Information & Intent Optimizing Content and the User Search Experience
"What information consumes is rather obvious: it consumes the attention of its recipients. A   wealth of information ...
“ What information consumes is rather obvious: it consumes the attention of its recipients.  A wealth of information creat...
“… a need to allocate that attention efficiently  among the overabundance of information sources that might consume it.”  ...
How do we get attention? Intelligently changing content based on intent
How do we get attention? Intelligently changing content based on intent How do we determine relevance? Testing
How do we get attention? Intelligently changing content based on intent How do we determine relevance? Testing How do we d...
<ul><li>Optimization of Content </li></ul><ul><li>Discovery…they have to find you, or you them </li></ul><ul><li>Relevance...
Discovery
Discovery What I don’t know Goal Intent Recovery What I know or knew Navigational “ Ford Motor Co” List “ US Presidents” L...
“ Vladimir Putin” Recovery or Discovery
“ Vladimir Putin” Recovery (newstracker)
“ Vladimir Putin” Discovery (Social Wiki)
“ Vladimir Putin” Paid Link - Demanding Attention!
“ Vladimir Putin” Organic: Links, Authority & Age
Attention Factors: Links, Authority & Age Links pointing to full URL: 1,598 Links pointing to domain: 2,162,742 Age of Dom...
Google PageRank - Links of Attention “ PageRank relies on  the uniquely democratic nature of the web  by using its vast li...
 
Sphere of Information  Distribution & Consumption
<ul><li>Information Distribution & Consumption Tools </li></ul><ul><li>search - Google </li></ul><ul><li>syndication - RSS...
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...
Making Link Love  Who’s tagging a photo, a news story or a blog post?* 29% of online American men 27% of online American w...
Is use fueling adoption or adoption fueling use?
Personalized Search Leverages Your Sphere of Information Consumption
Relevance
<ul><li>Relevance starts with understanding your audience </li></ul><ul><li>Relevance is determined by their goal (not you...
<ul><li>What is tunnel vision? </li></ul><ul><li>Users don’t think of features, messaging or sections the way you do </li>...
Treat Every Page Like a Landing Page
  Relevance & Engagement CBS does great job   ABC leaves lots on the table
Content Merchandising - Learn from Retailers! <ul><li>Give users control </li></ul><ul><li>Refine content based on prefere...
<ul><li>No user control of delivery. </li></ul><ul><li>No way to refine content based on preference. </li></ul><ul><li>No ...
Understanding the way your users think about content NYT.com Users
31 Navigation Messages Top 50 Internal Search Queries (Sept 2006)   Speak User’s Language to Deliver Relevance
31 Navigation Messages Top 50 Internal Search Queries   September 2006 February 2007 Still Searching for the Same Content…
Relevance Leads to Engagement
<ul><li>Engagement - Content Merchandising </li></ul><ul><li>Links </li></ul><ul><li>Recovery </li></ul><ul><li>Discovery ...
Engagement: Group Behavior Optimize Links More Relevant Content 150% More Clicks!
Engagement:  Optimize Discovery Goals
Engagement Optimize Recovery Goals <ul><li>Getting more relevant over time </li></ul><ul><li>Tags </li></ul><ul><li>Saved ...
Engagement Reinforce Goals
Reinforcement - Testing
KW/Source Reinforcement - Test Results 71.38% 48.35% 1.99 43,973 SRP - Reinforce -- -- 1.27 37,987 SRP - Control Lift RPV ...
Upcoming SlideShare
Loading in...5
×

Information & Intent: Optimizing Content and the User Search Experience

1,827

Published on

Published in: Technology, News & Politics
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,827
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide
  • Transcript of "Information & Intent: Optimizing Content and the User Search Experience"

    1. 1. Information & Intent Optimizing Content and the User Search Experience
    2. 2. &quot;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.&quot; (Computers, Communications and the Public Interest, pages 40-41, Martin Greenberger, ed., The Johns Hopkins Press, 1971.)
    3. 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. 4. “… a need to allocate that attention efficiently among the overabundance of information sources that might consume it.” … Demands More Relevance
    5. 5. How do we get attention? Intelligently changing content based on intent
    6. 6. How do we get attention? Intelligently changing content based on intent How do we determine relevance? Testing
    7. 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. 8. <ul><li>Optimization of Content </li></ul><ul><li>Discovery…they have to find you, or you them </li></ul><ul><li>Relevance…they have to connect with you </li></ul><ul><li>Engagement…you have to connect with them </li></ul>
    9. 9. Discovery
    10. 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. 11. “ Vladimir Putin” Recovery or Discovery
    12. 12. “ Vladimir Putin” Recovery (newstracker)
    13. 13. “ Vladimir Putin” Discovery (Social Wiki)
    14. 14. “ Vladimir Putin” Paid Link - Demanding Attention!
    15. 15. “ Vladimir Putin” Organic: Links, Authority & Age
    16. 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. 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 &quot;important&quot; weigh more heavily and help to make other pages &quot;important.”
    18. 19. Sphere of Information Distribution & Consumption
    19. 20. <ul><li>Information Distribution & Consumption Tools </li></ul><ul><li>search - Google </li></ul><ul><li>syndication - RSS, API </li></ul><ul><li>tracking - news.yahoo.com, news.google.com </li></ul><ul><li>web 2.0 tracking - NewsVine, Topix, etc. </li></ul><ul><li>memediggers - Reddit, Digg </li></ul><ul><li>memetrackers - Tailrank, Techmeme </li></ul><ul><li>Meme: A unit of cultural information, such as a practice or idea, that is transmitted by repeated action from one mind to one another* </li></ul><ul><ul><ul><ul><ul><li>* http://en.wiktionary.org/wiki/meme </li></ul></ul></ul></ul></ul>
    20. 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
    21. 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
    22. 23. Is use fueling adoption or adoption fueling use?
    23. 24. Personalized Search Leverages Your Sphere of Information Consumption
    24. 25. Relevance
    25. 26. <ul><li>Relevance starts with understanding your audience </li></ul><ul><li>Relevance is determined by their goal (not yours). </li></ul><ul><li>Every click has a goal and an expectation. </li></ul><ul><li>Every page is a landing page! -- “ Content Merchandising” </li></ul><ul><ul><li>Anticipate and message to goals </li></ul></ul><ul><ul><li>Meet and exceed expectations to engage </li></ul></ul><ul><li>Users have “tunnel vision” engaging </li></ul>
    26. 27. <ul><li>What is tunnel vision? </li></ul><ul><li>Users don’t think of features, messaging or sections the way you do </li></ul><ul><li>Users engage in what they are interested, little else. </li></ul><ul><li>If it’s not in context to the users focus it’s likely invisible </li></ul><ul><li>Users scan for relevance, they don’t read or pay attention to detail </li></ul>
    27. 28. Treat Every Page Like a Landing Page
    28. 29. Relevance & Engagement CBS does great job ABC leaves lots on the table
    29. 30. Content Merchandising - Learn from Retailers! <ul><li>Give users control </li></ul><ul><li>Refine content based on preference </li></ul><ul><li>Deliver obvious relevance </li></ul><ul><li>Users understand “brands” </li></ul><ul><li>Easy self segmentation </li></ul>
    30. 31. <ul><li>No user control of delivery. </li></ul><ul><li>No way to refine content based on preference. </li></ul><ul><li>No obvious relevance. Why are the “Talk to the Newsroom” relevant? TV, Film, Internet are relevant. </li></ul><ul><li>Users understand “brands.” Where is Google, Viacom, Disney? </li></ul><ul><li>No easy self-segmentation Publishing, Advertising, Internet </li></ul>Content Merchandising - “Show Me the Relevance!”
    31. 32. Understanding the way your users think about content NYT.com Users
    32. 33. 31 Navigation Messages Top 50 Internal Search Queries (Sept 2006) Speak User’s Language to Deliver Relevance
    33. 34. 31 Navigation Messages Top 50 Internal Search Queries September 2006 February 2007 Still Searching for the Same Content…
    34. 35. Relevance Leads to Engagement
    35. 36. <ul><li>Engagement - Content Merchandising </li></ul><ul><li>Links </li></ul><ul><li>Recovery </li></ul><ul><li>Discovery </li></ul><ul><li>Reinforcement Intent </li></ul>
    36. 37. Engagement: Group Behavior Optimize Links More Relevant Content 150% More Clicks!
    37. 38. Engagement: Optimize Discovery Goals
    38. 39. Engagement Optimize Recovery Goals <ul><li>Getting more relevant over time </li></ul><ul><li>Tags </li></ul><ul><li>Saved </li></ul><ul><li>Viewed </li></ul><ul><li>Searched </li></ul>
    39. 40. Engagement Reinforce Goals
    40. 41. Reinforcement - Testing
    41. 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

    ×