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

Google

ranking

Hire an SEO consultant (“SEO Ninja”)!

Your page

Google

ranking

The SEO consultant improves your content…

Your page

Google

ranking

… and Google will see the improvements

Your page

Google

ranking

What happens after the consultant leaves?

Google

ranking

Your page

Your content deteriorates

Google

ranking

Your page

“Bad pages” on your site affect your results

Google

ranking

Your page

And your competitors take aim

Google

ranking

Your page

Google re-ranks your page

Your page

Your page

Google

ranking

And you start again.

Google

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

Thank You!PG Bartlett

[email protected]