Digital Lead - Toni Kasparek
Site owner – Phillip Beane
Digital Performance Management
AVEVA.com has multiple objectives:
- Front door for AVEVA supporting discovery for prospects, customers, partners, employees, and investors
- Corporate site – delivering brand message, market updates, recruiting, etc.
- Demand Generation – generating and capturing prospect interest from industry themes to deep product evaluation across Always On and Campaign based marketing.
- Support and Training – providing simple pathways to the right support or training experience across AVEVA products and services
Digital Team collaborates with stakeholders to ensure best practice content management that aligns with the primary objective of the site section/pages.
Evaluation of page/content performance data will inform the optimization strategy. Data driven decisions will drive site update/development priorities focusing on page goals – engagement, lead conversion, linking to support/training experiences, etc.
The Digital Marketing team focus:
- Driving quality traffic to AVEVA.com concentrating on Search Engine Optimization (SEO), Pay Per Click (PPC/SEM), Digital Media buys, and Social Media promotion.
- Driving site engagement including click throughs, video views, downloads and form fills both light registration and full hand raiser leads.
All requests for content on AVEVA.com must be approved by the Digital Marketing Team
Publishing – New Content
Once the requirement for new content has been approved, the Client provides source content (link to page content requirements document and Wrike submission form) to the Digital Marketing team. The Client may be the page Owner or colleague(s) delegated by the page Owner to collaborate on the content creation and page experience. All page requests new or updates need to be submitted through Wrike.
A series of page templates will be created following digital best practice design, usability and accessibility guidelines. Each page template will be optimized for desktop and mobile. Only these templates are available to use on the site. If an additional experience design is required, the digital team will define, prioritize and guide the development request.
Additional Digital Assets
Lead generating digital assets should be included with the source content. Screenshots, fact sheets, brochures, videos and infographics that detail and show the features/benefits of the product/proposition are positive influences in the lead generation process.
Thought Leadership pieces will be promoted across social channels, campaign landing pages and relevant industry pages on AVEVA.com.
Press Releases and other corporate communications content will be surfaced on relevant site pages and social channels.
All content changes to AVEVA.com are made by the digital team. This ensures:
- no changes are made without the consent of the page Owner
- content adheres to the styling and branding guidelines
- there is clearly defined accountability for every page on the site
- content remains optimized for the SEO keyword(s)
- previously tested content is not updated without subsequent testing.
Page Owners review and approve page content before publishing. Each page on AVEVA.com has a single Owner. In most instances the Owner is the corresponding head of Portfolio marketing. The Owner of each page is listed in the AVEVA.com Page Owner document.
The content of each page, including its Search Engine Optimization keyword, is defined with Page Owner input. When a change to the content of a site page is requested, changes are coordinated with Page Owners. Page changes are submitted through Wrike as a digital request.
Review tools and process:
Authoring – Changes/Additions To Existing Content
Requests to amend existing page content are submitted through Wrike to the Digital team. The details of the request will determine the next step:
‘Minor’ corrections to existing content can be made by the Digital team with approval from Page Owners. These include spelling mistakes, repairing broken links, publishing revised versions of fact sheets and brochures already on the page.
Other than ‘minor’ corrections, no changes are made to a page without review from the Site Strategy team and the approval of the page Owner.
In addition to Client/page Owner requests, the Digital Marketing Team will co-ordinate regular checks of portal content with page Owners to ensure the messaging and digital assets are accurate and up-to-date. This includes content referenced in the site footer.
Digital Review of Significant Site Updates
In addition to page requestor review and approval of page updates, the digital team will follow an internal digital team double review.
A second digital team member will review the completed page/page updates for text, visuals, mobile experience, links, tagging, etc. This second review may add an additional day to the publishing timeline. The review process will ensure improved site quality and eliminate page errors. The second review process applies to the following site changes:
- Homepage update
- New pages
- Significant page updates (more than a few words, collateral change or image updates)
- Press Releases
- Investor page updates
- Microsite launches and critical updates (events)
Vanity urls are set up through the Digital Marketing team and will be aligned with key site pages or priority campaigns.
A vanity URL is used to help people easily remember a specific web address. It should be descriptive, memorable and short so that a web visitor can easily type it to access the page. These URLs often redirect to another longer URL and it can also be redirected to another page URL that contains tracking information.
Example: · www.aveva.com/apm · www.aveva.com/digitilization · www.aveva.com/trust · www.aveva.com/partners
The vanity URL should be created only when there is a necessity. It’s not recommended to have a vanity URL created for every link that you create/share. The purpose of a Vanity URL is to make a link shorter and easy to remember. If a link already achieves this purpose, there is no need to change it, again. A vanity URL can be used in marketing materials; both offline and online.
Always clearly display your brand and use potential keywords in the URL. For people to trust your link, they need to have an idea of where the link will bring them. In the keyword after the slash tag, use words/keywords that best describe the web page content. · Vanity URL should be created using the main domain (Example: www.aveva.com and not sw.aveva.com). It should be created in Sitecore and not HubSpot.
- Vanity URL should be created using one level directory and not more than that. (Example: www.aveva.com/apm and not www.aveva.com/apm/asset)
- Vanity URL can be created for any page that needs promotion (Industry, product, event or campaign).
- Before creating any vanity URL, please take a call if the requested URL should be created or the actual page URL is good enough, as is, for promotion.
- Check if there is a vanity URL, already available, for the requested page.
- Vanity URLs can be created for any URLs of our organization's assets (example: the vanity URL www.aveva.com/support can be created to point to the URL https://softwaresupport.aveva.com)
Campaign Landing Pages
Campaign landing pages should sit within AVEVA.com for the following scenarios:
- Strategic campaigns with a 6-12+ month lifecycle.
Benefits of this approach include:
- Visibility to quality and quantity of visitors already engaging with the site
- Effective links to and from appropriate site pages.
- A tried and tested content creation workflow
When the activity has concluded, the page should be removed and the url redirected to the most appropriate page on the site.
The design of a campaign landing page should have the same look and feel as an AVEVA.com page, using the appropriate header and footer, and should link to the appropriate lead generating content. Collaboration with the Site Strategy Team on paid-for initiatives such as PPC/SEM and banner ads as well as paid and organic Social Media activity is encouraged.
The Digital Marketing team manages the site navigation on AVEVA.com. The menu will be tested regularly with onsite optimization testing and qualitative customer testing.
Menu listings will increase when new pages merit inclusion in the menu. This will be informed by business priorities and traffic/search data where appropriate. Data from other sites may be considered depending on relevancy.
Users identified themselves as operating within a specific market/industry. Additional industries will appear in the menu based on business input/strategy.
All products that are considered business priorities and have sufficient demand (measured by pageviews, leads and revenue generated) will appear in the site menu.
Migration of Content From Existing AVEVA/Schneider Electric Sites
AVEVA.com is to be the main repository for sales and marketing content whose main objective is lead generation. The Digital Marketing team will collaborate with site owners to identify content that should be migrated as well as lead a best practice implementation and redirection strategy. The overall objective is to consolidate as many AVEVA legacy sites into AVEVA.com creating one SuperSite.
Site Optimization – Testing
Digital marketing initiatives and on-site optimizations are conducted by the Digital Marketing Team within the framework of data driven decision making. Site tests will ensure content is optimized for best performance, particularly lead generation. Test results will be shared. Opinions and suggestions from colleagues will inform testing priorities. Test results will determine changes to the site based on performance impact.
Geo-Specific Targeting and Personalization
Geo-targeting and personalization will be defined with a clear roadmap aligned with the Adobe platform launch.
Search Engine Optimization (SEO)
The objective is to attract quality traffic to the lead generating content on AVEVA.com. Every page on will be optimized for the unbranded keyword that has been identified for its relevancy, accuracy, search volume and user intent. This keyword is recommended by the Digital Marketing Team using search data collated from a number of sources. The page Owner evaluates the keyword for accuracy and it is incorporated into the content and metadata.
The keyword optimized against each page is recorded on the Page Owner Sheet
No two pages should be optimized for the same primary keyword across AVEVA.com and corresponding sites. The aligned SEO strategy will inform which keywords are optimized on which sites.
Ongoing data evaluation will inform the keyword approach. The Digital Marketing Team will identify keywords likely to increase quality traffic and collaborate with the page Owner to revise the page content accordingly.
Use of AVEVA in H1: include AVEVA if there is character space, for example AVEVA E3D Design – Future of Plant Design | AVEVA Would fit within the SERPs. If it’s a case of “| AVEVA” causing the title to truncate only remove it if the brand is already mentioned within the title tag.
Pay Per Click/Search Engine Marketing
The PPC strategy aligns with the SEO approach. Data and business objectives inform the terms included in campaigns. The Digital Marketing Team will be the single point of contact for paid search campaigns and will ensure AVEVA’s approach is coordinated across campaigns.
Aveva.com site will support security standards as defined by IT Security to ensure security of AVEVA customer data.
Digital Assets Life Cycle Evaluation:
Digital assets are created with the intent to support campaign goals. Ideally, digital assets will be optimized based on performance to extend their life cycle and improve their audience engagement.
Criteria for when to optimize or retire an asset:
1) Brand standards have changed:
- Visually: Assess whether an asset can be easily redesigned according to the new brand look/feel.
- Mission and purpose: Assess whether the asset aligns to brand mission or if the asset messaging can be altered to fit the brand mission.
2) Brand audiences have changed:
- Assess whether the asset is still applicable to the target audience or can be altered to address a new audience through copy or user experience.
3) Brand audiences' needs, pain points or behaviors have changed:
- Edit an asset's copy if it no longer speaks well to your target audience; retire an asset if it no longer serves your target audience.
- To determine audience fit, regular audience needs assessments are recommended.
- These can be done through:
- Keyword research. Is your audience still searching for the same pain points or target products/services at high volume? If not, what are they searching for instead?. We recommend brief keyword research into quickly-changing audience needs (like technical stakeholders -- CTOs, etc.) at least three times a year. Less quickly-changing fields can be completed once a year.
- Qualitative audience research. Have your sales team complete a verbal assessment of audience needs and report to marketing, or conduct interviews / focus groups of your own, to determine whether an audience still cares about answering the question or meeting the needs your asset is designed for.
4) The asset no longer meets requirements of your audience's primary technological devices:
- How are audiences interacting with your content? If mobile is key and an asset is not mobile-friendly, it should be retired or redeveloped.
5) The asset isn't getting as much traffic:
- Analyze to understand why taffic has declined.
- Redirected traffic to other assets, but the asset performed well previously, determine whether the asset could still serve well at its place in the funnel and reevaluate your engagement methodologies.
- If organic traffic has dropped off, do keyword research to determine why and consider rewriting or tweaking code in accordance with proper SEO practices.
- If the asset isn't meeting desired metrics and you've pursued optimization, it's probably not meeting your audience's needs. Time to retire.
Useful Resources and Documents
AVEVA Select Website Guidelines:
AVEVA will own AVEVA Select domains and license to AVEVA Select approved partners.
Continued use of an AVEVA domain depends on continued alignment with AVEVA digital guidelines including brand and design standards, SEO and Paid Media standards, security standards and alignment with country/region privacy laws.
Domain standard for AVEVA Select sites:
- All US regions added as subdomains to the .com site
- Country specific sites will use the appropriate country cctld
- AVEVA Select sites should not duplicate pages from the AVEVA.com site
- AVEVA Select sites should display AVEVA products in the AVEVAselect site navigation menu with backlinks to AVEVA.com.
- AVEVA Select sites should link through to the AVEVA.com site where logical
- AVEVA Select sites should be included in the AVEVA.com Partner Directory
SEO/Paid Media Coordination:
AVEVASelect sites will coordinate with AVEVA.com SEO targeted keyword strategy.
Top 50 AVEVA brand keywords driving higher traffic – see appendix
- Do not include synonyms, close variants, and reversed words such as "schneider aveva" or "avevanet"
- Do not include "aveva + location" terms that drives high traffic but may be suitable for aveva select
- Should link to relevant aveva.com pages, when these terms are used in AVEVA Select websites
- Need to review if legacy product names such as citect, wonderware, lfm, procon, simcentral, spiral, prism should be surfaced in this list
Top 60 generic keywords based on BrightEdge tracking, search volume, ranking, traffic to website and current priorities (see appendix for terms)
Generic keywords referenced on AVEVASelect siite pages should link to relevant aveva.com pages
Paid Search Coordination:
AVEVAselect sites will coordinate paid media activity with AVEVA digital team to minimize competitive bidding.
AVEVESelect Paid Search guidelines:
- Coordinate with the AVEVA Paid Media team on paid search campaigns
- Do not bid on AVEVA brand terms
- Bid on terms specific to the campaign motion and target industries
- Use long tail terms to minimize cross competition and bids
- Target Location
- Specify target territories to AVEVA team. AVEVA Paid Media team will determine if these territories could be excluded from current AVEVA Ads pertaining to the campaign/target keywords for stipulated timeline.
- The partner/agency to setup location target settings in Google Ads with “People in or regularly in your targeted locations”.
Site Security and Privacy:
- AVEVASelect site must meet AVEVA IT Security standards. Latest standards are available here (link to security document when available).
- AVEVASelect site must be compliant with relevant privacy guidelines and data management practices.