Words What are they good for Celebrity

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 in a Social World

Words for Branding WAYNE

Branding Wayne Bourland Dell

Why it matters 1. healthcare or health care? 2. datacenter or data center 3. login or log in? 4. Latitude E Family or Latitude E-Family? 5. 9 AM or 9 a. m. ? Dell’s branding initiatives required us to rethink how we managed online content. 6 Confidential 3/15/2018

Previously, finding these answers took … 7 Confidential 3/15/2018

Now, we have just one source. 8 Confidential 3/15/2018

What is 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 9 Confidential 3/15/2018

How do we manage adherence to it? Acrolinx • Color-coded flags call out potential issues. – “Really” = not really necessary – “Poweredge” s/b “Power. Edge” – “built in” s/b “built-in” 10 Confidential

Words in the Product IRIS

SW & Documentation Integration Terminology! Ø Find it, define it, translate it! Ø One set of terminology for SW & Documentation Ø Tokenization of branded & common strings The other dimension Ø Pictures Ø Icons Ø Media

Write for the customer! More than 80% of users find your content via Search SQL Server delivers basic content with the product release Respond real-time to customer needs with targeted global content

Getting Agreement on Words SALVO

Not all words are equal Common words UI elements Brand Names Key Terminology “Reached end of page” “Buy Now!” “Yahoo! Mail” “Arrange”

Average word weight vs. word count Word count Help docs UI resource bundles Glossary Average word weight Legal docs

Terminology: What, Who, When, Why? Definition • What should be included? Validation • Who should validate US terminology? Translation • Who should translate? Check translated terminology Fe ed ba ck • When should validate? Localization loo p Market release

Words for Domestic and Global SEO FRED

Optimizing Global SEO (Searching with Words) Fred Hollowood Research Director

Don’t try to “Beat the System” 1996 • Pages ranked primarily using “on-the-page” criteria 1998 • Pages ranked primarily using “off-the-page” criteria 2000 • Page. Rank would generally be updated monthly and rankings would fluctuate accordingly. Focus = high PR links 2003 • Florida Update: Google cracked down on manipulative tactics by inventing a way to detect over-optimized pages 2004 • Brandy Update: Google emphasized Latent Semantic Indexing – the idea of using synonyms on your website 2005 • 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, Ad. Sense 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 Google. Bot affected the way Google dealt with links 2007 • Universal Search: Brought together images, videos, news, maps, and websites into a single set of results. 2009 • 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 2010 2011 • 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 20

Keep in Mind: You Have 2 Audiences Matt Cutts SEO Localization World Paris June 2012 21

Terminology – Filtering Key Concepts Terminology management 20, 000 annual words 6000 core terms to date SEO Localization World Paris June 2012 22

The Challenge of SEO Core terms No conflict Dominant SEO Findability 6000 Marginal SEO Comprehensibility SEO Localization World Paris June 2012 23

SEO Term Classification New Terms in SEO • • Not alternates to core terminology Express groups of concepts Higher levels of abstraction Terms we don’t use for comprehension Dominant terms in SEO • Strong alternates to core terminology Marginal terms in SEO • A list of alternate terms • Frequency is changeable SEO Localization World Paris June 2012 24

Bot Behaviour <!DOCTYPE html PUBLIC "-//W 3 C//DTD HTML 4. 01 Transitional //EN" "http: //www. w 3. org/TR/html 4/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="bottomborder 3"> <b class="trbottom"><b class="br 4"></b> <b class="br 3"></b> <b class="br 2"></b> <b class="br 1"></b> </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> <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: . 8 em"></div> <div style="clear: both"/> </div> <script src="/script/omniture/20110609/s_code. js" language ="javascript" type="text/javascript"></script> SEO Localization World Paris June 2012 25

Page Strategy Text optimised for search: Introductions General Descriptions Text optimised for comprehension: Procedures Lists of Directions Customer Assistance Information Code segments: Procedures Lists of Directions Customer Assistance Information SEO Localization World Paris June 2012 26

Target Page Elements Title tag Meta description Body text Page headers File names URLs Directories Link anchor text SEO Localization World Paris June 2012 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 27

Discussion SEO Localization World Paris June 2012 28

Thank you! Fred Hollowood fhollowood@symantec. com 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

Words in After-Sales DIEU

Localization for Post-sales Support Key Content Types in the Cisco Support Experience Technical Documentation (Tech. Docs) Field Notices & Security Alerts Support Articles (Global/Local) Community Content (UGC) Localization World Paris June 2012 Why LESS THAN SATISFIED w/ technical documentation (TOP 3) Reason of low satisfaction # Reply hard to find on Cisco's website 91 Information is not provided in my preferred language 73 It is not clear which features are supported on a particular application or platform version % 52. 6 % Verbatim Comments Lack of document 22 Website 12 9 42. 2 % 8 5 55 31. 8 % 3 1

Localization for Post-sales Support Related Initiatives and the Importance of Terminology • More local support content available to users • Multi-lingual terminology provides additional means to find content…even if not 100% quality in local language • Optimized source content expands ability to support localized content coverage • MT lowers cost and cuts time to market • Standardize English source terms and centrally manage multi-lingual terminology • Support consistency across native and non-native writing community Localization World Paris June 2012

Words in a Social World FRANCIS

FOLKSONOMIES Community Terminology and Community Tagging Increased content intelligence to improve… 1. CSAT = User Experience + Functionality 2. Engagement/Loyalty = Branding + Advocacy 3. Revenue = Retention + Conversion Through effective terminology life cycle mgmt for § § § Improved Search Insightful Discovery Predictive and Prescriptive Mining Results

FOLKSONOMIES Seed/Tag/Learn Terminology Search, Discover, Mine MARKETING Product UI/Doc Knowledge Base Community Help Forums Training TV Case Notes Support Chats Marketing Messages SEO/Product Pages Online Stores Social Mining Trending topics Influencers Sentiments SUPPORT “PRODUCT” Content Search Content/User Matching Collaborative Creation Sentiment Forecast

You! DISCUSSION

To take away • Words are important, more important than ever • The different lives of words need to be connected and collaboratively nurtured