Founded in 1987, Avid Technology has continued to evolve its business to meet the current needs of its users. Like many other successful businesses, Avid had an e-commerce store and shifted from a one-time payment model to a subscription model for its digital media creation hardware and software.
However, Avid’s journey wasn’t an easy one. Its e-commerce platform was built at a time when there wasn’t great support for subscriptions and had poor search engine optimization (SEO) capabilities. As a result, the company had a hard time communicating key information about its product to search engines.
For example, its software subscription products would always be in stock because it’s software. However, Google didn’t seem to understand that and would often show Avid products as “out of stock” on search.
This was one of the many issues that Matthew Heeb, Director of Digital Optimization at Avid Technology, had to solve. With a ton of tech debt and a website that wasn’t configured well for SEO, Matthew and his team focused their efforts on improving the technical side of their SEO.
Furthermore, Avid knew that it needed to implement a Schema Markup strategy to help search engines clearly understand the content on its site.