WEBVTT

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DMOZ or the world before Google

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Before there was Google, 
DMOZ was used to find content on the web.

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The older generation 
will probably remember it.

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It was a kind of
yellow pages for websites.

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So, you had a category,
that you clicked on

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and then the addresses
of the websites were listed.

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The keyword period

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Around 1998,
everything started

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to revolve around
SEO optimisation,

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but not around
the content of websites.

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It was important
to include the keyword

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as many times as possible
in the content itself.

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In a few relatively short paragraphs

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you could have a keyword
written 30, 40 times.

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But even more importantly,

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you had to include it more times
than your competitor.

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So you're basically...

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That's how your website ranked higher 
than those of your competition.

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Are keywords still the number one thing 
when it comes to content?

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I regret to say
that I still see this mentality

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in my work today.

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People think that it is still necessary

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to include a lot of
these keywords in web content.

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The quality of the content itself
loses its importance, you see.

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I know that I have done
reviews for some clients,

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and they used the same keyword

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maybe 10, 15 times in five sentences.

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This is called "spam".

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So if you are still doing it,
stop doing it

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because Google has been penalising
websites like that since 2003

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and you will lose some credibility
in terms of your positions.

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Who are Panda and Penguin?

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Whereas before,
content was kind of lagging

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behind all that
optimisation and likeability,

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in 2011 and 2012,
Google became our ally.

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It introduced its two big algorithms,
Panda and Penguin.

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These two animals continue to influence

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how content is created
and still influence

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whether our website will be
rewarded with high positions

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or whether, in fact,
the content will have a negative impact

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on the position of the website.

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How has Google Panda changed 
the content of websites?

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Panda is all about
the quality of the content itself.

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In fact, with the Panda algorithm 
Google started

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and wanted to distinguish between pages
that had high quality content

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and those
that neglected it.

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Behind the algorithm,
it started to ask:

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Is the author of the content credible?

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Have they included multiple perspectives
in the content itself?

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And basically, how many
textual errors are there in the content?

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Would you share that content 
with your friends?

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Would you trust that content?

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Would you give your credit card
to an online shop, for example?

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And there were absolutely
many more such questions,

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I’ve named just a few of them.

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You can guess,
what happened.

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There was a literal collapse
even here in Slovenia.

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What does this mean?

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Overnight, websites lost visits, 
lost traffic.

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Why?
As I said before,

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because for almost decades
all that mattered was some keywords

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that were put in
and external links,

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and nobody focused
on the quality of the content itself.

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How will communication shape 
the success of companies?

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I see the future
in a personalised content,

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in some kind of genuine 
emotional connections.

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And not just on websites
or social media,

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but also when someone
calls support,

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in what way
will they get an answer?

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When someone writes an email,
what kind of reply do they get?

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Meaning that companies need
to start looking strategically

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at what content they are going
to give to the user

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who needs them
at that moment.

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Some have already made a start,
and I have to say

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that they are leaving 
the competition behind.

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Web content is more than just text!

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I have to say that the content of websites
is improving every year.

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It is changing,
adapting to trends.

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I’m particularly pleased that companies
have started to look for experts

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to help them write
or design web content.

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And that content is not just text.

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Content is video, audio,
charts, GIFs.

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And it doesn't have to be all text,

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let's have some data, for example,
that have been collected,

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turned into charts.

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When to bring in a web content expert 
on the project?

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There is some advantage in having 
a designer and a content designer

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working together before the actual
website is built.

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Because, unfortunately, 
many times it is still the case

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that the designer creates a design

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and then we, the content designers,
have to adapt the content on the basis of that.

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We can't say everything
we want to,

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and sometimes
important pieces of information are cut.

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Companies that bring together
the designer and the content designer

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will win.

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When evaluating the projects for Netko
I have also seen

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that many companies
have refreshed their websites

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in terms of design,
but not in terms of content.

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And then this website
looks like it is made of two parts.

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Content and design don't work together.

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They look as if they are in fact
two separate things.

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Which content on websites 
needs the most attention?

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Where else do I see room for improvement?

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Especially in the content
for children and young people.

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Not enough attention is paid to them.

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I can understand why, though.

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Because they are
very difficult to describe.

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You might ask, how come?

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At the end of the day, content is content.
But it's not true, right?

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This content for children and adolescents
must first be adapted to the child,

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to give them some information
that they will like.

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Secondly, it's necessary to convince
the parent of this content.

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Only information that is truly verified
should be provided.

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Content must include all perspectives.

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These can, of course, be positive,
but they can also be negative.

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And these negative perspectives
must be delivered with sensitivity.

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Because too much content
is negative and critical,

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which we all know can affect
our children's mental health.

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Advice from a web content expert

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As I mentioned,
review your website content.

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Turn a text into
video or charts.

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Call your designer and content designer.

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Get them at the same table
and come up with a concept.

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Focus essentially on quality,
not solely on volume.

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It's perfectly clear to me that you need
to write news, articles, blogs,

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just find a balance
that is appropriate for you,

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so that it doesn't all become
spam, intrusive.

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My biggest piece of advice
to you as content creators is

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that every project you get,

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you should create content for
as if it were your dream project.

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It's as if the company, the brand,
depends on your content.

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Content is power.

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After all, what good is
having a beautiful shell,

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a gorgeous armour,
if there is no pearl inside.

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Technologies that will affect 
the development of web content...

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That which will shape some content trends

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will definitely be artificial intelligence

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enabling easier and faster
content processing,

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and the so-called
"voice search".

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We are already seeing this emerging
in the English-speaking markets.

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It has not yet happened here,

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but I think it’s going to
some time in the future.