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How content strategy, search engine optimization, navigation and search support km at ernst & young 28 october 2011
 

How content strategy, search engine optimization, navigation and search support km at ernst & young 28 october 2011

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Presentation from KM World 2011 on interaction of firm strategy,

Presentation from KM World 2011 on interaction of firm strategy,

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    How content strategy, search engine optimization, navigation and search support km at ernst & young 28 october 2011 How content strategy, search engine optimization, navigation and search support km at ernst & young 28 october 2011 Presentation Transcript

    • How content strategy, searchengine optimization andnavigation support KM atErnst & Young2 November 2011
    • Agenda► Overview of Ernst & Young► Content strategy ► Relationship to knowledge management ► Ernst & Young’s strategy ► How it improves our knowledge management efforts ► How to develop a content strategy for your company► Search engine optimization ► Relationship to knowledge management ► Ernst & Young’s efforts ► How we do it in our environment ► How to apply it in your company/firm► Navigation ► Importance to knowledge management ► Tips and tricks► Search ► Importance to knowledge management ► Tips and tricksPage 2 Content strategy, search engine optimization,and navigation search optimization navigation and
    • Overview of Ernst & Young► Member firms comprise 152,000 people in 690 cities and 140 countries► Core services of assurance, tax, transactions and advisory► Diverse business units► Numerous service offerings within each unit► Hundreds of communities (geographic areas, industries, sectors, service lines, account teams, etc.)► Constantly changing and growing► Mobile and remotePage 3 Content strategy, search engine optimization,and navigation search optimization navigation and
    • Content strategy
    • Content strategy has beendescribed as achievingbusiness goals bymaximizing the impact ofcontent. from WikipediaPage 5 Content strategy, search engine optimization and measurement Content strategy, search engine optimization and navigation
    • Account-centricityPage 6 Content strategy, search engine optimization and measurement Content strategy, search engine optimization and navigation
    • Content strategy► Content strategy is based around account-centricity. ► Content to help us assist clients ► Content to inform clients ► Content to inform Ernst & Young people ► Content oriented on working within Ernst & Young► The focus is on delivering business value to our people.► This strategic direction focuses knowledge management, including content creation, content promotion and content retrieval. ► Helps with navigation ► Establishes the right navigation ► Sets the priority of navigation ► Allows us to differentially invest in projects ► Helps with content curation ► Do we keep this content online, in an archive or delete it? ► Helps with search ► Given this query, the right answer is the content that delivers to the customerPage 7 Content strategy, search engine optimization,and navigation search optimization navigation and
    • Content strategyHow do you set a content strategy?► Start with the knowledge management (KM) leadership ► They need to show how KM supports the core business of the company ► This is typically called “alignment with the business”.► From this alignment, the right content strategy will become apparent.► When it does not, your alignment is too high level.► Start asking “Why?” – for instance: ► Why/how do you use KM? It is collaboration (Why collaboration?) ► Why do you need to collaborate? Collaboration is about doing work. ► What work are you performing? We work together on audits using our methodology. ► Why is that important? Because this is how Ernst & Young makes money.Page 8 Content strategy, search engine optimization,and navigation search optimization navigation and
    • Search engine optimization
    • Search engine optimization (SEO)is the process of improving thevisibility of a website or a webpage in search engines via the"natural" or un-paid ("organic" or"algorithmic") search results. from WikipediaPage 10 Content strategy, search engine optimization and measurement Content strategy, search engine optimization and navigation
    • Search engine optimization (SEO)► SEO is the tools people use to raise their content in Google, Yahoo, Ask and Bing► Has applicability within intranet, as same methods will help with internal search ► Not best bets, not search log metrics, etc. (all good ideas, but not focus here)► Starts with the content strategy ► Content strategy sets the priorities► Keyword strategy ► Be proactive ► Create content focused on your strategic needs► Leverage your metrics ► Search logs ► Navigation ► Abandonment rate► Write for the web ► Scanning ► Reverse pyramid ► Strong “scent of information” in your headings and summariesPage 11 Content strategy, search engine optimization,and navigation search optimization navigation and
    • Optimization patterns Straight Line Tree IFRS IFRSIFRS accounting IFRS IFRS accounting IFRS vs GAAP IFRS vs GAAP IFRS International Financial Reporting StandardsIFRS standards Accounting standards IASB Fair value IFRS IFRS Financial instruments Standards Board First-time adopters IFRS support IFRSPage 12 Content strategy, search engine optimization,and navigation search optimization navigation and
    • Keywords/phrases► Reactive keyword/key phrase strategy ► Write content ► Identify key topics ► Narrow key topics to descriptive words/phrases ► Use descriptive words/phrases consistently in the content publishing process► Proactive keyword/key phrase strategy ► Identify your topic ► Identify the key theme and list keywords/phrases you may use in drafting your content ► Review list and consider content from the audience’s perspective: are these the keywords/phrases to find this content? ► Utilize metrics and other tools to validate your thinking ► Confirm your list of keywords/key phrases and start writingPage 13 Content strategy, search engine optimization,and navigation search optimization navigation and
    • Navigation
    • NavigationImportance to KM Tips and tricks► Navigation is key to finding ► Start with the content strategy content. ► Focus on the key content for your users► To look for information, 33% of ► Identify the inherent categories through users will go to the navigation iterative card sorts first. ► Start open: this is the content, how would you organize it? ► Test the resulting structure with new users: given this content, which category makes the most sense? ► Expect that stakeholders will want ownership of navigation ► Include them early ► Make them part of the process ► Work to be data driven ► Expect that compromises will be requiredPage 15 Content strategy, search engine optimization,and navigation search optimization navigation and
    • Navigation 25.53% 9.6% 38.9%► Developed using card sorts to ensure findability ► Current navigation has undergone extensive testing and iteration► Navigation started as the “gateway to everything”► Moving to the “gateway to key content” improved navigation► Key items actively facilitated access to key contentPage 16 Content strategy, search engine optimization,and navigation search optimization navigation and
    • Search
    • SearchImportance to KM Tips and tricks► Search is key to finding content. Six factors that drive search quality and► To find the right knowledge, 33% user satisfaction: of users will go to search first. 1. The right content is available in the index. 2. Content is optimized for search. 3. Search algorithm is measured and satisficed. 4. Search user interface is effective. 5. Search understands users’ needs and behavior. 6. There is a consistent search across the firm’s tools.Page 18 Content strategy, search engine optimization,and navigation search optimization navigation and
    • Search measurement► Search log review ► Monthly review of top queries to determine if they meet users’ needs ► Content strategy drives this review ► Are we providing users with access to the key content? ► How is search supporting our account-centricity strategy? ► Three categories of search: 1. Known item location 2. Concept searching 3. Navigation queries ► Review drives SEO efforts ► Review drives creation of best betsPage 19 Content strategy, search engine optimization,and navigation search optimization navigation and
    • Sample search logPage 20 Content strategy, search engine optimization,and navigation search optimization navigation and
    • Thank you!Ed DaleSearch Engine Program ManagerErnst & Young LLPed.dale@ey.comPage 21 Content strategy, search engine optimization and measurement Content strategy, search engine optimization and navigation
    • Ernst & YoungAssurance | Tax | Transactions | AdvisoryAbout Ernst & YoungErnst & Young is a global leader in assurance, tax, transaction and advisory services. Worldwide, our 152,000 people are united by ourshared values and an unwavering commitment to quality. We make a difference by helping our people, our clients and our widercommunities achieve their potential.Ernst & Young refers to the global organization of member firms of Ernst & Young Global Limited, each of which is a separate legalentity. Ernst & Young Global Limited, a UK company limited by guarantee, does not provide services to clients. For more informationabout our organization, please visit www.ey.com© 2011 EYGM Limited.All Rights Reserved.This publication contains information in summary form and is therefore intended for general guidance only. It is not intended to be asubstitute for detailed research or the exercise of professional judgment. Neither EYGM Limited nor any other member of the globalErnst & Young organization can accept any responsibility for loss occasioned to any person acting or refraining from action as a resultof any material in this publication. On any specific matter, reference should be made to the appropriate advisor.Page 22 Content strategy, search engine optimization and measurement Content strategy, search engine optimization and navigation