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Delivering Better Onsite Search Results - Brighton SEO Sep 2018

JP Sherman
JP Sherman
JP ShermanSearch & Findability at Red Hat

Onsite search is often overlooked as a channel to deliver revenue to your business and discovery to your users. Learn how to measure and use data from your onsite search efforts to improve revenue, conversions and your overall marketing efforts.

Delivering Better Onsite Search Results - Brighton SEO Sep 2018

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JP Sherman
@jpsherman
MANAGER OF SEARCH & FINDABILITY
RED HAT
Onsite Search - A Critical
Multiplier to Users &
Business
http://www.slideshare.net/jpsherman
A SHORT INTRO
I connect people
to the information
they’re looking for.
@jpsherman @BrightonSEO #BrightonSEO
A global enterprise software company with an
open source development model.
ONSITE SEARCH
WHY IS IT IMPORTANT?
HOW DO WE MEASURE IT?
WHAT DO WE DO WITH IT?
@jpsherman @BrightonSEO #BrightonSEO
ONSITE SEARCH
LESS THAN 18% OF ORGS
DEDICATE RESOURCES TO
ONSITE SEARCH
@jpsherman @BrightonSEO #BrightonSEO
USER ABANDONMENT
55% of users
Will abandon your site if
they cannot find what
they’re looking for
immediately.
@jpsherman @BrightonSEO #BrightonSEO
USER ABANDONMENT
LESS THAN A SECOND AWAY...
Ad

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Delivering Better Onsite Search Results - Brighton SEO Sep 2018

  • 1. JP Sherman @jpsherman MANAGER OF SEARCH & FINDABILITY RED HAT Onsite Search - A Critical Multiplier to Users & Business http://www.slideshare.net/jpsherman
  • 2. A SHORT INTRO I connect people to the information they’re looking for. @jpsherman @BrightonSEO #BrightonSEO A global enterprise software company with an open source development model.
  • 3. ONSITE SEARCH WHY IS IT IMPORTANT? HOW DO WE MEASURE IT? WHAT DO WE DO WITH IT?
  • 4. @jpsherman @BrightonSEO #BrightonSEO ONSITE SEARCH LESS THAN 18% OF ORGS DEDICATE RESOURCES TO ONSITE SEARCH
  • 5. @jpsherman @BrightonSEO #BrightonSEO USER ABANDONMENT 55% of users Will abandon your site if they cannot find what they’re looking for immediately.
  • 6. @jpsherman @BrightonSEO #BrightonSEO USER ABANDONMENT LESS THAN A SECOND AWAY...
  • 7. THINGS NOT FOUND CANNOT CONVERT. IF THEY CAN’T FIND IT, THEY’RE GONE. LOST REVENUE @jpsherman @BrightonSEO #BrightonSEO
  • 8. WHEN IT WORKS DO BALLOONS DROP? @jpsherman @BrightonSEO #BrightonSEO
  • 10. THEY REMEMBER... A good site-search experience is what’s expected. A bad site-search experience is remembered @jpsherman @BrightonSEO #BrightonSEO
  • 12. @jpsherman @BrightonSEO #BrightonSEO Amplifies Multiplies Assists Informs ONSITE SEARCH IS CRITICAL
  • 14. KEY CONCEPTS @jpsherman @BrightonSEO #BrightonSEO FINDABILITY ACTIVE BEHAVIORS PASSIVE BEHAVIORS FEATURES RESULT SET QUALITY
  • 15. FINDABILITY How to Measure Findability ◆ What People Do ◆ How People Behave ◆ How People React ◆ Content Presented @jpsherman @BrightonSEO #BrightonSEO
  • 16. BUT FIRST - SOME SCIENCE @jpsherman @BrightonSEO #BrightonSEO Search Behavior is Always On Passive Search Active Search
  • 17. BUT FIRST - SOME BEHAVIOR @jpsherman @BrightonSEO #BrightonSEO Users Scan Results with a Purpose Keywords are Vehicles, Through Which, Intent is Expressed This Means: In the Second a User Sees Your Snippet, Acceptance and Rejection Criteria are Applied. The Perception of Value Must be Immediate to Entice a User to Take an Action
  • 18. ACTIVE BEHAVIORS The measurements are simple to understand, but it’s the nuance that tells the story @jpsherman @BrightonSEO #BrightonSEO You’re Probably Familiar ● Keywords ● CTR ● Conversions ● No Results ● Zero Clicks ● Instances
  • 19. DEFINING “KEYWORD” @jpsherman @BrightonSEO #BrightonSEO KEYWORDS AREN’T JUST A BAG OF WORDS. THEY’RE VEHICLES THROUGH WHICH A USER’S INTENT IS EXPRESSED.
  • 20. TYPES OF KEYWORDS HIGH VOLUME, LOW INTENT KEYWORDS Keywords High Freq/ Low Intent Example Queries: ● Bikes ● Software ● Smart phones ● College ● Finland ● Books ● Laptops ● Elections This is the top of the funnel search behavior. User Intent Isn’t Specific ● Information ● Ideas ● Knowledge ● Type Selection ● Familiarity ● Definitions ● Topic Review @jpsherman @BrightonSEO #BrightonSEO
  • 21. Keywords Low Freq/ High Intent Example Queries: ● Download latest iTunes ● Stream The Clash ● Pictures of cats in baskets ● Vietnamese food near me ● Spicy vegan taco recipes ● Supernatural monsters that drink human blood ● Latin name for ring-tailed lemur ● What does coulrophobia mean? There is no ambiguity in the searchers’ intent. User Intent Is Specific ● Take an action ● View specific thing ● Learn specific thing ● List based content ● Answers to a specific question @jpsherman @BrightonSEO #BrightonSEO TYPES OF KEYWORDS LOW FREQUENCY, HIGH INTENT
  • 22. PASSIVE BEHAVIORS The measurements are simple to understand, but it’s the nuance that tells the story @jpsherman @BrightonSEO #BrightonSEO These generally require a bit of dev. ● Consumption ● Dwell Time ● Time from Query to Conversion
  • 23. SEARCH FEATURES The measurements are simple to understand, but it’s the nuance that tells the story @jpsherman @BrightonSEO #BrightonSEO Things on a SERP ● More Like This ● Facets ● Knowledge Graphs ● Query Suggestion/ Completion
  • 24. WHAT ARE SEARCH FEATURES? @jpsherman @BrightonSEO #BrightonSEO AUTOCOMPLETE/ AUTOSUGGEST FACETS KEYMATCH KNOWLEDGE GRAPH NATURAL RESULTS
  • 25. FEATURE CTR & FINDABILITY @jpsherman @BrightonSEO #BrightonSEO 26% 32% 12% 68% 71% 53% Feature CTR Weighted Findability Score
  • 26. WHAT’S A GOOD CTR FOR ONSITE SEARCH? Users have very high expectations… (thanks Google) CTR < 75% CTR > 75% @jpsherman @BrightonSEO #BrightonSEO
  • 27. RESULT SET QUALITY The measurements are simple to understand, but it’s the nuance that tells the story @jpsherman @BrightonSEO #BrightonSEO Content Shown on a SERP ● Average Rank ● Content as Impression ● Keyword CTR ● Consumption/ Conversion from Keyword
  • 28. MEASURING FINDABILITY The Likelihood a Human Will Find What They’re Looking For @jpsherman @BrightonSEO #BrightonSEO Findability Active Behaviors Passive Behaviors Search Features Result Set Quality
  • 29. HOW TO IMPROVE SERP The SERP is the first thing users see after a search & impressions are critical @jpsherman @BrightonSEO #BrightonSEO SEARCH EXPERIENCE OPTIMIZATION ● SERP Design ● Snippet Design ● Contextual Bias ● Search Features ● Respect Users’ Time
  • 30. IMPROVEMENTS: AUTOSUGGEST Autosuggest is recommending queries that the user may be looking for. @jpsherman @BrightonSEO #BrightonSEO Starting with the Search Experience
  • 31. IMPROVEMENTS: AUTOSUGGEST Autosuggest is recommending queries that the user may be looking for. @jpsherman @BrightonSEO #BrightonSEO Searches w/out autosuggest CTR: 42% CR: 3.9% Searches w/ autosuggest CTR: 57% CR: 5.1%
  • 32. IMPROVEMENTS: AUTOCOMPLETE Reduce the steps between query and discovery @jpsherman @BrightonSEO #BrightonSEO
  • 33. IMPROVEMENTS: AUTOCOMPLETE Reduce the steps between query and discovery @jpsherman @BrightonSEO #BrightonSEO Searches w/out autocomplete 6.3 seconds to click Searches w/ autocomplete 4.5 seconds to click
  • 34. IMPROVEMENTS: ALTERNATE PATHS Search will fail. Give users easily recognizable alternate paths @jpsherman @BrightonSEO #BrightonSEO Users will experience a search failure. Giving users a way to refine, tips to search again, a place for feedback will improve the search experience. Users w/out assistance re-searched 33% Users w/ assistance re-searched 59%
  • 35. IMPROVEMENTS: GEO CONTEXT Location can influence the intent of the user for the same keyword @jpsherman @BrightonSEO #BrightonSEO Keyword: Bike Tires Santa Monica Colorado Springs Location Bias Can Deliver Intent Road Bike Tires Mountain Bike Tires
  • 36. IMPROVEMENTS: KNOWLEDGE GRAPHS @jpsherman @BrightonSEO #BrightonSEO Knowledge Graphs High Volume/ Low Intent Allows the user to immediately focus on what their intent is when it’s not clear in the query.
  • 37. HOW TO IMPROVE RESULTS The Good News… Most of this, you already know how to do @jpsherman @BrightonSEO #BrightonSEO You Know This Stuff! ● Content ● Metadata ● Structured Markup ● Internal Links ● Relevant Titles ● UI/UX But there’s more. So much more.
  • 38. SEO, BUT FOR ONSITE SEARCH The work you already do... @jpsherman @BrightonSEO #BrightonSEO But… Keyword Meta Tags for Onsite Search. It’s a Real Thing.
  • 39. MEASURE CONTENT EFFICACY Measure the end results, then trace it back. @jpsherman @BrightonSEO #BrightonSEO Attributes of Content in an Onsite Search Context ● Keyword Universe ● Conversions ● Consumption ● Impressions ● Average Rank ● Clicks ● CTR
  • 40. MEASURE CONTENT EFFICACY Measure the end results, then trace it back. @jpsherman @BrightonSEO #BrightonSEO Peach Pie Recipies Peach Pies Peach Pie Recipies Peach Pie Gallery Peach Pie Ideas Page Impressions Page Conversions Page Consumptions Average Rank 1000 6% 42% 6.5
  • 41. MEASURE CONTENT EFFICACY Measure the end results, then trace it back. @jpsherman @BrightonSEO #BrightonSEO Peach Pie Recipies Peach Pies Peach Pie Recipies Peach Pie Gallery Peach Pie Ideas 200 600 150 50 Keyword Stats Impressions 1% 6% 0.05% 4% Conversions 7.2 1.5 2.2 8 Avg Rank
  • 42. MEASURE CONTENT EFFICACY Measure the end results, then trace it back. @jpsherman @BrightonSEO #BrightonSEO Peach Pie Recipies Peach Pies Peach Pie Recipies Peach Pie Gallery Peach Pie Ideas De-boost keyword for low performance Keep page as is Content revision pipeline “why does this rank?” Work to increase rank in site search
  • 43. TESTING… IS THIS THING ON? @jpsherman @BrightonSEO #BrightonSEO Me. At work I have an idea. Because I know things. I run tests. Now I know more things. Yay? TEST. ANALYZE. REPEAT.
  • 44. DISAMBIGUATION FOR SIMILAR SEARCHES Understand Where Your Customers Primarily Interact With You. @jpsherman @BrightonSEO #BrightonSEO
  • 45. RIGHT... AGAIN WITH THE MOBILE. Understand Where Your Customers Primarily Interact With You. @jpsherman @BrightonSEO #BrightonSEO
  • 46. TEN BLUE LINKS MAY NOT EVEN WORK Some products lend themselves to be more visual, or more comparative. @jpsherman @BrightonSEO #BrightonSEO
  • 47. BLENDED SEARCH RESULTS Just display all the things @jpsherman @BrightonSEO #BrightonSEO
  • 48. KEY TAKEAWAYS TO IMPROVE ONSITE SEARCH Make a plan, make a change every month, measure it & repeat. It’s not that hard Change the Snippet Change the SERP design Add Contextual Information Measure, Measure, Measure Don’t forget, mobile is unique @jpsherman @BrightonSEO #BrightonSEO
  • 49. WHAT IF YOU DON’T HAVE A SEARCH DEV TEAM? Onsite Search is proving its value over & over - there are options @jpsherman @BrightonSEO #BrightonSEO
  • 50. THANK YOU Please feel free to talk to me if you happen to run into me. Find me on Twitter @jpsherman