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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 …

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

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    No notes for slide
  • 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

  • 1. Using Acrolinx for SEOU.S. callers should dial: Stronger, Longer-Lasting SEO+1 (909) 259-0012 12 March 2013 PG Bartlett
  • 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. What Do You Write? Pre-Sales Information Post-Sales Information
  • 4. Why Improve Findability? Pre-Sales Information Post-Sales Information Increase Revenue Improve Support
  • 5. SEO Goal: VisibilitySERPs = Search Engine Result Pages Google AdWords (Paid advertisements) Organic search results
  • 6. Higher Rank = Higher Click-Through Rate HP IBM “Heat map” shows where CTR users’ eyes spend time IBM Fujitsu HP
  • 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. What’s the Value of a Higher Ranking? Optimized support articles: Hits Calls Impact on customer satisfaction & retention? Post-Sales Information
  • 9. Vital Factors for Search Rankings
  • 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. 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. Off-Page Optimization – Under Others’ Control Links from other high- quality sites to yours Social links Server location & performance
  • 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. 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. Let’s see a demo!
  • 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. SEO Reporting – Keyword Report Lists violations (e.g., missing in title, stuffing) Evaluates assigned keywords Discovers new keywords Lets you experiment
  • 18. SEO Reporting – Document Report Discover & avoid SEO violations Report sections: – Title – Meta description – Metadata – Links, URL – Images
  • 19. SEO – The Process
  • 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. 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. 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. 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. 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. 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. SEO Support in AcrolinxKeyword Keyword Keyword On-page Off-page SEOResearch Management Mapping Optimization Optimization Metrics Pre- & Today (3.0)
  • 27. Improve CTR
  • 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. Acrolinx SEO: Process Benefits Optimize while authoring, not after publishing Optimize at the source – Word, XML, HTML, or desktop publishing Support multiple languages
  • 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. Follow-Up Contact me! pg.bartlett@acrolinx.com Recording & slides will be posted soon at http://www.acrolinx.com/webinars_en.html
  • 32. Thank You!PG Bartlettpg.bartlett@acrolinx.com