Terminology Management for Search Engine Optimization

8/7/2019 Terminology Management for Search Engine Optimization

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Speak with one voice

Scott Abel interviews Seth Earley, President, Earley & Associates

and Jef Carr, Senior Information Architect, Earley & Associates

TerminologyManagementFor Search Engine

Optimization

#acrolinx

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acrolinx develops technology for Information Quality

Management. Their flagship product acrolinx IQ provides

an enterprise system that promotes quality and eciency

during content development.

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twitter @acrolinx

email [email protected] web event is

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* one hour, live interview-style program

* recording available after the event

* use the chat window to communicate

* whitepaper available shortly afterward

Housekeepingtweeting tidbits

from this event?hashtag: #acrolinxbut first, a few

items




Seth Earleyweb earley.com

twitter @sethearley

e [email protected]’re chatting with

phone +1 781.444.0287

li sethearley

* consultant/facilitator

* author, presenter, organizer

* thought leader, recognized expert

* sushi addict














Jef Carrweb earley.com

twitter @siftonpark

e jef @earley.comwe’re chatting with

phone +1 780.819.7275

* search consultant

* information architect

* findability expert










http://slidepdf.com/reader/full/terminology-management-for-search-engine-optimization 7/37Speak with one voice




search engine

optimization?

what is

Jef , why dowe need it?

terminology management




controlled vocabularieswhat are

we hear a lot about taxonomies, ontologies,

thesauri, folksonomies...can you define these

terms and give us some examples of each?


what are the risks of notcontrolling vocabularies?




terminology?what is

a system of words used to describe

things in a particular discipline


a specialized dictionary,lexicon for your industry




terminology management?what is

allows you to store and manage all of your important

terminology in one location, for use in content

development. Proper management ensures that

terminology is consistent and correct across all

organizational content.


an example from Seth




Branding

Communicate your brand consistently

Productivity

Gain 25% withacrolinx IQ

Translation

Reduce costsup to 40%

Support

Cut costs thoughbetter information

Time to Market

Get products tomarket 30% faster

Compliance

Comply withindustry regulations

訳す

typical savings terminology management




impact sales?how can failing to manage terminology


if you can’t find it, youcan’t buy it...




manage terminology

have on an organization?

what other impacts can failing to


cost, lost opportunities,risks, other challenges




PS3real-world example

finding and sellingproducts onlinekeyword researchfindability





search engine share

which search enginesget the most trac?

what are the number of search queriesconducted?

Searches

10,292,000,000

3,114,000,000

2,082,000,000

584,000,000

368,000,000

16,439,000,000




ranking & clickthrough

estimating page trac: how muchtrac might I expect to get if I rankon page 1 for my target keywords?

Ranking Click Through Rate

1 42.1%

2 11.9%

3 8.5%

4 6.1%

5 4.9%




* search query term = ‘PS3 Games’* average monthly searches across all engines ~2,025,000

hypothetical example




* total searches: 1,500,000 (65% * 2,025,000)* pages competing for keyword - 62,100,000* top rankings, estimated monthly trac based on click

through rates

search PS3 Games on Google

Ranking Website Clicks Est. Traffic

#1 wikipedia.org 42.1% 631,500

#2 gamespot.com 11.9% 178,500

#3 gamespot.com 8.5% 127,500

#4 playstation.com 6.1% 91,500

#5 ps3.ign.com 4.9% 73,500




* conversion rate (visitors perform action/make purchase)* conversion rate of 1% for click through trac estimated

search PS3 Games on Google

Ranking Website Clicks Est. Trac Conversions @ 1.0%

#1 wikipedia.org 42.1% 631,500 6,315

#2 gamespot.com 11.9% 178,500 1,785

#3 gamespot.com 8.5% 127,500 1,275

#4 playstation.com 6.1% 91,500 915

#5 ps3.ign.com 4.9% 73,500 735




* translating converted trac into return on investment* average order value = total revenue / total orders

(AOV $55 for PS3 Games)

opportunity gained or lost

Conversions AOV of $55

6,315 $347,325

1,785 $98,175

1,275 $70,125

915 $50,325

735 $40,425




* gamespot.com (ranked 2 and 3 for ‘PS3 Games’, clickthrough rates of 42.1% and 11.9%, conversion rate 1%,average order value $55

opportunity gained or lost

potential annual revenueof $2,019,600

where is Costco?not ranked in the first

1000 Google search results




* visualization of words appearing most often in content* search engines don’t think page is about ‘PS3 Games’

keyword prominence in content

term ‘PS3 Games’ does

not appear to be a key

of the page content




inconsistently impact

an organization?

how can managing terminology


what is editorial drift?




about search engine

optimization?

what are common misunderstandings

search engine optimization

SEO is a one time thing, keyword

stung improves rank, black magicis required to succeed




get started?how do we

first steps include...

search engine optimization

* develop a big picture understanding of your organizational needs* develop an understanding of your customer needs* listen to what customers say about you on social networks* listen to what customers say about your competition on social networks

* perform competitive keyword research* compare the words you use currently with terms customers use* analyze your content and the terms you currently use* create the framework for a terminology management strategy




internal and external

SEO projects?

are there dif erences between

Nina L - Pittsburgh, PA

questions from audience




style guide?how important is it to have a

Templeton J - San Jacinto, CA


and what do we put in it?




managing our website

terminology?

who should be responsible for

Reggie W - San Francisco, CA





terminology

management ef ortsfrom becoming silos?

how do we prevent our SEO and

Glen D - Portsmouth, VA





plural and the singular

terms when thinkingabout SEO?

do we need to think about both the

William J - Phoenix, AZ





website content? do we

have to rewrite it again?

we’ve invested a lot in the creation of

Tammy V - Las Vegas, NV


aren’t there things wecan do to optimize it?




let us knowstill have questions?

[email protected]

mailto:[email protected]





Seth Earleyweb earley.com

twitter @sethearley

e [email protected] to get in touch with

phone +1 781.444.0287

li sethearley

* consultant/facilitator

* author, presenter, organizer

* thought leader, recognized expert














Jef Carrweb earley.com

twitter @siftonpark

e jef @earley.comwe’re chatting withphone +1 780.819.7275

* search consultant

* information architect

* findability expert












Scott Abelweb thecontentwrangler.com

twitter @scottabel

email [email protected]

the content wranglerfb scottpatrickabel

li scottabel

* content management strategist

* social networking choreographer

* community manager, presenter, author, dj

webcontent2011.com














S k ith i

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Terminology Management for Search Engine Optimization

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