Search Analytics For Your Site: Una Conversación Con Tus Consumidores eMetrics Madrid, Espana 2009 Keynote: Marko Hurst

Me Book: Search Analytics - Conversations With Your Customers Anticipated release: December 2009 Book website: RosenfeldMedia . com/books/SearchAnalytics Co-Author: Lou Rosenfeld Consultant, Author, & Speaker User Experience Web Analytics Behavioral Targeting: (Machine Learning & Neuroscience) Blog: MarkoHurst .com “Insightful Analytics” Twitter: MarkoHurst Contact: [email_address]

Book: Search Analytics - Conversations With Your Customers

Anticipated release: December 2009

Book website: RosenfeldMedia . com/books/SearchAnalytics

Co-Author: Lou Rosenfeld

Consultant, Author, & Speaker

User Experience

Web Analytics

Behavioral Targeting: (Machine Learning & Neuroscience)

Blog: MarkoHurst .com “Insightful Analytics”

Twitter: MarkoHurst

Contact: [email_address]

Before We Begin Audience Survey & Search Info

Audience Survey Question 1 Who currently has ‘search’ on your company website or on your intranet/extranet?

Question 1

Who currently has ‘search’ on your company website or on your intranet/extranet?

Audience Survey Question 2 How would you rate your experience with your onsite search engine? Criteria of success for a well performing search engine means that it delivers relevant results you expected on the first page without refining Defies statistical probability You are pleasantly delighted and use it often Less dangerous, but about the same odds as Russian Roulette There is a greater chance of finding a new continent than content You’d rather contract an incurable disease than use it again

Question 2

How would you rate your experience with your onsite search engine?

Criteria of success for a well performing search engine means that it delivers relevant results you expected on the first page without refining

Defies statistical probability

You are pleasantly delighted and use it often

Less dangerous, but about the same odds as Russian Roulette

There is a greater chance of finding a new continent than content

You’d rather contract an incurable disease than use it again

Finding Information Online Three (3) ways to find information Browse (navigation, links) Ask (help - automated, live person) Search (query input field/box) SEARCH due to the popularity of search engines (Google, Yahoo!) is the #1 most used feature to find information online BUT, once a visitor gets to your site, ‘browse’ is the #1 method ( with some exceptions) About 1/3 of all visitors use search, but sites range from 5 - 70% * Why does the information seeking behavior change onsite? * Observations from client engagements

Three (3) ways to find information

Browse (navigation, links)

Ask (help - automated, live person)

Search (query input field/box)

SEARCH due to the popularity of search engines (Google, Yahoo!) is the #1 most used feature to find information online

BUT, once a visitor gets to your site, ‘browse’ is the #1 method ( with some exceptions)

About 1/3 of all visitors use search, but sites range from 5 - 70% *

Why does the information seeking behavior change onsite?

Over Promising and Under Delivering On Search Results Onsite search ‘mildly’ sucks. Why? I.T. only project Implemented without consideration of the user No optimization program in place Lack of experience Search is believed to be a ‘turnkey’ solution that is simply ‘plugged in’ <evil grin> admit it, you thought it was that easy <evil grin/> Getting search right is hard work and ongoing Be weary of anyone who says anything to the contrary, they are probably trying to sell you something

Onsite search ‘mildly’ sucks. Why?

I.T. only project

Implemented without consideration of the user

No optimization program in place

Lack of experience

Search is believed to be a ‘turnkey’ solution that is simply ‘plugged in’

<evil grin> admit it, you thought it was that easy <evil grin/>

Getting search right is hard work and ongoing

Be weary of anyone who says anything to the contrary, they are probably trying to sell you something

Unfortunately For You As A… VISITOR that means you are…. left unsatisfied annoyed unfulfilled sometimes feeling stupid BUSINESS that means you… didn’t think about your entire visitor/customer experience lost a potential customer, perhaps forever have reduced your customer satisfaction rate your site isn’t a usable as you ‘think it is’ you are not listening to your what your customers are telling you

VISITOR that means you are….

left unsatisfied

annoyed

unfulfilled

sometimes feeling stupid

BUSINESS that means you…

didn’t think about your entire visitor/customer experience

lost a potential customer, perhaps forever

have reduced your customer satisfaction rate

your site isn’t a usable as you ‘think it is’

you are not listening to your what your customers are telling you

A Shining Light of Hope Book Objective Provide simple and effective Site Search analysis techniques for user experience & web analytic professionals of all levels to better understand their visitors in order to deliver a superior experience

Book Objective

Provide simple and effective Site Search analysis techniques for user experience & web analytic professionals of all levels to better understand their visitors in order to deliver a superior experience

Benefits & Expectations SSA * produces actionable insights Techniques used are about analysis, NOT reporting (and there was much rejoicing!) For some, this like reaching Nirvana For others, this is like opening Pandora’s Box To achieve the benefits of SSA expect to: Change site design/layout Change keywords, copy, metadata, labels, navigation, taxonomy, etc. Add &/or remove pages Change your SEO & SEM And much more! * SSA = Site Search Analytics

SSA * produces actionable insights

Techniques used are about analysis, NOT reporting (and there was much rejoicing!)

For some, this like reaching Nirvana

For others, this is like opening Pandora’s Box

To achieve the benefits of SSA expect to:

Change site design/layout

Change keywords, copy, metadata, labels, navigation, taxonomy, etc.

Add &/or remove pages

Change your SEO & SEM

And much more!

Agenda What Is Site Search Analytics? How We Find Information Anatomy of Search SSA Techniques Q&A

What Is Site Search Analytics? And What It’s Not

SSA Is Not About Improving…

SSA Is About Improving… Public facing websites, intranets/extranets, mobile, etc.

A Few Onsite Search Engines You May Encounter

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 Information Online Three ways of finding information Browse Ask Search

Three ways of finding information

Browse

Ask

Search

Browse (Navigate)

Ask

Search

Where To Begin Getting Started

The Basics Analyzing data Zipf Distribution Excel (spreadsheet) skills Low / no budget software No need for code or higher mathematics Where to get data Log files Search / Web Analytics A mindset / desire to improve your site, increase ROI, and deliver a better user experience Outside the scope of book :) NOTE: everything I show you is 100% technology agnostic

Analyzing data

Zipf Distribution

Excel (spreadsheet) skills

Low / no budget software

No need for code or higher mathematics

Where to get data

Log files

Search / Web Analytics

A mindset / desire to improve your site, increase ROI, and deliver a better user experience

Outside the scope of book :)

NOTE: everything I show you is 100% technology agnostic

Zipf Distribution (The Long Tail) 3 characteristics: head, torso, & tail Thick head Middle Torso Long Tail Flickr Photogrpher : hjallig

3 characteristics: head, torso, & tail

Data: 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 ] &quot;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&quot; 200 9718 62 0.17 XXX.XXX.X.104 - - [ 10/Jul/2006:10:25:46 -0800 ] &quot;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&quot; 200 971 0 0.02 XXX.XXX.X.104 - - [ 10/Jul/2006:10:25:48 -0800 ] &quot;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&quot; 200 8283 146 0.16

Critical elements in red

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

Data: Search Engine / Analytics Data collection & options vary by vendor Data collection is typically a separate step if you want to combine it with web analytics Google & Omniture are the only major analytic vendors to have built-in search data capabilities (NOTE: Omniture’s Search is an add-on product)

Data collection & options vary by vendor

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

Google & Omniture are the only major analytic vendors to have built-in search data capabilities

(NOTE: Omniture’s Search is an add-on product)

Improving Your Site Search SSA Techniques & Search Behavior

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

Six (6) components comprise a single experience

Component 1: Visitor (User) When / Where Do Visitors Search? Most often when a visitor becomes frustrated with browsing (i.e. your design, navigation, information architecture, whatever) eCommerce and Government websites search is often the first choice This behavior also occurs when a visitor ‘knows’ what they are looking for Some visitors use search as their first / main method For more on this, see Peter Morville’s “ Search Patterns ” IA Summit 2008

When / Where Do Visitors Search?

Most often when a visitor becomes frustrated with browsing (i.e. your design, navigation, information architecture, whatever)

eCommerce and Government websites search is often the first choice

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

Some visitors use search as their first / main method

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 onsite search they are speaking to you their Natural Language They are confessing their needs & desires to you hoping you can help them This is your chance to have “ Una Conversación Con Tus Consumidores ” REMINDER: Conversation = Good . Monolog = BAD !

When a visitor users onsite search they are speaking to you their Natural Language

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

This is your chance to have “ Una Conversación Con Tus Consumidores ”

REMINDER: Conversation = Good . Monolog = BAD !

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 will also be used

Minimum: search query box & search button

Sometimes a filter 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 essential component… Options and details vary by vendor Common features: Ranking, best bets, stemming, facets, weighting, most frequent, etc. Opening the ‘black box’ is beyond scope of book -- and I promised you didn’t need to code & be a mathematician

While the Search Engine is an essential component…

Options and details vary by vendor

Common features: Ranking, best bets, stemming, facets, weighting, most frequent, etc.

Opening the ‘black box’ is beyond scope of book -- and I promised you didn’t need to code & be a mathematician

Component 5: Content Search is about getting visitors to CONTENT What type of content can you improve? (Hint: all of it) Metadata Navigation Labeling Ontology Taxonomy SEO / SEM people LISTEN UP SEO is NO LONGER about being #1. It’s about getting visitors to your content! This is great place for UX & SEO to work together NOT against each other Perceived differences should be fixed Usability testing, copywriting, & SEO are about content bring them together

Search is about getting visitors to CONTENT

What type of content can you improve? (Hint: all of it)

Metadata

Navigation

Labeling

Ontology

Taxonomy

SEO / SEM people LISTEN UP

SEO is NO LONGER about being #1. It’s about getting visitors to your content!

This is great place for UX & SEO to work together NOT against each other

Perceived differences should be fixed

Usability testing, copywriting, & SEO are about content bring them together

Component 5: Content Analysis Power of CONVERSATION: Are you listening or ignoring your visitors? What content / products your visitors are looking for? Do you not have it? Or can’t they find it? Maybe you should add / remove products? 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 Labels, navigation, taxonomy, metadata, SEO, SEM Surveys: tie attitudinal & behavioral data together Look for relationships between content Informs you ontology & metadata, as well as SEO / SEM You can look at the data, but this is a GREAT place to explore and play with your data http://4q.iperceptions.com

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

What content / products your visitors are looking for?

Do you not have it? Or can’t they find it? Maybe you should add / remove products?

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

Labels, navigation, taxonomy, metadata, SEO, SEM

Surveys: tie attitudinal & behavioral data together

Look for relationships between content

Informs you ontology & metadata, as well as SEO / SEM

You can look at the data, but this is a GREAT place to explore and play with your data

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

SERP (Search Engine Result Page)

The (inferred) quality of your results 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 Give Today… Reports & data are fantastic and essential for analysis. But if you REALLY REALLY want to find out how well or poor your search engine is working all you have to do is… “walk a mile in your visitors 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 is working all you have to do is… “walk a mile in your visitors shoes”.

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

Internal Site Search KPIs Top searches Zero / null results Search conversion Search usage Total Unique Searches Results Pageviews / Search # of Visits with Search Search Exits (Bounce Rate) Search Refinements Time After Search Search Depth

Top searches

Zero / null results

Search conversion

Search usage

Total Unique Searches

Results Pageviews / Search

# of Visits with Search

Search Exits (Bounce Rate)

Search Refinements

Time After Search

Search Depth

Summary Remember this…

Summary Search is not a ‘turnkey’ solution, it takes ongoing effort to get it write Improving search improves customer satisfaction, site usability, SEO, SEM, ROI, and & overall user experience Combine & use both qualitative & quantitative data for your analysis 6 components to search Visitor Keywords Search interface Search engine Content SERP (results) Site Search book will be out in December

Search is not a ‘turnkey’ solution, it takes ongoing effort to get it write

Improving search improves customer satisfaction, site usability, SEO, SEM, ROI, and & overall user experience

Combine & use both qualitative & quantitative data for your analysis

6 components to search

Visitor

Keywords

Search interface

Search engine

Content

SERP (results)

Site Search book will be out in December

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

Muchas Gracias!