2. Acrolinx 3.0 Stronger, Longer-Lasting SEO 5 December 2012

3. Since April…  2.8 –Easier remote server administration (log files, support package) –CAS single sign-on –Easier license administration  2.9 –Adobe CQ and Serna XML editor – new support –Wizard-based design for customized reports –New terminology interchange format enables loss-free exchange with other systems –Adobe FrameMaker – upgraded support  2.10 –oXygen XML Editor – new support –Enterprise terminology contribution without requiring logins (optional add-on) –Simplified migration of customer configurations to new releases –JAAS user authentication; improves LDAP & Kerberos support –MySQL for terminology database – new support –RSS feeds of terminology changes (requires 1 day of services)

4. Content should be:  Simpler to understand – “People ready”  Less costly to translate – “Global ready”  Easier to find – “Search ready” What good is it if you can’t find it?

5. Acrolinx 3.0 Release Summary (1 of 2)  SEO –Extensive enhancements to analysis & reporting –Improve placement of keywords in content & metadata –Packaged as add-on module to Acrolinx server

6. Acrolinx 3.0 Release Summary (2 of 2)  Outlook integration (Windows) –Enables email users – help desk, support, customer relations  Microsoft Word – enhanced support –Better support for change tracking –Higher performance, greater stability –Office 2013 compatibility  Adobe CQ – enhanced support –Can check entire page (not just one text box)  Analytics enhancements –Adds to Acrolinx server’s core capabilities –Expands range of Acrolinx checking Can check within an attribute value (such as checking the text within the alt attribute of an image)

7. Availability: January  SEO support initially in Microsoft Word & Adobe CQ only  More to come quickly in 2013: Adobe InDesign, Adobe FrameMaker, oXygen, Arbortext, …

8. Remaining Agenda  Search – why it’s important  SEO – how companies improve their search results  Where Acrolinx helps  The Acrolinx advantage

9. Why Organizations Invest in SEO

10. Three Reasons People Search  Navigation (“IBM”, “Boeing”)  Information –Brand-specific (“Cisco E200 manual”) –Generic (“DSL modem”)  Transaction (“laser printer price”)

11. Organizational Impact of Search Brand awareness Improve customer retention Fact sheets Product descriptions Educational information Help info Troubleshooting Manuals Search type Content Value to Organization Higher offline sales Up-sell Reduce support calls Higher revenue Product pages Online store Landing pages Lower acquisition costs Transaction Product Information Support Information Information

12. Q: Who Cares About SEO for Techdocs? A: Customers who seek but cannot find  According to [major software company], optimizing support articles for keywords resulted in: –> 100% increase in hits –> 30% reduction in support calls related to those articles  How does this improvement affect: –Customer satisfaction & retention? –Prospects who seek tech info before they buy?

13. SEO Goal: Visibility Organic search results Google Adwords (Paid advertisements) SERPs = Search Engine Result Pages

14. HP Fujitsu IBM HP CTR Higher Rank = Higher Click-Through Rate

15. Typical SEO Process

16. How do you raise your ranking? Your page Google ranking

17. Hire an SEO consultant (“SEO Ninja”)! Your page Google ranking

18. The SEO consultant improves your content… Your page Google ranking

19. … and Google will see the improvements Your page Google ranking

20. What happens after the consultant leaves? Google ranking Your page

21. Your content deteriorates Google ranking Your page

22. “Bad pages” on your site affect your results Google ranking Your page

23. And your competitors take aim Google ranking Your page

24. Google re-ranks your page Your page Google ranking

25. And you start again. Google ranking Your page

26. You’ve come a long way. Don’t lose out on CTR! SEO Goal: Clicks, not just views

27. Compelling & SEO friendly title Trustworthy and “readable” URL Compelling description Great style, no grammar and spelling errors How do you improve your CTR?

28. How can Acrolinx help you streamline SEO & enhance CTR?

29. Keyword Research Keyword Management Keyword Mapping On-page Optimization Off-page Optimization SEO Metrics Pre- & Keyword Lifecycle 3.03.x

30. Post-Publishing Support Many tools analyze content after it’s published, but… Is this the right time to assure quality? Is it cost efficient?

31. SEO FactorsYour document Linguistic Competence Acrolinx SEO Analytics Pre- & Post-Publishing Support Acrolinx provides QA at right time: authoring time  Alerts authors to errors & improvement opportunities  Avoids redundant SEO  Avoids domain weakness  Protects CTR Also runs in “batch mode” to analyze existing content

32. SEO Advice While Editing  For example, check title for: –Keywords appear early in title –Primary & secondary keywords in title –Correct order of keywords –Keywords in title not excessive –Title not too long –No more than 1 title on a page

33. SEO Reporting – Keyword Report Report helps users:  Avoid violations (e.g., missing in title, stuffing)  Monitor usage of assigned keywords  Discover new keywords  Experiment to find what works best

34. SEO Reporting – Document Report  Discover & avoid SEO violations  Report helps users: –Check language (spelling, grammar) –Optimize for Vertical Search Engines –Check “rich snippets” –Detect incorrect syntax  Report sections: –Title –Meta description –Metadata –Links, URL –Images –Videos –Social –Microdata

35. Acrolinx SEO: Process Benefits  Optimize before the content is published, not after –Avoid keyword drift, keyword conflicts, SEO violations  Optimize source content –HTML, XML, Word, InDesign, …  Reduce SEO services costs –Authors optimize content, not consultants  Support multi-language requirements

36. Acrolinx SEO: Strategic Benefits  Improve SEO across website –Not just critical pages  Further improve critical pages –By raising website average –By raising overall quality (thanks to all of Acrolinx’s capabilities)  Maintain SEO advantage –By reducing SEO “drift” through continuous optimization  Improve/maintain strong CTR –By assuring high-quality titles & descriptions

37. Stronger, Longer-Lasting SEO From Acrolinx

38. Follow-Up  Contact info: pg.bartlett@acrolinx.compg.bartlett@acrolinx.com  Recording & slides will be posted soon at http://www.acrolinx.com/webinars_en.html http://www.acrolinx.com/webinars_en.html

39. Thank You! PG Bartlett pg.bartlett@acrolinx.com