Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.
GETTING BETTER INFORMATION 
FROM INTERNAL SEARCH 
Presenter: JP Sherman 
Title: Search & Findability Manager 
Follow me: @...
Search is a Journey that Starts Internally 
When Successful, It Ends With the 
Searcher Having More Than They 
Started Wit...
Statistics on Internal Search 
Up to 30 % of visitors use internal search ¹ 
1: http://bit.ly/1swVhSM 
For information & k...
Statistics on Internal Search 
Customers who make an internal search are 5x to 6x more 
likely to convert 
When compared t...
Statistics on Internal Search 
Only 15% of Companies Have Dedicated 
Resources to Improve Internal Search 
HOW TO GET MORE...
Search Behavior is the Foundation 
HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
Search Behavior Is Always On 
Active Search Passive Search 
HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JP...
Understanding Search Behavior 
Search Initiates With Desire 
HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @J...
Understanding Search Behavior 
From Desire, Search expresses itself as a query 
HOW TO GET MORE INFORMATION FROM INTERNAL ...
Understanding Search Behavior 
Desire Creates Expectation 
Expectation Creates Criteria for Acceptance 
HOW TO GET MORE IN...
Understanding Search Behavior 
People simultaneously process acceptance and rejection criteria. 
For every single result o...
Understanding Search Behavior 
Each Result is Measured Against These Search Criteria 
HOW TO GET MORE INFORMATION FROM INT...
Understanding Search Behavior 
The Searcher Accepts or Rejects Results 
Based on Internal Criteria, Influenced by Results ...
Measuring Search Behavior 
Measurement Leads to Understanding 
Understanding Leads to Control 
Control Leads to Improvemen...
Measuring Search Behavior 
Search behavior serves as context for search as measurable actions 
HOW TO GET MORE INFORMATION...
Measuring Search Behavior 
Measuring Search Behavior Falls Under 3 Categories 
Query 
Acceptance 
Rejection 
HOW TO GET MO...
Understanding Search Behavior 
Acceptance 
Identify the Conditions that Trigger Acceptance, Usually Measured 
by a Click 
...
Understanding Search Behavior 
Rejection 
Identify the Conditions that Result in a Non-Click. 
HOW TO GET MORE INFORMATION...
Understanding Search Behavior 
Termination 
The Searcher Accepts or Rejects the Results. 
This Behavior is Based on the In...
Measuring Search Behavior 
Questions to Avoid Data Overload 
What are the top things people are looking for? 
Priorities: ...
Measuring Search Behavior 
Questions to Avoid Data Overload 
Which keywords and content drive the most engagement? 
Priori...
Measuring Search Behavior 
Questions to Avoid Data Overload 
What are your top converting keywords and content? 
Prioritie...
Measuring Search Behavior 
An Analytics Recipe to Measure Search Effectiveness 
Keyword 
Any keyword refinements 
Rank of ...
When Measured, Search Failure is 
Awesome 
HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
Measuring Search Failure 
Which queries result in no clicks? 
Priorities: 
This is the beginning of improving UI/ UX and M...
Measuring Search Failure 
Which queries result in no results? 
Priorities: 
These are queries that return no or few result...
Measuring Search Failure 
ProTip 
Measuring Just the Click is 10% of the Story 
HOW TO GET MORE INFORMATION FROM INTERNAL ...
Measuring Search Failure 
There are 9 Other Results Other than the One Clicked 
There are 9 Other Results 
HOW TO GET MORE...
Measuring Search Failure 
Consider the “Non-Clicked” Results as Impressions 
Find the content that generates impressions b...
Improving Resolution & Detail 
Improving Search 
HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
Making Search Better 
Improving Resolution: 8 Bit 
Master the Basics of Measuring Search 
1. Practical Exercises 
o Use Po...
Making Search Better 
Improving Resolution: 32 Bit 
Intermediate Mastery 
- Measure the Time from Query to Conversion 
- C...
Making Search Better 
Improving Resolution: 128 Bit 
Mastery as Integration 
- Create Search-Oriented Microdata into Conte...
The Barriers to Entry Are Minimal 
Using Data to Improve Internal Search Starts With Data You’re Most 
Likely Collecting. ...
The Power Was With You 
This Whole Time 
HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
Thank You 
Questions? Comments? Threats? 
Reach out to me on Twitter, I’d be thrilled to chat more 
@jpsherman 
HOW TO GET...
Nächste SlideShare
Wird geladen in …5
×

Getting Better Data from Internal Search - Pubcon 2014

315 Aufrufe

Veröffentlicht am

Internal search is one of the best ways to get information on user intent. However, it's under-utilized and often ignored. Here's the basics you need to maximize your internal search efforts.

Veröffentlicht in: Marketing
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • Gehören Sie zu den Ersten, denen das gefällt!

Getting Better Data from Internal Search - Pubcon 2014

  1. 1. GETTING BETTER INFORMATION FROM INTERNAL SEARCH Presenter: JP Sherman Title: Search & Findability Manager Follow me: @jpsherman HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
  2. 2. Search is a Journey that Starts Internally When Successful, It Ends With the Searcher Having More Than They Started With HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
  3. 3. Statistics on Internal Search Up to 30 % of visitors use internal search ¹ 1: http://bit.ly/1swVhSM For information & knowledge based sites, that percent can be significantly higher. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
  4. 4. Statistics on Internal Search Customers who make an internal search are 5x to 6x more likely to convert When compared to customers who make no search. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
  5. 5. Statistics on Internal Search Only 15% of Companies Have Dedicated Resources to Improve Internal Search HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
  6. 6. Search Behavior is the Foundation HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
  7. 7. Search Behavior Is Always On Active Search Passive Search HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
  8. 8. Understanding Search Behavior Search Initiates With Desire HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
  9. 9. Understanding Search Behavior From Desire, Search expresses itself as a query HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
  10. 10. Understanding Search Behavior Desire Creates Expectation Expectation Creates Criteria for Acceptance HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
  11. 11. Understanding Search Behavior People simultaneously process acceptance and rejection criteria. For every single result on the SERP HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
  12. 12. Understanding Search Behavior Each Result is Measured Against These Search Criteria HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
  13. 13. Understanding Search Behavior The Searcher Accepts or Rejects Results Based on Internal Criteria, Influenced by Results of that Search HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
  14. 14. Measuring Search Behavior Measurement Leads to Understanding Understanding Leads to Control Control Leads to Improvement - H. James Harrington (paraphrased) HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
  15. 15. Measuring Search Behavior Search behavior serves as context for search as measurable actions HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
  16. 16. Measuring Search Behavior Measuring Search Behavior Falls Under 3 Categories Query Acceptance Rejection HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
  17. 17. Understanding Search Behavior Acceptance Identify the Conditions that Trigger Acceptance, Usually Measured by a Click HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
  18. 18. Understanding Search Behavior Rejection Identify the Conditions that Result in a Non-Click. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
  19. 19. Understanding Search Behavior Termination The Searcher Accepts or Rejects the Results. This Behavior is Based on the Internal Criteria, Influenced by the Results of that Search HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
  20. 20. Measuring Search Behavior Questions to Avoid Data Overload What are the top things people are looking for? Priorities: Balance out popularity with depth of content with conversions obtained HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
  21. 21. Measuring Search Behavior Questions to Avoid Data Overload Which keywords and content drive the most engagement? Priorities: Define engagement to support key objectives HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
  22. 22. Measuring Search Behavior Questions to Avoid Data Overload What are your top converting keywords and content? Priorities: Use this set as your control group for experimentation HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
  23. 23. Measuring Search Behavior An Analytics Recipe to Measure Search Effectiveness Keyword Any keyword refinements Rank of content that was clicked Destination page of search result Activity post-search, ie: conversion or consumption Time query occurred Time spent on destination content page Most Enterprise CMS & Analytics Packages Give You This Data, it Just Needs to be Configured. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
  24. 24. When Measured, Search Failure is Awesome HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
  25. 25. Measuring Search Failure Which queries result in no clicks? Priorities: This is the beginning of improving UI/ UX and Metadata HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
  26. 26. Measuring Search Failure Which queries result in no results? Priorities: These are queries that return no or few results. This is the beginning of a content gap analysis HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
  27. 27. Measuring Search Failure ProTip Measuring Just the Click is 10% of the Story HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
  28. 28. Measuring Search Failure There are 9 Other Results Other than the One Clicked There are 9 Other Results HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
  29. 29. Measuring Search Failure Consider the “Non-Clicked” Results as Impressions Find the content that generates impressions but few clicks HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
  30. 30. Improving Resolution & Detail Improving Search HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
  31. 31. Making Search Better Improving Resolution: 8 Bit Master the Basics of Measuring Search 1. Practical Exercises o Use Popular Search Terms for Featuring o Hyper Localize Your Internal Search o Discover Content Gaps from Failed Search HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
  32. 32. Making Search Better Improving Resolution: 32 Bit Intermediate Mastery - Measure the Time from Query to Conversion - Create Conversion Events for Content - Test UI Changes in SERP (pictures, schema, fonts, colors) HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
  33. 33. Making Search Better Improving Resolution: 128 Bit Mastery as Integration - Create Search-Oriented Microdata into Content - Use Personalization and Other Data to Bias Results - Integrate Search Data in CMS HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
  34. 34. The Barriers to Entry Are Minimal Using Data to Improve Internal Search Starts With Data You’re Most Likely Collecting. Visualizing Iterations as Resolution Helps - Start With the Data You Already Collect - Refine That Data With Greater Accuracy - Turn Data Into Intelligence That Can Be Connected, Integrated & Shared HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
  35. 35. The Power Was With You This Whole Time HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
  36. 36. Thank You Questions? Comments? Threats? Reach out to me on Twitter, I’d be thrilled to chat more @jpsherman HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN

×