Adobe SEO Strategy: 5 Key Takeaways for Product-Led Growth

Adobe SEO Strategy: 5 Key Takeaways for Product-Led Growth

Wondering what’s the hack to building a search presence like Adobe?

Well, the secret sauce to their whopping 120 million monthly organic traffic is their product-led search engine optimization strategy


Adobe Inc. is a leading online solution in fields like photography, design, and marketing. You’ve probably heard of some of its applications, like:

  • Adobe Photoshop (image editing)
  • Adobe Illustrator (graphics and illustration)
  • Adobe Analytics (digital marketing analytics)
  • Adobe Commerce Store (e-commerce SEO and marketing automation)

But although their products are well-known, their SEO success didn’t come overnight. 

It took about 9 years to grow from about 15 million organic traffic (in 2015). In fact, from end-2016 to mid-2021, they plateaued at around 40 million organic traffic before soaring to over 120 million in 2024.


And that makes for a perfect SEO case study for other SaaS companies.

Read on to explore the Adobe SEO strategy that helped the software giant overcome unique challenges and elevate their organic traffic growth.

This Article Contains:

What Problems Did Adobe Identify?

Here’s where things were going wrong for Adobe: 

Firstly, Adobe didn’t have dedicated pages for every product and feature. 

It provided a poor digital experience for customers and search engines since many of their offerings were meshed together on one page.

Secondly, its products would rank solely for branded keywords. 
Think: Adobe Photoshop, Illustrator, etc. 

Now, this isn’t bad, but that meant people didn’t see their software in search results for relevant keywords like:

  • Image editing software
  • Analytics software
  • Video editing software
  • Vector graphics software

That’s a huge loss, considering the number of tools Adobe offers.


What did Adobe do?

Adobe SEO Strategy: 5 Steps to Boosting Traffic

Adobe needed a plan of action that dug deeper than surface-level SEO optimization practices to boost organic search visibility. 

That’s why their content optimization strategy makes for one of the top SEO case studies to learn from.


These are the steps Adobe took to achieve SEO success:

1. Create Individual Product & Feature Pages

Adobe had product pages chock-full of products and features. 

However, these features didn’t do much to bring traffic to the site as keywords.

Imagine Adobe Analytics not ranking for keywords like “digital marketing” or Adobe Marketo Engage not ranking for “marketing automation!”

To rectify the issue, the company created individual pages for the top features of its products. This helped with content optimization — by creating an association between a branded and a non-branded keyword.

Let’s look at Adobe Express as an example.


Their Express-related content currently generates an average of about 14 million organic traffic per month. 

Not bad for a page that started in May 2021 with zero traffic. 


Plus, tons of traffic for the Express path (www.adobe.com/express/content) comes from its feature and create pages, including:


This helps Adobe Express rank for non-branded keywords like background remover, photo editor, logo creator, and more. Take a look below.


Now, if you imagine this on a larger scale with a whole series of Adobe products, consider the number of non-branded keyword variations Adobe can rank for through product features!

Key Takeaways

  • Ensure each product page ranks for its key features and ideal use cases.
  • Perform keyword research to identify the top search queries related to your features. 
  • Optimize your product or feature pages with the queries identified in your keyword research.

2. Create Common Templates for Feature Pages

Building individual feature pages can seem like an uphill task.

But Adobe made easy work of it by templating the structure of these pages to include:


1. A brief intro about the feature, including CTAs (calls to action) that link to the product.


2. They provide around three to four sections describing what you can do with the features.


3. Next, they provide steps on how to use the product.


4. This may be followed by a video tutorial and some FAQs.


5. Finally, they link to their product and a related product at the end of the page.


Most feature pages have small content and personality (design) variations. However, they essentially follow the same template to ensure a memorable digital experience.

Why?
It helps Adobe scale its product and SEO content marketing, plus lets search engines understand these feature pages. 

Plus, it makes them familiar to users, improving their customer experience. This way, if they want to adopt a new Adobe feature, understanding its value shouldn’t be too hard!

Key Takeaways

  • Templated pages can help you scale product, feature, or integration pages for SaaS website and e-commerce SEO.
  • Make it simple for search engines and your audience to understand your pages (for a better customer experience).
  • Using images, videos, and tips to keep your website and social media audiences engaged.

3. Create a Uniform URL Structure

Adobe uses a uniform URL structure, a key technical SEO element, to help search engine algorithms understand and index their pages.

This included a branded and non-branded keyword in the URL. 

For example, the features pages are structured as follows:

https://www.adobe.com/product/feature/feature-name

Or
https://www.adobe.com/products/product-name/feature

Here are examples of Adobe Photoshop Lightroom and Adobe Commerce.

  • https://www.adobe.com/products/photoshop-lightroom/edit-photos.html
  • https://www.adobe.com/products/photoshop-lightroom/video-editing.html
  • https://business.adobe.com/products/magento/inventory-management.html
  • https://business.adobe.com/products/magento/business-intelligence.html

The company used best practices to make it easy for users to identify Adobe products, features, and use cases with just a glance at the URL. Most importantly, it lets search engines understand how the pages are linked to related pages.

So, when any of these feature pages rank well, the top-level product page also benefits.

Key Takeaways

  • Uniform URLs are as important for on-page search engine optimization (SEO) as using a meta description, meta tag, and schema markup (structured data).
  • Your URL strategy can help search engines identify related pages.
  • Include a target keyword in each URL.

4. Provide Free Offerings

When you think of Adobe Products, you may think of licenses and subscriptions. 

So, naturally, many people look for free ways to use its products.

How did Adobe address this?
Aside from offering free trials, they created free tools for users, including:

  • Free online photo editor (Adobe Express)
  • Free image background remover (Adobe Express)
  • Free PDF editor (Adobe Acrobat)
  • Free logo maker (Adobe Express)
  • Free image resizer (Adobe Express)


This helped Adobe draw massive traffic from keywords that included “free” + “feature”, improving its overall search engine ranking.

Here’s a look at the top keywords:


How does this help?
It lets Adobe compete with competitor tools (like Canva) that provide free photo editing and design software for social media, presentations, and more. 

Key Takeaways

  • Free offerings are a great way to steal competitor traffic.
  • Free products help you outdo competitors (it’s why Google Analytics has more users than Adobe Analytics — 14.7M websites use Google Analytics 4 vs. 142K websites using Adobe).
  • Free tools can be a great way to convince users to try other paid products.

5. Internally Link Related Pages

The templates and features pages gave Adobe a massive directory of pages they could compile into SEO content hubs. 

Look at how much organic search traffic comes from their Adobe Express and Acrobat pages.


Adobe Express has a massive 1,742 pages, including feature pages, templates, tutorials, and more. These pages are internally linked, creating a content hub that keeps visitors on Adobe’s site longer.

Moreover, these pages work as an alternative to a blog for content marketing. 

They also help create a smoother user experience and stronger topical authority, which is critical according to Google’s E-E-A-T guidelines. These guidelines help Google identify the quality of your content and propel you to the top of the search results.

Key Takeaways

  • Internal linking is one of the few SEO best practices to share search engine ranking benefits between pages.
  • Linking related pages can help you build topical authority on a search engine like Google.
  • Linking related pages is a great way to improve user experience and keep traffic on your site for longer.

Now, you may be wondering: What was the impact of these SEO efforts?
Let’s find out.

The Impact

As mentioned earlier, Adobe’s traffic has skyrocketed from 15 million in 2015 to over 120 million in April 2024. 


Its SEO efforts have helped Adobe attain an estimated organic traffic value of over $40 million compared to its estimated spend on paid traffic (from sources like Google Ads), which is over $3.7 million. 


Plus, Adobe reported a revenue of $5.18 billion in the first quarter of the 2024 fiscal year.

Wouldn’t you say that’s worth the effort?

Learning from Adobe’s SEO Strategy

Adobe’s SEO strategy is a good case study for SaaS organizations that want to leverage their tools and features to boost organic search traffic.

But remember, simply following in Adobe’s footsteps won’t take you to the top. 📈

SEO optimization success (whether on-page, local, or technical SEO) goes hand in hand with consistent and targeted effort backed by expert-level insight into your strengths and weaknesses. You need to know yourself and your competitors.

Need help with that?

Reach out to the experts at Startup Voyager for insider SEO tips and strategies (over and above SEO best practices) to drive massive traffic to your website.

About the author

Peter Banerjea is Co-Founder of Startup Voyager, a content and SEO agency with offices in UK, Canada and India. Startup Voyager helps startups rapidly scale up their organic traffic by 4x-20x a year. His work has appeared in Entrepreneur, Huffington Post, Fast Company, Inc and Lifehacker.