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Site Search Analysis - Cómo mejorar tu web analizando el buscador interno

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Site Search Analysis (SSA) - Cómo mejorar tu web analizando el buscador interno. Presentación de mi charla en la cuarta edición del SEonthebeach.

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Site Search Analysis - Cómo mejorar tu web analizando el buscador interno

  1. 1. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor Cómo mejorar tu web analizando el buscador interno
  2. 2. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor • SSA = Site Search Analysis • Método de investigación híbrido cualitativo- cuantitativo. Se analiza la voz de los usuarios con técnicas cuantitativas. • Los datos se recogen en el propio contexto de uso y de forma no intrusiva para el usuario. 2 ¿Qué es SSA?
  3. 3. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor ¿Para qué sirve el SSA? 3 1. Entender cómo buscan (labelling) y encuentran nuestros usuarios. 2. Entender la intención detrás de la búsqueda. 3. Mejorar el buscador interno y la página de resultados (querying & browsing). 4. Mejora y creación de contenidos. 5. Mejora de navegación y AI.
  4. 4. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor 4 https://www.safaribooksonline.com/library/view/search-patterns/9781449380205/ch01.html Findability & Information Seeking
  5. 5. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor 5
  6. 6. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor Configuración en Analytics 6 1. Buscamos el parámetro o directorio de búsqueda (o lo creamos en su defecto) 2. Lo introducimos en: • Administrador > Vista (“Ver”) > Ver Configuración > Configuración de búsqueda en el sitio
  7. 7. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor 7 s=rita+barbera Con parámetro
  8. 8. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor 8 field-keywords=rita+barbera Con parámetro
  9. 9. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor 9 Con parámetro
  10. 10. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor 10 /buscar/rita%20barbera Con directorio
  11. 11. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor 11 Con directorio
  12. 12. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor 12 Con directorio
  13. 13. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor 13 /buscador.html Sin parámetro ni directorio
  14. 14. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor 14 • Solución 1: Pasar la búsqueda de POST a GET y que pongan el parámetro y la palabra en la URL. • Solución 2: Lanzar una página virtual: ga('send', 'pageview', '/buscador.html?s=palabra'); _gaq.push(['_trackPageview', '/buscador.html?s=palabra']); Sin parámetro ni directorio
  15. 15. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor 5 análisis rápidos en Analytics 15
  16. 16. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor 1. Analiza las páginas desde dónde se hacen búsquedas Suelen ser las páginas con más problemas 16
  17. 17. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor 17 Ejercicio: ¿Qué nos sugiere esta información? ¿Qué acciones podemos probar?
  18. 18. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor 1. Analiza las páginas desde dónde se hacen búsquedas Si no son problemas te dicen donde quiere ir el usuario después o lo que quería realmente (a veces no acertamos a la primera) 18
  19. 19. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor 19 Ejercicio: ¿Qué nos sugiere esta información? ¿Qué acciones podemos probar?
  20. 20. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor Needs Met Rating Los raters de Google miden si una página resuelve las necesidades del usuario 20 http://www.slideshare.net/SearchMarketingExpo/how-google-works-a-ranking-engineers-perspective-by-paul-haahr
  21. 21. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor 21 2. Analiza la eficiencia por número de palabras usadas
  22. 22. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor 22
  23. 23. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor 23 3. Analiza la navegación tras la búsqueda
  24. 24. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor 24
  25. 25. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor 25
  26. 26. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor 26
  27. 27. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor 27
  28. 28. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor 28 Podemos segmentar
  29. 29. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor 4. Pivota los términos con otras dimensiones País, dispositivo, tipo de usuario, etc… 29
  30. 30. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor Ejercicio: ¿Qué nos sugiere esta información? ¿Qué acciones podemos probar? 30
  31. 31. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor 31
  32. 32. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor 32
  33. 33. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor 5. Añade el número de resultados en la categoría 33
  34. 34. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor Y ahora subamos el nivel 34
  35. 35. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor ¿Qué es lo más buscado de 1847 palabras? Y esto es sólo de un pequeño e-commerce 35
  36. 36. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor Analizando una nube de tags… ¿seguro? 36
  37. 37. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor Eliminamos duplicados Filtro avanzado > copiar a otro lugar > sólo registros únicos 37
  38. 38. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor Agrupamos frecuencia y concatenamos =SUMAR.SI(A:A;F2;B:B) =CONCATENAR(D2;":";E2) 38
  39. 39. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor http://www.tagxedo.com/app.html Nube de tags tuneada 39
  40. 40. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor http://www.tagxedo.com/app.html Nube de tags tuneada 40
  41. 41. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor 41 Y ahora, ¿cómo mejorarías una web para 1847 palabras? Olvídate del las nubes y del long tail… haz caso a George Kingsley Zipf Louis Rosenfeld: http://www.amazon.com/Search-Analytics-Your-Site-Conversations/dp/1933820209
  42. 42. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor 42
  43. 43. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor ¡16.807 términos se han buscado sólo una vez! (70%) 43 ZIPF tenía razón A las personas les importan pocas cosas mucho y muchas cosas poco
  44. 44. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor Empezamos a optimizar por un peso acumulado del 10% =G2/SUMA($G$2:$G$1590) =SUMA(H$2:H2) 10 % 20 % 44
  45. 45. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor Recomendable clusterizar antes Con las propias opciones del buscador interno o con Google Refine 45
  46. 46. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor Recomendable clusterizar antes Te puedes apoyar en card sorting a la hora de categorizar 46
  47. 47. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor Recomendable clusterizar antes PROTIP: Se puede usar la función de añadir la categoría para ayudarnos a clusterizar las palabras o incluso para agrupar las palabras por temáticas. Para ello necesitamos construir un data set previo e ir actualizándolo con el tiempo. 47
  48. 48. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor Agrupa contenidos por tipologías y calcula el peso acumulado de cada una de ellas Esto nos ayudará a planificar calendario editorial, mejorar la AI, cross y up selling, navegación, etc… 48
  49. 49. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor ¡Del TOP 20 el 30% de las queries son marcas! ¡Del TOP 20 el 25% de las queries son juegos simbólicos! Ejercicio: ¿Qué nos dice esta información? 49
  50. 50. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor Ya podéis optimizar cualquier buscador interno ¿A que ya no da miedo? 50
  51. 51. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor 51 8 Tips para que un buscador sea eficaz
  52. 52. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor 52 1. Búsqueda avanzada 2. Acepta mispellings (solucionas el 80% con Levenshtein) 3. Nunca mostrar 0 resultados, ofrece alternativas 4. El suggest debe sugerir no obligar (RUSTICAE vs BOOKING) 5. Debe existir página de resultados para browsing y filtrar (ZARA) 6. Ofrecer en el suggest posibilidad de browsing para serendipia 7. Búsqueda por voz (55% millennials la usan a diario) 8. “Best Bets” (Zipf) en suggest y crosslinking interno (SOFTONIC) 8 Tips para que un buscador sea eficaz
  53. 53. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor 53 Bonus track
  54. 54. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor 54https://www.sistrix.es/blog/presentamos-nuestra-amazon-keyword-tool/ Amazon keyword tool de SISTRIX
  55. 55. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor 55 Para profundizar http://rosenfeldmedia.com/books/search-analytics-for-your-site/ http://es.slideshare.net/jorgeserranocobos/search-analytics-2219355
  56. 56. www.analistaseo.es @natzir9 | #Seonthebeach | #SalvemosElMarMenor GRACIAS www.analistaseo.es hola@natzir.com @natzir9

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