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Information & Intent: Optimizing Content and the User Search Experience
Information & Intent: Optimizing Content and the User Search Experience
Information & Intent: Optimizing Content and the User Search Experience
Information & Intent: Optimizing Content and the User Search Experience
Information & Intent: Optimizing Content and the User Search Experience
Information & Intent: Optimizing Content and the User Search Experience
Information & Intent: Optimizing Content and the User Search Experience
Information & Intent: Optimizing Content and the User Search Experience
Information & Intent: Optimizing Content and the User Search Experience
Information & Intent: Optimizing Content and the User Search Experience
Information & Intent: Optimizing Content and the User Search Experience
Information & Intent: Optimizing Content and the User Search Experience
Information & Intent: Optimizing Content and the User Search Experience
Information & Intent: Optimizing Content and the User Search Experience
Information & Intent: Optimizing Content and the User Search Experience
Information & Intent: Optimizing Content and the User Search Experience
Information & Intent: Optimizing Content and the User Search Experience
Information & Intent: Optimizing Content and the User Search Experience
Information & Intent: Optimizing Content and the User Search Experience
Information & Intent: Optimizing Content and the User Search Experience
Information & Intent: Optimizing Content and the User Search Experience
Information & Intent: Optimizing Content and the User Search Experience
Information & Intent: Optimizing Content and the User Search Experience
Information & Intent: Optimizing Content and the User Search Experience
Information & Intent: Optimizing Content and the User Search Experience
Information & Intent: Optimizing Content and the User Search Experience
Information & Intent: Optimizing Content and the User Search Experience
Information & Intent: Optimizing Content and the User Search Experience
Information & Intent: Optimizing Content and the User Search Experience
Information & Intent: Optimizing Content and the User Search Experience
Information & Intent: Optimizing Content and the User Search Experience
Information & Intent: Optimizing Content and the User Search Experience
Information & Intent: Optimizing Content and the User Search Experience
Information & Intent: Optimizing Content and the User Search Experience
Information & Intent: Optimizing Content and the User Search Experience
Information & Intent: Optimizing Content and the User Search Experience
Information & Intent: Optimizing Content and the User Search Experience
Information & Intent: Optimizing Content and the User Search Experience
Information & Intent: Optimizing Content and the User Search Experience
Information & Intent: Optimizing Content and the User Search Experience
Information & Intent: Optimizing Content and the User Search Experience
Information & Intent: Optimizing Content and the User Search Experience
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Information & Intent: Optimizing Content and the User Search Experience

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    • 1. Information & Intent Optimizing Content and the User Search Experience
    • 2. "What information consumes is rather obvious: it consumes the attention of its recipients. A wealth of information creates a poverty of attention, and a need to allocate that attention efficiently among the overabundance of information sources that might consume it." (Computers, Communications and the Public Interest, pages 40-41, Martin Greenberger, ed., The Johns Hopkins Press, 1971.)
    • 3. “ What information consumes is rather obvious: it consumes the attention of its recipients. A wealth of information creates a poverty of attention .” Less Attention…
    • 4. “… a need to allocate that attention efficiently among the overabundance of information sources that might consume it.” … Demands More Relevance
    • 5. How do we get attention? Intelligently changing content based on intent
    • 6. How do we get attention? Intelligently changing content based on intent How do we determine relevance? Testing
    • 7. How do we get attention? Intelligently changing content based on intent How do we determine relevance? Testing How do we deliver relevance? Targeting
    • 8.
      • Optimization of Content
      • Discovery…they have to find you, or you them
      • Relevance…they have to connect with you
      • Engagement…you have to connect with them
    • 9. Discovery
    • 10. Discovery What I don’t know Goal Intent Recovery What I know or knew Navigational “ Ford Motor Co” List “ US Presidents” Locate “ Hilton Hotel Chicago” Obtain “ U2 tickets” Entertain “ web cams” Download “ U2 mp3s” Interact “ loan calculator” Closed “ NFL Schedule” Opened “ How does hair fall out” Directed About a particular topic Undirected About a general topic Directed About a particular topic Closed “ 2004 electoral vote” Informational I want to learn __ Locate “ NJ waste dumps” List “ Top Ad Agencies” Advice “ lose weight fast” Resource Something other than info on a web page Opened “ refrigerators” Searcher Goals
    • 11. “ Vladimir Putin” Recovery or Discovery
    • 12. “ Vladimir Putin” Recovery (newstracker)
    • 13. “ Vladimir Putin” Discovery (Social Wiki)
    • 14. “ Vladimir Putin” Paid Link - Demanding Attention!
    • 15. “ Vladimir Putin” Organic: Links, Authority & Age
    • 16. Attention Factors: Links, Authority & Age Links pointing to full URL: 1,598 Links pointing to domain: 2,162,742 Age of Domain: 4773 days old Links from domains with .edu TLDs: 1,690 Links from domains with .gov TLDs: 55 Links found in Wikipedia: 388 Page Rank: 8
    • 17. Google PageRank - Links of Attention “ PageRank relies on the uniquely democratic nature of the web by using its vast link structure as an indicator of an individual page's value . In essence, Google interprets a link from page A to page B as a vote, by page A, for page B. But, Google looks at more than the sheer volume of votes, or links a page receives; it also analyzes the page that casts the vote. Votes cast by pages that are themselves "important" weigh more heavily and help to make other pages "important.”
    • 18.  
    • 19. Sphere of Information Distribution & Consumption
    • 20.
      • Information Distribution & Consumption Tools
      • search - Google
      • syndication - RSS, API
      • tracking - news.yahoo.com, news.google.com
      • web 2.0 tracking - NewsVine, Topix, etc.
      • memediggers - Reddit, Digg
      • memetrackers - Tailrank, Techmeme
      • Meme: A unit of cultural information, such as a practice or idea, that is transmitted by repeated action from one mind to one another*
              • * http://en.wiktionary.org/wiki/meme
    • 21. The Power of Social Media Links for SEO Links to article 14 days after getting on first page* Digg.com ~ 2,500 Del.icio.us ~ 800 Reddit.com ~ 500 Netscape.com ~ 400 *SEOmoz.org Social Media’s Snowball Effect
    • 22. Making Link Love Who’s tagging a photo, a news story or a blog post?* 29% of online American men 27% of online American women 32% of online Americans 18-29 years old 31% of online Americans 30-49 years old 23% of online Americans 50-64 years old 31% have a college degree 28% have some college 24% have a high school degree 26% are white, non-Hispanic 36% are black, non-Hispanic 33% are English-speaking Hispanic *PEW Online Activities and Pursuits 1/31/07
    • 23. Is use fueling adoption or adoption fueling use?
    • 24. Personalized Search Leverages Your Sphere of Information Consumption
    • 25. Relevance
    • 26.
      • Relevance starts with understanding your audience
      • Relevance is determined by their goal (not yours).
      • Every click has a goal and an expectation.
      • Every page is a landing page! -- “ Content Merchandising”
        • Anticipate and message to goals
        • Meet and exceed expectations to engage
      • Users have “tunnel vision” engaging
    • 27.
      • What is tunnel vision?
      • Users don’t think of features, messaging or sections the way you do
      • Users engage in what they are interested, little else.
      • If it’s not in context to the users focus it’s likely invisible
      • Users scan for relevance, they don’t read or pay attention to detail
    • 28. Treat Every Page Like a Landing Page
    • 29. Relevance & Engagement CBS does great job ABC leaves lots on the table
    • 30. Content Merchandising - Learn from Retailers!
      • Give users control
      • Refine content based on preference
      • Deliver obvious relevance
      • Users understand “brands”
      • Easy self segmentation
    • 31.
      • No user control of delivery.
      • No way to refine content based on preference.
      • No obvious relevance. Why are the “Talk to the Newsroom” relevant? TV, Film, Internet are relevant.
      • Users understand “brands.” Where is Google, Viacom, Disney?
      • No easy self-segmentation Publishing, Advertising, Internet
      Content Merchandising - “Show Me the Relevance!”
    • 32. Understanding the way your users think about content NYT.com Users
    • 33. 31 Navigation Messages Top 50 Internal Search Queries (Sept 2006) Speak User’s Language to Deliver Relevance
    • 34. 31 Navigation Messages Top 50 Internal Search Queries September 2006 February 2007 Still Searching for the Same Content…
    • 35. Relevance Leads to Engagement
    • 36.
      • Engagement - Content Merchandising
      • Links
      • Recovery
      • Discovery
      • Reinforcement Intent
    • 37. Engagement: Group Behavior Optimize Links More Relevant Content 150% More Clicks!
    • 38. Engagement: Optimize Discovery Goals
    • 39. Engagement Optimize Recovery Goals
      • Getting more relevant over time
      • Tags
      • Saved
      • Viewed
      • Searched
    • 40. Engagement Reinforce Goals
    • 41. Reinforcement - Testing
    • 42. KW/Source Reinforcement - Test Results 71.38% 48.35% 1.99 43,973 SRP - Reinforce -- -- 1.27 37,987 SRP - Control Lift RPV Lift CR Visitors Recipe

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