give your dita wings with taxonomy & modern web...
TRANSCRIPT
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Give Your DITA wingswith taxonomy & modern web design
Joe Pairman
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What do we all want?
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What do we all want?
~ Free beer
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What do we all want?
~ Free beer~ We want our content to be effective
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What do we all want?
~ Free beer~ We want our content to be effective~ …for which it needs to be found and viewed
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Where will our content be found?
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Where will our content be found?
~ On the web
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Where will our content be found?
~ On the web~ Via a search engine
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Where will our content be found?
~ On the web~ Via a search engine~ One client:
80% of pageviews come from organic search
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Where will our content be found?
~ On the web~ Via a search engine~ One client:
80% of pageviews come from organic search~ From experience, this is very typical
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Agenda
~ What are Google and other search engines looking for?~ How does DITA meet those needs
(and of course, those of users!)~ What is DITA missing that taxonomy can bring?~ What further markup help do search engines need
(Schema.org)?~ How do we produce that markup scalably?
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What kind of pages do Google / other search engines rank highly?
~ Highly “designed” sites?
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What kind of pages do Google / other search engines rank highly?
~ Highly “designed” sites?~ Actually, mobile-friendly
sites
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What kind of pages do Google / other search engines rank highly?
~ Highly “designed” sites?~ Actually, mobile-friendly
sites~ Fast-loading sites
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What kind of pages do Google / other search engines rank highly?
~ Highly “designed” sites?~ Actually, mobile-friendly
sites~ Fast-loading sites~ Alternative pages with
extremely simple HTML
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If fancy visual design isn’t important, what is?
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If fancy visual design isn’t important, what is?
~ Content itself, for a start
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What kind of content gets ranked highly? (and found)~ Purposeful content~ Content that matches users’ intent~ Specifically, one of four intent types:
– “I want to know”– “I want to go”– “I want to do”– “I want to buy”
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What kind of content gets ranked highly? (and found)~ Purposeful content~ Content that matches users’ intent~ Specifically, one of four intent types:
– “I want to know”– “I want to go”– “I want to do”– “I want to buy”
~ Two of these probably match what our content is aiming at
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DITA to know; DITA to do
Concept~ ‘Concepts provide background that
helps readers understand essential information about a product, a task, a process, or any other conceptual or descriptive information.’— DITA 1.3 spec
~ Title and shortdesc are the narrow end of the pyramid
Task~ ‘…A task information type answers the
"How do I?" question by providing precise step-by-step instructions detailing the requirements that must be fulfilled, the actions that must be performed, and the order in which the actions must be performed.’— DITA 1.3 spec
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How do simple search results use DITA structures?
~ Title (main topic title + possibly the site name)~ Snippet (often 1st ≈170 chars of your shortdesc,
transformed to HTML meta description)
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Shortdesc is a very important chunk of info~ SERP link previews tend to use it~ It may improve ranking in the first place!~ For site search, link previews are just as useful
Apparently no shortdescsor equivalent
Shortdescs (as meta description & in page content)
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Well-structured procedural steps are important for “How do I do” intent
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Where goal-oriented DITA needs help
~ Each topic focuses on a goal~ But how do we analyse and keep track
of all user goals?~ Enter taxonomy
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Terminology: taxonomy
~ A way to keep track of things that are important to your organization
~ A way to keep track of names for those things~ A way to indicate some broad relationships
between those things
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What does a taxonomy look like?
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Taskonomy: simplifying by focusing on user tasks
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Taskonomy*: simplifying by focusing on user tasks*Not a made-up word:
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Taskonomy: simplifying by focusing on user tasks
Top-level tasks:~ Bridge roles, tools, and environments~ May correspond to usage lifecycle
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Insight deep in the hierarchyUsers needed to see content related to their task…
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Insight deep in the hierarchyUsers needed to see content related to their task…
…detailed procedures but also overviews/ scenarios
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Insight deep in the hierarchyUsers needed to see content related to their task…
…detailed procedures but also overviews/ scenarios
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Insight deep in the hierarchyUsers needed to see content related to their task…
…detailed procedures but also overviews/ scenarios
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Re-architecting content: a user goal or session per page /URL
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Re-architecting content: a user goal or session per page /URL~ Good for users~ Good for Google~ Good for site
search/browsing
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Focused pages reduce duplication & effort
~ From a comprehensive user guide per product
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Focused pages reduce duplication & effort
~ From a comprehensive user guide per product
~ To a single instance of each task, reducing product-specific instructions to installs, etc.
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Other benefits of taskonomy
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Top-level tasks used to unify the content
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Logic for auto related links~ More relevant than
fully automated related links
– Human-constructed thesaurus
– Human input in tagging
~ Far less creation & maintenance effort than manual links
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The small matter of publishing to the web
~ Two approaches: dedicated DITA portal / publish directly to Web CMS
~ Pros and cons for both~ Web CMS typically gives consistent branding /
SEO, and ability to show DITA next to related marcomms content
~ But DIY is very expensive
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AEM XML documentation add-onsolves many problems
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Search engines do face challengesGetting users to the right page, where there’s lots of content on similar subject matter
Finding useful snippets to show relevancy, where the page isn’t well introduced, or where the introduction uses unfamiliar language
Even finding relevant content in the first place, with specialized subject matter or different terms
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~ Helps Google find relevant results (good if yours are relevant!)
~ Can enable various richer search results…
Google’s guide on structured data (extra metadata to help search engines)
DITA metadata + inline taxonomy can help search engines too
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Google search features
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Schema.org~ Initiative started by Bing,
Google, Yahoo and later Yandex~ “to create and support a
common set of schemas for structured data markup on web pages. With Schema.org, webmasters and developers can learn about structured data and improve how their sites appear in search results”
~ It’s rather large now
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Schema.org~ Initiative started by Bing,
Google, Yahoo and later Yandex~ “to create and support a
common set of schemas for structured data markup on web pages. With schema.org, webmasters and developers can learn about structured data and improve how their sites appear in search results”
~ It’s rather large now
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Possible metadata for “offer” (price, etc.)
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How to generate this markup?
~ Tools such as Schema App can help with manual entry / relationships, etc.
~ They can also integrate with e-commerce platforms such as Shopify
~ But for granular content, it’s trickier…
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How about for more granular content?
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In DITA we already classify chunks of content
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In DITA we already classify chunks of content
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In DITA we already classify chunks of content
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Generating Schema.org markup automatically from DITA source
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Author in AEM (or any integrated editor)
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Add some simple metadata
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Generate output from the map as normal
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Push content to AEM publishing instance
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Push content to AEM publishing instance
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Published content
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Published content
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DITA task (specialized) > Recipe entity
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Data elements > totalTime and recipeYield
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List item in ingredients section > recipeIngredient
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Step in (specialized) task > recipeInstructions
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What does Google make of this metadata?
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Rich snippet: desktop search
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Rich snippet: desktop search
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Rich snippet: desktop search
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Recipe carousel: mobile search
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Recipe label: mobile image search
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Summary
~ Use DITA to really shape your information to its purpose– Don’t just chop books up into DITA-shape objects!
~ Use taxonomy, maybe taskonomy, to define, explore, and manage user tasks
~ Tag your content with taxonomy concepts for internal and external findability
~ Publish your content to the web. (Remember that 80%!)~ Consider Schema.org markup — talk to me!