Search Analytics For Content Strategists @CSofNYC

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

Me ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

About the book ,[object Object],[object Object],[object Object]

Before We Begin Establishing a baseline

Viva La Revolution! Power To the Content! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Flickr Photogrpher : miranda_goode

Terms & Definitions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SSA Benefits & Expectations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],* SSA = Site Search Analytics

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

How We Find Information Information Foraging

Information Trail ,[object Object],[object Object],[object Object],[object Object],Flickr Photogrpher : a walk on the wild side

Information Scent ,[object Object],[object Object],[object Object],Flickr Photogrpher : RaffertyEvans

How Humans Find Content Online ,[object Object],[object Object],[object Object],[object Object]

Search Analysis Getting Started

Getting Started: Basics - Overview ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Business Models ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Where Data Comes From: Search Logs (Google Search Appliance) ,[object Object],[object Object],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

Where Data Comes From: Search Engine / Web Analytics ,[object Object],[object Object],[object Object]

Zipf Distribution: The Long Tail, Power Law, 80/20, etc. ,[object Object],Head Torso Tail Flickr Photogrpher : hjallig

Improving Your Content SSA Techniques & Search Behavior

The Anatomy of Search: Search Components ,[object Object],Flickr Image : Peter Morville Based on original image from “In Defense of Search” by Peter Morville 1 2 3 4 5 6

Component 1: Visitor (User) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Component 1: Visitor (User) Search Analysis ,[object Object]

Component 2: Query (Keywords) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Component 2: Keyword Analysis ,[object Object]

Component 3: Search Interface ,[object Object],[object Object]

Component 3: Search Interface Analysis ,[object Object]

Component 4: Search Engine ,[object Object],[object Object],[object Object],[object Object]

Component 4: Search Engine Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],* Images courtesy of: http://en.wikipedia.org/wiki/Information_retrieval

Component 5: Content ,[object Object],[object Object],[object Object],[object Object],[object Object],* Hint - all of it

Component 5: Content ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Component 5: Content Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],http://4q.iperceptions.com

Component 6: Results (SERP) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],Component 6: Results (SERP) Analysis

Single Greatest Piece of Advice I Can Provide… ,[object Object],[object Object],[object Object]

Summary Pay attention! Especially you in the back row

Summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],Book: RosenfeldMedia.com/books/SearchAnalytics Blog: MarkoHurst.com Contact: [email_address] Twitter: MarkoHurst

Search Analytics For Content Strategists @CSofNYC

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