Getting Better Data from Internal Search - Pubcon 2014

GETTING BETTER INFORMATION

FROM INTERNAL SEARCH

HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN

Presenter: JP Sherman

Title: Search & Findability Manager

Follow me: @jpsherman

Search is a Journey that Starts Internally

When Successful, It Ends With the

Searcher Having More Than They

Started With

1: http://bit.ly/1swVhSM

Statistics on Internal SearchUp to 30 % of visitors use internal search ¹

For information & knowledge based sites,

that percent can be significantly higher.

Customers who make an internal search are 5x to 6x more

likely to convert

When compared to customers who make no search.

Statistics on Internal Search

Only 15% of Companies Have Dedicated

Resources to Improve Internal Search

Search Behavior is the Foundation

Search Behavior Is Always On

Active Search Passive Search

Understanding Search Behavior

Search Initiates With Desire

From Desire, Search expresses itself as a query

Desire Creates Expectation

Expectation Creates Criteria for Acceptance

People simultaneously process acceptance and rejection criteria.

For every single result on the SERP

Each Result is Measured Against These Search Criteria

The Searcher Accepts or Rejects Results

Based on Internal Criteria, Influenced by Results of that Search

Measuring Search Behavior

Measurement Leads to Understanding

Understanding Leads to Control

Control Leads to Improvement

- H. James Harrington (paraphrased)

Search behavior serves as context for search as measurable actions

Measuring Search Behavior Falls Under 3 Categories

Acceptance

Rejection

Understanding Search BehaviorAcceptance

Identify the Conditions that Trigger Acceptance, Usually Measured

by a Click

Understanding Search BehaviorRejection

Identify the Conditions that Result in a Non-Click.

Understanding Search BehaviorTermination

The Searcher Accepts or Rejects the Results.

This Behavior is Based on the Internal Criteria, Influenced by the

Results of that Search

Measuring Search BehaviorQuestions to Avoid Data Overload

What are the top things people are looking for?

Priorities:

Balance out popularity with depth of content with conversions obtained

Which keywords and content drive the most engagement?

Priorities:

Define engagement to support key objectives

What are your top converting keywords and content?

Priorities:

Use this set as your control group for experimentation

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.

When Measured, Search Failure is

Awesome

Measuring Search Failure

Which queries result in no clicks?

Priorities:

This is the beginning of improving UI/ UX and Metadata

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

Measuring Search FailureProTip

Measuring Just the Click is 10% of the Story

There are 9 Other Results

There are 9 Other Results Other than the One Clicked

Consider the “Non-Clicked” Results as Impressions

Find the content that generates impressions but few clicks

Improving Search

Improving Resolution & Detail

Making Search Better

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

Improving Resolution: 8 Bit

Intermediate Mastery

- Measure the Time from Query to Conversion

- Create Conversion Events for Content

- Test UI Changes in SERP (pictures, schema, fonts, colors)

Mastery as Integration

- Create Search-Oriented Microdata into Content

- Use Personalization and Other Data to Bias Results

- Integrate Search Data in CMS

The Barriers to Entry Are MinimalUsing 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

The Power Was With You

This Whole Time

Thank You

Questions? Comments? Threats?

Reach out to me on Twitter, I’d be thrilled to chat more

@jpsherman

Getting Better Data from Internal Search - Pubcon 2014

Marketing

Transcript of Getting Better Data from Internal Search - Pubcon 2014

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