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DESIGNING SUSTAINABLE CONTENT
USING CORRELATION COEFFICIENT
Rathi Babu
Mainak Roy
© 2016, STC INDIA CHAPTER
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
INTRODUCTION
© 2016, STC INDIA CHAPTER 3
Installation Guide
Online Help
Quick Setup Guide
Owner’s Manual
User’s Guide
Writer Real Content Customer Reaction
?
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
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
CONTENT GAP
© 2016, STC INDIA CHAPTER 6
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
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
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
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
© 2016, STC INDIA CHAPTER 9
*Key phrase Validator is a Dell IP which is under consideration with USPTO
HOW DO WE MAP?
© 2016, STC INDIA CHAPTER 10
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
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
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*
Q & A

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Designing sustainable content using correlation coefficient

  • 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 © 2016, STC INDIA CHAPTER 6 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 © 2016, STC INDIA CHAPTER 9 *Key phrase Validator is a Dell IP which is under consideration with USPTO
  • 10. HOW DO WE MAP? © 2016, STC INDIA CHAPTER 10 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

Editor's Notes

  1. Add eurobaro meter survey in the form of graphical representation
  2. Lets try to find out y we are suffering like this, lets try to explore the reasons
  3. We are producing documents for the global audience, the basic information should reach to every customers, so we have  studied about the language specific.  Debating Europe has opened up the portal that they should have multiple languages 73% of search queries used to go through google, the contribution from native search engines were  just 3%. Usage of language specific search engines are used people a lot.  Customer prefers the content in their native languages. 
  4. 1.Latest feature/new product/ new guide  <based on business, identify the keywords, and then check the web presence in Google and based on the percentage of web presence, we have developed the mechanism of absolute quotient matrix (AQ matrix), what is absolute quotient matrix? AQ matrix is generated based on the content and the topic title, each key phrase is validated against the content to create better topic title and the distribution process continues from there. 2. Capture existing keywords from existing documents and Also, capture user defined key phrases from MSMP, and then validate the captured keywords against term bank, then apply correlation coefficient to each keywords, and then consider +ve key phrases after considering +ve key phrases, add them into term bank to strengthen the key phrases and then the same distribution process continues.