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Using Acrolinx for SEOU.S. callers should dial:   Stronger, Longer-Lasting SEO+1 (909) 259-0012           12 March 2013   ...
Today’s Discussion Impact of your search rankings Factors that affect your search rankings How Acrolinx can help you:  ...
What Do You Write?     Pre-Sales Information   Post-Sales Information
Why Improve Findability?     Pre-Sales Information   Post-Sales Information     Increase Revenue        Improve Support
SEO Goal: VisibilitySERPs = Search Engine Result Pages                               Google AdWords (Paid advertisements) ...
Higher Rank = Higher Click-Through Rate                          HP                         IBM       “Heat map” shows whe...
What’s the Value of a Higher Ranking?                                   8100 searches / month             “unix servers”: ...
What’s the Value of a Higher Ranking? Optimized support articles:       Hits       Calls Impact on customer satisfaction...
Vital Factors for Search Rankings
On-Page Optimization – Under Your Control Quality content Keyword placement   –   Title   –   Headings (H1, H2)   –   Li...
But My Authoring Tool Has No Title Tag! Then you’re not authoring in HTML So you must learn how your content transforms ...
Off-Page Optimization – Under Others’ Control Links from other high-  quality sites to yours Social links Server locati...
Optimize After Publishing?Many tools analyze content after it’s published, but…                    Is this the right time ...
Acrolinx Supports SEO while AuthoringAcrolinx supports SEO at                                                             ...
Let’s see a demo!
SEO Advice While EditingFor example, Title should: Start with priority 1 keyword Contain priority 1 & 2  keywords Have ...
SEO Reporting – Keyword Report Lists violations  (e.g., missing in  title, stuffing) Evaluates assigned  keywords Disco...
SEO Reporting – Document Report Discover & avoid  SEO violations Report sections:   –   Title   –   Meta description   –...
SEO – The Process
SEO ProcessKeyword      Keyword       Keyword        On-page        Off-page       SEOResearch    Management     Mapping  ...
SEO ProcessKeyword      Keyword      Keyword       On-page        Off-page       SEOResearch    Management    Mapping     ...
SEO ProcessKeyword       Keyword      Keyword        On-page        Off-page       SEOResearch     Management    Mapping  ...
SEO ProcessKeyword       Keyword       Keyword       On-page        Off-page        SEOResearch     Management     Mapping...
SEO ProcessKeyword      Keyword       Keyword       On-page        Off-page       SEOResearch    Management     Mapping   ...
SEO ProcessKeyword       Keyword       Keyword        On-page        Off-page       SEOResearch     Management     Mapping...
SEO Support in AcrolinxKeyword     Keyword     Keyword      On-page        Off-page       SEOResearch   Management   Mappi...
Improve CTR
How to Improve CTR          • Compelling & SEO friendly title          • Trustworthy and “readable” URL          • Compell...
Acrolinx SEO: Process Benefits Optimize while authoring, not after publishing Optimize at the source   – Word, XML, HTML...
Acrolinx SEO: Strategic Benefits Improve SEO across website Eliminate SEO “drift” – maintain advantage Improve/maintain...
Follow-Up Contact me! pg.bartlett@acrolinx.com Recording & slides will be posted soon at  http://www.acrolinx.com/webina...
Thank You!PG Bartlettpg.bartlett@acrolinx.com
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Acrolinx Webinar: Presentation and Demonstration of SEO Capabilities

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Acrolinx 3.0 in Action: Demonstration of SEO Capabilities


Presenter:
PG Bartlett, SVP Product Management, Acrolinx

Acrolinx helps you create readable, consistent, high-quality content – but what good is it if your customers can’t find it?

In this webinar, you’ll see how the new Acrolinx 3.0 release, which is now available, can help you make your content more findable. With its new support for Search Engine Optimization (SEO), Acrolinx can guide your authors to place keywords appropriately and optimize your search results.

Our presenter, who has spent the last twenty years helping companies communicate better, will cover these topics:
Why Google matters – but isn’t the only search engine that matters
How technical documentation managers can deliver greater strategic value to their organizations
Four keys to improving findability – whether you use Acrolinx or not
Six stages of the SEO process and how you fit into that stage
How to improve “click-through rates,” and how you can achieve more than higher-ranking pages

Published in: Technology
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  • Will also present key terminology.
  • Why are companies spending heavily on SEO? To improve their search rankings so they are found when people need:InformationTo purchase – (but not ONLY when they’re buying)Help – (you don’t want someone else helping out your customer)
  • CTR = Click-Through Rate, i.e., the percentage of people who view the page and click on the link
  • A large software company optimized the keywords they used in their support articles. They saw hits on those articles increase by more than double, and support calls related to the topics in the articles they optimized dropped by more than one-third%.
  • Some companies optimize pages for more than 3 keywords (even up to 20!), but that’s unusual and should be carefully tested.
  • Transcript of "Acrolinx Webinar: Presentation and Demonstration of SEO Capabilities"

    1. 1. Using Acrolinx for SEOU.S. callers should dial: Stronger, Longer-Lasting SEO+1 (909) 259-0012 12 March 2013 PG Bartlett
    2. 2. Today’s Discussion Impact of your search rankings Factors that affect your search rankings How Acrolinx can help you: – Improve your content’s ranking in search engines – Increase your click-through rate
    3. 3. What Do You Write? Pre-Sales Information Post-Sales Information
    4. 4. Why Improve Findability? Pre-Sales Information Post-Sales Information Increase Revenue Improve Support
    5. 5. SEO Goal: VisibilitySERPs = Search Engine Result Pages Google AdWords (Paid advertisements) Organic search results
    6. 6. Higher Rank = Higher Click-Through Rate HP IBM “Heat map” shows where CTR users’ eyes spend time IBM Fujitsu HP
    7. 7. What’s the Value of a Higher Ranking? 8100 searches / month “unix servers”: IBM CTR 10% (= 810 qualified visits) Fujitsu CTR 5% (= 405 qualified visits)Conversion rate on website: 0.3% HP 2.4 transactions, new customers 1.2 transactions, new customers IBMAvg. Transaction $8000 Revenue+ $19,200 / month Revenue+ $9,600 / month IBM Fujitsu HP Pre-Sales Information
    8. 8. What’s the Value of a Higher Ranking? Optimized support articles: Hits Calls Impact on customer satisfaction & retention? Post-Sales Information
    9. 9. Vital Factors for Search Rankings
    10. 10. On-Page Optimization – Under Your Control Quality content Keyword placement – Title – Headings (H1, H2) – Links – Description (meta tag) – Most important keywords first – Max. # keywords: 1 to 3 Keyword density? – Don’t overdo it Title – Unique
    11. 11. But My Authoring Tool Has No Title Tag! Then you’re not authoring in HTML So you must learn how your content transforms to HTML Specifically, how do you generate: – Title – H1 & H2 headings – Meta description
    12. 12. Off-Page Optimization – Under Others’ Control Links from other high- quality sites to yours Social links Server location & performance
    13. 13. Optimize After Publishing?Many tools analyze content after it’s published, but… Is this the right time to assure quality? Is it cost efficient?
    14. 14. Acrolinx Supports SEO while AuthoringAcrolinx supports SEO at Linguisticright time: authoring time Your document SEO Factors Competence Alerts authors to errors & improvement opportunities Protects CTRAlso runs in “batch mode” to Acrolinx SEO Analyticsanalyze existing content
    15. 15. Let’s see a demo!
    16. 16. SEO Advice While EditingFor example, Title should: Start with priority 1 keyword Contain priority 1 & 2 keywords Have priority 1 keyword before priority 2 keyword Contain reasonable number of keywords Not be too long Be the only one
    17. 17. SEO Reporting – Keyword Report Lists violations (e.g., missing in title, stuffing) Evaluates assigned keywords Discovers new keywords Lets you experiment
    18. 18. SEO Reporting – Document Report Discover & avoid SEO violations Report sections: – Title – Meta description – Metadata – Links, URL – Images
    19. 19. SEO – The Process
    20. 20. SEO ProcessKeyword Keyword Keyword On-page Off-page SEOResearch Management Mapping Optimization Optimization Metrics Pre- & • What do your customers search for? • What are profitable terms/phrases to optimize for? • What is my competition doing? • Research per language & region
    21. 21. SEO ProcessKeyword Keyword Keyword On-page Off-page SEOResearch Management Mapping Optimization Optimization Metrics Pre- & • Decide which keywords should be used • Group keywords, e.g., product-related keywords • Group for language & region
    22. 22. SEO ProcessKeyword Keyword Keyword On-page Off-page SEOResearch Management Mapping Optimization Optimization Metrics Pre- & • Decide which selected keywords should be used in which documents • Decide if we have to create content for particular keywords • Sometimes goes in hand with content restructuring and link building (off-page) optimization
    23. 23. SEO ProcessKeyword Keyword Keyword On-page Off-page SEOResearch Management Mapping Optimization Optimization Metrics Pre- & • Correct use of keywords (title, header, meta descriptions, etc.) • Search Engine compliant • High-quality content
    24. 24. SEO ProcessKeyword Keyword Keyword On-page Off-page SEOResearch Management Mapping Optimization Optimization Metrics Pre- & • Partner network • Links from partner pages • Links from blogs, social networks, other corporate domains
    25. 25. SEO ProcessKeyword Keyword Keyword On-page Off-page SEOResearch Management Mapping Optimization Optimization Metrics Pre- & • KPIs (time on page, visitors, etc.) • Analyze which keywords were used to find the page • Monitor overall performance
    26. 26. SEO Support in AcrolinxKeyword Keyword Keyword On-page Off-page SEOResearch Management Mapping Optimization Optimization Metrics Pre- & Today (3.0)
    27. 27. Improve CTR
    28. 28. How to Improve CTR • Compelling & SEO friendly title • Trustworthy and “readable” URL • Compelling description • Great style, no grammar and spelling errors Pre-Sales Information
    29. 29. Acrolinx SEO: Process Benefits Optimize while authoring, not after publishing Optimize at the source – Word, XML, HTML, or desktop publishing Support multiple languages
    30. 30. Acrolinx SEO: Strategic Benefits Improve SEO across website Eliminate SEO “drift” – maintain advantage Improve/maintain strong CTR – Assure high-quality titles & descriptions Optimize every dimension of your language
    31. 31. Follow-Up Contact me! pg.bartlett@acrolinx.com Recording & slides will be posted soon at http://www.acrolinx.com/webinars_en.html
    32. 32. Thank You!PG Bartlettpg.bartlett@acrolinx.com
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