Better Content
Easier to Find

Google + Xillio Seminar
12 December 2013
• Complex
Content Migrations
– Web
– Enterprise

• Powerful Tools
• Intimate
Knowledge of
Content
Launch + Love
• Higher content quality
• Better governance
• Effective use of tools
CONTENT
QUALITY
Defining Content

information
relevant to a user
in a specific context
Framing Content
• Content is an integral part of all
“touch points” of any organization
• Effective content balances
organ...
Users don’t like junk
Neither does Google
Aspects of Quality Content

RELEVANT
APPROPRIATE
FITTING
A conversation with a telco’s chat robot
Tele2 zegt: Welkom bij de Klantenservice van Tele2. Waarmee kan ik je
van...
ON-TOPIC
Aspects of Quality Content

ACCURATE
TIMELY
CORRECT
UP-TO-DATE
Aspects of Quality Content

ACTIVATING
EXPLORABLE
SHAREABLE
Aspects of Quality Content

STRUCTURED
CHUNKED
This is
metadata.

LABELED
ACCESSIBLE
Google.com
rewards
high-quality
content
 relevant
 up-to-date
 structured
 mobile
GETTING
TO CARING
FAMILIAR CONTENT APPROACH

All efforts
put into
optimizing
a dozen
pages

Vast majority
of content
below quality
standards
DANGEROUS APPROACH

Risks of
neglection
The most popular
browser button
$ 1 Billion Content Error
Deal or no deal?
DESIRED

Ensuring
ALL content
conforms to
the quality
standards

APPROACH

Cutting
the long
tail short
Basics first,
strategy second
DESIRED

All remaining
content is:
 relevant
 accurate
 activating
 structured

OUTCOME
SEARCH STRATEGY
Improved search | Scenario 1

• Relevant search results from an unstructured source
• (Additional) metadata in GSA through...
Improved search | Scenario 2
• Relevant search results from a structured source

• Xillio can help improve content in the ...
Scenario 2 | Bootstrap
• Inventory
– Collect all content from front-end and back-end

• Analysis
– Audit content against o...
Scenario 2 | Continuous care
• Regular quality checks
– Ensuring all content still conforms to standards

• Additional con...
Example | Deduplication

Compare
• File name
• Metadata
• Date last edited
• Version
• Contents
Example | Metadata enrichment

Source Field

Target Field

Action

Title

Title

Standardize

Keywords

Keywords

Author

...
Thank you

www.xillio.com
twitter.com/xillio
References
3,36

http://www.flickr.com/photos/ueros/

4,8,12,16

http://www.flickr.com/photos/amberandclint/

5

http://ww...
Better content easier to find
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Better content easier to find

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At a client seminar organized by Google and Xillio December 12th 2013, content strategist Bas Evers presented our view on improving the quality of content and therewith making it easier to find. The event was held at Google’s Dutch headquarters in Amsterdam.

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Better content easier to find

  1. 1. Better Content Easier to Find Google + Xillio Seminar 12 December 2013
  2. 2. • Complex Content Migrations – Web – Enterprise • Powerful Tools • Intimate Knowledge of Content
  3. 3. Launch + Love • Higher content quality • Better governance • Effective use of tools
  4. 4. CONTENT QUALITY
  5. 5. Defining Content information relevant to a user in a specific context
  6. 6. Framing Content • Content is an integral part of all “touch points” of any organization • Effective content balances organizational goals with user needs • Low content quality negatively influences customer satisfaction
  7. 7. Users don’t like junk Neither does Google
  8. 8. Aspects of Quality Content RELEVANT
  9. 9. APPROPRIATE
  10. 10. FITTING A conversation with a telco’s chat robot Tele2 zegt: Welkom bij de Klantenservice van Tele2. Waarmee kan ik je van dienst zijn? Jij zegt: hd recorder is vastgelopen Tele2 zegt: Wil je meer weten over Interactieve TV (en de HD decoder) van Tele2? Jij zegt: nee, hij is kapot Tele2 zegt: Heb je de interactieve TV decoder al in huis? Jij zegt: ja, want hij is kapot Tele2 zegt: Wil je weten hoe je de interactieve TV decoder moet aansluiten? Jij zegt: nee, hij is kapot Tele2 zegt: Hmm. Dan heb ik je verkeerd begrepen. Kan ik je nog ergens anders mee helpen? Jij zegt: ja, mijn probleem oplossen: mijn hd recorder is kapot
  11. 11. ON-TOPIC
  12. 12. Aspects of Quality Content ACCURATE
  13. 13. TIMELY
  14. 14. CORRECT
  15. 15. UP-TO-DATE
  16. 16. Aspects of Quality Content ACTIVATING
  17. 17. EXPLORABLE
  18. 18. SHAREABLE
  19. 19. Aspects of Quality Content STRUCTURED
  20. 20. CHUNKED
  21. 21. This is metadata. LABELED
  22. 22. ACCESSIBLE
  23. 23. Google.com rewards high-quality content  relevant  up-to-date  structured  mobile
  24. 24. GETTING TO CARING
  25. 25. FAMILIAR CONTENT APPROACH All efforts put into optimizing a dozen pages Vast majority of content below quality standards
  26. 26. DANGEROUS APPROACH Risks of neglection
  27. 27. The most popular browser button
  28. 28. $ 1 Billion Content Error
  29. 29. Deal or no deal?
  30. 30. DESIRED Ensuring ALL content conforms to the quality standards APPROACH Cutting the long tail short
  31. 31. Basics first, strategy second
  32. 32. DESIRED All remaining content is:  relevant  accurate  activating  structured OUTCOME
  33. 33. SEARCH STRATEGY
  34. 34. Improved search | Scenario 1 • Relevant search results from an unstructured source • (Additional) metadata in GSA through entity recognition • Xillio can help implement
  35. 35. Improved search | Scenario 2 • Relevant search results from a structured source • Xillio can help improve content in the source • GSA for search “experience”; Xillio can help implement
  36. 36. Scenario 2 | Bootstrap • Inventory – Collect all content from front-end and back-end • Analysis – Audit content against our “green line” standards • Workshops – Presenting quality standards – Setting up business rules to fill gaps – Advizing on governance for sustainability • Content improvements – Applying the business rules using our tooling
  37. 37. Scenario 2 | Continuous care • Regular quality checks – Ensuring all content still conforms to standards • Additional content improvements – Using our tooling • For example deduplication • For example metadata enrichment – Coordinating manual improvements (rewriting) • Additional workshops – Redefining content quality standards – Improving the content organization
  38. 38. Example | Deduplication Compare • File name • Metadata • Date last edited • Version • Contents
  39. 39. Example | Metadata enrichment Source Field Target Field Action Title Title Standardize Keywords Keywords Author Author Document Date Document Date Division Check Active Directory Recognize Location Topic Partly automated, partly manual 40
  40. 40. Thank you www.xillio.com twitter.com/xillio
  41. 41. References 3,36 http://www.flickr.com/photos/ueros/ 4,8,12,16 http://www.flickr.com/photos/amberandclint/ 5 http://www.tumblr.com/dashboard 6 http://www.flickr.com/photos/36816292@N00/ 7,24 http://www.flickr.com/photos/jpinlac/ 9 http://www.charlesapple.com/uploads/2012/01/120116BelfastTelegraph.jpg 10 https://twitter.com/everbass/status/380019464793632768 11 http://www.rijksoverheid.nl/onderwerpen/luchtkwaliteit 13 http://www.zorgkiezer.nl/wijzigingen-zorgverzekering-2011?noreminder=true 14 http://www.dailymail.co.uk/news/article-2114697/iPads-advertised-49-99-Tesco-online-pricing-blunder.html 15 http://en.m.wikipedia.org/w/index.php?title=Philippines&title=Philippines 17 http://www.thesaleslion.com/download-free-copy-inbound-content-marketing-easy/, http://www.flickr.com/photos/robin24/ 18 http://www.theguardian.com/technology/bitcoin 19 https://www.facebook.com/decorrespondent 21 https://www.nhg.org/standaarden/samenvatting/obesitas 22 http://www.bbc.com/culture/story/20131004-ch-ch-anges-bowies-many-looks 23 http://www.youtube.com/watch?v=qL4shFJHOvc, http://www.flickr.com/photos/halans/ 25 http://www.flickr.com/photos/mukumbura/ 28 http://huwshimi.com/404/, http://www.bouman.net/2013/09/fix-browser-back-button.html 29 http://www.wired.com/threatlevel/2008/09/six-year-old-st/ 30 http://www.marktplaats.nl/a/auto-s/chrysler/m743767508-chrysler-voyager-3-3-i-aut-le-2004-zwart-lpg-onderb-7-pers.html 32 http://www.frankwatching.com/archive/2012/10/10/10-contentfouten-waarmee-je-je-website-verprutst/ 34 http://www.flickr.com/photos/sharath-sridhar/

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