Project Type
SEO Optimization, Content Strategy, Content Writing, Content Governance
Date
2023
Result
Established consistent content standards across all global Adobe Express landing pages
THE CHALLENGE
When I joined Adobe Express as an SEO content strategist, we faced a critical challenge: our extensive collection of page types spread across multiple templates and platforms lacked consistency and cohesion. Without a centralized system, several problems arose:
Inconsistent voice and messaging: Content varied significantly in tone, style, and message.
Disorderly processes: The absence of a clear process led to disjointed workflows across teams.
Outdated content: Many pages featured outdated product information, messaging, and image assets misrepresenting the current user experience.
Limited SEO optimization: SEO strategies were inconsistently applied, resulting in poor search rankings and underperforming pages.
Recognizing the need for a solution that would align all teams, I set out to create a centralized source of truth for all page types, with the goal of unifying content creation and cross-collaboration amongst all teams involved, ensuring consistency, and improving SEO performance.
THE SOLUTION
I started by conducting a comprehensive audit of our existing pages, identifying commonalities, discrepancies, and opportunities for optimization. Using this data, I developed a centralized content strategy playbook, which became the cornerstone for all teams involved in content creation, localization, and optimization. The playbook included:
Standardized page templates: Clear guidelines were established for each page type, covering voice, tone, messaging, and SEO best practices, ensuring consistent branding and style.
Centralized workflow for collaboration: I implemented a scalable workflow that connected cross-functional teams such as writers, designers, developers, and the localization team, so everyone had access to the same source of truth. This streamlined the content creation process and improved collaboration across teams.
Consistent SEO strategy: I standardized SEO best practices, ensuring that all pages were re-optimized for search intent and relevance.
Localization: With the centralized playbook, the localization team could now adapt pages for global audiences more efficiently, maintaining consistency across languages and regions.
Real-time updates: The playbook was designed to be dynamic, allowing for real-time adjustments as product features evolved or SEO trends changed.
IMPACT
The introduction of a centralized source of truth had a profound impact across multiple teams:
Improved consistency: The authoring and localization teams now had clear guidelines to follow, enabling them to create consistent, on-brand pages across all markets. This minimized discrepancies and reduced rework, leading to faster content production.
Boosted efficiency: With a unified workflow and easy access to centralized resources, all teams could collaborate seamlessly. This cut down on production time, improving overall efficiency.
Increased global reach: The localization team’s ability to quickly and accurately adapt pages for different regions maximized our global reach while maintaining brand and messaging consistency.
RESULTS
By creating a centralized source of truth, I was able to align Adobe Express’s content, authoring, and localization teams around a unified strategy. This initiative significantly improved content consistency, efficiency, and SEO performance, leading to measurable gains in traffic, engagement, and global reach.
This approach not only strengthened Adobe Express’ brand identity but also positioned it for scalable growth, with the ability to deliver consistent, high-quality content across a global audience while staying true to the brand’s vision.
As of today, 100% of our SEO landing pages follow the format of these guidelines.
