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