Search Analytics For the Content Strategist Using Search Data To Improve Your Content Content Strategy NYC Sep. 2009 Keynote: Marko Hurst

Me Book: Search Analytics - Conversations With Your visitors Anticipated release: December 2009 Book website: RosenfeldMedia.com/books/SearchAnalytics Co-Author: Lou Rosenfeld Consultant, Author, & Speaker Enterprise websites & applications Web & Search Analytics User Experience Machine Learning Principal: MDH Studios Blog: MarkoHurst.com “Insightful Analytics” Twitter: MarkoHurst Contact: [email_address]

Book: Search Analytics - Conversations With Your visitors

Anticipated release: December 2009

Book website: RosenfeldMedia.com/books/SearchAnalytics

Co-Author: Lou Rosenfeld

Consultant, Author, & Speaker

Enterprise websites & applications

Web & Search Analytics

User Experience

Machine Learning

Principal: MDH Studios

Blog: MarkoHurst.com “Insightful Analytics”

Twitter: MarkoHurst

Contact: [email_address]

About the book Who: UX & Web Analytics (WA) communities What: We are bringing UX & WA together by using both qualitative & quantitative data in our decision making process we have created the only complete user model Why: There are better and more efficient ways of doing our work, but tradition and ignorance keep us siloed and working apart. It’s time to change that. It’s time to move the industry forward.

Who: UX & Web Analytics (WA) communities

What: We are bringing UX & WA together by using both qualitative & quantitative data in our decision making process we have created the only complete user model

Why: There are better and more efficient ways of doing our work, but tradition and ignorance keep us siloed and working apart. It’s time to change that. It’s time to move the industry forward.

Before We Begin Establishing a baseline

Viva La Revolution! Power To the Content! Content isn’t king, it’s the dictator Doesn’t matter what it is, it’s content… Article FAQ Product / service File (PDF, PPT, XML) Entertainment (game, video, images) Form Image Etc The only real goal online is to get visitors to the content they need / want Flickr Photogrpher : miranda_goode

Content isn’t king, it’s the dictator

Doesn’t matter what it is, it’s content…

Article

FAQ

Product / service

File (PDF, PPT, XML)

Entertainment (game, video, images)

Form

Image

Etc

The only real goal online is to get visitors to the content they need / want

Terms & Definitions Taxonomy Strict hierarchy of parent / child relationships Ontology Associated relationship between content Metadata Data that describes data/content, including where to find it Controlled Vocabulary Closed list of words used to describe a certain piece of content Classification system Generic categorizing of objects to show their structured order

Taxonomy

Strict hierarchy of parent / child relationships

Ontology

Associated relationship between content

Metadata

Data that describes data/content, including where to find it

Controlled Vocabulary

Closed list of words used to describe a certain piece of content

Classification system

Generic categorizing of objects to show their structured order

SSA Benefits & Expectations SSA * produces actionable insights Techniques used are about analysis, NOT reporting For some, this like reaching Nirvana For others, this is like opening Pandora’s Box To achieve maximum benefits of SSA expect to: Change site design/layout Change content Keywords, copy, metadata, labels, etc. Change information architecture Navigation, taxonomy, ontology, user flows, etc. Add &/or remove pages And much more! * SSA = Site Search Analytics

SSA * produces actionable insights

Techniques used are about analysis, NOT reporting

For some, this like reaching Nirvana

For others, this is like opening Pandora’s Box

To achieve maximum benefits of SSA expect to:

Change site design/layout

Change content

Keywords, copy, metadata, labels, etc.

Change information architecture

Navigation, taxonomy, ontology, user flows, etc.

Add &/or remove pages

And much more!

Agenda Information Foraging Search Analysis Anatomy of Search SSA & Content Techniques Q&A

How We Find Information Information Foraging

Information Trail Humans forge for information similar to how animals forage for food Move outwards in a direction we think ( predict ) will provide the expected results Continue on a path as long as we ‘smell’ signs that we are still on the correct path ( information scent ) When we no longer smell those signs we retrace our path or find a new path entirely where the ‘smell’ is stronger, which we remember for next time ( recursive learning ) to better predict where/where not to go Flickr Photogrpher : a walk on the wild side

Humans forge for information similar to how animals forage for food

Move outwards in a direction we think ( predict ) will provide the expected results

Continue on a path as long as we ‘smell’ signs that we are still on the correct path ( information scent )

When we no longer smell those signs we retrace our path or find a new path entirely where the ‘smell’ is stronger, which we remember for next time ( recursive learning ) to better predict where/where not to go

Information Scent Information scent is how people evaluate options they encounter looking for information on a site S trong information scents are good at guiding users to the content they want/need W eak information scents cause visitors to spend more time evaluating options and increase the chance that they will select the wrong option and be forced to backtrack or leave entirely Flickr Photogrpher : RaffertyEvans

Information scent is how people evaluate options they encounter looking for information on a site

S trong information scents are good at guiding users to the content they want/need

W eak information scents cause visitors to spend more time evaluating options and increase the chance that they will select the wrong option and be forced to backtrack or leave entirely

How Humans Find Content Online Three ways of finding content Browse Ask Search

Three ways of finding content

Browse

Ask

Search

Browse (Navigate)

Ask

Search

Search Analysis Getting Started

Getting Started: Basics - Overview Business Model Data Log files Search Engine / Web Analytics Analyzing data Data analysis tools Zipf Distribution (long-tail) Excel (spreadsheet) skills Low / no budget software No need for code or higher mathematics NOTE: everything I show you is 100% technology agnostic

Business Model

Data

Log files

Search Engine / Web Analytics

Analyzing data

Data analysis tools

Zipf Distribution (long-tail)

Excel (spreadsheet) skills

Low / no budget software

No need for code or higher mathematics

NOTE: everything I show you is 100% technology agnostic

Business Models Your content should be inline dictated by the “site” business goals Four Online Business Models eCommerce Content Advertising Subscription Lead Generation Self Service Most sites fall into at least 2 categories Each model inherently comes with it own set of KPIs

Your content should be inline dictated by the “site” business goals

Four Online Business Models

eCommerce

Content

Advertising

Subscription

Lead Generation

Self Service

Most sites fall into at least 2 categories

Each model inherently comes with it own set of KPIs

Where Data Comes From: Search Logs (Google Search Appliance) Critical elements in red IP address, time/date stamp, query, and # of results XXX.XXX.XX.130 - - [ 10/Jul/2006:10:24:38 -0800 ] "GET /search? access=p&entqr=0&output=xml_no_dtd&sort=date%3AD%3AL %3Ad1&ud=1&site=AllSites&ie=UTF-8&client=www&oe=UTF-8&proxystyleshe et=www&q= regional+transportation+governance +commission&ip=XXX.XXX.X.130 HTTP/1.1" 200 9718 62 0.17 XXX.XXX.X.104 - - [ 10/Jul/2006:10:25:46 -0800 ] "GET /search? access=p&entqr=0&output=xml_no_dtd&sort=date%3AD%3AL %3Ad1&ud=1&site=AllSites&ie=UTF-8&client=www&oe=UTF-8&proxystyleshe et=www&q= lincense+plate &ip=XXX.XXX.X.104 HTTP/1.1" 200 971 0 0.02 XXX.XXX.X.104 - - [ 10/Jul/2006:10:25:48 -0800 ] "GET /search? access=p&entqr=0&output=xml_no_dtd&sort=date%3AD%3AL %3Ad1&ie=UTF-8&client=www&q= license+plate &ud=1&site=AllSites&spell=1&oe=UTF-8&proxystylesheet=www&ip=XXX.XXX. X.104 HTTP/1.1" 200 8283 146 0.16

Critical elements in red

IP address, time/date stamp, query, and # of results

Where Data Comes From: Search Engine / Web Analytics Data collection & options vary by vendor Data collection is typically a separate step if you want to combine it with web analytics I.e. Most analytic vendors (page tag model) do NOT have built-in search data capabilities

Data collection & options vary by vendor

Data collection is typically a separate step if you want to combine it with web analytics

I.e. Most analytic vendors (page tag model) do NOT have built-in search data capabilities

Zipf Distribution: The Long Tail, Power Law, 80/20, etc. 3 characteristics Head Torso Tail Flickr Photogrpher : hjallig

3 characteristics

Improving Your Content SSA Techniques & Search Behavior

The Anatomy of Search: Search Components Six components of a single search experience Flickr Image : Peter Morville Based on original image from “In Defense of Search” by Peter Morville 1 2 3 4 5 6

Six components of a single search experience

Component 1: Visitor (User) When / Where Do Visitors Search? Most often when a visitor becomes frustrated with browsing (i.e. your content: design, architecture, labeling, etc.) Caution : Some visitors use search as their first / primary method You will need to filter out these types of searchers This behavior also occurs when a visitor ‘knows’ what they are looking for ?’s How could knowing where search was initiated from be useful? What insights could be derived from this? What changes might be made?

When / Where Do Visitors Search?

Most often when a visitor becomes frustrated with browsing (i.e. your content: design, architecture, labeling, etc.)

Caution : Some visitors use search as their first / primary method

You will need to filter out these types of searchers

This behavior also occurs when a visitor ‘knows’ what they are looking for

?’s

How could knowing where search was initiated from be useful?

What insights could be derived from this?

What changes might be made?

Component 1: Visitor (User) Search Analysis When /where did your visitors initiate search from?

When /where did your visitors initiate search from?

Component 2: Query (Keywords) When a visitor users search they are speaking to you their Natural Language , i.e. not yours They are confessing their needs & desires to you hoping you can help them This is your chance to have “ a conversation ” don’t waste it! Conversation = Good . Monolog = BAD ! Are you speaking the same language, or a foreign language? ?’s How might you apply natural language to your copy, navigation, labels? … taxonomy, ontology, metadata, controlled vocabulary? … SEO & SEM? How could determine your most valuable content?

When a visitor users search they are speaking to you their Natural Language , i.e. not yours

They are confessing their needs & desires to you hoping you can help them

This is your chance to have “ a conversation ” don’t waste it!

Conversation = Good . Monolog = BAD !

Are you speaking the same language, or a foreign language?

?’s

How might you apply natural language to your copy, navigation, labels?

… taxonomy, ontology, metadata, controlled vocabulary?

… SEO & SEM?

How could determine your most valuable content?

Component 2: Keyword Analysis What are your visitors looking for?

What are your visitors looking for?

Component 2: Keyword Analysis Trends

Trends

Component 3: Search Interface Minimum : search query box & search button Sometimes a filter or facets will also be used

Minimum : search query box & search button

Sometimes a filter or facets will also be used

Component 3: Search Interface Analysis How many characters should your query box display?

How many characters should your query box display?

Component 4: Search Engine While the Search Engine is an/the essential component… Opening the ‘black box’ is beyond scope of book & this talk Things to remember… options and details vary by vendor Common features: reporting, ranking, best bets, did you mean…, stemming, faceting, weighting, most frequent, clustering, etc.

While the Search Engine is an/the essential component…

Opening the ‘black box’ is beyond scope of book & this talk

Things to remember… options and details vary by vendor

Common features: reporting, ranking, best bets, did you mean…, stemming, faceting, weighting, most frequent, clustering, etc.

Component 4: Search Engine Analysis The success of a search is the bottom line of search analytics How to measure that success… Precision is the % of content retrieved that is relevant to the user’s query. Recall is the % of the content that is relevant to the query that are successfully retrieved. Fall-out is the % of non-relevant content that is retrieved, out of all non-relevant content available * Images courtesy of: http://en.wikipedia.org/wiki/Information_retrieval

The success of a search is the bottom line of search analytics

How to measure that success…

Precision is the % of content retrieved that is relevant to the user’s query.

Recall is the % of the content that is relevant to the query that are successfully retrieved.

Fall-out is the % of non-relevant content that is retrieved, out of all non-relevant content available

Component 5: Content Search is about getting visitors to relevant content A part of your contents success can be determined by how your visitor’s behave and act with your content ?’s What type of content can you improve via search data? * Someone try and walk us through how this could be done * Hint - all of it

Search is about getting visitors to relevant content

A part of your contents success can be determined by how your visitor’s behave and act with your content

?’s

What type of content can you improve via search data? *

Someone try and walk us through how this could be done

Component 5: Content SEO is NOT about being ranked #1 in Google I.e . it doesn’t matter that you’re ranked in the top 10 in 25 keywords when no one comes to your site using those keywords! SEO is about getting visitors to relevant content User-generated SEO SEO: Your goal is to get relevant content ranked high in the search engines to achieve business goals Writers : Your goal is write compelling content that achieves business goals Natural language in a your environment, not Google’s the better place to start You both have access to it You both should use it HINT - talk to each other before, during, after content creation Search Analytics is GREAT PLACE for UX, Content Strategists, SEO, & Web Analysts to work together NOT against each other

SEO is NOT about being ranked #1 in Google

I.e . it doesn’t matter that you’re ranked in the top 10 in 25 keywords when no one comes to your site using those keywords!

SEO is about getting visitors to relevant content

User-generated SEO

SEO: Your goal is to get relevant content ranked high in the search engines to achieve business goals

Writers : Your goal is write compelling content that achieves business goals

Natural language in a your environment, not Google’s the better place to start

You both have access to it

You both should use it

HINT - talk to each other before, during, after content creation

Search Analytics is GREAT PLACE for UX, Content Strategists, SEO, & Web Analysts to work together NOT against each other

Component 5: Content Analysis Power of CONVERSATION: Are you listening to or ignoring your visitors? What content / products / services are your visitors are looking for ? Do you not have it? Or can’t they find it? Maybe you should add / remove content / products? Natural Language Your visitors may be speaking a language you don’t understand Worse you may be trying to speak to them in a language they don’t understand Look for patterns / relationships between content Informs you taxonomy, ontology, metadata, controlled vocab, & your SEO / SEM Surveys: tie attitudinal & behavioral data together What & why analysis Complete user model (the only one) http://4q.iperceptions.com

Power of CONVERSATION: Are you listening to or ignoring your visitors?

What content / products / services are your visitors are looking for ?

Do you not have it? Or can’t they find it?

Maybe you should add / remove content / products?

Natural Language

Your visitors may be speaking a language you don’t understand

Worse you may be trying to speak to them in a language they don’t understand

Look for patterns / relationships between content

Informs you taxonomy, ontology, metadata, controlled vocab, & your SEO / SEM

Surveys: tie attitudinal & behavioral data together

What & why analysis

Complete user model (the only one)

Component 6: Results (SERP) SERP (Search Engine Result Page) The (inferred) quality of your results / content can be determined by: Refinement Null results Bounce Rate Where did they go?

SERP (Search Engine Result Page)

The (inferred) quality of your results / content can be determined by:

Refinement

Null results

Bounce Rate

Where did they go?

There are lots of great reports out there, here are a few I find critical for successful analysis… Component 6: Results (SERP) Analysis

There are lots of great reports out there, here are a few I find critical for successful analysis…

Single Greatest Piece of Advice I Can Provide… Reports & data are fantastic and essential for analysis. But if you REALLY REALLY want to find out how well or poor your search engine & content are working all you have to do is… “walk a mile in your visitor’s shoes”. MEANING: Take your visitors’ keywords and manually input them YOURSELF and experience what they did

Reports & data are fantastic and essential for analysis.

But if you REALLY REALLY want to find out how well or poor your search engine & content are working all you have to do is… “walk a mile in your visitor’s shoes”.

MEANING: Take your visitors’ keywords and manually input them YOURSELF and experience what they did

Summary Pay attention! Especially you in the back row

Summary All content can be optimized via data Improving search improves your… visitor satisfaction, site usability, SEO, SEM, ROI, design, content, overall user experience, and more Tear down the traditional walls around data & ownership that hold us back Combine qualitative & quantitative (what & why) data for analysis and decision making Provides the only complete user model We actually might work together as a team It’s good for the soul and gives you the warm & fuzzies when your done 6 components to search Visitor Keywords Search interface Search engine Content SERP (results) My book “Search Analytics” will be out in December ’ish

All content can be optimized via data

Improving search improves your… visitor satisfaction, site usability, SEO, SEM, ROI, design, content, overall user experience, and more

Tear down the traditional walls around data & ownership that hold us back

Combine qualitative & quantitative (what & why) data for analysis and decision making

Provides the only complete user model

We actually might work together as a team

It’s good for the soul and gives you the warm & fuzzies when your done

6 components to search

Visitor

Keywords

Search interface

Search engine

Content

SERP (results)

My book “Search Analytics” will be out in December ’ish

Thank You! Book: RosenfeldMedia.com/books/SearchAnalytics Blog: MarkoHurst.com Contact: [email_address] Twitter: MarkoHurst

Thank You!