Shaping Content with the Deep Magic of Taxonomy
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Slides from a webinar hosted by @scottabel, the Content Wrangler, on March 29, 2016. Abstract: It’s often really hard for users to find the information they need, and that’s why content teams reach for taxonomy. The hope is that consistently labeled pieces of information will be easier to search and navigate. But the effort and discipline to adopt a taxonomy can be daunting. Will it take months of analysis and training? Will fitting everything into neat containers destroy authors’ creativity? Taxonomy does take effort, but when it’s done properly, the benefits more than justify the pain. More than just labeling information and parceling it into neat boxes, it’s about understanding the underlying concepts that your content describes. The actual tags you use are secondary to the ideas behind them — each piece of content’s subject matter, purpose, intended audience, and role in the larger content set. Using a taxonomy makes you look again at what you are writing. You abandon information for its own sake, and instead shape content to fit your customers. Not only does their experience with search and navigation improve; what they find speaks directly to their needs.
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Shaping Content with the Deep Magic of Taxonomy
- 2. What this session’s for ~ If you already have a taxonomy, how it could work harder for you ~ If starting to develop a taxonomy, why to look deeper than simple labelling ~ If interested in developing a taxonomy, some pitfalls to avoid ~ Not a step-by-step how-to (but there are guides in the resources in the reading list)
- 3. Users can’t find info, because: ~ They use different terms for concepts
- 4. Users can’t find info, because: ~ They use different terms for concepts
- 5. Users can’t find info, because: ~ They use different terms for concepts
- 6. Users can’t find info, because: ~ They use different terms for concepts ~ The way that concepts are grouped doesn’t match the way they group them
- 7. Users can’t find info, because: ~ They use different terms for concepts ~ The way that concepts are grouped doesn’t match the way they group them ~ They don’t know the domain – even the micro-domain, e.g. an unfamiliar product
- 8. Users need Users may benefit from… A search feature that works A search feature that educates on preferred (or preferable) terms Groupings that make sense DIY groupings (facets) A coherent overall structure A structure that reflects the domain (a knowledge map) Needs and good-to-haves
- 9. Users need Users may benefit from… A search feature that works A search feature that educates on preferred (or preferable) terms Groupings that make sense DIY groupings (facets) A coherent overall structure A structure that reflects the domain (a knowledge map) How a taxonomy helps users Patrick Lambe’s definition of taxonomy: ~ A classification system [groupings] ~ Semantic [readable terms] ~ A knowledge map
- 10. A Taxonomy
- 11. A hierarchy, in the strict sense
- 12. A strict hierarchy probably isn’t what you need A kind of wall plug Not a kind of England
- 13. A tree works well if the relationships are clear Kind of (generic > specific) Part of (larger > smaller)
- 14. A thesaurus provides richer relationships
- 15. A thesaurus provides richer relationships — and a way to accommodate different terms
- 17. Taxonomy guides content, helping users find the right info
- 18. Terms aren’t the only points of disagreement
- 19. Tree structures invite debate Is capacity or RPM more important? Etc…
- 20. Facets stop the arguments?
- 21. Possible drawbacks of facets ~ Content not consistent (so gaps) ~ May overlap ~ Can cover up for a lack of focus
- 22. More than simply labelling things, effective taxonomy involves active choices ~ What are the “official” terms? ~ What are the crucial categories?
- 23. Strive to reach consensus
- 24. Strive to simplify and unite ~ What’s actually important? ~ Do your groupings work for users? ~ Real-life utility is more important than structural purity
- 25. Strive to simplify — could a list get you started? App facebook flashlight fm_radio footprints friend_stream photos gmail ...
- 26. App taxonomy — started from a simple list App facebook flashlight fm_radio footprints friend_stream photos gmail ...
- 27. App taxonomy — started from a simple list ~ Drove content management
- 28. App taxonomy — started from a simple list ~ Drove content management ~ Powered content improvement – categorize search queries and support calls into the relevant apps – compare the subject balance from customers with the effort spent on content development per app
- 29. Improving content – tools can help to categorize search queries and call logs
- 30. Taxonomy to ensure a consistent message ~ Professional body’s recommendations were not tying up ~ Embarrassing slips ~ Taxonomy to power quality checks
- 31. Taxonomy to create the right content in the first place ~ Extension of HTC app taxonomy to make contextual-ish support more relevant
- 32. Taxonomy to create the right content in the first place ~ Too many results
- 33. Matrix to create the right content in the first place ~ Extension of app taxonomy to make contextual support more relevant App Has hub topic? calendar yes camera no facebook yes flashlight yes fm_radio no ...
- 34. Matrix to create the right content in the first place ~ Extension of app taxonomy to make contextual support more relevant App Has hub topic? calendar yes camera no facebook yes flashlight yes fm_radio no ...
- 35. Matrix to create the right content in the first place ~ Extension of app taxonomy to make contextual support more relevant Hub topic
- 36. Matrices often bring clarity — e.g. taxonomy of info needs
- 37. Taxonomy to shape the entire content set ~ Medical device manufacturer’s taxonomy dictated level of granularity – Couldn’t stop at high-level concepts, but – individual components (e.g. on a PCB) too detailed – assemblies & sub-assemblies were correct level of detail
- 38. Taxonomy to shape the entire content set ~ Medical device manufacturer’s taxonomy dictated level of granularity – Couldn’t stop at high-level concepts, but – individual components (e.g. on a PCB) too detailed – assemblies & sub-assemblies were correct level of detail ~ Future dynamic content delivery will display the taxonomy (knowledge map)
- 39. From labelling to focusing and shaping content itself
- 40. From labelling to focusing and shaping content itself Users need Users may benefit from… Content is improved by… A search feature that works A search feature that educates on preferred (or preferable) terms • Using terminology consistently, but also… • …including a range of familiar terms Groupings that make sense DIY groupings (facets) • Correctly prioritizing subject areas • Avoiding contradictions A coherent overall structure A structure that reflects the domain (a knowledge map) • Filling in gaps in coverage • Making sense of the domain (“big picture” topics)
Editor's Notes
- Lambe info in the download.
- Carl Linnaeus.
- (Talk through this relationship.) This tool is PoolParty. You really need a taxonomy management tool for more complex relationships such as these.
- Sometimes there’s disagreement on terms. A thesaurus accommodates synonyms.This can power your site search — synonyms and “did you mean”. The kind of educational aspect we looked at before.
- Not only can the alternate terms drive search functionality, they can also be a guide to what to include in the content itself. So a first indication on how taxonomy shapes content.
- Firstly, it turns up in the search results. Secondly, the familiar term is in the snippet.
- Mekonchef: Just in case the structured content business falls through... ;-)
- [] HTC all apps
- Babel Instinct Becomes tribal. Need common ground
- [] HTC all apps
- Note that “photos” changed its name but the concept didn’t change. In a better taxonomy management tool such as PoolParty you could change the label without changing the ID.
- Note that “photos” changed its name but the concept didn’t change. In a better taxonomy management tools such as Poolparty you could change the label without changing the ID.
- The list provides this focus
- PoolParty again — Power Tagging for Confluence but it can be integrated for any content platform. Suggested tags include russian, etc.
- Research report talked about new approach, but later a course referred to the old approach.
- Hub topic — an overview of the app for new users. Let’s say that the camera app didn’t have one — in that case we’d write one and tag it accordingly (new metadata field).
- Hub topic — an overview of the app for new users. Let’s say that the camera app didn’t have one — in that case we’d write one and tag it accordingly (new metadata field).
- Then it would show up at the top of the list when you pressed the help button in an app.
- What content is needed for whom. This tells you how you might be able to reuse content, but also shape it for different audiences.
- Assembly or sub-assembly was the correct level.
- Assembly or sub-assembly was the correct level. Domain — like the CMS example.
- circle back
- We looked at findability — the basics and the nice to haves. No point in either of these if the content is rubbish. See me at DITA North America next Monday.