The Perfect Search Engine

COOKING UP THE PERFECT SEARCH ENGINE @AaronGoldman

COOKING UP THE PERFECT SEARCH ENGINE @AaronGoldman CENSORED – YOU HAD TO BE THERE!

Meet the ChefsAlan Osetek, Resolution MediaJason Lehmbeck, DataPopVural Cifci, Travelocity 3

Meet the ChefsAlan Osetek, Resolution MediaJason Lehmbeck, DataPopVural Cifci, Travelocity 4

The Ingredients1. User Experience A. Query Format B. SERP Integration C. SERP Interaction2. Relevancy Algorithm CENSORED – 1. On-Page Elements YOU HAD TO BE THERE! 2. Links 3. Social Signals 4. Personalization 5. Contextual Signals Kenshoo: Proprietary & Confidential Information | 5

The Process CENSORED –YOU HAD TO BE THERE! Kenshoo: Proprietary & Confidential Information | 6

USER EXPERIENCE 7

Query Format Please rank each of the following "methods" of submitting search queries: Images (pictures, QR codes) Audio (think Shazam)Voice (think Siri) Text (typed keywords) 0 1 2 3 4 5 6 7 8 9 10 8

SERP Integration Please rank each of the following "assets" that could be returned for a given search query:Products News Maps Video ImagesWebsites 0 1 2 3 4 5 6 7 8 9 10 11

SERP Interaction Please rank each of the following options for how search "results" are returned: Transactions (immediately actionable)RecommendationsOne-box answers Refinement tools (sliders) Links 0 1 2 3 4 5 6 7 8 9 10 14

User Experience Variables - Overall Please rank each of the 3 "buckets" of UX variables we just covered: SERP Interaction SERP IntegrationQuery Format 0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 17

RELEVANCY ALGORITHM 20

On-Page Elements Please rank each of the following ranking "factors": RecenyArchitecture Keyword Density Title Tags 0 1 2 3 4 5 6 7 8 9 10 21

Links Please rank the importance of "Volume vs. Value" when it comes to links:Quantity Quality 0 1 2 3 4 5 6 7 8 9 10 24

Social Signals Please rank each of the following social "signals": Sentiment analysis(positive or negative) Other shares Retweets +1s Likes 0 1 2 3 4 5 6 7 8 9 10 27

Personalization Please rank each of the following ways to deliver search results based on what you "know" about the searcher:Purchase history Search history Web history DemographicsPsychographics (interests) Social graph (conntections) 0 1 2 3 4 5 6 7 8 9 10 30

Contextual Signals Please rank each of the following ways to customize search results based on contextual "influence": Day of WeekTime of Day OS DeviceLocation 0 1 2 3 4 5 6 7 8 9 10 33

Relevancy Algorithm - Overall Please rank each of the following "buckets" of a relevancy algorithm: Contextual signalsPersonalizaton Social signals Links On-Page elements 0 1 2 3 4 5 6 7 8 9 10 36

CENSORED – YOU HAD TO BE THERE! ENJOY! What’s Your Recipe?SurveyMonkey.com/s/PerfectSE

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The Perfect Search Engine

by Aaron Goldman on Dec 12, 2011

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The Perfect Search Engine — Presentation Transcript