Better Content Easier to Find

Google + Xillio Seminar 12 December 2013

• Complex Content Migrations – Web

– Enterprise

• Powerful Tools

• Intimate Knowledge of Content

Launch + Love • Higher content quality • Better governance • Effective use of tools

CONTENT QUALITY

Defining Content

information relevant to a user

in a specific context

Framing Content

• Content is an integral part of all “touch points” of any organization

• Effective content balances organizational goals with user needs

• Low content quality negatively influences customer satisfaction

Users don’t like junk Neither does Google

Aspects of Quality Content

RELEVANT

APPROPRIATE

FITTING A conversation with a telco’s chat robot

Tele2 zegt: Welkom bij de Klantenservice van Tele2. Waarmee kan ik je van dienst zijn?

Jij zegt: hd recorder is vastgelopen

Tele2 zegt: Wil je meer weten over Interactieve TV (en de HD decoder) van Tele2?

Jij zegt: nee, hij is kapot

Tele2 zegt: Heb je de interactieve TV decoder al in huis?

Jij zegt: ja, want hij is kapot

Tele2 zegt: Wil je weten hoe je de interactieve TV decoder moet aansluiten?

Jij zegt: nee, hij is kapot

Tele2 zegt: Hmm. Dan heb ik je verkeerd begrepen. Kan ik je nog ergens anders mee helpen?

Jij zegt: ja, mijn probleem oplossen: mijn hd recorder is kapot

ON-TOPIC

Aspects of Quality Content

ACCURATE

TIMELY

CORRECT

UP-TO-DATE

Aspects of Quality Content

ACTIVATING

EXPLORABLE

SHAREABLE

Aspects of Quality Content

STRUCTURED

CHUNKED

LABELED

This is metadata.

ACCESSIBLE

Google.com rewards high-quality content relevant up-to-date structured mobile

GETTING TO CARING

All efforts put into

optimizing a dozen pages

Vast majority of content

below quality standards

FAMILIAR CONTENT APPROACH

Risks of neglection

DANGEROUS APPROACH

The most popular browser button

$ 1 Billion Content Error

Deal or no deal?

Ensuring ALL content conforms to the quality standards

Cutting the long tail short

DESIRED APPROACH

Basics first, strategy second

All remaining content is: relevant accurate activating structured

DESIRED OUTCOME

SEARCH STRATEGY

Improved search | Scenario 1

• Relevant search results from an unstructured source

• (Additional) metadata in GSA through entity recognition

• Xillio can help implement

Improved search | Scenario 2

• Relevant search results from a structured source

• Xillio can help improve content in the source

• GSA for search “experience”; Xillio can help implement

Scenario 2 | Bootstrap

• Inventory

– Collect all content from front-end and back-end

• Analysis

– Audit content against our “green line” standards

• Workshops

– Presenting quality standards

– Setting up business rules to fill gaps

– Advizing on governance for sustainability

• Content improvements

– Applying the business rules using our tooling

Scenario 2 | Continuous care

• Regular quality checks

– Ensuring all content still conforms to standards

• Additional content improvements

– Using our tooling

• For example deduplication

• For example metadata enrichment

– Coordinating manual improvements (rewriting)

• Additional workshops

– Redefining content quality standards

– Improving the content organization

Compare

• File name

• Metadata

• Date last edited

• Version

• Contents

Example | Deduplication

40

Source Field Target Field Action

Title Title Standardize

Keywords Keywords

Author Author Check Active Directory

Document Date Document Date

Division Recognize

Location

Topic Partly automated, partly manual

Example | Metadata enrichment

www.xillio.com twitter.com/xillio

Thank you

References 3,36 http://www.flickr.com/photos/ueros/

4,8,12,16 http://www.flickr.com/photos/amberandclint/

5 http://www.tumblr.com/dashboard

6 http://www.flickr.com/photos/36816292@N00/

7,24 http://www.flickr.com/photos/jpinlac/

9 http://www.charlesapple.com/uploads/2012/01/120116BelfastTelegraph.jpg

10 https://twitter.com/everbass/status/380019464793632768

11 http://www.rijksoverheid.nl/onderwerpen/luchtkwaliteit

13 http://www.zorgkiezer.nl/wijzigingen-zorgverzekering-2011?noreminder=true

14 http://www.dailymail.co.uk/news/article-2114697/iPads-advertised-49-99-Tesco-online-pricing-blunder.html

15 http://en.m.wikipedia.org/w/index.php?title=Philippines&title=Philippines

17 http://www.thesaleslion.com/download-free-copy-inbound-content-marketing-easy/, http://www.flickr.com/photos/robin24/

18 http://www.theguardian.com/technology/bitcoin

19 https://www.facebook.com/decorrespondent

21 https://www.nhg.org/standaarden/samenvatting/obesitas

22 http://www.bbc.com/culture/story/20131004-ch-ch-anges-bowies-many-looks

23 http://www.youtube.com/watch?v=qL4shFJHOvc, http://www.flickr.com/photos/halans/

25 http://www.flickr.com/photos/mukumbura/

28 http://huwshimi.com/404/, http://www.bouman.net/2013/09/fix-browser-back-button.html

29 http://www.wired.com/threatlevel/2008/09/six-year-old-st/

30 http://www.marktplaats.nl/a/auto-s/chrysler/m743767508-chrysler-voyager-3-3-i-aut-le-2004-zwart-lpg-onderb-7-pers.html

32 http://www.frankwatching.com/archive/2012/10/10/10-contentfouten-waarmee-je-je-website-verprutst/

34 http://www.flickr.com/photos/sharath-sridhar/