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When we’re looking for information on the Web, search is the first method we think about. But when we enter our terms into the search engine, we’re often frustrated at the results. How many times have you successfully found exactly what you need on the first try? Or even the second try? By the third attempt, most people give up, if they haven’t already.
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Cheryl Landes
Intelligent Content ConferenceIntelligent Content Conference
Palm Springs, CA
February 22, 2012
Today’s agenda What is search and findability?What is search and findability?
Is search successful?
Does search engine optimization help?
Can indexes help with findability?
Best practices for indexing for multiple outputs
Futuristic indexes Futuristic indexes
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Misty, my Intelligent Content assistant
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Vacuum inspection
The bug hunt Misty is a natural browser. y
She discovers information in her world and investigates further to find what she needs.
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What is search?From the perspective of digital content, search is the act ofFrom the perspective of digital content, search is the act of looking for something, in this case, information through a search engine. People could look for that information on the Internet, in an online help system, or in an electronic document.
What is findability?Findability is the ability to actually discover and retrieve theFindability is the ability to actually discover and retrieve the information a user or reader is seeking.
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Content providers love search! It’s often the only option for finding information inIt s often the only option for finding information in content.
But users struggle to find what they need. Why?
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What search does Search returns only the results of where the selectedSearch returns only the results of where the selected term resides in the help.
No significant discussions for the term may be present in those hits.
Search example #1
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Search example #2
In the end, you might feel like this!
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SEO can help, but it’s only as good as the information provided.
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SEO’s goal: Getting to the top From a marketing perspective, the higher in the searchFrom a marketing perspective, the higher in the search results, the better.
Keyword stuffing an issue
Keyword stuffing – Repeating words to increase rankings for targeted topics
Not useful for users!
Rules constantly change
Basic tips to improve SEO Ensure each page of your digital content has a useful titleEnsure each page of your digital content has a useful title that describes the content of the page.
Use the <meta> description tag to provide a useful, helpful description for your digital content.
If possible, create descriptive URLs to help users understand the structure and organization of the content.
Write the content with words that will help users find the information, but do not keyword stuff.
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How indexes help Indexes point users exactly to the information they’reIndexes point users exactly to the information they re seeking.
Indexes also provide alternate points of entry for the same terms (synonyms).
Indexes also lump together important topics in the book so that the user can find all of the information organized in one place. Not always obvious in table of contents.
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Index sample #1: Pinpointing
Index sample #2: Alternate entry pointsexam objectives goals for examsj
advanced options, A‐Series switches 201
Border Gateway Protocol (BGP) 1
multicast routing 159
Multi‐Protocol Label Switching Layer 2 Virtual Private Network (MPLS L2VPN) 113
Multi‐Protocol Label Switching Layer 3
g
advanced options, A‐Series switches 201
Border Gateway Protocol (BGP) 1
multicast routing 159
Multi‐Protocol Label Switching Layer 2 Virtual Private Network (MPLS L2VPN) 113
Multi‐Protocol Label Switching Layer 3Multi‐Protocol Label Switching Layer 3 Virtual Private Network (MPLS L3VPN) 85
Multi‐Protocol Label Switching (MPLS) 61, 135
Virtual Private LAN Service (VPLS) 135
Multi‐Protocol Label Switching Layer 3 Virtual Private Network (MPLS L3VPN) 85
Multi‐Protocol Label Switching (MPLS) 61, 135
Virtual Private LAN Service (VPLS) 135
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Index sample #3: Grouping
Source: Johnson, Maureen. “Why Your E‐Book Needs an Index.”
Indexes sell books!
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So why can’t people just look in the table of contents? A table of contents is simply a list of headings in the content. These headings usually do not contain the terms that people are seeking, and if they do, the information may be more general.
An index contains specific terms pulled from the discussions in the content the leads readers directly todiscussions in the content the leads readers directly to that information.
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Best Practice #1: Plan Ahead Who is your audience?Who is your audience?
What is your audience’s needs?
Does your client or employer have style guidelines?
If yes, become familiar with them.
If not, establish these before indexing starts.
Best Practice #1: Plan Ahead(continued)
How much time is allocated to finish the index?How much time is allocated to finish the index?
Which tool(s) will you use to create the index?
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Best Practice #2: Develop an Indexing Method that Fits Your Working Stylethat Fits Your Working Style
Indexing help in sections
Indexing help after all content is written
Marking up printouts, then entering keywords and subkeywords in the tool of choicey
Best Practice #3: Focus on Keywording Tasks When users are in help, they’re looking for information on how to perform a particular task.
Think of as many different ways as possible to describe the tasks as keywords (example: deleting, removing).
…but, also remember to pick up the concepts.
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Best Practice #4: Use Only One Subentry Level Viewing multiple levels is difficult on screen.
If you need a second level, start a new entry‐subentry combination.
Best Practice #4: Use Only One Subkeyword Level(continued)(continued)
Example:Do this:
networks (Ethernet)subkeyword1subkeyword2
Not this:
networks Ethernet
subkeyword1
Do this:
networks (Ethernet)subkeyword1
Not this:
networks Ethernety
networks (TCP/IP)subkeyword1subkeyword2
ysubkeyword2
TCP/IPsubkeyword1subkeyword2
subkeyword1subkeyword2
networks (TCP/IP)subkeyword1subkeyword2
Ethernetsubkeyword1subkeyword2
TCP/IPsubkeyword1subkeyword2
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Best Practice #5: Avoid Cross‐References Instead, double, triple, quadruple post. Include as many relevant synonyms as necessary to help users find the information.
Benefits:
All f th i f ti i i l All of the information is in one place.
Reduces the number of clicks in the index. The more clicks, the more frustrated users become.
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Wikis Wikipedia’s categorical index:Wikipedia s categorical index: http://en.wikipedia.org/wiki/Portal:Contents
Writing content so that it’s searchable
Blogs Kari Kells’ petsitter blog:Kari Kells petsitter blog: http://www.karikells.com/Petsitter/blog/
Scott Abel’s tag index: http://thecontentwrangler.com/tag‐index/
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Websites American Society for IndexingAmerican Society for Indexinghttp://www.asindexing.org/custom/custom_site_index/index.cfm?pageid=3638&showTitle=1 :
eBooks and mobile devices Still in infancy and many tool limitationsStill in infancy and many tool limitations
ASI’s Digital Trends Task Force addressing these issues:
On EPUB indexing subcommittee for International Digital Publishing Forum (IDPF), trade and standards association for the publishing industry.
Working subcomittee proposing interface and indexing t d d f EPUB 3 0standards for EPUB 3.0
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eBook index mock‐up
Mobile index mock‐up
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Contact InformationCheryl Landesy
Tabby Cat Communications
4742‐42nd Avenue SW #512
Seattle, WA 98116‐4553
(206) 937‐2488
http://www.tabbycatco.com
