Multilingual Term Extraction as a Service from Acrolinx, CHAT2013
Webinar: Introducing Acrolinx 3.0 - Making Your Content Easier to Find (SEO)
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Acrolinx 3.0 Stronger, Longer-Lasting SEO 5 December 2012
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Transcript of Webinar: Introducing Acrolinx 3.0 - Making Your Content Easier to Find (SEO)
Acrolinx 3.0
Stronger, Longer-Lasting SEO5 December 2012
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)
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 can’t find it?
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
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 server’s 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)
Availability: January
SEO support initially in Microsoft Word & Adobe CQ only
More to come quickly in 2013: Adobe InDesign, Adobe
FrameMaker, oXygen, Arbortext, …
Remaining Agenda
Search – why it’s important
SEO – how companies improve their search results
Where Acrolinx helps
The Acrolinx advantage
Why Organizations Invest in SEO
Three Reasons People Search
Navigation (“IBM”, “Boeing”)
Information
– Brand-specific (“Cisco E200 manual”)
– Generic (“DSL modem”)
Transaction (“laser printer price”)
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
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?
SEO Goal: Visibility
Organic search results
Google Adwords (Paid advertisements)
SERPs = Search Engine Result Pages
HP
Fujitsu
IBM
IBM
HP
CTR
Higher Rank = Higher Click-Through Rate
Typical SEO Process
How do you raise your ranking?
Your page
ranking
Hire an SEO consultant (“SEO Ninja”)!
Your page
ranking
The SEO consultant improves your content…
Your page
ranking
… and Google will see the improvements
Your page
ranking
What happens after the consultant leaves?
ranking
Your page
Your content deteriorates
ranking
Your page
“Bad pages” on your site affect your results
ranking
Your page
And your competitors take aim
ranking
Your page
Google re-ranks your page
Your page
Your page
ranking
And you start again.
ranking
Your page
You’ve come a long way. Don’t lose out on CTR!
SEO Goal: Clicks, not just views
• Compelling & SEO friendly title
• Trustworthy and “readable” URL
• Compelling description
• Great style, no grammar and spelling errors
How do you improve your CTR?
How can Acrolinx help you streamline SEO
& enhance CTR?
Keyword
Research
Keyword
Management
Keyword
Mapping
On-page
Optimization
Off-page
Optimization
SEO
MetricsPre- &
Keyword Lifecycle
3.03.x
Post-Publishing Support
Many tools analyze content after it’s published, but…
Is this the right time to assure quality?
Is it cost efficient?
SEO FactorsYour documentLinguistic
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
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
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
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
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
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 Acrolinx’s capabilities)
Maintain SEO advantage
– By reducing SEO “drift” through continuous optimization
Improve/maintain strong CTR
– By assuring high-quality titles & descriptions
Stronger, Longer-Lasting SEOFrom Acrolinx
Follow-Up
Contact info: [email protected]
Recording & slides will be posted soon at
http://www.acrolinx.com/webinars_en.html
