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DeepCrawl Site Search Webinar 14 Nov 2018 - JP Sherman

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Learn how using your site search and the data collected from it can become a multiplier for your marketing.

Veröffentlicht in: Marketing
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DeepCrawl Site Search Webinar 14 Nov 2018 - JP Sherman

  1. 1. SITE SEARCH AS A MARKETING FORCE MULTIPLIER JP SHERMAN MANAGER OF SEARCH & FINDABILITY @JPSHERMAN A WEBINAR
  2. 2. A SHORT INTRO I connect people to the information they’re looking for. @jpsherman @deepcrawl #deepcrawlwebinar A global enterprise software company with an open source development model.
  3. 3. EXISTENTIALIST CONSIDERATIONS @jpsherman @deepcrawl #deepcrawlwebinar I first got involved in search technology in 1997 for US Army Special Operations PSYOP (Airborne) I studied Biology & Anthropology with a focus in behavioral science. I’ve worked for large agencies & small agencies I’ve worked as an in-house SEO I helped build a startup that was a search engine for video games Now, I run search & findability for Red Hat
  4. 4. ONSITE SEARCH WHY IS IT IMPORTANT? HOW DO WE MEASURE IT? WHAT DO WE DO WITH IT?
  5. 5. FINDABILITY THE BEHAVIOR IS THE SAME THE PLATFORM HAS SPLINTERED @jpsherman @deepcrawl #deepcrawlwebinar
  6. 6. @jpsherman @deepcrawl #deepcrawlwebinar ONSITE SEARCH LESS THAN 18% OF ORGS DEDICATE RESOURCES TO ONSITE SEARCH
  7. 7. @jpsherman @deepcrawl #deepcrawlwebinar USER ABANDONMENT 55% of users Will abandon your site if they cannot find what they’re looking for immediately.
  8. 8. @jpsherman @deepcrawl #deepcrawlwebinar USER ABANDONMENT LESS THAN A SECOND AWAY...
  9. 9. THINGS NOT FOUND CANNOT CONVERT. IF THEY CAN’T FIND IT, THEY’RE GONE. LOST REVENUE @jpsherman @deepcrawl #deepcrawlwebinar
  10. 10. WHEN IT WORKS DO BALLOONS DROP? @jpsherman @deepcrawl #deepcrawlwebinar
  11. 11. @jpsherman @deepcrawl #deepcrawlwebinar THAT’S THE EXPECTATION.
  12. 12. THEY REMEMBER... A good site-search experience is what’s expected. A bad site-search experience is remembered @jpsherman @deepcrawl #deepcrawlwebinar
  13. 13. @jpsherman @deepcrawl #deepcrawlwebinar THIS IS WHY
  14. 14. @jpsherman @deepcrawl #deepcrawlwebinar Amplifies Multiplies Assists Informs ONSITE SEARCH IS CRITICAL
  15. 15. @jpsherman @deepcrawl #deepcrawlwebinar MEASURING ONSITE SEARCH
  16. 16. KEY CONCEPTS @jpsherman @deepcrawl #deepcrawlwebinar FINDABILITY ACTIVE BEHAVIORS PASSIVE BEHAVIORS FEATURES RESULT SET QUALITY
  17. 17. FINDABILITY How to Measure Findability ◆ What People Do ◆ How People Behave ◆ How People React ◆ Content Presented @jpsherman @deepcrawl #deepcrawlwebinar
  18. 18. BUT FIRST - SOME SCIENCE @jpsherman @deepcrawl #deepcrawlwebinar Search Behavior is Always On Passive Search Active Search
  19. 19. BUT FIRST - SOME BEHAVIOR @jpsherman @deepcrawl #deepcrawlwebinar Users Scan Results with a Purpose & Intent This Means: In the Second a User Sees Your Snippet, Acceptance and Rejection Criteria are Applied. The Perception of Value Must be Immediate to Entice a User to Take an Action
  20. 20. BUT FIRST - SOME BEHAVIOR @jpsherman @deepcrawl #deepcrawlwebinar Great Results, Right?
  21. 21. BUT FIRST - SOME BEHAVIOR @jpsherman @deepcrawl #deepcrawlwebinar
  22. 22. ACTIVE BEHAVIORS The measurements are simple to understand, but it’s the nuance that tells the story @jpsherman @deepcrawl #deepcrawlwebinar You’re Probably Familiar ● Keywords ● CTR ● Conversions ● No Results ● Zero Clicks ● Instances
  23. 23. DEFINING “KEYWORD” @jpsherman @deepcrawl #deepcrawlwebinar KEYWORDS AREN’T JUST A BAG OF WORDS. THEY’RE VEHICLES THROUGH WHICH A USER’S INTENT IS EXPRESSED.
  24. 24. TYPES OF KEYWORDS HIGH VOLUME, LOW INTENT KEYWORDS Keywords High Freq/ Low Intent Example Queries: ● Bikes ● Software ● Smart phones ● College ● Finland ● Books ● Laptops ● Elections This is the top of the funnel search behavior. User Intent Isn’t Specific ● Information ● Ideas ● Knowledge ● Type Selection ● Familiarity ● Definitions ● Topic Review @jpsherman @deepcrawl #deepcrawlwebinar
  25. 25. Keywords Low Freq/ High Intent Example Queries: ● Download latest iTunes ● Stream The Clash ● Pictures of cats in baskets ● Vietnamese food near me ● Spicy vegan taco recipes ● Supernatural monsters that drink human blood ● Latin name for ring-tailed lemur ● What does coulrophobia mean? There is no ambiguity in the searchers’ intent. User Intent Is Specific ● Take an action ● View specific thing ● Learn specific thing ● List based content ● Answers to a specific question @jpsherman @deepcrawl #deepcrawlwebinar TYPES OF KEYWORDS LOW FREQUENCY, HIGH INTENT
  26. 26. PASSIVE BEHAVIORS The measurements are simple to understand, but it’s the nuance that tells the story @jpsherman @deepcrawl #deepcrawlwebinar These generally require a bit of dev. ● Consumption ● Dwell Time ● Time from Query to Conversion
  27. 27. SEARCH FEATURES The measurements are simple to understand, but it’s the nuance that tells the story @jpsherman @deepcrawl #deepcrawlwebinar Things on a SERP ● More Like This ● Facets ● Knowledge Graphs ● Query Suggestion/ Completion
  28. 28. WHAT ARE SEARCH FEATURES? @jpsherman @deepcrawl #deepcrawlwebinar AUTOCOMPLETE/ AUTOSUGGEST FACETS KEYMATCH KNOWLEDGE GRAPH NATURAL RESULTS
  29. 29. FEATURE CTR & FINDABILITY @jpsherman @deepcrawl #deepcrawlwebinar 26% 32% 12% 68% 71% 53% Feature CTR Weighted Findability Score
  30. 30. WHAT’S A GOOD CTR FOR ONSITE SEARCH? Users have very high expectations… (thanks Google) CTR < 75% CTR > 75% @jpsherman @deepcrawl #deepcrawlwebinar
  31. 31. RESULT SET QUALITY The measurements are simple to understand, but it’s the nuance that tells the story @jpsherman @deepcrawl #deepcrawlwebinar Content Shown on a SERP ● Average Rank ● Content as Impression ● Keyword CTR ● Consumption/ Conversion from Keyword
  32. 32. DEFINING FINDABILITY @jpsherman @deepcrawl #deepcrawlwebinar Findability The ability of a person to find what they’re looking for quickly and with minimal effort Relevance The ability of an information retrieval system to deliver the content that matches the user’s intent.
  33. 33. MEASURING FINDABILITY The Likelihood a Human Will Find What They’re Looking For @jpsherman @deepcrawl #deepcrawlwebinar Findability Active Behaviors Passive Behaviors Search Features Result Set Quality
  34. 34. HOW TO IMPROVE SERP The SERP is the first thing users see after a search & impressions are critical @jpsherman @deepcrawl #deepcrawlwebinar SEARCH EXPERIENCE OPTIMIZATION ● SERP Design ● Snippet Design ● Contextual Bias ● Search Features ● Respect Users’ Time
  35. 35. IMPROVEMENTS: AUTOSUGGEST Autosuggest is recommending queries that the user may be looking for. @jpsherman @deepcrawl #deepcrawlwebinar Starting with the Search Experience
  36. 36. IMPROVEMENTS: AUTOSUGGEST Autosuggest is recommending queries that the user may be looking for. @jpsherman @deepcrawl #deepcrawlwebinar Searches w/out autosuggest CTR: 42% CR: 3.9% Searches w/ autosuggest CTR: 57% CR: 5.1%
  37. 37. IMPROVEMENTS: AUTOCOMPLETE Reduce the steps between query and discovery @jpsherman @deepcrawl #deepcrawlwebinar
  38. 38. IMPROVEMENTS: AUTOCOMPLETE Reduce the steps between query and discovery @jpsherman @deepcrawl #deepcrawlwebinar Searches w/out autocomplete 6.3 seconds to click Searches w/ autocomplete 4.5 seconds to click
  39. 39. IMPROVEMENTS: ALTERNATE PATHS Search will fail. Give users easily recognizable alternate paths @jpsherman @deepcrawl #deepcrawlwebinar Users will experience a search failure. Giving users a way to refine, tips to search again, a place for feedback will improve the search experience. Users w/out assistance re-searched 33% Users w/ assistance re-searched 59%
  40. 40. IMPROVEMENTS: GEO CONTEXT Location can influence the intent of the user for the same keyword @jpsherman @deepcrawl #deepcrawlwebinar Keyword: Bike Tires Santa Monica Colorado Springs Location Bias Can Deliver Intent Road Bike Tires Mountain Bike Tires
  41. 41. IMPROVEMENTS: KNOWLEDGE GRAPHS @jpsherman @deepcrawl #deepcrawlwebinar Knowledge Graphs High Volume/ Low Intent Allows the user to immediately focus on what their intent is when it’s not clear in the query.
  42. 42. HOW TO IMPROVE RESULTS The Good News… Most of this, you already know how to do @jpsherman @deepcrawl #deepcrawlwebinar You Know This Stuff! ● Content ● Metadata ● Structured Markup ● Internal Links ● Relevant Titles ● UI/UX But there’s more. So much more.
  43. 43. SEO, BUT FOR ONSITE SEARCH The work you already do... @jpsherman @deepcrawl #deepcrawlwebinar But… Keyword Meta Tags for Onsite Search. It’s a Real Thing.
  44. 44. MEASURE CONTENT EFFICACY Measure the end results, then trace it back. @jpsherman @deepcrawl #deepcrawlwebinar Attributes of Content in an Onsite Search Context ● Keyword Universe ● Conversions ● Consumption ● Impressions ● Average Rank ● Clicks ● CTR
  45. 45. MEASURE CONTENT EFFICACY Measure the end results, then trace it back. @jpsherman @deepcrawl #deepcrawlwebinar Peach Pie Recipies Peach Pies Peach Pie Recipies Peach Pie Gallery Peach Pie Ideas Page Impressions Page Conversions Page Consumptions Average Rank 1000 6% 42% 6.5
  46. 46. MEASURE CONTENT EFFICACY Measure the end results, then trace it back. @jpsherman @deepcrawl #deepcrawlwebinar Peach Pie Recipies Peach Pies Peach Pie Recipies Peach Pie Gallery Peach Pie Ideas 200 600 150 50 Keyword Stats Impressions 1% 6% 0.05% 4% Conversions 7.2 1.5 2.2 8 Avg Rank
  47. 47. MEASURE CONTENT EFFICACY Measure the end results, then trace it back. @jpsherman @deepcrawl #deepcrawlwebinar Peach Pie Recipies Peach Pies Peach Pie Recipies Peach Pie Gallery Peach Pie Ideas De-boost keyword for low performance Keep page as is Content revision pipeline “why does this rank?” Work to increase rank in site search
  48. 48. TESTING… IS THIS THING ON? @jpsherman @deepcrawl #deepcrawlwebinar Me. At work I have an idea. Because I know things. I run tests. Now I know more things. Yay? TEST. ANALYZE. REPEAT.
  49. 49. TESTING… IS THIS THING ON? @jpsherman @deepcrawl #deepcrawlwebinar I FAIL. A LOT.
  50. 50. DISAMBIGUATION FOR SIMILAR SEARCHES Understand Where Your Customers Primarily Interact With You. @jpsherman @deepcrawl #deepcrawlwebinar
  51. 51. RIGHT... AGAIN WITH THE MOBILE. Understand Where Your Customers Primarily Interact With You. @jpsherman @deepcrawl #deepcrawlwebinar
  52. 52. TEN BLUE LINKS MAY NOT EVEN WORK Some products lend themselves to be more visual, or more comparative. @jpsherman @deepcrawl #deepcrawlwebinar
  53. 53. BLENDED SEARCH RESULTS Just display all the things @jpsherman @deepcrawl #deepcrawlwebinar
  54. 54. GOOGLE’S EXPECTATION HEGEMONY Look, it may seem that the ten blue links is what should happen @jpsherman @deepcrawl #deepcrawlwebinar I mean, Google wouldn’t do it unless it works right? Going against what Google does seems… wrong. Google is changing its SERP constantly
  55. 55. GOOGLE’S EXPECTATION HEGEMONY @jpsherman @deepcrawl #deepcrawlwebinar Be a heretic. Be an apostate. Serve only your customers.
  56. 56. KEY TAKEAWAYS TO IMPROVE ONSITE SEARCH Make a plan, make a change every month, measure it & repeat. It’s not that hard Change the Snippet Change the SERP design Add Contextual Information Measure, Measure, Measure Don’t forget, mobile is unique @jpsherman @deepcrawl #deepcrawlwebinar
  57. 57. WHAT IF YOU DON’T HAVE A SEARCH DEV TEAM? Onsite Search is proving its value over & over - there are options @jpsherman @deepcrawl #deepcrawlwebinar
  58. 58. THANK YOU Find me on Twitter @jpsherman

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