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Smartest Online Strategies in 09 -- Search Technologies
 

Smartest Online Strategies in 09 -- Search Technologies

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Executive Briefing--presentation on innovative approach to search technologies on corporate and member websites.

Executive Briefing--presentation on innovative approach to search technologies on corporate and member websites.

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    Smartest Online Strategies in 09 -- Search Technologies Smartest Online Strategies in 09 -- Search Technologies Presentation Transcript

    • Executive Briefing and Forum l December 16, 2008 Build a Better User Experience November 29, 2007
    • Agenda
      • Introduction
      • Search (external vs internal)
      • Search Features
      • Brainstorming
      • Input
    • Two Searches
      • External (google.com)
      • Potential customers
      • Surface correct content for rapid consumption
      • Should provide clear contextual clues
      • Sales / Marketing
      • Goal: Convert!
      • Internal (yoursite.com/search)
      • Existing customers
      • More commitment from users to review results
      • Should be comprehensive
      • Customer Service
      • Goal: Retain!
    • External Search
      • Keyword driven
      • Organic positioning through publishing content relevant to keywords (SEO)
      • Advertisement positioning through a combination of relevance and payment (SEM)
    • Internal Search
      • Allows search of secured content
      • Can present a better interface than keywords
        • Facets using relevant metadata (Type, Author, Context, Source…)
        • Personalize results based on user profile
        • Provide contextual clues in results (metadata)
      • Implied context of your business
        • “Depression” not related to economics at APA
        • Provides an opportunity for more relevant results
      • First action of users on retail sites
    • Internal Search Features
      • Brand contextual
      • Facets (vs. tabs)
      • Entity extraction / disambiguation
      • Implicit feedback
    • Further Search Examples
    •  
    • Cross Promotion
      • Find relevant products / documents using search
      • Use the inbound search terms to execute a search and cross promote
    • Find Relevant Articles with Search
    • Is my search working?
      • Implicit feedback
        • Click position
        • Click count on form vs results
      • Exit pages after on or after results pages
        • Careful consideration of intent
      • Ask your users
        • Call center information
        • Look at inbound searches from google.com (are they authenticating?)
    • So What?
      • Google = inviting competition
      • Existing customers = recurring revenue