Smartest Online Strategies in 09 -- Search Technologies

899 views

Published on

Executive Briefing--presentation on innovative approach to search technologies on corporate and member websites.

Published in: Technology, Design
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
899
On SlideShare
0
From Embeds
0
Number of Embeds
12
Actions
Shares
0
Downloads
55
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Smartest Online Strategies in 09 -- Search Technologies

  1. 1. Executive Briefing and Forum l December 16, 2008 Build a Better User Experience November 29, 2007
  2. 2. Agenda <ul><li>Introduction </li></ul><ul><li>Search (external vs internal) </li></ul><ul><li>Search Features </li></ul><ul><li>Brainstorming </li></ul><ul><li>Input </li></ul>
  3. 3. Two Searches <ul><li>External (google.com) </li></ul><ul><li>Potential customers </li></ul><ul><li>Surface correct content for rapid consumption </li></ul><ul><li>Should provide clear contextual clues </li></ul><ul><li>Sales / Marketing </li></ul><ul><li>Goal: Convert! </li></ul><ul><li>Internal (yoursite.com/search) </li></ul><ul><li>Existing customers </li></ul><ul><li>More commitment from users to review results </li></ul><ul><li>Should be comprehensive </li></ul><ul><li>Customer Service </li></ul><ul><li>Goal: Retain! </li></ul>
  4. 4. External Search <ul><li>Keyword driven </li></ul><ul><li>Organic positioning through publishing content relevant to keywords (SEO) </li></ul><ul><li>Advertisement positioning through a combination of relevance and payment (SEM) </li></ul>
  5. 5. Internal Search <ul><li>Allows search of secured content </li></ul><ul><li>Can present a better interface than keywords </li></ul><ul><ul><li>Facets using relevant metadata (Type, Author, Context, Source…) </li></ul></ul><ul><ul><li>Personalize results based on user profile </li></ul></ul><ul><ul><li>Provide contextual clues in results (metadata) </li></ul></ul><ul><li>Implied context of your business </li></ul><ul><ul><li>“Depression” not related to economics at APA </li></ul></ul><ul><ul><li>Provides an opportunity for more relevant results </li></ul></ul><ul><li>First action of users on retail sites </li></ul>
  6. 6. Internal Search Features <ul><li>Brand contextual </li></ul><ul><li>Facets (vs. tabs) </li></ul><ul><li>Entity extraction / disambiguation </li></ul><ul><li>Implicit feedback </li></ul>
  7. 7. Further Search Examples
  8. 9. Cross Promotion <ul><li>Find relevant products / documents using search </li></ul><ul><li>Use the inbound search terms to execute a search and cross promote </li></ul>
  9. 10. Find Relevant Articles with Search
  10. 11. Is my search working? <ul><li>Implicit feedback </li></ul><ul><ul><li>Click position </li></ul></ul><ul><ul><li>Click count on form vs results </li></ul></ul><ul><li>Exit pages after on or after results pages </li></ul><ul><ul><li>Careful consideration of intent </li></ul></ul><ul><li>Ask your users </li></ul><ul><ul><li>Call center information </li></ul></ul><ul><ul><li>Look at inbound searches from google.com (are they authenticating?) </li></ul></ul>
  11. 12. So What? <ul><li>Google = inviting competition </li></ul><ul><li>Existing customers = recurring revenue </li></ul>

×