Adobe Systems Incorporated is an American multinational computer software company with it’s headquarters in San Jose, California, United States. The company is famous for creating innovative digital products focusing on creation of multimedia and creativity focused software solutions.
Adobe was founded in February 1982 by John Warnock and Charles Geschke, two of the ex-employees of Xerox PARC in order to develop and sell the Postscript page description language.
Some of the most famous products of adobe are Photoshop, PDF and the ADOBE Creative suit. The company has ranked as an outstanding place to work since 1995 by the fortune magazine.
Business Objective of Adobe
The issue was first noticed around 2011, when Adobe observed that the organic traffic to their website especially through non-branded keywords was very low. For information a non-branded keyword is a keyword that do not provide or leverage on the target website’s brand name or some variation of that brand name.
So, they decided to find out the root cause for this issue and to take rectifying measures as soon as possible. After carefully evaluating the problem at hand adobe decided to use some beta test with product placements along with using the services provided by a company named BrightEdge.
The adobe noticed that its website had one product page presenting all of their features ( about 30 of them), but they lacked the individual detailed feature pages for various products. And they soon realized that although the content was fully relevant but because non-description pages Google was unable to apply a single theme to the whole page which in turn resulted in low rankings or no rankings in some of the cases.
The company was trying to figure out a solution for increasing the overall organic traffic to the website from the non-branded websites. Presence of so many products and descriptions on a single page made the page quite long, bulky and dense apart from obvious search engine optimization issue.
Strategy Adopted by Adobe
Kirill Kronrod, Senior Global SEO Manager at adobe, decided to run a beta test by creating some individual pages for some of the product features. The initial testing was done using 15 pages for 15 of the product features. The new and redesigned pages were quite specific to not only one feature, but also to the chosen non-branded keyword for that specific page that they wanted to rank for. Now another important question in front of the company was about the keywords they needed to place. Hence the keywords were decided using Adobe’s own analytic platform, google web-master tool and the BrightEdge platform.
The BrightEdge’s share of voice report was used to evaluate the test performance, not only in terms of traffic gain, but also to know if and how Adobe was capturing the larger market share from its competitors. The Share of voice refers to a technique of measuring the amount of advertising present or the strength for a particular brand or product, or importantly: how much is our brand or product talked about as compared to our competitors.
Results Achieved by Adobe
In the very first year of the test the company saw an 8% growth in the organic traffic for the non-branded keywords along with a greater improvement in the conversions. After this successful pilot program, Adobe chose to roll out the individual pages for the remaining of the products. And these individual feature pages resulted in the 63 percent of all the non branded organic traffic.
Apart from that The share of voice report from BrightEdge now shows a share of about 66 percent of the traffic from these non-branded keywords implying that the competing 5 companies hold only 34 percent of the remaining market share.
The article provides us with great insight into one of the major flaw that companies with multiple products commit, that is, the listing of all the products on a single page. With the multiple feature pages we can leverage on the unique organic keywords especially from the non-branded keywords.
This article discuss some concepts like share of voice etc. and some of the keyword choosing methods.
At the end, successful results of Adobe showed how organic traffic can be harnessed even with the use of non-branded keywords by making your pages more and more search engine friendly.
Image Credits: adobe