ADOBE: ADOBE XD Archives

How Adobe XD exceeded traffic expectations in the 1st quarter by over 27% without paid promotion and achieved over 20% of annual product interest* targets in the first quarter ramp-up.

Company

Adobe Inc.

Industry

Software

Company Size

Enterprise

Product

SEO strategy Advanced SEO Content marketing

Awards

OMMA: Best SEO strategy

941%

INCREASE IN ORGANIC TRAFFIC IN 2 YEARS.

7,605

KEYWORDS INDEXED ON THE FIRST PAGE OF GOOGLE (TOP 10).

500

BACKLINKS EARNED THROUGH DIGITAL PR AND LINKABLE ASSETS STRATEGIES.

JUST WATCH:

How we built a community & drove the conversation in a highly competitive environment.

Adobe wanted to create a community around content that informed, inspired and elevated the
design profession. To do so, a new content program was required to attract visitors to their
website who were not familiar with the brand in a highly competitive landscape. Adobe turned
to NP Digital to help develop the integrated SEO and content program that fuels XD Ideas.

The company Adobe Inc.

NP Digital is the premier global marketing agency specializing in search engine optimization, paid search, programmatic advertising, content marketing, social media marketing and data and analytics.

Applying a holistic vision with specialist execution, NP Digital delivers the right content in the right context at scale, building valuable partnerships with some of the world’s most important brands like Adobe, Western Union, and Airbnb.

Founded in 2016 by top marketer and New York Times best-selling author Neil Patel and accomplished entrepreneur Mike Kamo, NP Digital is a fast-growing team of leading marketing professionals in 7 offices across the globe and headquartered in San Diego, California.

NP Digital connects brands with their customers in the moments that matter.

Company

Adobe Inc.

Industry

Software

Company Size

Enterprise

The NP Digital team is motivated by challenges and I confess
that the goals we set were not easy.

John Smith

Director of Operations – Adobe XD

The challenge.

Adobe wanted to create a community around content that informed, inspired and elevated the design profession. To do so, a new content program was required to attract visitors to their website who were not familiar with the brand in a highly competitive landscape. Adobe turned to NP Digital to help develop the integrated SEO and content program that fuels XD Ideas.

LOW BRAND AWARENESS

Site lacked content that UX designers and leaders search for online.

Adobe XD did not rank for nonbranded keywords.

COMPETITIVE PRESSURE

Competitors owned non-branded keywords.

Competitors have aggressive content marketing programs.

DISPARATE CONTENT PLATFORMS

Multiple Adobe domains were competing against each other for keywords.

Domains didn’t have defined user journey, content, or link strategy to make maximum impact.

Why is it so difficult?

Adobe wanted to create a community around content that informed, inspired and elevated the design profession. To do so, a new content program was required to attract visitors to their website who were not familiar with the brand in a highly competitive landscape. Adobe turned to NP Digital to help develop the integrated SEO and content program that fuels XD Ideas.

LOW BRAND AWARENESS

Site lacked content that UX designers and leaders search for online.

Adobe XD did not rank for nonbranded keywords.

COMPETITIVE PRESSURE

Competitors owned non-branded keywords.

Competitors have aggressive content marketing programs.

DISPARATE CONTENT PLATFORMS

Multiple Adobe domains were competing against each other for keywords.

Domains didn’t have defined user journey, content, or link strategy to make maximum impact.

Not mentioning the pressure for results.

The strategy  and solution.

NP Digital partnered with Adobe XD to define all aspects of the SEO, technical, and content strategy prior to launch of Adobe XD Ideas. NP Digital is now supporting the promotion, optimization, and growth of the live site.

LOW BRAND AWARENESS

Site lacked content that UX designers and leaders search for online.

Adobe XD did not rank for nonbranded keywords.

COMPETITIVE PRESSURE

Competitors owned non-branded keywords.

Competitors have aggressive content marketing programs.

DISPARATE CONTENT PLATFORMS

Multiple Adobe domains were competing against each other for keywords.

Domains didn’t have defined user journey, content, or link strategy to make maximum impact.

Products

SEO strategy

Advanced SEO

Content marketing

Secured Page #1 on Google above top
competitors for primary keywords

The results.

Over 27%

Achieved over 20% of annual product interest* targets in the first quarter ramp-up. *Product interest is measured by XD download click visits and visits to Adobe.com product pages from XD Ideas pages.

New adience

Achieved over 20% of annual product interest* targets in the first quarter ramp-up. *Product interest is measured by XD download click visits and visits to Adobe.com product pages from XD Ideas pages.

20% of annual goal

Achieved over 20% of annual product interest* targets in the first quarter ramp-up. *Product interest is measured by XD download click visits and visits to Adobe.com product pages from XD Ideas pages.

Above top competitors

Achieved over 20% of annual product interest* targets in the first quarter ramp-up. *Product interest is measured by XD download click visits and visits to Adobe.com product pages from XD Ideas pages.

TOP 10 words that drive more traffic to your website.

Winner of 2020 Best Search
Marketing Campaign.

Would you recommend  NP Digital?

The NP Digital team is motivated by challenges and I confess that the goals we set were not easy.

Special thanks to the team
behind the results.

Beyond the job titles are individuals with unique perspectives and passions that help
shape the vision and values of NP Digital.

Credits

Becky Ruden, Principle Product Manager, Adobe Product Marketing

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