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Search first content strategy
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Transcript of Search first content strategy
Copyright© 2011 IBM Corporation and James MathewsonCopyright© 2011 IBM Corporation and James Mathewson
Search-first content strategyFebruary 18, 2011
James Mathewson
Global Search Strategy and Expertise Lead
Co-Author: Audience, Relevance, and Search: Targeting Web Audiences with Relevant Content
Page 2
Audience
Content Strategy
Taxonomy/tagging strategy
UX design strategy
Architecture strategy
Digital Strategy
Media strategy
Business analytics
Web analytics
Text analytics
Search Strategy
Social strategySocial strategy
Mobile strategy
Page 3
Media strategy
Constituents prefer a mix of media with a growing preference for video*
Constituents are far more likely to click search results that contain rich media^
Optimizing these experiences for constituents requires an institutional understanding of universal search principles
Constituents prefer a mix of media with a growing preference for video*
Constituents are far more likely to click search results that contain rich media^
Optimizing these experiences for constituents requires an institutional understanding of universal search principles
*Source: TechTarget, 2009*Source: TechTarget, 2009
^Source: Google, 2009^Source: Google, 2009
Page 4
Mobile strategy
Google estimates that by 2012, more people will access the Web through mobile devices than traditional PCs*
Mobile users are far more likely to use search than traditional PC users*
Mobile apps usage is expected to grow faster than Web usage during this period*
The standard for these experiences is HTML5, which enables constituents to search mobile pages and blended apps
Google estimates that by 2012, more people will access the Web through mobile devices than traditional PCs*
Mobile users are far more likely to use search than traditional PC users*
Mobile apps usage is expected to grow faster than Web usage during this period*
The standard for these experiences is HTML5, which enables constituents to search mobile pages and blended apps
*Source: Google*Source: Google
http://writingfordigital.com/2010/05/01/5-reasons-to-prefer-html5-over-flash/http://writingfordigital.com/2010/05/01/5-reasons-to-prefer-html5-over-flash/
Page 5
Social strategySocial strategy
The web is a social medium, it is ever more social as new applications such as Facebook “like” help users find more relevant content
External linking depends on robust external social presence
Efforts such as Expertise Locator and Social Aggregator depend on search functions to automate content curation
Semantic Web functionality can further aid with social content strategy
The web is a social medium, it is ever more social as new applications such as Facebook “like” help users find more relevant content
External linking depends on robust external social presence
Efforts such as Expertise Locator and Social Aggregator depend on search functions to automate content curation
Semantic Web functionality can further aid with social content strategy
http://writingfordigital.com/2010/07/20/are-you-prepared-for-the-semantic-web/http://writingfordigital.com/2010/07/20/are-you-prepared-for-the-semantic-web/
Page 6
Taxonomy/tagging strategy
Keywords and tags function in similar ways in search and social search functions
Tagging is the intersection of search and social content efforts
Most of the optimization errors caught by Covario related to improperly tagged pages
Keywords and tags function in similar ways in search and social search functions
Tagging is the intersection of search and social content efforts
Most of the optimization errors caught by Covario related to improperly tagged pages
Page 7
Architecture strategy
Architecture can either make it easy or difficult on crawlers and constituents
A search-first architecture will tend to make it easier on both
A search-first architecture emphasizes choosing the navigation words based on keyword research
With proper governance, search-first architecture also enables more elegant user experiences by minimizing apparent duplication and helping content collaborators with gap analysis
Architecture can either make it easy or difficult on crawlers and constituents
A search-first architecture will tend to make it easier on both
A search-first architecture emphasizes choosing the navigation words based on keyword research
With proper governance, search-first architecture also enables more elegant user experiences by minimizing apparent duplication and helping content collaborators with gap analysis
Page 8
UX design strategy
UX cannot drive content strategy: When it does, we tend to create data-heavy pages that the crawler can’t parse
Some of the most beautiful pages never get found by search engines
The principles of elegant design, driven by W3C standards for searchability and usability must govern UX strategy
UX cannot drive content strategy: When it does, we tend to create data-heavy pages that the crawler can’t parse
Some of the most beautiful pages never get found by search engines
The principles of elegant design, driven by W3C standards for searchability and usability must govern UX strategy
Page 9
Resource Model
Text analytics
Search Strategy
Audience
Infrastructure
Content Strategy
Digital Strategy
Tooling
Business analytics
Web analytics
Page 10
Tooling Web Analytics/Business Analytics:We simply can’t know how well we’re doing and what we’re delivering to the business without better analytics
Keyword research for practitioners: It must go beyond Google AdWords to understand how our constituents search and tailoring pages to them
Linking resources for practitioners: Most internal link juice is not captured because nobody knows when a related page is published
Writing, SEO and taxonomy assistance: Needs to be baked into the publishing process
Web Analytics/Business Analytics:We simply can’t know how well we’re doing and what we’re delivering to the business without better analytics
Keyword research for practitioners: It must go beyond Google AdWords to understand how our constituents search and tailoring pages to them
Linking resources for practitioners: Most internal link juice is not captured because nobody knows when a related page is published
Writing, SEO and taxonomy assistance: Needs to be baked into the publishing process
Explore and pilot tooling in emerging technologies such as Semantic Web (automated metadata extraction and other text analytics) and HTML5 authoring
Explore and pilot tooling in emerging technologies such as Semantic Web (automated metadata extraction and other text analytics) and HTML5 authoring
Page 11
Resource Model
The investment in content human resources tends to be starved for lack of an understanding of the business value of writers and editors
A recent A/B test demonstrated a 30% engagement rate improvement when putting the appropriate level of editing resources into the content process
The investment in content human resources tends to be starved for lack of an understanding of the business value of writers and editors
A recent A/B test demonstrated a 30% engagement rate improvement when putting the appropriate level of editing resources into the content process
Page 12
Infrastructure
Many URL structures prevent Google from recognizing most of our external link juice
Many internal linking relies on JavaScript, which prevent crawlers from capturing internal link juice
The way country and language are designated on pages prevents Google from recognizing whether an EN page is from AU, US, GB or CA, for example
Social and mobile application infrastructure investment is needed
Many URL structures prevent Google from recognizing most of our external link juice
Many internal linking relies on JavaScript, which prevent crawlers from capturing internal link juice
The way country and language are designated on pages prevents Google from recognizing whether an EN page is from AU, US, GB or CA, for example
Social and mobile application infrastructure investment is needed