OPTIMISING YOUR CONTENT FOR         FINDABILITY   Kristian Norling, JBoye 2012, 6 November, Aarhus, Denmark
#jboye12@kristiannorling  @!ndwise
Introduction• Who is here?• Your expectations?• Kristian?• 3 hours• One 20 minute break ≈ 10.20• Lifetime answer Guarantee...
THE ENTERPRISE SEARCH AND FINDABILITY SURVEY/REPORT SIGN-UP & DOWNLOAD 2012 REPORT
Description As the amount of content continues to increase, new approaches are required to provide good user experiences. ...
Description Search engine optimisation is one aspect of !ndability and many of the principles from SEO works in a intranet...
Brief Outline We will start some very brief theory and then use real examples and also talk about what organisations that ...
IS IT EASY TO FIND THE RIGHT   INFORMATION WITHIN YOUR      ORGANISATION TODAY?Source: The Enterprise Search and Findabili...
EUROPE       77%MODERATELY/VERY HARD
WHAT ARE THE OBSTACLES TO FINDING THE RIGHT     INFORMATION?
EUROPE64.2% POOR SEARCH FUNCTIONALITY47.7% LACK OF ADEQUATE TAGS48.6% INCONSISTENCY IN HOW WE TAG     CONTENT47.7% DONT KN...
DATE -THE SILVER BULLET OF ENTERPRISE SEARCH                          Source: IntranetFocus
ENTERPRISE SEARCH:UN-COOL AND MISSION CRITICAL                  Source: Julie Hunt
History of SearchIn Academia search is called InformationRetrieval.It is an old discipline, dating backthousands of years....
Wikipedia De!nition“Enterprise search is the practice ofmaking content from multipleenterprise-type sources, such asdataba...
The Concept of Enterprise Search: Precision In the !eld of information retrieval, precision is the fraction of retrieved d...
The Concept of Enterprise Search: Recall Recall in information retrieval is the fraction of the documents that are relevan...
Precision and Recall                        R number of       M number of                               N number of       ...
Precision and RecallRecall = R / M =Number of retrieved documents that arealso relevant / Total number of relevantdocument...
Relevance...enterprises typically have to use other query-independent factors, such as a documents recency orpopularity, a...
PageRank
Web/Consumer Data vs Enterprise Data  “Enterprise data simply isn’t like web or   consumer data – it’s characterised by  r...
RelevanceWe do not have PageRank......but we have the bene"t of social!CMSWire: Social Reconnects Enterprise SearchEmails,...
The Concept of Enterprise Search
Organisation• Resources!IntranetFocus: Enterprise Search Team Management• Work with all Stakeholders = The wholeorganisati...
Survey Results of Budget and Organisation Amongst the organisations that are very satis!ed with their search, they have a ...
What Does the Organisations Do That LeadsFindability? • In the Very Satis!ed (VS) with their current search group, the num...
Search Team• Search Manager• Search Technology Manager• Information Specialist• Search Analytics Manager• Search Support M...
Organisation• Not a project!• Time and Money important• Measure, KPIs/Search AnalyticsCIO.com: How to Evaluate Enterprise ...
CONTENT STRATEGY @jcolman: How to Build SEO into Content Strategy
Governance• Information Quality, with KPI• Metadata Quality, with KPI• Information Lifecycle Management  - Time to live fo...
User Involvement• Get to know your users and their needs• Make sure your solution is easy to use• Perform continuous usabi...
Information• Good Data/Information hygiene• Crap in = Crap out• Metadata is very important!Presentation: Taxonomy and Meta...
Information• Clean up and archive or delete outdated/unrelevant information• Ensure good quality of information byadding s...
METADATA
•List        yeraze
svenwerk
DEWEY DECIMAL CLASSIFICATION
KristianNorling
Author: Douglas CouplandTitle: Generation APublisher: Windmill BooksYear: 2009Printed by: CPI Cox & WymanFirst published: ...
MetadataSemantic
ESEO: Actionable activities• Metadata• TitlesExample: Ernst & YoungVery Important• Content Quality• Information Life Cycle...
Ways to add metadata• Manually - Editors• Automatic - Software• Semi-automatic - Software + Editors• Tagging - Users (+Sof...
Search Analytics•Bene"t of Search Analytics•What metrics are interesting?•Actions to take based on search analytics•Do’s a...
SEARCH ANALYTICSGIVES USER INTENT
Search AnalyticsImportant, delivers actionable to-dos quickly• 0-results• Top Terms Searched forVideo: Search Analytics in...
Actions to take• Know what information is “most wanted” and work with that• Promote information when it is in demand• Are ...
Do...Fix 0-results...Check common terms...Cluster synonyms...Use Key Matches / Best Bets /  Sponsored Links
A FEW HOURSEVERY MONTH, CAN DELIVERGREAT RESULTS!
Do - bonus...Check user behaviour?...Research in what context?...Look at trending/temporal terms
Do not...Forget to work with your content...Forget metadata...Only use search analytics - combine  with web analytics
Fantastic bookSEARCH ANALYTICS FOR YOUR SITEConversations with Your Customers      by LOUIS ROSENFELD         @louisrosenf...
Summary• Involve the users (and stakeholders!)• Allow user input (forms)• Training for editors and publishers• Set up simp...
Bonus (SharePoint) tip 1 Create an information architecture or at least a content model, answering the questions; What goe...
Bonus (SharePoint) tip 2 The way forward in a more complex information landscape is metadata and search. Use the term stor...
Bonus (SharePoint) tip 3 Socialise your content and make sure that user input counts towards search relevance and the over...
Kristian Norlingkristian.norling@!ndwise.com      @kristiannorling         @!ndwise       !ndwise.com      Findability Blo...
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Optimising Your Content for Findability

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Optimising Your Content for Findability

  1. 1. OPTIMISING YOUR CONTENT FOR FINDABILITY Kristian Norling, JBoye 2012, 6 November, Aarhus, Denmark
  2. 2. #jboye12@kristiannorling @!ndwise
  3. 3. Introduction• Who is here?• Your expectations?• Kristian?• 3 hours• One 20 minute break ≈ 10.20• Lifetime answer Guarantee on this class
  4. 4. THE ENTERPRISE SEARCH AND FINDABILITY SURVEY/REPORT SIGN-UP & DOWNLOAD 2012 REPORT
  5. 5. Description As the amount of content continues to increase, new approaches are required to provide good user experiences. Findability has been introduced as a new term among content strategists and information architects and is most easily explained as : “A state where all information is !ndable and an approach to reaching that state.” Search technology is readily used to make information !ndable, but as many have realized technology alone is unfortunately not enough. To achieve !ndability additional activities across several important dimensions such as business, user, information and organisation are needed.
  6. 6. Description Search engine optimisation is one aspect of !ndability and many of the principles from SEO works in a intranet or website search context. Getting !ndability to work well for your website or intranet is a di#cult task, that needs continuous work. In this tutorial you will take a deep dive into the many aspects of !ndability, with some good practices on how to improve !ndability.
  7. 7. Brief Outline We will start some very brief theory and then use real examples and also talk about what organisations that are most satis!ed with their !ndability do. Topics •Enterprise Search Engines vs Web Search •Governance •Organisation •User involvement •Optimise Content for !ndability •Metadata •Search Analytics
  8. 8. IS IT EASY TO FIND THE RIGHT INFORMATION WITHIN YOUR ORGANISATION TODAY?Source: The Enterprise Search and Findability Report 2012
  9. 9. EUROPE 77%MODERATELY/VERY HARD
  10. 10. WHAT ARE THE OBSTACLES TO FINDING THE RIGHT INFORMATION?
  11. 11. EUROPE64.2% POOR SEARCH FUNCTIONALITY47.7% LACK OF ADEQUATE TAGS48.6% INCONSISTENCY IN HOW WE TAG CONTENT47.7% DONT KNOW WHERE TO LOOK
  12. 12. DATE -THE SILVER BULLET OF ENTERPRISE SEARCH Source: IntranetFocus
  13. 13. ENTERPRISE SEARCH:UN-COOL AND MISSION CRITICAL Source: Julie Hunt
  14. 14. History of SearchIn Academia search is called InformationRetrieval.It is an old discipline, dating backthousands of years...Basic concepts in Information Retrieval:Recall and Precision, more later...
  15. 15. Wikipedia De!nition“Enterprise search is the practice ofmaking content from multipleenterprise-type sources, such asdatabases and intranets, searchable to ade"ned audience.”http://en.wikipedia.org/wiki/Enterprise_search
  16. 16. The Concept of Enterprise Search: Precision In the !eld of information retrieval, precision is the fraction of retrieved documents that are relevant to the search. Precision takes all retrieved documents into account, but it can also be evaluated at a given cut-o" rank, considering only the topmost results returned by the system. This measure is called precision at n or P@n. Source: Wikipedia
  17. 17. The Concept of Enterprise Search: Recall Recall in information retrieval is the fraction of the documents that are relevant to the query that are successfully retrieved. For example for text search on a set of documents recall is the number of correct results divided by the number of results that should have been returned. Source: Wikipedia
  18. 18. Precision and Recall R number of M number of N number of retrieved documents relevant documents retrieved documents that are also relevant
  19. 19. Precision and RecallRecall = R / M =Number of retrieved documents that arealso relevant / Total number of relevantdocuments.Precision = R / N =Number of retrieved documents that arealso relevant / Total number of retrieveddocuments.
  20. 20. Relevance...enterprises typically have to use other query-independent factors, such as a documents recency orpopularity, along with query-dependent factorstraditionally associated with information retrievalalgorithms. Also, the rich functionality of enterprisesearch UIs, such as clustering and faceting, diminishreliance on ranking as the means to direct the usersattention. Source: Wikipedia
  21. 21. PageRank
  22. 22. Web/Consumer Data vs Enterprise Data “Enterprise data simply isn’t like web or consumer data – it’s characterised by rarity and unconnectedness rather than popularity and context.” Charlie Hull, Flax Blog
  23. 23. RelevanceWe do not have PageRank......but we have the bene"t of social!CMSWire: Social Reconnects Enterprise SearchEmails, People Catalogues, Connections,Tagging, Sharing etc.
  24. 24. The Concept of Enterprise Search
  25. 25. Organisation• Resources!IntranetFocus: Enterprise Search Team Management• Work with all Stakeholders = The wholeorganisation•De!ne processes, roles and routines togovern the solution• Help publishers get started by creatingprocesses for better !ndability• Create easy to use administration interfaces
  26. 26. Survey Results of Budget and Organisation Amongst the organisations that are very satis!ed with their search, they have a (larger) budget, more resources and systematically work with analysing search. As many as 45% of the respondents have no separate budget for search, but 20% have had a budget for 3 years or more. In the group with no budget 56% are very or mostly dissatis!ed with their current search. The dissatisfaction with search drops to 30% for those organisations with a dedicated budget for search. In the very satis!ed (67%) and mostly satis!ed (59%) groups a large majority has a budget. And 71% of the organisations without a strategy also have no budget.
  27. 27. What Does the Organisations Do That LeadsFindability? • In the Very Satis!ed (VS) with their current search group, the number of Full Time Equivalents (FTE) is 1-2 or more. • 67% of VS and 71% of the mostly satis!ed groups do search analytics • 50% do user testing regularly in the very satis!ed group • 83% (VS) have a person or group that is responsible for analysing user behaviour and to make sure that search supports the business needs • 84% have feedback functionality in the VS group • 67% of VS have a taxonomy in place and 83% have a metadata standard.
  28. 28. Search Team• Search Manager• Search Technology Manager• Information Specialist• Search Analytics Manager• Search Support ManagerBy Martin White, IntranetFocus
  29. 29. Organisation• Not a project!• Time and Money important• Measure, KPIs/Search AnalyticsCIO.com: How to Evaluate Enterprise SearchFindability Blog: Building a Business Case for EnterpriseSearch
  30. 30. CONTENT STRATEGY @jcolman: How to Build SEO into Content Strategy
  31. 31. Governance• Information Quality, with KPI• Metadata Quality, with KPI• Information Lifecycle Management - Time to live for di$erent content types - Archive, delete or keep?• SimCorp example• Search Analytics on regular basis
  32. 32. User Involvement• Get to know your users and their needs• Make sure your solution is easy to use• Perform continuous usability evaluations, likeusage tests and expert evaluations• Make sure users !nd what they are looking for• Enable feedback loops for complaints,feedback and praise• Examples: Nordea, VGR and many more
  33. 33. Information• Good Data/Information hygiene• Crap in = Crap out• Metadata is very important!Presentation: Taxonomy and Metadata demysti!edVideo: TetraPak exampleVideo: VGR example
  34. 34. Information• Clean up and archive or delete outdated/unrelevant information• Ensure good quality of information byadding structured and suitable metadata• Information Architecture and taxonomiesEarly & Associates: 10 Common Mistakes WhenDeveloping Taxonomies• TaggingPresentation: Social Tagging, Folksonomies ControlledVocabularies
  35. 35. METADATA
  36. 36. •List yeraze
  37. 37. svenwerk
  38. 38. DEWEY DECIMAL CLASSIFICATION
  39. 39. KristianNorling
  40. 40. Author: Douglas CouplandTitle: Generation APublisher: Windmill BooksYear: 2009Printed by: CPI Cox & WymanFirst published: 2004
  41. 41. MetadataSemantic
  42. 42. ESEO: Actionable activities• Metadata• TitlesExample: Ernst & YoungVery Important• Content Quality• Information Life Cycle Management
  43. 43. Ways to add metadata• Manually - Editors• Automatic - Software• Semi-automatic - Software + Editors• Tagging - Users (+Software)VGR Example: How to add metadataThomas Vander Wal:Integrating Folksonomies With Traditional Metadata
  44. 44. Search Analytics•Bene"t of Search Analytics•What metrics are interesting?•Actions to take based on search analytics•Do’s and don’ts
  45. 45. SEARCH ANALYTICSGIVES USER INTENT
  46. 46. Search AnalyticsImportant, delivers actionable to-dos quickly• 0-results• Top Terms Searched forVideo: Search Analytics in Practice
  47. 47. Actions to take• Know what information is “most wanted” and work with that• Promote information when it is in demand• Are search queries seasonal?• Find synonyms
  48. 48. Do...Fix 0-results...Check common terms...Cluster synonyms...Use Key Matches / Best Bets / Sponsored Links
  49. 49. A FEW HOURSEVERY MONTH, CAN DELIVERGREAT RESULTS!
  50. 50. Do - bonus...Check user behaviour?...Research in what context?...Look at trending/temporal terms
  51. 51. Do not...Forget to work with your content...Forget metadata...Only use search analytics - combine with web analytics
  52. 52. Fantastic bookSEARCH ANALYTICS FOR YOUR SITEConversations with Your Customers by LOUIS ROSENFELD @louisrosenfeld
  53. 53. Summary• Involve the users (and stakeholders!)• Allow user input (forms)• Training for editors and publishers• Set up simple guidelines (E&Y)• Lifecycle Manage Information• Do Search Analytics• Measure and follow-up
  54. 54. Bonus (SharePoint) tip 1 Create an information architecture or at least a content model, answering the questions; What goes were, what information are related and how should it be possibly to access the information?   Ensure that all information is mapped in this manner and if new types of information arise that doesnt !t the model, revise and restructure (not refactor). Make sure that information architecture is not optional but mandatory.   
  55. 55. Bonus (SharePoint) tip 2 The way forward in a more complex information landscape is metadata and search. Use the term store to create taxonomies and metadata structures, add as much needed information as possible and apply them to the information through the content types in SP, to all the information. Applied term store information can be directly accessed via search as facets which is a very powerful tool to quickly navigate to the correct information. The term store also gives you other possibilities to create other ways to navigate that are not based on the classical usually more functionally or organisationally based navigation e.g. Via product, customer or projects. 
  56. 56. Bonus (SharePoint) tip 3 Socialise your content and make sure that user input counts towards search relevance and the overall information architecture. User input can be manifested as explicit or implicit. Explicit as likes or comment on the information, implicit via search logs. The explicit input is quite straight forward but might need a critical mass to become relevant e.g. More likes = higher relevance. Implicit via search logs needs more analysis but will give more leverage.
  57. 57. Kristian Norlingkristian.norling@!ndwise.com @kristiannorling @!ndwise !ndwise.com Findability Blog Slideshare LinkedIn Vimeo Newsroom

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