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Words!
What are they good for?
Celebrity Line-up
• Wayne Bourland (Dell)• Iris Orriss (Microsoft)• Salvo Giammarresi (Yahoo)• Fred Hollowood (Symantec)• Dieu Tran (Cisco)• Francis Tsang (Adobe)
Mouth-watering Program
• Words for Branding• Words in the Product• Words for Domestic and Global SEO• Words in After-sales• Getting Agreement on Words• Words in a Social World
WAYNEWords for Branding
Branding
Wayne BourlandDell
Why it matters
Confidential6 04/21/23
1. healthcare or health care?
2. datacenter or data center
3. login or log in?
4. Latitude E Family or Latitude E-Family?
5. 9AM or 9 a.m.?
Dell’s branding initiatives required us to rethink how we managed online content.
Previously, finding these answers took …
Confidential7 04/21/23
Now, we have just one source.
Confidential8 04/21/23
What is this thing?
• Single, authoritative source on style, brand guidelines and usage principles for online content creators
• Cross-Dell effort 2+ years in the making
• Replaces 24+ divergent style guides and related resources previously in use
• Collects tribal knowledge, common style standards (AP as baseline), and Dell-specific terms and branding
• A living document intended to evolve as we do
Confidential9 04/21/23
How do we manage adherence to it? Acrolinx
Confidential10
• Color-coded flags call out potential issues.– “Really” = not really
necessary
– “Poweredge” s/b “PowerEdge”– “built in” s/b “built-in”
IrisWords in the Product
SW & Documentation Integration
Terminology! Terminology! Find it, define it, translate it! One set of terminology for SW & Documentation Tokenization of branded & common strings
The other dimension Pictures Icons Media
Write for the customer!
More than 80% of users find your content via SearchSQL Server delivers basic content with the product releaseRespond real-time to customer needs with targeted global content
SALVOGetting Agreement on Words
Not all words are equal
“Reached end of page”
“Buy Now!”
“Yahoo! Mail”
“Arrange”
Average word weight vs. word countA
verag
e wo
rd w
eigh
t
Terminology: What, Who, When, Why?
Feedback loop
FREDWords for Domestic and Global SEO
Optimizing Global SEO(Searching with Words)
Fred HollowoodResearch Director
Don’t try to “Beat the System”
20
1996
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2011
• Pages ranked primarily using “on-the-page” criteria
• Pages ranked primarily using “off-the-page” criteria
• PageRank would generally be updated monthly and rankings would fluctuate accordingly. Focus = high PR links
• Florida Update: Google cracked down on manipulative tactics by inventing a way to detect over-optimized pages
• Brandy Update: Google emphasized Latent Semantic Indexing – the idea of using synonyms on your website
• Allegra Update: Google launches a remedy to the “sandbox effect” that many websites were facing since 2004
• Bourbon Update: Tackled duplicate content, non-thematic linking, low quality reciprocal links, and fraternal linking
• Jagger 1, 2 and 3: Tackled scraper sites, AdSense directory sites, deceptive CSS techniques and reciprocal links
• Personalized Results: For Google Account users, SERPs were now influenced by prior searches and website visits
• Big Daddy: Software upgrade of the GoogleBot affected the way Google dealt with links
• Universal Search: Brought together images, videos, news, maps, and websites into a single set of results.
• Real-Time Search: Focus on fresh, topical content in the SERPs (Query Deserves Freshness, e.g. “earthquake”)
• Vince: Google put more weight on domain authority, trust and reputation, which largely benefited big brands
• Caffeine: Google launched their “next-generation infrastructure” touting “50% fresher results” and the largest index ever
• Mayday: Google made a significant change to its algorithm, looking for higher quality sites to surface for long tail queries• Instant Search: Introduces update-as-you-type search results and Instant Preview, showing users an image of the page• Panda: Intended to better detect and reduce spam, lowered rankings for scraper sites and sites with little original content• Panda 2.2: Refinement to tackle issue of sites that republish content being placed higher in SERPs than the original source. Also reduces value of exact match domains since they don’t always mean valuable/reliable content
SEO Localization World Paris June 2012
Keep in Mind: You Have 2 Audiences
21SEO Localization World Paris June 2012
Matt Cutts
Terminology – Filtering Key Concepts
SEO Localization World Paris June 2012 22
20,000,000 annual words
6000 core terms to date
Terminology management
The Challenge of SEO
SEO Localization World Paris June 2012 23
Core terms
6000
No conflictDominant SEO
Marginal SEO
Findability
Comprehensibility
SEO Term Classification
SEO Localization World Paris June 2012 24
Bot Behaviour
SEO Localization World Paris June 2012 25
<!DOCTYPE html PUBLIC "-//W3C//DTD HTML 4.01 Transitional//EN" "http://www.w3.org/TR/html4/loose.dtd"> <html> <head> <title>Norton - logiciels antivirus et Internet security pour pc et mac</title> <meta http-equiv="Content-Type" content="text/html; charset=utf-8"/> <meta http-equiv="Content-Language" content="fr-FR"/> <meta name="description" content="Symantec propose aux particuliers et entreprises une haute sécurité internet grâce À la protection du logiciel antivirus Norton. Aller sur Symantec maintenant."/><meta name="keywords" content="symantec, norton antivirus, norton internet security, logiciel antivirus, virus mac, norton anti virus, www norton com, anti virus mac, logiciel anti virus, virus pc, virus sur mac, anti virus norton, anti virus pour mac, logiciel anti virus , protection anti virus, virus sur pc, norton anti virus , norton anti-virus , anti virus norton, virus de pc, virus de mac,"/><meta name="om.site_language" content="fr"/> <meta name="om.site_country" content="fr"/> <meta name="om.visitor_segment" content="Consumer"/>
" title="Nous contacter">Nous contacter</a></span><span>|</span></div> <div class="fbox" style="padding:0; margin:0; background:none" id="bottomborder3"> <b class="trbottom"><b class="br4"></b> <b class="br3"></b> <b class="br2"></b> <b class="br1"></b></b> </div> </div> <div> <span><a href="http://www.symantec.com/fr/fr/globalsites/index.jsp" title="Symantec dans le monde">Symantec dans le monde</a></span><span>|</span></div> <div> <span><a href="http://www.symantec.com/fr/fr/about/profile/policies/eulas/index.jsp" title="Contrats de licences">Contrats de licences</a></span></div> <br style="clear:both"/> <div style="margin-top:.8em"></div> <div style="clear:both"/> </div> <script src="/script/omniture/20110609/s_code.js" language="javascript" type="text/javascript"></script>
Page Strategy
SEO Localization World Paris June 2012 26
Text optimised for search:IntroductionsGeneral Descriptions
Text optimised for comprehension:ProceduresLists of DirectionsCustomer Assistance Information
Code segments:ProceduresLists of DirectionsCustomer Assistance Information
Target Page Elements
SEO Localization World Paris June 2012 27
Factor:• The Title Tag is the title of the web page that appears at the
top of a browser window• The Title Tag also appears in search results
Implications:• The title tag is the single most important on-page ranking
factor• To be effective, page titles must be unique to each page
and accurately describe the page content
DiscussionSEO Localization World Paris June 2012 28
Thank you!
Copyright © 2010 Symantec Corporation. All rights reserved. Symantec and the Symantec Logo are trademarks or registered trademarks of Symantec Corporation or its affiliates in the U.S. and other countries. Other names may be trademarks of their respective owners.
This document is provided for informational purposes only and is not intended as advertising. All warranties relating to the information in this document, either express or implied, are disclaimed to the maximum extent allowed by law. The information in this document is subject to change without notice.
SEO Localization World Paris June 2012 29
Fred Hollowood
DieuWords in After-Sales
Localization for Post-sales SupportKey Content Types in the Cisco Support Experience
Technical Documentation
(TechDocs)
Technical Documentation
(TechDocs)
SupportArticles
(Global/Local)
SupportArticles
(Global/Local)
Field Notices & Security AlertsField Notices & Security Alerts
Community Content (UGC)
Community Content (UGC)
Reason of low satisfaction
# Reply
%
hard to find on Cisco's website 91 52.6
%
Information is not provided in my preferred language
73 42.2%
It is not clear which features are supported on a particular application or platform version
55 31.8%
Why LESS THAN SATISFIED w/ technical documentation (TOP 3)
Verbatim Comments
Lack of document
Website
Support Experience
Localization World Paris June 2012
Localization for Post-sales SupportRelated Initiatives and the Importance of Terminology
• Standardize English source terms and centrally manage multi-lingual terminology
• Support consistency across native and non-native writing community
• Optimized source content expands ability to support localized content coverage
• MT lowers cost and cuts time to market
• More local support content available to users• Multi-lingual terminology provides additional
means to find content…even if not 100% quality in local language
Localization World Paris June 2012
FRANCISWords in a Social World
FOLKSONOMIESCommunity Terminology and Community Tagging
Increased content intelligence to improve…1. CSAT = User Experience + Functionality2. Engagement/Loyalty = Branding + Advocacy3. Revenue = Retention + Conversion
Through effective terminology life cycle mgmt for Improved Search Insightful Discovery Predictive and Prescriptive Mining Results
FOLKSONOMIESSeed/Tag/Learn TerminologySearch, Discover, Mine
Product UI/DocKnowledge BaseCommunity HelpForumsTraining TVCase NotesSupport Chats
Marketing MessagesSEO/Product PagesOnline StoresSocial Mining
Trending topics Influencers Sentiments
Content SearchContent/User MatchingCollaborative CreationSentiment Forecast
DiscussionYou!
To take away
• Words are important, more important than ever
• The different lives of words need to be connected and collaboratively nurtured
