Taxonomy and seo sla 05-06-10(jc)


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  • Taxonomy and seo sla 05-06-10(jc)

    1. 1. SLA Cincinnati Taxonomy, Metadata & Search Optimization<br />May 6th, 2010<br />Seth Earley<br />President <br /><br />781-820-8080<br />Jeff Carr<br />Senior Consultant<br /><br />780-819-7275<br />
    2. 2. Today’s Agenda<br />Taxonomy and Enterprise Architecture<br />Introduction & Overview of Taxonomy & SEO<br />Importance of Aligning Different Perspectives<br />Recommendations<br />Q&A Session<br />2<br />
    3. 3. Seth Earley, Founder & President, Earley & Associates<br /><ul><li>Co-author of Practical Knowledge Management from IBM Press
    4. 4. 16 years experience building content and knowledge management systems, 25+ years experience in technology
    5. 5. Former Co-Chair, Academy of Motion Picture Arts and Sciences, Science and Technology Council Metadata Project Committee
    6. 6. Founder of the Boston Knowledge Management Forum
    7. 7. Former adjunct professor at Northeastern University
    8. 8. Currently working with enterprises to develop knowledge and digital asset management systems, taxonomy and metadata governance strategies
    9. 9. Founder of Taxonomy Community of Practice – host monthly conference calls of case studies on taxonomy derivation and application.
    10. 10. Co-founder Search Community of Practice:</li></ul> <br />3<br />
    11. 11. Jeff Carr, Senior Consultant, Earley & Associates<br /><ul><li>Bachelor of Commerce from the University of Alberta with a major in Management Information Systems (MIS) and a minor in International Business
    12. 12. Multi-disciplinary foundation in the areas of:
    13. 13. search engine marketing
    14. 14. information architecture
    15. 15. web analytics
    16. 16. project management
    17. 17. business analysis
    18. 18. web development
    19. 19. Responsible for the strategy, development and implementation of numerous web-based initiatives
    20. 20. Expert in SharePoint Information Architecture
    21. 21. Expert in eCommerce taxonomies, faceted search and heuristic analysis
    22. 22. All around good guy</li></ul>4<br />
    23. 23. 5<br />It’s all about…<br /><ul><li>Searching
    24. 24. Browsing
    25. 25. Finding</li></li></ul><li>Taxonomy and Enterprise Architecture Frameworks<br />
    26. 26. Taxonomy is a Foundation…<br />It is a system for classification<br />It allows for a means to organize documents, digital assets and web content<br />Helps us fine tune search tools and mechanisms<br />Creates a common language for sharing concepts<br />Allows for a coherent approach to integrate information sources<br />It is a common language for business processes<br />
    27. 27. Goals of a Taxonomy<br />Allow for knowledge discovery<br />Improve usability of applications as well as learnability of applications<br />Reduce the cost of delivering services, developing products and conducting operations<br />Improve operational efficiencies by allowing for reuse of information and assets rather than recreation<br />Improve search results and applicability (both precision and recall)<br />
    28. 28. Taxonomy Definition<br />Taxonomy is a system for organizing concepts and categorizing content<br />Expresses hierarchical relationships (parent/child)<br />Arranged in a tree-like structure, with top level categories that branch out to reveal sub-categories and terms in varying levels of depth<br />Dictionary of preferred terminology<br />Products<br />Games<br />Action figures<br />Card games<br />Board games<br />Brands<br />Milton Bradley<br />Disney<br />Scrabble<br />Battleship<br />
    29. 29. Taxonomy and Metadata<br />It is the “is – ness” of a piece of content<br />And the “about – ness” of a piece of content<br />This is a Product Description<br />It is about the Motorola Razr<br />Taxonomies are the organizing principle behind metadata and the values that populate metadata fields<br />
    30. 30. FAQ<br />Product <br />Press release<br />Specification<br />Promotion<br />Taxonomy and Metadata<br />“is – ness”<br /> Metadata for a product page in a content management system<br />Title<br />Doc_ID<br />Doc_Type<br />Date<br />Author<br />Product_Name<br />“about – ness”<br />Features<br />Category<br />Assets in a content management system need to be tagged with metadata for retrieval and management of information<br />
    31. 31. The (Traditional) Data Architect View of Metadata <br />Operational Metadata<br /><ul><li>Data source description
    32. 32. Data fields
    33. 33. Data structure
    34. 34. File description
    35. 35. Database definition (e.g. ddl)
    36. 36. External files lineage</li></ul>ETL – Metadata <br /><ul><li>Rule descriptions
    37. 37. Data cleansing
    38. 38. Data extension
    39. 39. Data transition </li></ul>Database Design/physicals <br />Rules for <br /><ul><li>Modeling data
    40. 40. Security
    41. 41. Building
    42. 42. Cube definition
    43. 43. Aggregation </li></ul>Metadata <br />Metadata <br />Metadata <br />Target database<br />Source data<br />ETL Tools <br />BI Metadata <br /><ul><li>Norms for report creation
    44. 44. Report-Folder
    45. 45. Report-Format
    46. 46. Report-Execution
    47. 47. Data mining Process</li></ul>Metadata <br />Metadata <br />Modeling Tools <br />BI/Reporting Tools <br />Courtesy of Stu Carty – Gavlian Research<br />12<br />
    48. 48. Parallel Perspectives<br />What is the difference between a data architect, a taxonomist and an information architect? <br />Data architects are concerned with structured data and technical aspects of applications and database design<br />Taxonomists are concerned with unstructured content semantics and the meaning of terms<br />Information architects consider how structured data elements, unstructured content meaning and user intent combine to form the user experience<br />
    49. 49. The (Traditional) Taxonomist View of Metadata<br />Taxonomy: system for organizing and classifying content<br />Metadata: information about our content, housekeeping, as well as semantic and structural information<br />Content Objects: groups of metadata that are assembled into components that are then assembled into pages or documents<br />How will taxonomy surface on the front-facing application?<br />What do the wireframes suggest?<br />How do people interact with content?<br />How does the content architecture deliver the front-end design?<br />
    50. 50. Enterprise Architecture Requires a Holistic View<br />Enterprise architecture<br /> “A comprehensive framework used to manage and align an organization's Information Technology (IT) assets, people, operations, and projects with its operational characteristics. In other words, the enterprise architecture defines how information and technology will support the business operations and provide benefit for the business.” <br /> The National Institutes of Health<br />
    51. 51. Taxonomy Frameworks in Enterprise Architecture <br />Related documents<br />Browsing & filtering<br />Compare product<br />Financial reporting<br />Case Example:<br />Motorola’s Global <br />Taxonomy Framework<br />Served Multiple Processes<br />Business intelligence<br />Program Management <br />Product Lifecycle Management<br />16<br />
    52. 52. 17<br />From Technical Design to User Experience…<br />Case Example:<br />American Greetings<br /> …becomes the foundation for a flexible, intuitive user experience<br /> Developing a technical model of content, assets and processes…<br />
    53. 53. Example Trends Which Require Solid IA<br />Business Intelligence needs metadata on structured data as the basis for quantitative analysis, taxonomy on unstructured content for the results of analysis<br />Extend traditional quantitative BI with qualitative BI from unstructured content once a taxonomy is applied:<br />analysis of risk/no risk claims by disease category<br />analysis of call center issues by product to monitor a recall<br />analysis of ad placement effectiveness by social media context<br />Master Data Management needs taxonomy – both aim to define a “single version of the truth”<br />MDM to eliminate structured data redundancy<br />Taxonomy to eliminate unstructured content ambiguity<br />
    54. 54. Ideal Scenario: Master Taxonomy as a Service<br />Example from another client – Taxonomy as a service<br />
    55. 55. Each group of stakeholders has different issues<br />Different timelines<br />Different terminology<br />Battling old ways of working<br />Different workflows<br />Marketing & CMO<br />Manufacturing<br />Legal & CSO<br />Finance & CFO<br />Business Intelligence<br />Merchant Team<br />Fulfillment<br />Customer Service<br />IT Team & CIO<br />Challenges in Enterprise Architecture<br />
    56. 56. Different Clock Speeds<br />
    57. 57. FAST<br />E commerce suite<br />Reconcile vendor product metadata with structure and format for catalog, merchandising, order management<br />Digital Asset Management<br />Guided navigation<br />Facets and attributes based on taxonomy resolve with search user experience best practices<br />Structure and terminology to support non text asset location and reuse<br />Product taxonomy<br />Cross sell/up sell<br />Content management<br />Semantic relationships for related products, controlled terminology for merchandisers to support specific promotions <br />Content and document types, topics/subjects, audiences, etc to support unstructured information<br />Different Terminology<br />
    58. 58. Different Workflows<br />Brick and Mortar<br />BI/Reporting<br />Product taxonomy<br />Ad Campaigns<br />Signage<br />Finance<br /><br />
    59. 59. Difficulty Changing Paradigms<br />“We have everything we need to know about our products from the SKU…” Merchandiser<br />“Taxonomy values are just a list of terms…” Data Architect<br />Caption = BDY FATHER FRM DAUGH<br />Recipient = Father<br />Occasion = Birthday<br />Sender = Daughter<br />“We can drive content semantics from composite database keys…” Database Architect<br />“I’m more comfortable indexing content than dealing with back end systems…” Taxonomist<br />+<br />24<br />
    60. 60. Products & Services<br />Industry<br />Sectors<br />Qualitative<br />Measures<br />Policies &<br />Compliance<br />Marketing<br />Assets<br />Customer Relationships<br /><ul><li>Taxonomy defines the unstructured half of Enterprise Architecture
    61. 61. What unstructured information does the business need to organize?
    62. 62. Which of these are shared among departments or business processes?
    63. 63. Which are specific to a functional area or business initiative? </li></ul>Enterprise<br />Taxonomies<br />Use Taxonomy to Unify Business Operations<br />
    64. 64. The Evolution of Taxonomy<br />Taxonomy has evolved from a library science/ information architecture/ content organization perspective<br />Used to improve the ability to find content once you arrive at a web site<br />Perspective: internal, focused on “self selected” audiences <br />Typically does not consider how people arrive on your site, just that they are there and tries to direct users down an appropriate path<br />26<br />
    65. 65. Why is Taxonomy Important?<br />Main interaction customers have with your site<br />They are a key element of good design and findability<br />Even the best taxonomies need a little spring cleaning <br />They can become disorganized, out of control over time<br />They can fall out of line with industry trends and competitors<br />They can be mismatched with user terminology and be ignored by search engines<br />Taxonomy Heuristics are Best Practices that ensure:<br />1. Content is findable<br />2. Taxonomy maintenance and growth is based on methodology<br />27<br />
    66. 66. What is SEO?<br />Part of Internet Marketing<br /><ul><li>Strategies used to conduct marketing activities on the web in an effort to attract and convert targeted visitors into customers </li></ul>Includes<br /><ul><li>Website design, copywriting, online promotion, social media, and search engine optimization etc…</li></ul>28<br /><ul><li>Leverage site terms and organizing principles
    67. 67. Including preferred and variant terms, related terms (i.e.; taxonomy and thesaurus structures)
    68. 68. Ultimate Goal
    69. 69. To increase the amount of relevant and targeted traffic to your website </li></li></ul><li>Why is SEO Important?<br />Search engine optimization is a key activity in acquiring qualified traffic to your site<br />If ignored, technical and contextual factors can seriously impede performance<br />Continuous process requiring constant monitoring<br />Seasonal trends in search behavior<br />Identifying new or hot products<br />Competitors <br />Informs site taxonomies to ensure:<br />1. Effective landing pages <br />2. Visits turn into conversions<br />29<br />
    70. 70. Why Taxonomy & SEO?<br />Integrating internal and external perspectives<br />Taxonomy<br />Used to improve the ability to find content once you arrive at a web site<br />Internal perspective focused on “self selected” audiences<br />Typically does not consider how people arrive on your site, just that they are there and tries to direct users down an appropriate path<br />Search Engine Optimization<br />Used to improve the ability to find a web site at a macro level<br />External perspective focused on driving traffic, attracting attention from a broader audience<br />Typically does not consider how people find content once they are on your site, just that they find it<br />30<br />
    71. 71. They Should Work Together…<br />Taxonomy drives information organization<br />Powers navigation and search<br />Enhances the user experience<br />SEO informs taxonomy values<br />Incorporates customer perspectives / searcher behaviors<br />31<br />
    72. 72. Misalignment of Terminology<br />32<br />I’d like to pick up some new accessories for my PlayStation 3<br />Not sure where to look so let’s do a search to see what’s out there<br />Just saw an advertisement from Best Buy for PlayStation 3 Accessories<br />I think PS3 = <br />PlayStation 3<br />“PS3 Accessories”<br />“PS3 Accessories”<br />X<br />
    73. 73. Website Findability<br />What’s the scope of the challenge?<br />“More than 12 Billion searches conducted in July 2008”<br />Search Engine Watch – Sep 2, 2008<br />“1 trillion (as in 1,000,000,000,000) unique URLs”<br />Official Google Blog – Jul 25, 2008<br />33<br />
    74. 74. Differing Perspectives<br />From the perspective of the Searcher…<br />An evolution from “give me what I said” to “give me what I want”<br />Don’t always know what they want<br />Often begin with ambiguous search queries followed by refinement<br />Does the topic of each page on your site accurately represent the language potential customers are using to find your site?<br />34<br />
    75. 75. Search Result Delivery<br />The process for serving a set of results for any search query includes the following elements: <br />35<br />Query Analysis<br />Evaluation of user input against query dependent factors <br />(i.e. word order, proximity)<br />Document Retrieval<br />Fetching of documents that match the user query (1000)<br />I<br />Document Ranking<br />Ordering of the results retrieved<br />Presentation<br />Search engine result pages<br /><ul><li> images
    76. 76. news
    77. 77. local
    78. 78. shopping
    79. 79. personalized</li></ul>E<br />E<br />I<br />I<br />
    80. 80. Differing Perspectives<br />From the perspective of the search engine…<br />36<br />Implicitly derives the topic or meaning of a page by analyzing and parsing page content<br />Topic of this page is PlayStation 3, correct?<br />
    81. 81. Topical Analysis of Page Content<br />Ideally, we’d like to see PlayStation related terminology dominating the text consumed by the search engine<br />Inferred topic: limited item offers<br />Supporting terminology – furniture, services, health, home et al. semantically unrelated to the intended concept<br />37<br />
    82. 82. 38<br />Google Uses Over 200 Signals For Ranking”<br />
    83. 83. 39<br />
    84. 84. Overlap & Alignment<br />40<br /> SEO<br />Taxonomy <br />Content Freshness<br />Grouping principles<br />Clean Coding<br />URL Structure<br />Label Choice<br />Synonym Identification<br />Terminology Research<br />Relationships<br />Metadata Optimization<br />Balance & Term Volume<br />Link Popularity<br />Content Hierarchy<br />Polyhierarchy<br />Internal Link Structure<br />Breadth & Depth<br />Inbound Anchor Text<br />Facet Construction<br />Page Speed<br />
    85. 85. 41<br />“Term Selection”<br />
    86. 86. Synonyms<br />Important for both Taxonomy and SEO<br />Label selection and user experience<br />What’s will resonate best with your users?<br />Search thesaurus <br />Ensure appropriate query expansion<br />Popular geographic references<br />“Las Vegas” vs “Sin City”<br />“Detroit” vs “Motor City”<br />Acronyms<br />“FBI” and “Federal Bureau of Investigation”<br />“SAT” and “Scholastic Achievement Test” or “Scholastic Aptitude Test” <br />42<br />
    87. 87. Misspellings<br />Important for on-site search<br />“did you mean…”<br />May be a rich source of additional traffic<br />Not recommended for inclusion in pagetext (do not intentionally misspell words)<br />Plan carefully and be creative<br />E.G. “blue-ray” vs “blu-ray”<br />43<br />
    88. 88. Term Proximity & Placement<br />The closer together terms appear, the more closely related they are deemed<br />Word order can matter<br />Special formatting of terms in page content places a slightly higher importance on the word or phrase itself<br />Page headlines (<h1> through <h5>)<br />Bolding & italicizing <br />Link text<br />44<br />
    89. 89. Related Terminology<br />Identification of supporting words or phrases that should be used in conjunction with preferred terms<br />Used to enhance and support the overall theme of the page by pulling together a tightly related topic<br />E.G. LEED<br />Acronym for Leadership in Energy & Environmental Design<br />Key themes include:<br />Training, Accreditation, Certification, Exams<br />Construction, Building, Architecture, Homes, Design<br />Green, Energy, Rating, Sustainability <br />45<br />
    90. 90. The Importance of Metadata<br />HTML elements that provide structured metadata about a web page (page source)<br />Key attributes to consider include the page title (<title>) and the meta description (<meta name=“description>) <br />Often forgotten or neglected<br />Negatively affect the user experience<br />46<br /><title>Hasbro Network</title><meta name="Description" content="“ /><br /><meta name="Keywords" content="“ /><br />
    91. 91. The Importance of Metadata<br />Opportunity to speak directly to potential visitors<br />When done right, click-through rates increase<br />47<br /><title>Enjoy Poker Online With - Play Holdem, Omaha and More!</title> <meta name="Description" content=“Play online poker at You'll find Texas Hold'em, Omaha, Omaha Hi/Lo, 7 Card Stud &amp;amp; 7 Card Stud Hi/Lo. Huge Poker Tournaments and a Free Poker School. Choose the free poker software download or our new no download play in your browser poker game.“ /> <br /><meta name="Keywords" content=" poker, online poker, play poker, poker room, poker game, video poker, internet poker, texasholdem, poker rules, poker school, poker tournaments, free poker, download, partypoker, party poker,“ /><br />
    92. 92. Alignment of Terminology<br />48<br />I’d like to pick up some new accessories for my PlayStation 3<br />Not sure where to look so let’s do a search to see what’s out there<br />Just saw an advertisement from Best Buy for PlayStation 3 accessories<br />“PlayStation 3 Accessories”<br />“PlayStation 3 Accessories”<br />
    93. 93. A Little SEO Knowledge Can Be Dangerous<br />Don’t over do it!<br />There’s no point in over-optimizing your site to obtain traffic that is not targeted<br />Might get you more visits in the short term, but at what cost?<br />Goal – attract qualifiedvisitors<br />49<br />
    94. 94. It Can Be a Delicate Balance<br />Oftentimes there’s a trade-off between optimization, taxonomy and the user experience<br />Long labels can cause navigation to wrap or be hidden from view <br />Repetition of terminology reduces ability to scan<br />Always consider the end-user perspective<br />Research both terminology and related websites<br />50<br />
    95. 95. Sources For Keyword Research <br />51<br />Search Logs<br />
    96. 96. 52<br />Navigation Labels<br />Header Tags<br />Title Tag<br />Page Content<br />External Link Text<br />Internal<br />Link Text<br />
    97. 97. 53<br /><ul><li> Primary or Target Keyword
    98. 98. Supporting Terminology
    99. 99. Includes words and phrases that often appear in conjunction with the primary keyword</li></li></ul><li>Summary<br />Taxonomy represents the internal perspective<br />Drives the customer experience while on the site<br />SEO represents the external perspective<br />Influences how people find a site in the first place<br />The alignment of perspectives<br />Search essentially becomes a portal to your site by presenting a multitude of unique access points directly to relevant content at the exact moment in time when someone is searching for you<br />Enhances the user experience by enabling findability at both the macro and micro levels<br />54<br />
    100. 100. Additional Resources<br />Communities of Practice<br />Taxonomy:<br />SharePoint IA:<br />Search:<br />Upcoming Webinars<br />Taxonomy Community of Practice series:<br /> Technology Showcase series<br />Jumpstarts:<br />55<br />
    101. 101. About Earley & Associates<br />56<br /><ul><li>Focus: Information Architecture (“IA”) Services
    102. 102. Founded: 1994
    103. 103. Personnel: Twenty core team consultants, plus a network of other top industry experts
    104. 104. ECM and KM experts
    105. 105. taxonomy specialists
    106. 106. search experts
    107. 107. information architects
    108. 108. usability professionals
    109. 109. technology consultants
    110. 110. business process experts
    111. 111. Headquarters: Boston, MA
    112. 112. Consulting Philosophy:
    113. 113. Organizing Principles based on business context and goals
    114. 114. Four Pillars - People, Content, Process, and Technology</li></li></ul><li>Core Capabilities<br />Strategy<br />Content Management<br />Enterprise<br />Search,<br />Portal Design,<br />Collaboration<br />Website<br />Navigation,<br />Search &<br />SEO<br />Program Management<br />Business Analysis / <br />User Research<br />Taxonomy,<br />Metadata, IA<br />& Usability<br />Digital Asset<br />Management<br />Records Management<br />Technology Selection<br />Implementation Support<br />Workflow Management<br />Rights<br />Management<br />Socialization & Training<br />Security & Privacy Management<br />Governance<br />Success Metrics<br />57<br />
    115. 115. Information Organization and Access Courses<br />AIIM Master Certification in IOA <br />4-day classes being held in: <br />Chicago: July 26th – 29th<br />Toronto: August 9th – 12th<br />Washington, DC: September 13th – 16th<br />San Francisco: September 20th – 23rd<br />Houston: October 18th – 21st<br />Course Descriptions and Registration at:<br />58<br />
    116. 116. Seth Earley<br /><br />781-820-8080<br />Follow me on twitter: sethearley<br />Connect with me on LinkedIn: <br />Jeff Carr<br /><br />780-819-7275<br />Follow me on Twitter: siftonpark<br />Connect with me on LinkedIn:<br /><br />Questions?<br />59<br /><br />