Search informed content launches new community.
Adobe turned to NP Digital to help develop an integrated SEO and content program that fueled the launch of a brand-new community website- Adobe XD Ideas.
Adobe XD is a powerful, collaborative, easy-to-use platform that helps teams create designs, websites, mobile apps, voice interfaces, games, and more. The XD team at Adobe wanted to create a community around content that informed, inspired, and elevated the design profession.
NP Digital partnered with Adobe XD to develop a holistic strategy across SEO, technical, and content prior to the launch of Adobe XD Ideas. First, we aggregated and consolidated Adobe XD and UX-related content from multiple domains to reduce competition and maximize SEO equity for Adobe XD Ideas.
Our content strategy had a two-pronged approach in order to attract both of our target audiences. NP Digital conducted in-depth keyword, competitive, and content gap research to prioritize the educational topics that UX designers were actively searching for online. Adobe focused on developing thought leadership content directed at UX design leaders to increase Adobe’s authority, expertise, and trust in an extremely competitive landscape.
To ensure maximum impact, we aligned to technical SEO best practices for page speed, schema markup, internal linking, and information architecture.
Lastly, we executed an integrated, holistic promotion strategy inclusive of digital PR, influencer marketing, and syndication, which continues to build authority, increase brand awareness, and garner referral traffic to XD Ideas.
NP Digital is now supporting the strategy, promotion, optimization, and growth of the live site.
The in-depth research coupled with an integrated strategy drove significant positive business impact in under a year. Adobe XD product downloads, website visitors, and keyword rankings all saw substantial increases.
DOWNLOAD STARTS IN THE FIRST 6 MONTHS
INCREASE IN PAGE ONE RANKINGS
OF ALL VISITORS CAME FROM ORGANIC SEARCH
“With NP Digital’s support, we saw an immediate impact within the 1st quarter that resulted in impressive keyword rankings, website visitors, and product downloads for Adobe XD Ideas”
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