Date post: | 17-Jul-2015 |
Category: |
Technology |
Upload: | acrolinx |
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Since April…
2.8– Easier remote server administration (log files, support package)
– CAS single sign-on
– Easier license administration
2.9– Adobe CQ and Serna XML editor – new support
– Wizard-based design for customized reports
– New terminology interchange format enables loss-free exchange with other systems
– Adobe FrameMaker – upgraded support
2.10– oXygen XML Editor – new support
– Enterprise terminology contribution without requiring logins (optional add-on)
– Simplified migration of customer configurations to new releases
– JAAS user authentication; improves LDAP & Kerberos support
– MySQL for terminology database – new support
– RSS feeds of terminology changes (requires 1 day of services)
Content should be:
Simpler to understand – “People ready”
Less costly to translate – “Global ready”
Easier to find – “Search ready”
What good is it if you can’t find it?
Acrolinx 3.0 Release Summary (1 of 2)
SEO
– Extensive enhancements
to analysis & reporting
– Improve placement of
keywords in content &
metadata
– Packaged as add-on
module to Acrolinx server
Acrolinx 3.0 Release Summary (2 of 2)
Outlook integration (Windows)– Enables email users – help desk, support, customer relations
Microsoft Word – enhanced support– Better support for change tracking
– Higher performance, greater stability
– Office 2013 compatibility
Adobe CQ – enhanced support– Can check entire page (not just one text box)
Analytics enhancements– Adds to Acrolinx server’s core capabilities
– Expands range of Acrolinx checking• Can check within an attribute value (such as checking the text within
the alt attribute of an image)
Availability: January
SEO support initially in Microsoft Word & Adobe CQ only
More to come quickly in 2013: Adobe InDesign, Adobe
FrameMaker, oXygen, Arbortext, …
Remaining Agenda
Search – why it’s important
SEO – how companies improve their search results
Where Acrolinx helps
The Acrolinx advantage
Three Reasons People Search
Navigation (“IBM”, “Boeing”)
Information
– Brand-specific (“Cisco E200 manual”)
– Generic (“DSL modem”)
Transaction (“laser printer price”)
Organizational Impact of Search
Brand awareness Improve customer retention
• Fact sheets
• Product descriptions
• Educational information
• Help info
• Troubleshooting
• Manuals
Search type
Content
Value to
Organization
Higher offline sales Up-sell
Reduce support calls
Higher revenue
• Product pages
• Online store
• Landing pages
Lower acquisition costs
Transaction
Product Information Support Information
Information
Q: Who Cares About SEO for Techdocs?
A: Customers who seek but cannot find
According to [major software company], optimizing support
articles for keywords resulted in:
– > 100% increase in hits
– > 30% reduction in support calls related to those articles
How does this improvement affect:
– Customer satisfaction & retention?
– Prospects who seek tech info before they buy?
SEO Goal: Visibility
Organic search results
Google Adwords (Paid advertisements)
SERPs = Search Engine Result Pages
• Compelling & SEO friendly title
• Trustworthy and “readable” URL
• Compelling description
• Great style, no grammar and spelling errors
How do you improve your CTR?
Keyword
Research
Keyword
Management
Keyword
Mapping
On-page
Optimization
Off-page
Optimization
SEO
MetricsPre- &
Keyword Lifecycle
3.03.x
Post-Publishing Support
Many tools analyze content after it’s published, but…
Is this the right time to assure quality?
Is it cost efficient?
SEO FactorsYour documentLinguistic
Competence
Acrolinx SEO Analytics
Pre- & Post-Publishing Support
Acrolinx provides QA at
right time: authoring time
Alerts authors to errors &
improvement opportunities
Avoids redundant SEO
Avoids domain weakness
Protects CTR
Also runs in “batch mode” to
analyze existing content
SEO Advice While Editing
For example, check title for:
– Keywords appear early in title
– Primary & secondary keywords in title
– Correct order of keywords
– Keywords in title not excessive
– Title not too long
– No more than 1 title on a page
SEO Reporting – Keyword Report
Report helps users:
Avoid violations
(e.g., missing in title,
stuffing)
Monitor usage of
assigned keywords
Discover new
keywords
Experiment to find
what works best
SEO Reporting – Document Report
Discover & avoid SEO violations
Report helps users:– Check language (spelling, grammar)
– Optimize for Vertical Search Engines
– Check “rich snippets”
– Detect incorrect syntax
Report sections:– Title
– Meta description
– Metadata
– Links, URL
– Images
– Videos
– Social
– Microdata
Acrolinx SEO: Process Benefits
Optimize before the content is published, not after
– Avoid keyword drift, keyword conflicts, SEO violations
Optimize source content
– HTML, XML, Word, InDesign, …
Reduce SEO services costs
– Authors optimize content, not consultants
Support multi-language requirements
Acrolinx SEO: Strategic Benefits
Improve SEO across website
– Not just critical pages
Further improve critical pages
– By raising website average
– By raising overall quality (thanks to all of Acrolinx’s capabilities)
Maintain SEO advantage
– By reducing SEO “drift” through continuous optimization
Improve/maintain strong CTR
– By assuring high-quality titles & descriptions
Follow-Up
Contact info: [email protected]
Recording & slides will be posted soon at
http://www.acrolinx.com/webinars_en.html