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Using Acrolinx for SEO
Stronger, Longer-Lasting SEO12 March 2013
PG Bartlett
U.S. callers should dial:+1 (909) 259-0012
Today’s Discussion
Impact of your search rankings Factors that affect your search rankings How Acrolinx can help you:
– Improve your content’s ranking in search engines– Increase your click-through rate
What Do You Write?
Pre-Sales Information Post-Sales Information
Why Improve Findability?
Pre-Sales Information Post-Sales Information
Increase Revenue Improve Support
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
“Heat map” shows where users’ eyes spend time
HP
Fujitsu
IBM
IBM
HP
IBMCTR 10% (= 810 qualified visits)
FujitsuCTR 5% (= 405 qualified visits)
Conversion rate on website: 0.3% 2.4 transactions, new customers 1.2 transactions, new customers
Avg. Transaction $8000 Revenue+ $19,200 / month Revenue+ $9,600 / month
8100 searches / month“unix servers”:
What’s the Value of a Higher Ranking?
Pre-Sales Information
What’s the Value of a Higher Ranking?
Optimized support articles:
Impact on customer satisfaction & retention?
Post-Sales Information
100%
Hits
30%
Calls
Vital Factors for Search Rankings
On-Page Optimization – Under Your Control
Quality content Keyword placement
– Title– Headings (H1, H2)– Links– Description (meta tag)– Most important keywords first– Max. # keywords: 1 to 3
Keyword density?– Don’t overdo it
Title– Unique
But My Authoring Tool Has No Title Tag!
Then you’re not authoring in HTML So you must learn how your content transforms to HTML Specifically, how do you generate:
– Title– H1 & H2 headings– Meta description
Off-Page Optimization – Under Others’ Control
Links from other high-quality sites to yours
Social links
Server location & performance
Optimize After Publishing?
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
Acrolinx Supports SEO while Authoring
Acrolinx supports SEO at right time: authoring time
Alerts authors to errors & improvement opportunities
Protects CTR
Also runs in “batch mode” to analyze existing content
Let’s see a demo!
SEO Advice While Editing
For example, Title should: Start with priority 1 keyword Contain priority 1 & 2
keywords Have priority 1 keyword
before priority 2 keyword Contain reasonable
number of keywords Not be too long Be the only one
SEO Reporting – Keyword Report
Lists violations(e.g., missing in title, stuffing)
Evaluates assigned keywords
Discovers new keywords
Lets you experiment
SEO Reporting – Document Report
Discover & avoid SEO violations
Report sections:– Title– Meta description– Metadata– Links, URL– Images
SEO – The Process
SEO Process
Keyword Research
KeywordManagement
KeywordMapping
On-pageOptimization
Off-pageOptimization
SEOMetrics
Pre- &
• What do your customers search for?
• What are profitable terms/phrases to optimize for?
• What is my competition doing?
• Research per language & region
SEO Process
Keyword Research
KeywordManagement
KeywordMapping
On-pageOptimization
Off-pageOptimization
SEOMetrics
Pre- &
• Decide which keywords should be used
• Group keywords, e.g., product-related keywords
• Group for language & region
SEO Process
Keyword Research
KeywordManagement
KeywordMapping
On-pageOptimization
Off-pageOptimization
SEOMetrics
Pre- &
• Decide which selected keywords should be used in which documents
• Decide if we have to create content for particular keywords
• Sometimes goes in hand with content restructuring and link building (off-page) optimization
SEO Process
Keyword Research
KeywordManagement
KeywordMapping
On-pageOptimization
Off-pageOptimization
SEOMetrics
Pre- &
• Correct use of keywords (title, header, meta descriptions, etc.)
• Search Engine compliant
• High-quality content
SEO Process
Keyword Research
KeywordManagement
KeywordMapping
On-pageOptimization
Off-pageOptimization
SEOMetrics
Pre- &
• Partner network
• Links from partner pages
• Links from blogs, social networks, other corporate domains
SEO Process
Keyword Research
KeywordManagement
KeywordMapping
On-pageOptimization
Off-pageOptimization
SEOMetrics
Pre- &
• KPIs (time on page, visitors, etc.)
• Analyze which keywords were used to find the page
• Monitor overall performance
Keyword Research
KeywordManagement
KeywordMapping
On-pageOptimization
Off-pageOptimization
SEOMetrics
Pre- &
SEO Support in Acrolinx
Today (3.0)
Improve CTR
• Compelling & SEO friendly title
• Trustworthy and “readable” URL• Compelling description
• Great style, no grammar and spelling errors
How to Improve CTR
Pre-Sales Information
Acrolinx SEO: Process Benefits
Optimize while authoring, not after publishing
Optimize at the source– Word, XML, HTML, or desktop publishing
Support multiple languages
Acrolinx SEO: Strategic Benefits
Improve SEO across website
Eliminate SEO “drift” – maintain advantage
Improve/maintain strong CTR– Assure high-quality titles & descriptions
Optimize every dimension of your language
Follow-Up
Contact me! [email protected]
Recording & slides will be posted soon at http://www.acrolinx.com/webinars_en.html
