Post on 08-Feb-2017
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
© 2016, STC INDIA CHAPTER 3
INTRODUCTION
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
10%
10%
20%
30%
40%
50%
60%
70%67%
7% 9%2% 3%
9%4%
2015
Google YahooBing DuckDuckGoYandex BaiduOthers (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
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
© 2016, STC INDIA CHAPTER 6
CONTENT GAP
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
© 2016, STC INDIA CHAPTER 7
CONTINUED…
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
© 2016, STC INDIA CHAPTER 8
IMPORTANCE OF CORRELATION FOR DOCUMENTATION
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
NavigationalFunctionalDirectional
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
*Key phrase Validator is a Dell IP which is under consideration with USPTO
© 2016, STC INDIA CHAPTER 10
HOW DO WE MAP?
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
© 2016, STC INDIA CHAPTER 12
STORY @ DELL
Q3-Q4 FY16 Q2 FY170%
10%
20%
30%
40%
50%
60%
70%
37%
65%
50%
25%
1st link Top-5*
Q & A