Speaker: Rahel Bailie (UK), Scroll
What goes around comes around, the saying goes, and this time, it is content going back to basics in order to keep up with the new techniques demanded of search engines in their quest to deliver more relevant answers.
Content findability, whether off-site, on-site, in knowledge bases or elsewhere, grows in importance as search engines develop better algorithms and as consumers become less tolerant of fruitless searches. We're at the junction of marrying compelling copy to smart markup - in other words, creating intelligent content. Search engines, in particular, want to promote this content - when they can find it.
As content producers, how do we keep up? It's not as hard as you might think. Combining some best practices of communication theory with some new practices of intelligent content can boost our content enough to have serious business impact.