Linz, late January 2012 – a business meeting with a marketing agency. The agency has designed a well-structured web portal for a large company. The problem: Standard search machines, in particular the one provided by CMS, are unproductive and don’t consider the website’s sophisticated structure. The best example: enter the search term “product” and the search delivers no results, even though product is its own category on the site. Even if the search produces a result for another term, there’s nothing more than a “relatively un-motivating list of links”, not really much help to a website visitor. Subjectively speaking, this is the core problem of most websites that I know, in particular those who only use the standard search capabilities of the CMS system.
There is of course a remedy, a keyword that has already been talked to death but that’s worth a mention again anyway: semantics! The possibilities that semantics open up offer ingenious added value to any web portal.
Using semantics means understanding websites
1. Use of the existing website structure
Website designers nowadays have a wide range of possibilities to make their site semantically more valuable. For example, with instruments such as Meta tags, Dublin Core, HTLM5 and MicroFormat/MicroData and breadcrumbs etc.
2. Automatic indexing of articles with the main topics of the site
Mindbreeze InSite recognizes connections and automatically derives suitable topics/keywords for the site.
3. InSite optimizes the website for the designer
You can discover what your website visitors are looking for and directly address the expectations of the user/visitor via “Information Pairing“ and ”Actionable Intelligence“.
4. InSite gives the visitor „insight“
The best search machine is one that doesn’t attract attention but that simply always delivers the right results. Individual, personalized, exact and relevant. Wherever and whenever. It knows what the customer wants and leads them with pinpoint accuracy to the relevant information. Your search environment becomes your center of knowledge.
So back to my meeting with the marketing agency. They’re impressed and want to show the result to their customer.
PS: For those of you that have fun understanding the technical background on Microdata, should watch the following video:
you can read more from Fallmann about efficient Web site semantics solution:
The best search machine is one that doesn’t attract attention but that simply
always delivers the right results. Individual, personalized, exact and
relevant. Wherever and whenever. It knows what the customer wants and leads
them with pinpoint accuracy to the relevant information. Your search environment
becomes your center of knowledge. [...]