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Acrolinx 3.0 Stronger, Longer-Lasting SEO 5 December 2012

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Since April 2.8 Easier remote server administration (log files, support package) CAS single sign-on Easier license administration 2.9 Adobe CQ and Serna XML editor new support Wizard-based design for customized reports New terminology interchange format enables loss-free exchange with other systems Adobe FrameMaker upgraded support 2.10 oXygen XML Editor new support Enterprise terminology contribution without requiring logins (optional add-on) Simplified migration of customer configurations to new releases JAAS user authentication; improves LDAP & Kerberos support MySQL for terminology database new support RSS feeds of terminology changes (requires 1 day of services)

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Content should be: Simpler to understand People ready Less costly to translate Global ready Easier to find Search ready What good is it if you cant find it?

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Acrolinx 3.0 Release Summary (1 of 2) SEO Extensive enhancements to analysis & reporting Improve placement of keywords in content & metadata Packaged as add-on module to Acrolinx server

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Acrolinx 3.0 Release Summary (2 of 2) Outlook integration (Windows) Enables email users help desk, support, customer relations Microsoft Word enhanced support Better support for change tracking Higher performance, greater stability Office 2013 compatibility Adobe CQ enhanced support Can check entire page (not just one text box) Analytics enhancements Adds to Acrolinx servers core capabilities Expands range of Acrolinx checking Can check within an attribute value (such as checking the text within the alt attribute of an image)

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Availability: January SEO support initially in Microsoft Word & Adobe CQ only More to come quickly in 2013: Adobe InDesign, Adobe FrameMaker, oXygen, Arbortext,

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Remaining Agenda Search why its important SEO how companies improve their search results Where Acrolinx helps The Acrolinx advantage

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Why Organizations Invest in SEO

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Three Reasons People Search Navigation (IBM, Boeing) Information Brand-specific (Cisco E200 manual) Generic (DSL modem) Transaction (laser printer price)

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Organizational Impact of Search Brand awareness Improve customer retention Fact sheets Product descriptions Educational information Help info Troubleshooting Manuals Search type Content Value to Organization Higher offline sales Up-sell Reduce support calls Higher revenue Product pages Online store Landing pages Lower acquisition costs Transaction Product Information Support Information Information

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Q: Who Cares About SEO for Techdocs? A: Customers who seek but cannot find According to [major software company], optimizing support articles for keywords resulted in: > 100% increase in hits > 30% reduction in support calls related to those articles How does this improvement affect: Customer satisfaction & retention? Prospects who seek tech info before they buy?

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SEO Goal: Visibility Organic search results Google Adwords (Paid advertisements) SERPs = Search Engine Result Pages

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HP Fujitsu IBM HP CTR Higher Rank = Higher Click-Through Rate

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Typical SEO Process

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How do you raise your ranking? Your page Google ranking

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Hire an SEO consultant (SEO Ninja)! Your page Google ranking

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The SEO consultant improves your content Your page Google ranking

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and Google will see the improvements Your page Google ranking

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What happens after the consultant leaves? Google ranking Your page

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Your content deteriorates Google ranking Your page

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Bad pages on your site affect your results Google ranking Your page

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And your competitors take aim Google ranking Your page

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Google re-ranks your page Your page Google ranking

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And you start again. Google ranking Your page

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Youve come a long way. Dont lose out on CTR! SEO Goal: Clicks, not just views

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Compelling & SEO friendly title Trustworthy and readable URL Compelling description Great style, no grammar and spelling errors How do you improve your CTR?

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How can Acrolinx help you streamline SEO & enhance CTR?

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Keyword Research Keyword Management Keyword Mapping On-page Optimization Off-page Optimization SEO Metrics Pre- & Keyword Lifecycle 3.03.x

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Post-Publishing Support Many tools analyze content after its published, but Is this the right time to assure quality? Is it cost efficient?

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SEO FactorsYour document Linguistic Competence Acrolinx SEO Analytics Pre- & Post-Publishing Support Acrolinx provides QA at right time: authoring time Alerts authors to errors & improvement opportunities Avoids redundant SEO Avoids domain weakness Protects CTR Also runs in batch mode to analyze existing content

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SEO Advice While Editing For example, check title for: Keywords appear early in title Primary & secondary keywords in title Correct order of keywords Keywords in title not excessive Title not too long No more than 1 title on a page

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SEO Reporting Keyword Report Report helps users: Avoid violations (e.g., missing in title, stuffing) Monitor usage of assigned keywords Discover new keywords Experiment to find what works best

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SEO Reporting Document Report Discover & avoid SEO violations Report helps users: Check language (spelling, grammar) Optimize for Vertical Search Engines Check rich snippets Detect incorrect syntax Report sections: Title Meta description Metadata Links, URL Images Videos Social Microdata

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Acrolinx SEO: Process Benefits Optimize before the content is published, not after Avoid keyword drift, keyword conflicts, SEO violations Optimize source content HTML, XML, Word, InDesign, Reduce SEO services costs Authors optimize content, not consultants Support multi-language requirements

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Acrolinx SEO: Strategic Benefits Improve SEO across website Not just critical pages Further improve critical pages By raising website average By raising overall quality (thanks to all of Acrolinxs capabilities) Maintain SEO advantage By reducing SEO drift through continuous optimization Improve/maintain strong CTR By assuring high-quality titles & descriptions

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Stronger, Longer-Lasting SEO From Acrolinx

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Follow-Up Contact info: pg.bartlett@acrolinx.compg.bartlett@acrolinx.com Recording & slides will be posted soon at http://www.acrolinx.com/webinars_en.html http://www.acrolinx.com/webinars_en.html

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Thank You! PG Bartlett pg.bartlett@acrolinx.com