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Using Search Analytics to Diagnose What’s Ailing your Information Architecture

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Louis Rosenfeld
Louis Rosenfeld

Presented by Lou Rosenfeld and Rich Wiggins at the 2007 ASIS&T IA Summit, Las Vegas, Nevada, USA, March 24, 2007.

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Using Search Analytics to Diagnose What’s Ailing your Information Architecture ASIS&T IA Summit Las Vegas, Nevada March 24, 2007 Rich Wiggins & Lou Rosenfeld www.rosenfeldmedia.com/books/searchanalytics
Trying to Fit into the IA Summit 2007 Theme… Rich Information Rich Interaction Rich Relationships Rich Wiggins
Thesis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Wonderful Things Search Engines Do ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Horrible Things that Search Engines Do ,[object Object],[object Object],[object Object],[object Object],[object Object]
MSU Keywords: Accidental Thesaurus ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Methodology ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Google Has Trained ’Em to Search First ,[object Object],[object Object],[object Object],[object Object],cata 3204 angel 3229 spartantrak 3575 bookstore 3584 schedule of courses 3690 study abroad 3745 library 4320 im west 5184 map 5859 campus map 7218 Unique Query Count
The Zipf Curve: Short Head, Torso, and 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]
Find the Sweet Spot; Avoid Diminishing Returns 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 Cumulative Percent Rank
Look for Topical Patterns and Seasonal Changes
Does Best Bets Apply to Everyone? ,[object Object],[object Object],[object Object],[object Object],[object Object]
We Didn’t Start the Fire; credit to: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Where will you Capture Search Queries ,[object Object],[object Object],[object Object]
Anatomy of a Search Log (from Google Search Appliance) ,[object Object],[object Object],[object Object],[object Object],Full legend and more examples available from book site
Sample Query Analysis Report Excel template available from book site
Querying your Queries: Some basic questions 1/2 ,[object Object],[object Object],[object Object],[object Object],[object Object]
Querying your Queries: Some basic questions 2/2 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Tune your Questions: Broad to specific ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
SA as Diagnostic Tool: What can you fix or improve? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
User Research: What do they want?… ,[object Object],[object Object]
User Research: …who wants it?… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
User Research: …and when do they want it? ,[object Object],[object Object],[object Object]
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]
Navigation: Any improvements? ,[object Object]
Navigation: Where does it fail? ,[object Object],[object Object],[object Object],[object Object]
Metadata Development: How do users express their needs? ,[object Object],[object Object],[object Object],[object Object]
Metadata Development: Which metadata values? ,[object Object],[object Object],[object Object]
Metadata Development: Which metadata attributes? ,[object Object],[object Object],[object Object],known-item queries research queries
Content Development: Do we have the right content? ,[object Object],[object Object],[object Object],www.behaviortracking.com
Content Development: Are we featuring the right stuff? ,[object Object],[object Object]
Organizational Impact: Educational opportunities ,[object Object],[object Object],[object Object]
Organizational Impact: Rethinking how you do things ,[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]
Please Share Your SA Knowledge: Visit our “book in progress” site ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Contact Information ,[object Object],[object Object],[object Object],[object Object],[object Object]

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Using Search Analytics to Diagnose What’s Ailing your Information Architecture

  • 1. Using Search Analytics to Diagnose What’s Ailing your Information Architecture ASIS&T IA Summit Las Vegas, Nevada March 24, 2007 Rich Wiggins & Lou Rosenfeld www.rosenfeldmedia.com/books/searchanalytics
  • 2. Trying to Fit into the IA Summit 2007 Theme… Rich Information Rich Interaction Rich Relationships Rich Wiggins
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  • 9. The Zipf Curve: Short Head, Torso, and Long Tail
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  • 11. Find the Sweet Spot; Avoid Diminishing Returns 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 Cumulative Percent Rank
  • 12. Look for Topical Patterns and Seasonal Changes
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  • 17. Sample Query Analysis Report Excel template available from book site
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