Search Analytics for Fun and Profit

Search Analytics for Fun and Profit An Event Apart Chicago, Illinois August 27, 2007 Lou Rosenfeld www.rosenfeldmedia.com

Who I Am ,[object Object],[object Object],[object Object],[object Object],[object Object]

Anatomy of a Search Log (from Google Search Appliance) ,[object Object],[object Object],[object Object],[object Object]

The Zipf Curve: Short Head, Middle Torso, Long Tail

Keep It In Proportion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

What’s the Sweet Spot? department of surgery 7 80.00 7877 hotels 124 50.02 500 msu union 295 40.05 221 computer center 650 30.01 98 webenroll 1351 20.18 42 housing 2464 10.53 14 campus map 7218 1.40 1 Query Count Cumul. % Rank

Topical Patterns and Seasonal Changes

Where will you Capture Search Queries? ,[object Object],[object Object],[object Object]

Querying your Queries: Getting started ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Tune your Questions: From generic to specific ,[object Object],[object Object],[object Object],[object Object]

Diagnose This: Fixing and improving the UX ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

User Research: What do they want?… ,[object Object],[object Object]

User Research: …what else do they want?… BBC provides reports to determine other terms searched within same session (tracked by cookies)

User Research: …who wants it?… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

User Research: …who wants it?… BBC’s top queries report from children’s section of site

User Research: …and when do they want it? ,[object Object],[object Object],[object Object],[object Object]

Content Development: Do we have the right content? From www.behaviortracking.com ,[object Object],[object Object],[object Object],[object Object]

Content Development: Are we featuring the right stuff? Track clickthroughs to determine which results should rise to the top (example: SLI Systems) Also suggests which “best bets” to develop to address common queries BBC removes navigation pages from search results

Search Entry Interface Design: “The Box” or something else? ,[object Object],[object Object],OR

Search Results Interface Design: Which results where? ,[object Object],From SLI Systems (www.sli-systems.com)

Search Results Interface Design: How to sort results? ,[object Object],[object Object]

Search System: What to change? ,[object Object],[object Object],[object Object],[object Object],[object Object]

Navigation: Any improvements? ,[object Object]

Navigation: Where does it fail? ,[object Object],[object Object],[object Object],[object Object]

Metadata Development: How do searchers express their needs? ,[object Object],[object Object],[object Object],[object Object]

Metadata Development: Which values and attributes? ,[object Object],[object Object],[object Object],[object Object],[object Object]

Metadata Development: Leveraging differences in the curve ,[object Object],[object Object],known-item queries research queries

Organizational Impact: Educational opportunities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Organizational Impact: Reexamining assumptions ,[object Object],[object Object],[object Object]

SA as User Research Method: Sleeper, but no panacea ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SA Headaches: What gets in the way? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Please Share Your SA Knowledge: Visit our book in progress site ,[object Object],[object Object],[object Object]

Contact Information ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Search Analytics for Fun and Profit

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