1. The Benefits of Taxonomy in Content Management
Andrew Maisey
Head of Professional Services

2. Benefits of Content Management
By divorcing the presentation from the content you get guaranteed consistency
[Show Immediacy editor focussing on a rich template e.g. STEP]

3. Benefits of Content Management
Attractive browser-based interfaces are used by multiple concurrent users to create lots of pages
[Show Immediacy editor tree structure of BVCB]

4. Benefits of Content Management
While workflow brings control to the creation, management and publishing of those pages
[Show Immediacy admin of Ashgate]

5. Commercial-in-Confidence
While it’s easy to create lots of pages of content – how do you best organise them?
A good sitemap is required
[Show picture of a rich sitemap]
Commercial-in-Confidence

6. Designing the sitemap
A good sitemap comes after an analysis of the different personas who may come to the site and their information needs
[Show pictures of personas]
The result of this is a draft sitemap that then needs to be reviewed to ensure that the most important information needs are catered for

7. One sitemap is never going to meet everyone’s needs – the content needs to speak for itself
[Content speaking]
Enter site search!
[Picture of site search boxes from different sites]

8. Search saves the day?
But what do you allow users to search for – everything?
When a potential customer searches for a product, do you want the forum page on which a customer moans about a product deficiency to be shown in the results above the product landing page?

9. Search is content based
Whatever products you deploy search is only as good as the words in the query and the words in the content
[Amazon journey looking for CDs by Rush]
Our minds discover information differently from the way search retrieves content – there must be something to supplement sitemaps and search

10. Taxonomy
Taxonomy refers to the effective structuring of content within a defined scope to facilitate easy and accurate access. Can mean:
A directory listing or site map
Taxonomy as a classification system, thesauri, or controlled vocabulary
Web development mindset
Information science mindset

11. By associating content with categories or concepts we can access that content in new and more intuitive ways so that visitors to our website can find what they are looking for and what we want them to see amongst the noise of a blunt search
[Show NCC’s FAQs]
[Show Amazon journey to Rush] 11

12. Taxonomy benefits
By associating content with categories or concepts we can enrich the page with additional controlled vocabulary which is an aid retrieval both from within the site and from external search engines.
[Show TCM] 12

13. By associating content with categories or concepts we can enrich the page with additional controlled vocabulary which is an aid to SEO and improves the chances of a customer coming to my site ahead of yours
[Show Google search for something that returns HJA e.g. personal injury]
Commercial-in-Confidence
Commercial-in-Confidence 13

14. Enter taxonomy!
[Pictures of taxonomy browse from different sites]

15. Today’s CMS vendors deliver infinite page creation capability with consistency and control
[Pictures of Vendors]

16. Benefits of Taxonomy in Content Management
But to improve the chances of that content being found through search it needs controlled vocabulary enrichment
[Google results of something else where a site is found by a search term – Power Windows?]
Commercial-in-Confidence

17. The Benefits of Taxonomy in Content Management
And to improve the chances of that content being found on the site there needs to be multiple navigation routes that make sense to the customer
[More e-Commerce sites/BBC]

18. Commercial-in-Confidence
Taxonomy lets the content speak for itself
[Speaking content again]
Commercial-in-Confidence

19. The Benefits of Taxonomy in Content Management
Andrew Maisey
Head of Professional Services