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Acrolinx Conference 2013 - “Using Acrolinx SEO Rules as Part of a Search-Based Content Strategy” - Symantec

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“Using Acrolinx SEO Rules as Part of a Search-Based Content Strategy” …

“Using Acrolinx SEO Rules as Part of a Search-Based Content Strategy”
Join Bob Lee as he shares a process for using keyword research and Acrolinx SEO rules as part of a comprehensive search-based content strategy. He will show the basics of using Google Adwords and Google Insights to determine which keywords are important for your customers, and then describe the process that has been used at Symantec to tune content using the Acrolinx IQ Suite's new SEO rules.

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  • 1. Building a Search-driven Information Experience Robert Lee Sr. Manager Content and Search Strategy Team Find TrustShare
  • 2. What do you do when you’ve documented every feature and your customers still can’t find the answer? 2 How to topics KB articles Product PDFs Videos Training modules Webinars Podcasts Forum posts Marketing collateral The Symantec Information Experience: Find. Trust. Share.
  • 3. Publishing more content doesn’t always help • 163,000 KB Articles • 90,000 How-to articles • 5,500 manuals We were publishing as fast as we could and customers still couldn’t find answers! The Symantec Information Experience: Find. Trust. Share. 3
  • 4. So why doesn’t search work? • Search engines are supposed to find the best answers • My content has the best answers • We must need smarter software or hardware to make the search engines work better, right? The Symantec Information Experience: Find. Trust. Share. 4
  • 5. What Content Teams want an SEO tool to do • Automatically apply secret code to topics • Not make them change their lovingly crafted prose • Work for both external search (Google, Bing) and internal search engines • Run once and make search work better for the life of the document The Symantec Information Experience: Find. Trust. Share. 5
  • 6. Need to start with a different set of questions Wrong questions: Why doesn’t our content show up Google? Why doesn’t the search engine they use on our site work right? I published 12 manuals last quarter and got 100 hits. Is that good? More helpful questions How do I find out the phrases that my audience is using when they search for answers? How do I optimize my content so that search engines give me maximum relevance for target keywords – without penalizing me for being spammy? How do I track the performance of my content? The Symantec Information Experience: Find. Trust. Share. 6
  • 7. You never needed all that content • Frequently Asked Queries: The majority of customers face the same small set of issues. • Promote the Short Head: By promoting content that provides answers to the most common issues, we allow more customers to self-serve. 7 # Topics#Hits Long tail ShortHead The top 10% topics typically get >80% of the total traffic. The Symantec Information Experience: Find. Trust. Share.
  • 8. How search works Customers search for content using their own language. Search engines look for these phrases in their search indices (not the actual sites) Search engines determine which pages have the most relevance on the subject Search engines provide a set of ranked results for both paid and free search Customers click on the results that they believe are the best matches The Symantec Information Experience: Find. Trust. Share. 8
  • 9. The real problems that you need to solve Determine what content your customers are searching for Use customer language in the most strategic places – and manage that language over time Use as many relevance factors as you can without being spammy Ensure your content is indexed by search engines Make your content look like the best choice in the search results Track your results The Symantec Information Experience: Find. Trust. Share. 9
  • 10. 10 Determine what content your customers are searching for The Symantec Information Experience: Find. Trust. Share.
  • 11. How to Find out what issues/themes customers care about • Check technical support call and chat logs • Check the most popular community forum posts • Ask your training department what questions are most asked in classes • Find out which videos about your product are most popular on YouTube! Themes and customer intent analysis The Symantec Information Experience: Find. Trust. Share. 11
  • 12. How to Find out what language customers use when describing the problem • Look at text that customers use when posting to forums • Check text chat support logs • Use Google Adwords and Insights to check which search queries are the most popular Keyword research The Symantec Information Experience: Find. Trust. Share. 12
  • 13. Using Google AdWords keyword tool The Symantec Information Experience: Find. Trust. Share. 13 Relevant new keyword ideas: remove removal tool uninstall tool download manual uninstall uninstall password CleanWipe Seed terms help you find new keywords Try different match options to tune results Optionally exclude specific terms Tune these settings: Locations=All, Language=English, Devices=Desktops and laptops https://adwords.google.com/select/keywordtoolexternal
  • 14. Using Google Trends tool • Free keyword research tool that reveals search trends • Go to: http://www.google.com/trends/ • Type in your search phrase and click Explore. • Let’s you view interest over time and region– Is there seasonal demand? Who is the main audience? The Symantec Information Experience: Find. Trust. Share. 14
  • 15. 15 Use customer language in the most strategic places – and manage that language over time The Symantec Information Experience: Find. Trust. Share.
  • 16. How to optimize your topics so that they contain your target keywords in the right places • Hire an SEO expert to tune your page • Use Acrolinx SEO rules to automatically suggest the best places to place keywords On-page optimization The Symantec Information Experience: Find. Trust. Share. 16
  • 17. Use a tool like Acrolinx SEO rules to manage your on- page optimizations More efficient to have one or two SEO experts do the keyword research and have authors tune the content The Symantec Information Experience: Find. Trust. Share. 17
  • 18. Use a tool like Acrolinx SEO rules to manage your on- page optimizations - continued • SEO rules change all the time. Using Acrolinx SEO rules means your authors don’t need to stay on top of those changes. • Acrolinx SEO Rules can help prevent your authors from over-optimizing, which can result in search engines penalizing you The Symantec Information Experience: Find. Trust. Share. 18 • Publish optimized content the first time. Publishing and fixing, can set you back months in building relevance.
  • 19. Acrolinx SEO rules pilot at Symantec • Ran Sept 2012-January 2013 • Use browser-based tool • Tested on 6 documents • Keyword research was done by two SEO experts The Symantec Information Experience: Find. Trust. Share. 19
  • 20. Acrolinx SEO rules pilot at Symantec • Recommendations from SEO rules were consistent with those of our experts • Authors were comfortable adding optimization tasks to their authoring process because they were already Acrolinx users. • We can get more pages optimized because SEOs don’t need to fix every page • Running next pilot with XMetaL plug-in soon Results The Symantec Information Experience: Find. Trust. Share. 20
  • 21. 21 Ensure your content is indexed by search engines The Symantec Information Experience: Find. Trust. Share.
  • 22. Make sure your content is getting indexed Common reasons why content doesn’t get crawled: • Robots.txt file is telling search engines not to • Content hidden in graphics or code • Crawlers can’t get to all of your site The Symantec Information Experience: Find. Trust. Share. 22
  • 23. How to determine if your content is being crawled Use Google “cache:“ operator to see if a given page is found in the search cache. The Symantec Information Experience: Find. Trust. Share. 23
  • 24. How to determine if your content is being crawled Use a search engine emulator and view the results The Symantec Information Experience: Find. Trust. Share. 24
  • 25. 25 Use as many relevance factors as you can without being spammy The Symantec Information Experience: Find. Trust. Share.
  • 26. Use relevance factors to help your content rank higher Links The Symantec Information Experience: Find. Trust. Share. 26 On-site content External links for promotion On-site content BAD EXAMPLE • No external links • All topics link to each other • All topics contain same set of keywords • All topics competing with each other GOOD EXAMPLE • One-way links from external sites pass “juice” to a single target topic • Internal links also pass “juice” to a single target • Result: search engines know that one topic is more important
  • 27. Use relevance factors to help your content rank higher • Including video and rich media improves your search relevance. • Google and Bing search results highlight pages that have content with video and rich media so users are more likely to click on them. Videos The Symantec Information Experience: Find. Trust. Share. 27
  • 28. Use relevance factors to help your content rank higher • Use target keyword phrases in your URL and filenames. Search engine friendly URLs The Symantec Information Experience: Find. Trust. Share. 28 1
  • 29. Use relevance factors to help your content rank higher • Use target keyword phrases in your URL and filenames. Use keywords in site navigation UI like breadcrumb trails The Symantec Information Experience: Find. Trust. Share. 29 2
  • 30. Use relevance factors to help your content rank higher • Use target keyword phrases in your URL and filenames. Use keywords in H1 and H2 headings The Symantec Information Experience: Find. Trust. Share. 30 3
  • 31. Use relevance factors to help your content rank higher • Use target keyword phrases in your URL and filenames. Use keywords in first 100 words on the page – don’t stack ‘em The Symantec Information Experience: Find. Trust. Share. 31 4
  • 32. 32 Make your content looks like the best choice in the search results The Symantec Information Experience: Find. Trust. Share.
  • 33. Make your content look like the best choice in the search results • Top places in paid and unpaid search • Text has call to action This text is set with the <meta name="description" content=” tag Use text that tells customers your content is the right choice The Symantec Information Experience: Find. Trust. Share. 33
  • 34. 34 Track your results The Symantec Information Experience: Find. Trust. Share.
  • 35. Tracking progress Conversion tracking: a call to action for each media type: – Download a white paper – Play a video to 80% – Respond to feedback form How to determine if you’re succeeding The Symantec Information Experience: Find. Trust. Share. 35
  • 36. Tracking progress Other success criteria • SERP placement • Backlinks Also track • Keyword trends • Hits and click-through How to determine if you’re succeeding The Symantec Information Experience: Find. Trust. Share. 36
  • 37. Suggested tools The Symantec Information Experience: Find. Trust. Share. 37 Task Tool URL Keyword Research • Google Adwords Keyword Tool • Google Insights for Search http://www.adwords.google.c om http://www.google.com/trend s/ On-page optimization • Acrolinx SEO Rules http://www.acrolinx.com/seo. html Search Engine Result Page rank • BrightEdge www.brightedge.com Backlinks • Moz (formerly SEOmoz) www.moz.com Spider Emulation • SEO Tools: Search Engine Spider Simulator http://www.webconfs.com/se arch-engine-spider- simulator.php Site metrics and surveys • Adobe Marketing Cloud http://www.adobe.com/soluti ons/digital-marketing.html
  • 38. Summary Focus on finding out what content customers really want, not documenting every feature. Use customer terminology in your text – and use a tool to manage it! Make sure you site can be crawled by search engines. Use as many relevance factors as you can, such as linking strategies. Track your content performance over time. The Symantec Information Experience: Find. Trust. Share. 38
  • 39. Thank you! SYMANTEC PROPRIETARY/CONFIDENTIAL – INTERNAL USE ONLY Copyright © 2012 Symantec Corporation. All rights reserved. The Symantec Information Experience: Find. Trust. Share. 39 The Symantec Information Experience Find TrustShare
  • 40. About Robert Lee Robert Lee has managed Content Strategy and Search Engine Optimization (SEO) projects for over five years at Symantec. A former InfoDev manager at Symantec, Bob also managed documentation projects at Microsoft and Intel. @imyeruncle The Symantec Information Experience: Find. Trust. Share. 40