tekom-Jahrestagung 2012 - ActiveDoc

Content Strategies
Search-Ready
The key to a successful content strategy is to get the right content to
the right people at the right time. But how? Many organizations expend
huge effort on portals and their infrastructure for content delivery. Unfortunately
the only content delivery channel which matters for most
customers is Google, or their favourite search engine. For most organizations,
content which is not findable by search engines is invisible.
How can you make sure your content is ready to be found by your customers?
We will look in detail at how the short fashion for crude SEO is
already losing effectiveness and what is replacing SEO as best practice
around making your content findable by your customers.
Until recently, search optimization was very much restricted to the domain
of marketing content. This has changed dramatically as companies
have realized that (a) many customers consult “after-sales” content,
before they buy and (b) that findability is in fact just as important in the
context of customer support.
Andrew.Bredenkamp@acrolinx.com
tekom-Jahrestagung 2012
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