilities
 decent product presentation to human customers
 product and product-category landing pages
 all the freedom degrees of design for which a CMS stands

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @MikaGoeckel
Case:
A German budget airline
Large scale SEO with AEM

Adobe Professional Services together with cyber:con
implemented this for a German budget airline
 More
than 500k flight connections are presented on more than 50k
pages each in 6 languages resulting in more than 400k individual
pages.
 In this scenario some products are volatile when it comes to prices
or availability, but most aren’t
 The system that we replaced could update all the information only
every 2 hours resulting in out-of-date information
 The AEM based system only takes 5 minutes for that task.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @MikaGoeckel
Large scale SEO with AEM

From an editor’s perspective

15 different page types:


20 “data-aware” components





List of connections – user sortable and filterable, linked to other pages
Image-Teaser, Destination-Teaser (selected by tags)
Weather at destination
Maps, etc.
Cloze texts with variables like


From country to country, country to airport, airport to country, airport to airport, from a to b
in month, from cluster to beach destinations etc.
$country, $airport, $price, $connectionsPerWeek
All at hand ready for a free design of pages
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @MikaGoeckel
Large scale SEO with AEM

From a crawler’s perspective
 Schema.org
annotations
 High cohesion (interlinking between pages)
 All pages with rich text and images with relevant meta-tags
 Destination pages have high fan-in (links to it) from meta-sites
(travel sites, flight-search-engines etc.)
 Meta heads are specific to page content ($airport)
 No dead links
 Sitemap.xml points to freshly changed pages
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @MikaGoeckel
Large scale SEO with AEM

From an programmer’s perspective
 Caching,
caching, caching
 Delta calculations to find the data set that changed
 Reduction of database queries
 Deconstruction of pages into snippets that are either:
 Individually cacheable
 Personalized (so can’t be cached)
 Contain real time logic (like “your flight is delayed”)
 Dependency graph of components and pages that need to be
decached
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @MikaGoeckel
Some tricks
Large scale SEO with AEM




We don’t do single database selects for a component.
All relevant tables are loaded in a single select and postprocessed into cache-buckets with a hash and timestamp
Each bucket is compared to the state it had last time the job ran
and if it changed, the affected pages are marked for decaching
This SEO-cache is business object oriented in contrast to the AEM
dispatcher cache which is HTML-snippet oriented
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @MikaGoeckel
Large scale SEO with AEM



Snippets are recombined to pages using server side includes
So parts of a page (snippets) can have different update intervals
Pages can contain personalized or semi-personalized snippets
“Semi-personalized” means it is not different for every user, but for a
group like “Users having searched for a flight to Greece” or “Teaser for
people looking on pages for flights out of Berlin”
 So the content can be calculated once and cached until the underlying
data changes

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @MikaGoeckel
Conclusion
Large scale SEO with AEM




Silo architectures (CMS plus product catalogue) are history
You can use all the capabilities of AEM and the Adobe Marketing
Cloud to create the best product presentation and user experience
possible
You can integrate with a PIM, backend systems, databases and enable
the web editor to utilize all this information
Data-aware components can SE-optimize your web pages
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @MikaGoeckel
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Q&A
Mika Göckel
Peter Krmpotic
[email protected]
Twitter: @MikaGoeckel
[email protected]
Twitter: @PeterKrmpotic
LinkedIn: peterkrmpotic
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163
Adobe is everywhere you look
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.