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:
[email protected]@acrolinx.com Recording &
slides will be posted soon at
http://www.acrolinx.com/webinars_en.html
http://www.acrolinx.com/webinars_en.html