Articles
Tag: optimizing content
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Why Some Content is Deliberately Complex
Sometimes, we are fools for complexity. When we hear complex language we can't help but be impressed, even when we don't understand what's being said.In Ben Goldacre's excellent book, Bad Science, he
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Hidden Power of Content
The influence of content on purchasing behavior is greatly enhanced online.
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Avoiding Search Engine Optimization Madness
Optimize for the searcher, not the search engine. Focus on your customers, not on the technology.It is incredibly important to get found when your customers search. However, it is even more important
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Web Content Migration: Disastrous Strategy
There is probably no worse strategy for an intranet or public website than content migration. It is doomed to failure from the very start.Joe the manager picks up a jug. Inside that jug is milk that i
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The Business Case for Deleting Content
The more you delete, the more you simplify. The more you simplify, the more you increase the chances of your customers succeeding on your website.I recently worked with an organization that had manage
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How Reliable is Your Customer Feedback?
Listening to customers is not enough. You must listen to the right ones. Is the feedback you are getting for your website truly reflective of the needs of the majority of your customers? Too often, we
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10 Keys to Success with Web Analytics
Web analytics has become increasingly mainstream. And with advent of web events vs. pages, video analytics and now the surge of mobile content metrics, the field has become a rather complex one. I'm s
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Is Web Content Localization a Race to the Bottom?
It often seems that the primary purpose of localization is to create unreadable English that is cheap to translate into unreadable German.A great many organizations do not believe content has any real
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Hidden Costs of Self-Service
A self-service website can only be effective when people can complete the tasks they came to complete. The toll booths on a motorway I regularly use were removed recently. In their place is an automat
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Obsessed by Technology
It's time for a more realistic view of technology. Human input is still useful, and in some situations essential. If you go to the bottom of the Google News homepage you will find the following statem
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Choosing the Right Classification Words
Climate change or global warming? Pandemic flu or bird flu? Learning or training? Should we choose the 'correct' words or the words people actually use?According to Google, every month an average of 3
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Block Reading: How We Read on the Web
We don't scan a webpage. Instead, we scan a particular block or section of it.I was working with a company who, based on research, had discovered a top intranet task. It was interesting that the web t
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How to Market to the Information Rich
The Internet thrives in information-rich societies. Traditional communications and marketing thrive in information-poor ones.The job of marketing and advertising was much easier in the Twentieth Centu
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Writing Website Headlines that Connect
Headlines can be extremely effective tools to engage your online visitors and entice them to gather more information about your products, services and business.Following are three guidelines to help y
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