Adobe Blog: Sustain Your Search Marketing Competitive Advantage


Glen­garry Glen Ross. Have you seen it? The clas­sic “Always Be Clos­ing” scene with Alec Bald­win never gets old. If you haven’t caught it yet, take an evening, grab some pop­corn, and watch the characters—real estate salesmen—compete to sell a cov­eted prop­erty. Although the movie’s theme addresses the pres­sures asso­ci­ated with high-end sales, the take­away I get after watch­ing is that suc­cess is depen­dent on cre­at­ing a com­pet­i­tive advantage.

Com­pet­ing enter­prises must lever­age their com­pet­i­tive advan­tages to achieve global suc­cess. My focus is on devel­op­ing search mar­ket­ing com­pet­i­tive advan­tages for Adobe. In order to be effec­tive, we’ve got to con­tin­u­ally man­age within an evolv­ing land­scape. Over the past 15 years, the only con­stant in SEO and search mar­ket­ing has been change. Changes to algo­rithms, changes to dig­i­tal chan­nels, changes to avail­able data sets—and these are part of the sea change as mar­ket­ing has moved heav­ily toward a dig­i­tal and data-driven focus. It’s a won­der we haven’t lost our minds try­ing to cap­i­tal­ize on the next dig­i­tal advancement.

Accord­ing to a Moz esti­mate, Google changes its algo­rithms 500 to 600 times each year. Since we opti­mize for best prac­tices, not a par­tic­u­lar engine, we do a quar­terly exer­cise on our team to assess and eval­u­ate the changes needed in our orga­ni­za­tion to stay con­sis­tent with the indus­try expec­ta­tion. Over the past two years alone, we’ve seen Panda, Pen­guin, and Hum­ming­bird. (Remem­ber the “Phan­tom” update ear­lier this year?) As a mat­ter of fact, they just released an update, with less than favor­able reviews—to put it mildly!