Our online world today is rife with material to read, peruse, devour, skim or *insert your preferred level of intake here*. As such, the consumer desire to easily locate relevant content—be it Star Trek fan fiction or a motorcycle maintenance guide—has never been greater. When audiences can easily grasp what information is available and how to find it, the odds that they will sit still longer and even—if we’re lucky—return to the content improve considerably. This is where Search Engine Optimization (SEO) comes in handy, enabling content consumers to conveniently find relevant information through topical browsing and targeted keyword search. It’s also an incredible tool that ensures brands’ information is in the right places—for the right visitors. 50k recently shared its perspective and approach to designing for SEO in Computer Arts magazine. The article, available on newsstands now, introduces our previous work with Sappi to new audiences, along with our multidisciplinary view of content, design and their intersections. Online soon, please enjoy our Technical Architect Adam Innes describing the process for bringing Sappi etc. to life in the meantime:


“Once you become the industry leader, the real work begins. For designers and printers the world over, Sappi sets the standard for fine-coated paper. Through integrated campaigns, creative strategy, educational materials, online tools and more (which are delivered via print and digital channels, of course), we help Sappi tell its story.


Sappi etc. is an education, training and consulting website that gives people access to more than a century of its rare historical documents, detailed case studies and expert technical advice. The site offers a wealth of knowledge, is free and fully searchable in crystal-clear 600ppi resolution and brings everything online that design and print industry professionals need in order to work smarter, faster and more effectively.


Sappi wanted this site primed to support both topical browsing and targeted keyword searching, and so we did front- and back-end development to make that possible, particularly in the use of optical character recognition (OCR). This meant that every word on every page would be searchable.


From the Sappi website, users can sort results by list or gallery. They can shelve complete selections or individual pages to read later, or share now via social media. They can also download PDFs, watch the latest videos, browse event calendars and curate a personal library.
In short, we have created a website to support different user needs, speeds, styles and preferences, which puts Sappi and search right at the heart of the experience.”