Designing Sustainable content using correlation coefficient

DESIGNING SUSTAINABLE CONTENT USING CORRELATION COEFFICIENT

Rathi Babu Mainak Roy

© 2016, STC INDIA CHAPTER

https://in.linkedin.com/in/rathibabu

https://in.linkedin.com/in/mainakseobrandsmac

2

THOUGHT PROGRESSION

• Evolution of language-specific search engines

− Demand

− Index Variation

• Content gap

• Importance of correlation for document− Key phrase validator

− How do we map?

• SEO schema − Story @ Dell


© 2016, STC INDIA CHAPTER 3

INTRODUCTION

Installation Guide

Online Help

Quick Setup Guide

Owner’s Manual

User’s Guide

Writer Real Content Customer Reaction

?

4

EVOLUTION OF LANGUAGE-SPECIFIC SEARCH ENGINES


10%

10%

20%

30%

40%

50%

60%

70%67%

7% 9%2% 3%

9%4%

2015

Google YahooBing DuckDuckGoYandex BaiduOthers (Aol, Ask, Naver, Biekko)

73%

17%

7% 3%

2011

Google Yahoo Bing Others

Demand

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INDEX VARIATION FOR DIFFERENT SEARCH ENGINES


Best practices for different language specific search engines

1. Image extensions in Russian

2. Use Yandex advertising for better CTR

3. Brand Name advertising on Yandex.Direct

4. Using allotted characters in Yandex Ad

5. Preferences are given to the Russian spelling

6. Avoid hidden English text

1. Content must be in mandarin

2. Baidu aggressively censors web content

3. Inbound links are compromised

4. Anchor Texts in simplified Chinese

5. Dedicated website for China

6. Baidu Phoenix Nest PPC

1. Outbound links to Wikipedia

2. Use hyperlocal keywords

3. Sensitive to instant search

4. DNT – Do Not Track

5. Mobile readiness and responsive design


CONTENT GAP

This content has been taken from the current product manual

The key phrases used in topic title are generic and does not have anything related to PRODUCT; if Customer is searching for the PRODUCT configuration using virtual console, they will never land up to this information

Analyzing the content shows lack of keywords being used in the information; poor indexing for search engine crawlers

Scenario 1: Misleading topic title leads to inappropriate indexing


CONTINUED…

This content has been taken from the current PRODUCT document

The key phrases used in topic title are generic and does not have anything related to PRODUCT; if Customer is searching for PRODUCT User Accounts and privileges, they will never land up to this information

Analyzing the content shows better keywords specific to this topic being used in the information

Scenario 2: Misleading topic title but appropriate content leads to poor indexing


IMPORTANCE OF CORRELATION FOR DOCUMENTATION

Business defined key phrase

Product (DOC)

Repository

*Correlation Modifier is a Dell IP which is under consideration with USPTO

Design action/task/

feature driven key phrases

Apply Correlation Modifier* for

a specific guide based

on the content

Google keyword planner inputs (LOB/Product)

Map the GUI element to

replicate the correlated

key phrases in the topic

title

NavigationalFunctionalDirectional

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KEY PHRASE VALIDATOR*

• Target content in the topic title

• Term bank = Business defined keywords + suggested keywords from the Google keyword planner

• Remove generic keywords

• Apply correlation coefficient

• Opt for +ve correlation values based on the content for a particular topic


*Key phrase Validator is a Dell IP which is under consideration with USPTO


HOW DO WE MAP?

Identify key phrases

Check web presence for Absolute

Quotient* Matrix

Apply key phrases to the topics

Map the Unique Identifier to the topics

Re-publish and measure the web

presence

Capture existing keywords

Validate and apply correlation

Identify key phrases that are positive

Reinforce the key phrases

Capturing user defined key

phrases

Re-publish and measure the web

presence

* (AQ) Absolute Quotient is a Dell IP which is under consideration with USPTO

Key phrases for latest features

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SEO SCHEMA

• Product code standardization

• Analyze URL and source code for the product landing page

• Analyze the business requirement

• Add metadata to the product (.exe/.msi/.bin) files

• Include specific metadata on DOCs

• Publish the content

• Track web presence periodically using multiple search engines, don’t forget your language specific content

• For sustainable documents, run the Google keyword planner periodically



STORY @ DELL

Q3-Q4 FY16 Q2 FY170%

10%

20%

30%

40%

50%

60%

70%

37%

65%

50%

25%

1st link Top-5*

Designing Sustainable content using correlation coefficient

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