Four Techniques to Increase Content Quality
with Less Staff
Using Synergies Between Content Management and Enterprise Search
Avalon Consulting, LLC
• Founded in 2003, Avalon Consulting, LLC helps large organizations manage, find, present, and take action on their enterprise content
• We deliver fast, effective, and innovative solutions through– technical expertise & thought
leadership – a highly-interactive working
relationship with our clients– deep knowledge of web enterprise
systems and requirements • Our success with our clients shows in
our rapid growth (#818 on the Inc 5000)
Manage
Find
Present
Act
Increase Content Quality
The Need The Problem The Solution
Good cross-linking between content
Too much content to manually relate
Assisted linking
Better meta-data for faceted search
Too much content to manually tag
Distant meta-data
Content integration from many back-ends
Resistance to back-end centralization
Virtual documents
Structured content integration
Systems with no back-end connectors
Smart spiders
3
Scenario
• Public product information website• 15,000 content items including product
datasheets and informative articles• Steady news stream including press releases,
newsletters, and blogs• 200 products with attributes spread across SAP,
WCM, 3rd party VAR catalog• Users want integrated views of content• 50 search / navigation facets desired
4
Increase Content Quality
The Need The Problem The Solution
Good cross-linking between content
Too much content to manually relate
Assisted linking
Better meta-data for faceted search
Too much content to manually tag
Distant meta-data
Content integration from many back-ends
Resistance to back-end centralization
Virtual documents
Structured content integration
Systems with no back-end connectors
Smart spiders
5
End-Users Value “See Also”
Related ItemsRelated Items
Assisted Linking
• The Need– Provide end users valuable “See Also” links– Maximize return on editorial content– Increase user engagement, improve conversions
• The Problem– Manually finding related content takes too long
• The Solution– Widget in WCM connects to search engine or Baynote– Search engine (new content) or Baynote (popular
content) provide suggestions for related content– Editor quickly approves the best suggestions
Automatic Related Objects Widget (AROW)
Or just approve suggestions…
Or just approve suggestions…
Manually Find…Manually Find…
Increase Content Quality
The Need The Problem The Solution
Good cross-linking between content
Too much content to manually relate
Assisted linking
Better meta-data for faceted search
Too much content to manually tag
Distant meta-data
Content integration from many back-ends
Resistance to back-end centralization
Virtual documents
Structured content integration
Systems with no back-end connectors
Smart spiders
9
Meta-Data for Faceted Search
Distant Meta-Data
• The Need– Faceted Search / Navigation to improve
content findability• The Problem
– Manually tagging high-volume content is expensive and error-prone
• The Solution– Meta-tag only high value content– Ensure meta-data is visible to end-users– Relate high-volume content to high-value
content– High-volume content inherits meta-tags– Reduces errors from manual tagging– Less work + better quality!
Meta-Data
High-ValueDocument 1
Meta-Data
High-VolumeDocument 1
Meta-Data
High-VolumeDocument 2
Meta-Data
High-VolumeDocument 3
ManualTagging
Related DocumentsInheritMeta-Data
Increase Content Quality
The Need The Problem The Solution
Good cross-linking between content
Too much content to manually relate
Assisted linking
Better meta-data for faceted search
Too much content to manually tag
Distant meta-data
Content integration from many back-ends
Resistance to back-end centralization
Virtual documents
Structured content integration
Systems with no back-end connectors
Smart spiders
12
Virtual Documents
• The Need– Users want an integrated view from multiple sources
• The Problem– WCM tools only deliver content under management– Organizational resistance to centralizing content sources
• The Solution– Search engines are good at indexing content from
multiple sources
13
– Read-only index is perfect for integration
– Search APIs are great for content delivery
Increase Content Quality
The Need The Problem The Solution
Good cross-linking between content
Too much content to manually relate
Assisted linking
Better meta-data for faceted search
Too much content to manually tag
Distant meta-data
Content integration from many back-ends
Resistance to back-end centralization
Virtual documents
Structured content integration
Systems with no back-end connectors
Smart spiders
14
• Used to require complex PERL or Java• Now there’s simpler XQuery, Kapow, others• Great for content migration / aggregation• Empowers structured search
Record 1
Record 2
Record 3
Search Engine
Smart Crawlers / Web Extraction
Web Page 1
Increase Content Quality
The Need The Problem The Solution
Good cross-linking between content
Too much content to manually relate
Assisted linking
Better meta-data for faceted search
Too much content to manually tag
Distant meta-data
Content integration from many back-ends
Resistance to back-end centralization
Virtual documents
Structured content integration
Systems with no back-end connectors
Smart spiders
16
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