The document discusses improving content quality on websites and other digital platforms. It defines what constitutes quality content and outlines aspects of quality such as being relevant, accurate, and structured. The document then provides examples of how an organization can work to improve its existing content through auditing content against quality standards, holding workshops, applying business rules to fill content gaps, and providing ongoing maintenance through regular quality checks and additional improvements.

1. Better Content
Easier to Find
Google + Xillio Seminar
12 December 2013

2. • Complex
Content Migrations
– Web
– Enterprise
• Powerful Tools
• Intimate
Knowledge of
Content

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

4. CONTENT
QUALITY

5. Defining Content
information
relevant to a user
in a specific context

6. 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

7. Users don’t like junk
Neither does Google

8. Aspects of Quality Content
RELEVANT

9. APPROPRIATE

10. 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

11. ON-TOPIC

12. Aspects of Quality Content
ACCURATE

13. TIMELY

14. CORRECT

15. UP-TO-DATE

16. Aspects of Quality Content
ACTIVATING

18. EXPLORABLE

19. SHAREABLE

20. Aspects of Quality Content
STRUCTURED

21. CHUNKED

22. This is
metadata.
LABELED

23. ACCESSIBLE

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

25. GETTING
TO CARING

26. FAMILIAR CONTENT APPROACH
All efforts
put into
optimizing
a dozen
pages
Vast majority
of content
below quality
standards

27. DANGEROUS APPROACH
Risks of
neglection

28. The most popular
browser button

29. $ 1 Billion Content Error

30. Deal or no deal?

31. DESIRED
Ensuring
ALL content
conforms to
the quality
standards
APPROACH
Cutting
the long
tail short

32. Basics first,
strategy second

33. DESIRED
All remaining
content is:
 relevant
 accurate
 activating
 structured
OUTCOME

34. SEARCH STRATEGY

35. Improved search | Scenario 1
• Relevant search results from an unstructured source
• (Additional) metadata in GSA through entity recognition
• Xillio can help implement

36. 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

37. 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

38. 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

39. Example | Deduplication
Compare
• File name
• Metadata
• Date last edited
• Version
• Contents

40. Example | Metadata enrichment
Source Field
Target Field
Action
Title
Title
Standardize
Keywords
Keywords
Author
Author
Document Date
Document Date
Division
Check Active Directory
Recognize
Location
Topic
Partly automated,
partly manual
40

41. Thank you
www.xillio.com
twitter.com/xillio

42. 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/