1. COOKING UP THE PERFECT SEARCH ENGINE
@AaronGoldman

2. COOKING UP THE PERFECT SEARCH ENGINE
@AaronGoldman
CENSORED –
YOU HAD TO BE THERE!

3. Meet the Chefs
Alan Osetek, Resolution Media
Jason Lehmbeck, DataPop
Vural Cifci, Travelocity
3

4. Meet the Chefs
Alan Osetek, Resolution Media
Jason Lehmbeck, DataPop
Vural Cifci, Travelocity
4

5. The Ingredients
1. User Experience
A. Query Format
B. SERP Integration
C. SERP Interaction
2. Relevancy Algorithm CENSORED –
1. On-Page Elements YOU HAD TO BE THERE!
2. Links
3. Social Signals
4. Personalization
5. Contextual Signals
Kenshoo: Proprietary & Confidential Information | 5

6. The Process
CENSORED –
YOU HAD TO BE THERE!
Kenshoo: Proprietary & Confidential Information | 6

7. USER EXPERIENCE
7

8. Query Format
Please rank each of the following "methods" of submitting
search queries:
Images
(pictures, QR
codes)
Audio (think
Shazam)
Voice (think Siri)
Text (typed
keywords)
0 1 2 3 4 5 6 7 8 9 10
8

9. Query Format
Please rank each of the following "methods" of submitting
search queries:
Images
(pictures, QR
codes)
Audio (think
Shazam)
Voice (think Siri)
Text (typed
keywords)
0 1 2 3 4 5 6 7 8 9 10
9

10. Query Format
Please rank each of the following "methods" of submitting
search queries:
Images
(pictures, QR
codes)
Audio (think
Shazam)
Voice (think Siri)
Text (typed
keywords)
0 1 2 3 4 5 6 7 8 9 10
10

11. SERP Integration
Please rank each of the following "assets" that could be
returned for a given search query:
Products
News
Maps
Video
Images
Websites
0 1 2 3 4 5 6 7 8 9 10
11

12. SERP Integration
Please rank each of the following "assets" that could be
returned for a given search query:
Products
News
Maps
Video
Images
Websites
0 1 2 3 4 5 6 7 8 9 10
12

13. SERP Integration
Please rank each of the following "assets" that could be
returned for a given search query:
Products
News
Maps
Video
Images
Websites
0 1 2 3 4 5 6 7 8 9 10
13

14. SERP Interaction
Please rank each of the following options for how search
"results" are returned:
Transactions
(immediately
actionable)
Recommendations
One-box answers
Refinement tools
(sliders)
Links
0 1 2 3 4 5 6 7 8 9 10
14

15. SERP Interaction
Please rank each of the following options for how search
"results" are returned:
Transactions
(immediately
actionable)
Recommendations
One-box answers
Refinement tools
(sliders)
Links
0 1 2 3 4 5 6 7 8 9 10
15

16. SERP Interaction
Please rank each of the following options for how search
"results" are returned:
Transactions
(immediately
actionable)
Recommendations
One-box answers
Refinement tools
(sliders)
Links
0 1 2 3 4 5 6 7 8 9 10
16

17. User Experience Variables - Overall
Please rank each of the 3 "buckets" of UX variables we just
covered:
SERP
Interaction
SERP
Integration
Query Format
0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0
17

18. User Experience Variables - Overall
Please rank each of the 3 "buckets" of UX variables we just
covered:
SERP
Interaction
SERP
Integration
Query Format
0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0
18

19. User Experience Variables - Overall
Please rank each of the 3 "buckets" of UX variables we just
covered:
SERP
Interaction
SERP
Integration
Query Format
0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0
19

20. RELEVANCY ALGORITHM
20

21. On-Page Elements
Please rank each of the following ranking "factors":
Receny
Architecture
Keyword
Density
Title Tags
0 1 2 3 4 5 6 7 8 9 10
21

22. On-Page Elements
Please rank each of the following ranking "factors":
Receny
Architecture
Keyword
Density
Title Tags
0 1 2 3 4 5 6 7 8 9 10
22

23. On-Page Elements
Please rank each of the following ranking "factors":
Receny
Architecture
Keyword
Density
Title Tags
0 1 2 3 4 5 6 7 8 9 10
23

24. Links
Please rank the importance of "Volume vs. Value" when it
comes to links:
Quantity
Quality
0 1 2 3 4 5 6 7 8 9 10
24

25. Links
Please rank the importance of "Volume vs. Value" when it
comes to links:
Quantity
Quality
0 1 2 3 4 5 6 7 8 9 10
25

26. Links
Please rank the importance of "Volume vs. Value" when it
comes to links:
Quantity
Quality
0 1 2 3 4 5 6 7 8 9 10
26

27. Social Signals
Please rank each of the following social "signals":
Sentiment analysis
(positive or negative)
Other shares
Retweets
+1s
Likes
0 1 2 3 4 5 6 7 8 9 10
27

28. Social Signals
Please rank each of the following social "signals":
Sentiment analysis
(positive or negative)
Other shares
Retweets
+1s
Likes
0 1 2 3 4 5 6 7 8 9 10
28

29. Social Signals
Please rank each of the following social "signals":
Sentiment analysis
(positive or negative)
Other shares
Retweets
+1s
Likes
0 1 2 3 4 5 6 7 8 9 10
29

30. Personalization
Please rank each of the following ways to deliver search
results based on what you "know" about the searcher:
Purchase history
Search history
Web history
Demographics
Psychographics
(interests)
Social graph
(conntections)
0 1 2 3 4 5 6 7 8 9 10
30

31. Personalization
Please rank each of the following ways to deliver search
results based on what you "know" about the searcher:
Purchase history
Search history
Web history
Demographics
Psychographics
(interests)
Social graph
(conntections)
0 1 2 3 4 5 6 7 8 9 10
31

32. Personalization
Please rank each of the following ways to deliver search
results based on what you "know" about the searcher:
Purchase history
Search history
Web history
Demographics
Psychographics
(interests)
Social graph
(conntections)
0 1 2 3 4 5 6 7 8 9 10
32

33. Contextual Signals
Please rank each of the following ways to customize search
results based on contextual "influence":
Day of
Week
Time of
Day
OS
Device
Location
0 1 2 3 4 5 6 7 8 9 10
33

34. Contextual Signals
Please rank each of the following ways to customize search
results based on contextual "influence":
Day of
Week
Time of
Day
OS
Device
Location
0 1 2 3 4 5 6 7 8 9 10
34

35. Contextual Signals
Please rank each of the following ways to customize search
results based on contextual "influence":
Day of
Week
Time of
Day
OS
Device
Location
0 1 2 3 4 5 6 7 8 9 10
35

36. Relevancy Algorithm - Overall
Please rank each of the following "buckets" of a relevancy
algorithm:
Contextual
signals
Personalizaton
Social signals
Links
On-Page
elements
0 1 2 3 4 5 6 7 8 9 10
36

37. Relevancy Algorithm - Overall
Please rank each of the following "buckets" of a relevancy
algorithm:
Contextual
signals
Personalizaton
Social signals
Links
On-Page
elements
0 1 2 3 4 5 6 7 8 9 10
37

38. Relevancy Algorithm - Overall
Please rank each of the following "buckets" of a relevancy
algorithm:
Contextual
signals
Personalizaton
Social signals
Links
On-Page
elements
0 1 2 3 4 5 6 7 8 9 10
38

39. CENSORED –
YOU HAD TO BE THERE!
ENJOY!
What’s Your Recipe?
SurveyMonkey.com/s/PerfectSE