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  • Web Council - April 18, 2013
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(Sorry I did not get last month's meeting notes up. My agenda has been shall we say, active. )

Web Council - April 18, 2013
  • Announcements
    • Next meeting May 16
    • Drupal User Group meeting after each Web Council meeting
    • Campus calendar being replaced with a new, modern product that should allow many amazing things. We will hear about hopefully in May
    • Web Council meetings are being recorded with Tegrity. The video will be posted on the Web Council wiki (https://wiki.cac.washington.edu/display/uwweb/UW+Web+Council)
  • Search Engine Visibility - As a university we have a wealth of knowledge, world-renowned experts and public awareness at our fingertips. But we don't always leverage these resources, especially on the Web. Special guest Ian Lurie, CEO of local internet marketing company Portent, will discuss how we can best use our unique resources to increase search engine visibility.
    • Ways to make websites visible and how they can be applied to a university setting
    • Ian Lurie, @portentint, ian@portent.com
    • History of search
      • Early on, search turned marketing into a monster truck show
        • Disrupted the orderly process of marketing
        • Google was the only show in town
        • Goal became to get high ranking
      • Around 2005, everyone figured out it was about content
        • You actually have to say something
        • But people were loading up pages and posts with links to manipulate Google
        • Google gets grumpy
    • Google starts taking initiative, much less transparent than before
      • Sometimes Google takes away data ("not provided")
      • Hard to know how to do SEO and marketing
      • Search engines are trying to get back to just showing "significant" stuff
        • Search engines want to deliver significance; their revenue comes from ads so they need to meet people's actual needs
      • Significant - worthy of attention... to obsessed people who'll spread the word
      • Seth Godin has written about it on his blog (http://sethgodin.typepad.com/)
      • You can't get or buy significance
        • It happens because you are doing things that stand out to those compelled to respond
        • People respond, you begin to matter
      • Four Steps to take
        • Step 1: Stand out to the weird; find subsets to speak to them
        • Step 2: Be useful
          • Management lessons from Duck Dynasty; thought it would go ballistic, but didn't. Article was too high level
          • Here at the UW, we create tons of great information all the time
          • Answer questions, which means you need to know the questions
            • Keep in mind the Pareto principle (80/20 rule; 80% of the effects come from 20% of the causes
            • Google offers search query suggestions, based on past search queries
          • Quora (https://www.quora.com/) lets you follow questions people are asking
          • Ubersuggest (http://ubersuggest.org/) scrapes Google suggests and provides a database
          • Audience of the weird: MBA students guide to the Pareto principle
        • Step 3: Give your content a nudge; take it to the next step
        • Step 4: You need to reap the rewards
          • Maximize sharability; make it easy for people to add themselves to your world
          • You want the specific buttons for sharing, not just a share this button
          • People put awesome stuff on their sites, but do not make it easy to share
          • Respond; Alaska Airlines actively participates in social media, United does not
            • When you do respond, provide options
          • Provide as many different ways to keep in touch as possible
        • Step 5: Take Credit
          • Don't just link to newspaper article about your people doing things, link to their blogs directly
          • Google Authorship in Google+ (https://plus.google.com/authorship);
            • Helps you connect the flow among the stuff you offer
          • Google+ is something we all should start using
      • The Inevitable Question: Does it work?
        • Measure everything
        • Aggregate content by template type to get an idea of which templates work
        • Test everything
        • Crazyegg (http://www.crazyegg.com/) measures scroll distance on page
      • Mythinterpretations; assumptions people make that are not true
        • Weird Must = Bizarre
          • Weird is any passionate niche
        • I needs lots of links
          • Bad links are bad
        • I need to repeat my key phrase many times
          • Topics take care of themselves
        • There is no ROI
          • Social media is cheap, the payoff can be huge
      • Inspiration speech
        • This is hard
        • Can't quit
        • Always works
        • The significant shall inherit the Internet
  • Sitechecker & Accessibility - You've probably heard about a great tool that many of us use called SiteImprove that finds spelling errors and broken links on our websites. Did you know it also checks your site’s accessibility? Learn more from Gina Hills and Terrill Thompson, the UW’s IT accessibility specialist.
    • SiteImprove - Gina Hills
      • Looks for broken links, spelling, accessibility problems; doing a lot of leg work for us finding things on our many pages
      • Current license is only for 50,000 pages
        • First year, a number of offices contributed to costs; seeking more who can contribute
    • Two Years of SiteImprove - Terrill Thompson
      • Started in April, 2011
      • Currently have 54 websites; up for renewal
      • Provides accessibility data, based on W3C WCAG 2.0;
        • Requirements are not clear, but Department of Justice will be releasing guidelines in July
        • Gives summary; you can drill down to specific data by page
        • Lets you learn what needs to be fixed; then you fix it
        • Nice tool for getting to know about accessibility
      • How are we doing
        • 4265 broken links fixed in year 1
        • 2124 broken links fixed in Year 2
        • 1524 broken links introduced in year 1
        • Accessibility
          • 53,648 measurable level A errors
          • 7,985 measurable level AA errors
          • 25,279 mesurable level AAA errors
        • First Annual UW Siteimprove Awards
          • Most improved for broken links
            • Engineering
            • School of Public Health
            • UW Medicine
            • School of Dentistry
          • Spelling
            • Alumni
            • State Relations
            • UW Medicine
            • School of Dentistry
          • Accessibility
            • UW Medicine
            • Office of Minority Affairs & Diversity
        • Accessibility consulting available for Access Technology Center (atcenter@uw.edu)
  • Mobile Minute – A new feature starting this month!
    • Inviting people to share information sharing about their mobile projects
    • New mobile apps or websites
  • Code Camp - Get a short summary of what happened and how it went. Learn about our early expectations, insight into the ways we kept everything cheap and the overall success of the event. We'll also give you a sneak peak at some early survey numbers and take-aways from attendees.
    • Big success; good presentations, active interest groups, went from 10 a.m. to 3 p.m.
    • Conducted as an unconference; generated by the community, informal
    • Had over 200 attendees; most will attend again
    • Many people met people they had not met before
    • People want to do it again
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