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adidas Group

Mattia Santin, Global SEO/Social Manager

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@brightedge

Our Brands

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Intro to the adidas Group

adidas Group

Launched in the 1920s

6 major brands

More than 50.700 employees worldwide

7 Global key locations

Focus on sports, technology and innovation

First eCommerce website live in 2001

More than 100 websites live globally

>50 eCommerce enabled

Mattia Santin

Working in SEO for the last 8 years

At adidas Group since 2011

Leading the global SEO team

@mattiasantin

plus.google.com/u/0/+MattiaSantin

linkedin.com/in/mattiasantin

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Our Strengths, Challenges and SEO Strategy

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SEO Results

SEO Global Sales: +329% YoY

#1 traffic driver globally

Aug-1

2

Sep-1

2

Oct

-12

Nov-1

2

Dec-1

2

Jan-

13

Feb-

13

Mar

-13

Apr-1

3

May

-13

Jun-

13

Jul-1

3

Aug-1

3

Sep-1

3

Oct

-13

Nov-1

3

Dec-1

3

Jan-

14

Feb-

14

Mar

-14

Apr-1

4

May

-14

Jun-

14

Jul-1

4

adidas - Global SEO Monthly Revenue

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Our Strengths

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Brand

Authority

Partnerships

ProductsGlobal Presence

Social Engagement

Content

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Our Challenges

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Speed

Size of the Organization

Brand

VS ECOM

Strategy

Global Vs

Local

SEO

Expertise

Digital Focus

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How We See SEO

• Tools (analytics, GWT, Crawling…)

• KPI Goals• Priority keywords and

pages…)• …

• Indexation• Href lang• …

• Domain strategy• Site structure• …

• Accessibility• Redirects• …

• Meta data• Images/videos• …

• Content• User Experience• …

• Localization• UGC• …

• PR & Partnerships• …

• Social alignment• …

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How we see Global SEO

1. Organization

2. Process

3. Scale

Analytics

IT

Brand Marketing

Content Localization

Product

MerchandisingSEM, Display,

Email…

Sports Marketing

PR

Social Media

SEOCoE

SEO Manager

SEO Manager

SEO Manager

SEO Manager

SEO Manager

Our Global Structure

GLOBAL SEO CoE

REGIONAL & LOCAL SEO

LOCAL STAKEHOLDERS

GLOBAL STAKEHOLDERS

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Our SEO Approach

EVERGREEN• Driving role• Conversion focus• Ongoing• Page Priorities • Scale• …

CAMPAIGN• Support Role• Brand Authority• Seasonal• SEO Education• Business case• …

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SEO Results, Lessons Learned and Take-aways

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Aug-1

2

Sep-1

2

Oct

-12

Nov-1

2

Dec-1

2

Jan-

13

Feb-

13

Mar

-13

Apr-1

3

May

-13

Jun-

13

Jul-1

3

Aug-1

3

Sep-1

3

Oct

-13

Nov-1

3

Dec-1

3

Jan-

14

Feb-

14

Mar

-14

Apr-1

4

May

-14

Jun-

14

Jul-1

4

adidas - Global SEO Monthly Revenue

SEO Results

OrganizationEducationPlatform

ProcessesCampaignsAlignment

ScaleEvergreenVision

OrganizationEducationPlatforma

ProcessesCampaignsAlignment

OrganizationEducationPlatforma

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Take-aways

What we learned…

1. Understand own strengths and challenges

2. Educate, evangelize, “sell” SEO internally

3. Build the right organization (for your needs)

4. Build a long term SEO plan

5. Focus on priorities, scale, test, learn

6. Enjoy the results & go on vacation

Current and future areas of focus…

SEO, Content and Social alignment

Mobile

Omni channel

…

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Thank You