Terminology Management For Search Engine Optimization

Scott Abel interviews Seth Earley, President, Earley & Associates and Jeff Carr, Senior Information Architect, Earley & Associates
hashtag #acrolinx

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Scott Abel
* content management strategist * social networking choreographer

the content wrangler

li scottabel twitter @scottabel fb scottpatrickabel email scottabel@mac.com web thecontentwrangler.com

* community manager, presenter, author, dj

webcontent2011.com

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sponsored by

this web event is

twitter @acrolinx email info@acrolinx.com web www.acrolinx.com

acrolinx develops technology for Information Quality Management. Their flagship product acrolinx IQ provides an enterprise system that promotes quality and efficiency during content development.

www.acrolinx.com

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Housekeeping
items
* one hour, live interview-style program * recording available after the event * use the chat window to communicate * whitepaper available shortly afterward

but first, a few

tweeting tidbits from this event?
hashtag: #acrolinx

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Seth Earley
* consultant/facilitator * author, presenter, organizer * thought leader, recognized expert * sushi addict

we’re chatting with

li sethearley twitter @sethearley phone +1 781.444.0287 e seth@earley.com web earley.com

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Jeff Carr
* search consultant * findability expert

we’re chatting with

twitter @siftonpark phone +1 780.819.7275 e jeff@earley.com web earley.com

* information architect

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terminology management

search engine optimization?
Jeff, why do we need it?
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what is

terminology management

controlled vocabularies
we hear a lot about taxonomies, ontologies, thesauri, folksonomies...can you define these terms and give us some examples of each?

what are

what are the risks of not controlling vocabularies?
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terminology management

terminology?
a system of words used to describe things in a particular discipline

what is

a specialized dictionary, lexicon for your industry

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terminology management

what is

terminology management?
allows you to store and manage all of your important terminology in one location, for use in content development. Proper management ensures that terminology is consistent and correct across all organizational content.

an example from Seth
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typical savings
Productivity

terminology management
Time to Market

Translation

訳す
Gain 25% with acrolinx IQ Reduce costs up to 40% Get products to market 30% faster Branding Support Compliance

Communicate your brand consistently

Cut costs though better information

Comply with industry regulations
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terminology management

how can failing to manage terminology

impact sales?

if you can’t find it, you can’t buy it...
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terminology management

manage terminology have on an organization?
cost, lost opportunities, risks, other challenges
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what other impacts can failing to

terminology management

real-world example

PS3
finding and selling products online
keyword research findability

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search engine share
which search engines get the most traffic? what are the number of search queries conducted?

Searches 10,292,000,000 3,114,000,000 2,082,000,000 584,000,000 368,000,000 16,439,000,000

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ranking & click through

estimating page traffic: how much traffic might I expect to get if I rank on page 1 for my target keywords?

Ranking 1 2 3 4 5

Click Through Rate 42.1% 11.9% 8.5% 6.1% 4.9%

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hypothetical example
* search query term = ‘PS3 Games’ * average monthly searches across all engines ~2,025,000

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search PS3 Games on Google
* total searches: 1,500,000 (65% * 2,025,000) * pages competing for keyword - 62,100,000 * top rankings, estimated monthly traffic based on click through rates
Ranking Website #1 #2 #3 #4 #5 wikipedia.org gamespot.com gamespot.com playstation.com ps3.ign.com Clicks 42.1% 11.9% 8.5% 6.1% 4.9% Est. Traffic 631,500 178,500 127,500 91,500 73,500

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search PS3 Games on Google
* conversion rate (visitors perform action/make purchase) * conversion rate of 1% for click through traffic estimated
Ranking Website #1 #2 #3 #4 #5 wikipedia.org gamespot.com gamespot.com playstation.com ps3.ign.com Clicks 42.1% 11.9% 8.5% 6.1% 4.9% Est. Traffic Conversions @ 1.0% 631,500 178,500 127,500 91,500 73,500 6,315 1,785 1,275 915 735

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opportunity gained or lost
* translating converted traffic into return on investment * average order value = total revenue / total orders (AOV $55 for PS3 Games)
Conversions 6,315 1,785 1,275 915 735 AOV of $55 $347,325 $98,175 $70,125 $50,325 $40,425

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opportunity gained or lost
* gamespot.com (ranked 2 and 3 for ‘PS3 Games’, click through rates of 42.1% and 11.9%, conversion rate 1%, average order value $55

potential annual revenue of $2,019,600

where is Costco?

not ranked in the first 1000 Google search results

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keyword prominence in content
* visualization of words appearing most often in content * search engines don’t think page is about ‘PS3 Games’
term ‘PS3 Games’ does not appear to be a key of the page content

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terminology management

how can managing terminology

inconsistently impact an organization?
what is editorial drift?

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search engine optimization

what are common misunderstandings

about search engine optimization?
SEO is a one time thing, keyword stuffing improves rank, black magic is required to succeed

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search engine optimization

get started?
first steps include...
* * * * * * * * develop a big picture understanding of your organizational needs develop an understanding of your customer needs listen to what customers say about you on social networks listen to what customers say about your competition on social networks perform competitive keyword research compare the words you use currently with terms customers use analyze your content and the terms you currently use create the framework for a terminology management strategy

how do we

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questions from audience

internal and external SEO projects?
Nina L - Pittsburgh, PA

are there differences between

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questions from audience

how important is it to have a

style guide?
Templeton J - San Jacinto, CA

and what do we put in it?
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questions from audience

managing our website terminology?
Reggie W - San Francisco, CA

who should be responsible for

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questions from audience

how do we prevent our SEO and

terminology management efforts from becoming silos?
Glen D - Portsmouth, VA

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questions from audience

plural and the singular terms when thinking about SEO?

do we need to think about both the

William J - Phoenix, AZ

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questions from audience

we’ve invested a lot in the creation of

website content? do we have to rewrite it again?
Tammy V - Las Vegas, NV

aren’t there things we can do to optimize it?
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let us know

still have questions?

info@acrolinx.com

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Seth Earley
* consultant/facilitator

how to get in touch with

li sethearley twitter @sethearley phone +1 781.444.0287 e seth@earley.com web earley.com

* author, presenter, organizer * thought leader, recognized expert

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Jeff Carr
* search consultant * findability expert

we’re chatting with

twitter @siftonpark phone +1 780.819.7275 e jeff@earley.com web earley.com

* information architect

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Scott Abel
* content management strategist * social networking choreographer

the content wrangler

li scottabel twitter @scottabel fb scottpatrickabel email scottabel@mac.com web thecontentwrangler.com

* community manager, presenter, author, dj

webcontent2011.com

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Thanks for attending...

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Learn more at www.acrolinx.com

info@acrolinx.com
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