Case Study: Adobe achieves 66% Share of Voice with BrightEdge

How Adobe Won 66% Share of Voice

Adobe discovered in 2011 that its site had very low organic visibility for non‑branded keywords because more than 30 product features were lumped onto a single, dense page, preventing Google from assigning a clear theme and ranking the site for specific terms.

Senior Global SEO Manager Kirill Kronrod piloted 15 separate feature pages, each optimized for a target non‑branded keyword using analytics, Google Webmaster Tools and BrightEdge. In year one non‑brand organic traffic rose 8% with better conversions; after scaling the approach, 63% of all non‑brand organic traffic now comes from the new feature pages and Adobe claims roughly 66% Share of Voice versus five tracked competitors (the competitors account for the remaining 34%).

Adobe

Kirill Kronrod

Adobe