How Scene7 Can Support SEO

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How Scene7 can support SEOLee Marqueses AEM Consultant 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

SEO ContentProduct PagesBlog PostsArticles 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Reviews (UGC)ImagesPress Releases2FAQ/GuidesVideosInfographics

Images Scene7 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.3

Image Content in SERPSearch Engines have dedicated Image Search Pages but still leverage images in the Web Search Results Page*Like normal search results these images can help drive customers back to the originating website (Organic Search)* Bing does not show the images in the Web Search Results Page 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.4

Image Content in SERP - Google Image Search PagePage TitleClickable targets back to the source 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.5§ Review Rich Text Snippet§ Text surrounding theimage, typically the textdirectly after the image

Image optimisation does drive traffic“It’s often easier to drive traffic through image search or videosearch than plain old regular search 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.* Original post e-image-search-traffic6

Optimising images for SEOImages cannot be “seen” by the search engine bots. Guide them to understand what the image is by optimising the image,and the surrounding content. This will help to increase SERP rankingsImage Optimisation techniques§ Image ALT Text§ Image Title Text§ Image File size§ Image File Name/URL§ Descriptive anchor text to image§ Image Site MapsScene7 can support these!* ptimization.html 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.7

Optimising images for SEOImage File yname/ID?parameters 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.8

Optimising images for SEOImage File Name/URLCustomer Domain NameServe images from a sub domain as the content.This can also help with performance - another me/image description-ID.jpgImage DescriptionImage ExtensionAdd the image description to the image nameLet’s the search bot know thatthis is an image 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.9

Scene7 nyname/image description-ID.jpgImage DescriptionImage ExtensionAdd the image description to the image nameLet’s the search bot know thatthis is an imageScene7 Rulesets§ Work similar to mod rewrite rules to translate URLs§ Allow for custom headers to be inserted into the returned image 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.10

Scene7 nyname/image description-ID.jpgThe Scene7 RulesetAn example - works with presets as well ?xml version "1.0" encoding "UTF-8"? !DOCTYPE ruleset SYSTEM "RuleSet.dtd" ruleset rule Name "Image Description" expression (.*)--(.*)\.jpg /expression substitution 2 /substitution /rule /ruleset GM1KEB* ?hl en 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.11

Scene7 nyname/image description-ID.jpgAn exampleThe Scene7 Ruleset ?xml version "1.0" encoding "UTF-8"? !DOCTYPE ruleset SYSTEM "RuleSet.dtd" ruleset rule Name "Image Description" expression thumb/(.*)—(.*)\.jpg /expression substitution 2 /substitution header Name "X-Robots-Tag" noindex /header /rule /ruleset * ?hl en 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.12

Real Life Example 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.13

Real Life ExampleSearching for “melrose kleid-393579355/#variationId 393581913 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.14

Protecting your Scene7 Images 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.15

Protecting your Scene7 Images1.2. 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Adding a watermark to the imagesScene7 Rulesets TemplatingDigimarc WatermarkThird party solution16

Protecting your Scene7 ImagesAdding a watermark to the imagesScene7 Rulesets Templating§ A watermark an image overlaid on top of another§ Hard to create a template that fits all image renditions§ Achieved using Scene7 Templates or Dynamic Imaging§ User can still remove the watermark§ Used Rulesets to enforce watermarks on all images 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.17

Protecting your Scene7 ImagesDigimarc WatermarkThird party solutionDigimarc watermark§ Embeds a persistent digital watermark into the image§ Digimarc Search Service locates where images are being used 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.§ 18Third party solution

Videos Scene7 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.19

YouTube“Should I put my productvideos on YouTube?* ategy 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.20

YouTubeWhy should I host my videos on YouTube? 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.§ Established platform for video content delivery§ Branding via YouTube channels§ Sharing is easy§ Wide audience reach21

YouTubeYouTube can help drive brandawareness, but use YouTube andyou’ll drive traffic to YouTube 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.22

YouTubeYouTube can help drive brandawareness, but use YouTube andyou’ll drive traffic to YouTube 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.23

YouTube“YouTube does not typically drivemuch traffic back to your siteAverage CTR 0.72%An example from Panasonic UK 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.24

YouTube vs Self-hostedWhy you should host your own videos§ Product Rich Snippets for site search *§ Hosting video content on the same domain a plus§ Increase CTR and conversions§ Customisation* 09?hl en&ref topic 4603851 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.25

Video SEOWhy not run a small test? 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.26

2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential. Images Scene7 3

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