Siteimprove
Scripting a Successful Digital Strategy

In today’s digital marketing age, it is a given that a website is a determining factor for the success of a brand and the overall business. Hence, it is imperative for business owners to invest in managing their website to improve digital presence and thereby attract more customers. However, in the wake of growing operational complexities and ever-rising customer expectations, manual processes can no longer sustain a successful website.

Although the market is replete with numerous individual siloed products to improve website quality and performance, they are most often overly technical and require multiple teams with different skill-sets to work together. The need of the hour is a one-stop website management solution with user-centric audits, easy-to-understand visualizations, and clear explanations to seamlessly manage and optimize the website. That’s where Siteimprove, a global software-as-a-service company, steps forward to help business owners perfect their digital presence and turn it into the asset it is meant to be with their all-in-one cloud-based website management software.

Siteimprove empowers website editors and businesses to continuously test, fix, and optimize the quality of content, in part through its newly developed integration with Adobe Experience Manager, a part of Adobe Experience Cloud.

In an exclusive interview with CIO Applications, Kamran Jamshidi, Chief Product Officer of Siteimprove, highlights several interesting insights about his organization’s cloud-based website management solutions, their unique value proposition, and roadmap for the future.

1. Could you shed some light on the inception of the company?

It all began 17 years ago when our founder Morten Ebbesen was tasked with carrying out a lot of manual work to ensure that a website was up-to-date, the number of links, pages, and pieces of content were error-free, consistent and was accessible by every visitor. Back then, it was a cumbersome task to manually check all the pages of the website and identify links that were broken and then direct website managers to fix problems and make sure that everything worked adequately. Consequently, there were a lot of websites that were incapable of driving business growth. Building on the belief that managing websites shouldn’t be a complex task, Ebbesen created a small program focused on quality to manage websites smartly. Fast forward to today, the essence hasn’t changed; we are still focused on ensuring that our client’s website and digital presence is of the highest quality while empowering marketers with the tools to improve content quality as well.

2. How has your partnership with Adobe helped your customers in improving their website and digital presence?

Siteimprove is not a content management system; in fact, it’s a layer on top of the leading content management systems in the market that helps users make sure that the content and workflows of the website are of the highest quality. Siteimprove’s integration with Adobe Experience Manager (AEM) gives us the ability to provide our customers and partners with greater possibilities to deliver high-quality content. We run their entire content through our comprehensive technology stack that includes pre-publish checks and quality engines.

We safeguard our customer’s brand reputation by enhancing their visitor’s web experience, help them gain deep insights into their content quality and performance, and easily figure out any content issues.

With Adobe Experience Manager (AEM) and Siteimprove, customers have an added layer of quality assurance to increase efficiency, reduce time to market, and deliver a high-quality experience. It provides the digital foundation to create, manage, deliver, and rapidly adopt personalized, engaging content across channels. This integration also offers web teams the ability to improve page performance, increase accessibility, audit their SEO, and fix content errors and more to improve the visitor’s web experience.

We are evolving alongside the fast-paced technology evolution to be able to meet all the requirements of an enterprise’s digital strategy with our single platform, help them in setting goals and make quick decisions. We achieve this with recommendations and partly through Siteimprove Adobe AEM plug-in—a content management system plug-in used specifically with AEM. Enterprises are no longer looking for the best-of-breed point solutions, but are more focused on saving time and getting in-depth benefits from an all-in-one digital platform. We make sure that we unify all these hundreds of tools out there in the market into one single platform and help organizations meet their growth targets through digital marketing.

Leveraging our partnership with Adobe, we unify marketing teams to make smart growth-based decisions–all from one platform. Whether it’s resolving issues that detrimentally impact their search engine visibility, or monitoring keywords, optimizing the content or improving ROI, our single platform merges all relevant insights in one place. Our key products help our customers to create a more accessible website, handle the data across their website, get more out of their paid budget by unifying baseline conversions, minimize the risk of potential legal consequences, and adopt better data privacy practices like GDPR and make sure their customers also feel safe in sharing their data.

3. Could you please mention a case study or a success story, where you helped your clients in obtaining what they wanted?

We’re proud to have helped more than 7,000 organizations, including Intel, Dell, Harvard University, British Telecom, and others around the world, to overcome their most significant website challenges, set growth standards and empower their teams to make quick decisions with concrete recommendations.

In our venture with Adobe, we had many marketers approaching us to understand the impact of the landing page they created on their website. We demonstrated how having a landing page of high-quality will help them increase their quality score, improve conversions and ultimately get more out of their paid budget through smarter growth-based decisions across teams, agencies and potentially markets.

4. What differentiates your solutions from the myriad of Adobe solution providers in the market?

In the last five or six years, we’ve witnessed many of our competitors copying our features to be not left behind in the competitive race. But what sets us apart from these feature copycats is our partnership with market leaders such as Adobe, keeping us ahead in the market by providing additional oversight to our customers in creating even more compelling digital experience for their users. Besides, we always focus on delivering the best possible experience when we onboard our customers, and this invariably translates to loyal customers. We have also established an academy run by a dedicated team that regularly adds new content related to creating a fantastic digital experience alongside providing support from an education standpoint.

5. What is the future course of action for Siteimprove? Any geographical or services expansion plans in the pipeline?

Going ahead, our strategy is to upscale the features of our platform and ensure that we excel at our core competency of improving the quality of content and digital experience while assuring that all the features are well integrated. Also on the anvil are plans to enhance our presence in the Adobe market in a more significant way.

Today, with the market saturated with solutions that are dense and complicated, we see an opportunity to further simplify our products and streamline our offerings. Simplicity is a key value driver for us. We believe that an integrated solution is the only way to remove operational bottlenecks caused by increasing complexity and demands. We believe in overview, insights and management that lead directly to business growth. Not chaotic guessing.