This document discusses strategies for designing sustainable technical documentation content using correlation coefficients. It introduces the evolution of language-specific search engines and the need to address content gaps to improve indexing. The importance of correlation for mapping key phrases in documentation to business and keyword definitions is explained. Methods are presented for using a key phrase validator and correlation modifier to select optimal key phrases for topics. The document concludes with discussing an SEO schema and providing an example of improved search engine results for Dell documentation using these strategies.

1. DESIGNING SUSTAINABLE CONTENT
USING CORRELATION COEFFICIENT
Rathi Babu
Mainak Roy
© 2016, STC INDIA CHAPTER

2. THOUGHT PROGRESSION
• Evolution of language-specific
search engines
−Demand
−Index Variation
• Content gap
• Importance of correlation for document
−Key phrase validator
−How do we map?
• SEO schema
−Story @ Dell
© 2016, STC INDIA CHAPTER 2

3. INTRODUCTION
© 2016, STC INDIA CHAPTER 3
Installation Guide
Online Help
Quick Setup Guide
Owner’s Manual
User’s Guide
Writer Real Content Customer Reaction
?

4. EVOLUTION OF LANGUAGE-SPECIFIC SEARCH ENGINES
© 2016, STC INDIA CHAPTER 4
0%
20%
40%
60%
80%
1
67%
7% 9%
2% 3%
9%
4%
2015
Google Yahoo
Bing DuckDuckGo
Yandex Baidu
Others (Aol, Ask, Naver, Biekko)
73%
17%
7% 3%
2011
Google Yahoo Bing Others
Demand

5. INDEX VARIATION FOR DIFFERENT SEARCH ENGINES
© 2016, STC INDIA CHAPTER 5
Best practices for different language specific search engines
1. Image extensions in Russian
2. Use Yandex advertising for better CTR
3. Brand Name advertising on
Yandex.Direct
4. Using allotted characters in Yandex Ad
5. Preferences are given to the
Russian spelling
6. Avoid hidden English text
1. Content must be in mandarin
2. Baidu aggressively censors
web content
3. Inbound links are compromised
4. Anchor Texts in simplified Chinese
5. Dedicated website for China
6. Baidu Phoenix Nest PPC
1. Outbound links to Wikipedia
2. Use hyperlocal keywords
3. Sensitive to instant search
4. DNT – Do Not Track
5. Mobile readiness and
responsive design

6. CONTENT GAP
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This content has been taken from the
current product manual
The key phrases used in topic title
are generic and does not have anything
related to PRODUCT; if Customer is
searching for the PRODUCT
configuration using virtual console,
they will never land up to
this information
Analyzing the content shows lack of
keywords being used in the information;
poor indexing for search engine crawlers
Scenario 1: Misleading topic title leads to inappropriate indexing

7. CONTINUED…
© 2016, STC INDIA CHAPTER 7
This content has been taken from the
current PRODUCT document
The key phrases used in topic title are
generic and does not have anything
related to PRODUCT; if Customer is
searching for PRODUCT User
Accounts and privileges, they will
never land up to this information
Analyzing the content shows better
keywords specific to this topic being
used in the information
Scenario 2: Misleading topic title but appropriate content leads to poor indexing

8. IMPORTANCE OF CORRELATION FOR DOCUMENTATION
© 2016, STC INDIA CHAPTER 8
Business defined
key phrase
Product
(DOC)
Repository
*Correlation Modifier is a Dell IP which is under consideration with USPTO
Design
action/task/
feature
driven key
phrases
Apply
Correlation
Modifier* for
a specific
guide based
on the
content
Google keyword
planner inputs
(LOB/Product)
Map the GUI
element to
replicate the
correlated
key phrases
in the topic
title
Navigational
Functional
Directional

9. KEY PHRASE VALIDATOR*
• Target content in the topic title
• Term bank = Business defined keywords + suggested
keywords from the Google keyword planner
• Remove generic keywords
• Apply correlation coefficient
• Opt for +ve correlation values based on the
content for a particular topic
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*Key phrase Validator is a Dell IP which is under consideration with USPTO

10. HOW DO WE MAP?
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Identify key phrases
Check web presence
for Absolute Quotient*
Matrix
Apply key phrases to
the topics
Map the Unique
Identifier to the topics
Re-publish and
measure the web
presence
Capture existing
keywords
Validate and apply
correlation
Identify key phrases
that are positive
Reinforce the key
phrases
Capturing user
defined key
phrases
Re-publish and
measure the web
presence
* (AQ) Absolute Quotient is a Dell IP which is under consideration with USPTO
Key phrases for
latest features

11. SEO SCHEMA
• Product code standardization
• Analyze URL and source code for the product landing page
• Analyze the business requirement
• Add metadata to the product (.exe/.msi/.bin) files
• Include specific metadata on DOCs
• Publish the content
• Track web presence periodically using multiple search engines, don’t
forget your language specific content
• For sustainable documents, run the Google keyword planner
periodically
© 2016, STC INDIA CHAPTER 11

12. STORY @ DELL
© 2016, STC INDIA CHAPTER 12
37%
65%
50%
25%
0%
10%
20%
30%
40%
50%
60%
70%
Q3-Q4 FY16 Q2 FY17
1st link Top-5*

13. Q & A