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The Perfect Search Engine

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Kenshoo CMO, Aaron Goldman, searches for the perfect search engine at the MediaPost Search Insider Summit, December 9, 2011.

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The Perfect Search Engine

  1. 1. COOKING UP THE PERFECT SEARCH ENGINE @AaronGoldman
  2. 2. COOKING UP THE PERFECT SEARCH ENGINE @AaronGoldman CENSORED – YOU HAD TO BE THERE!
  3. 3. Meet the ChefsAlan Osetek, Resolution MediaJason Lehmbeck, DataPopVural Cifci, Travelocity 3
  4. 4. Meet the ChefsAlan Osetek, Resolution MediaJason Lehmbeck, DataPopVural Cifci, Travelocity 4
  5. 5. The Ingredients1. User Experience A. Query Format B. SERP Integration C. SERP Interaction2. 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. 6. The Process CENSORED –YOU HAD TO BE THERE! Kenshoo: Proprietary & Confidential Information | 6
  7. 7. USER EXPERIENCE 7
  8. 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. 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. 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. 11. SERP Integration Please rank each of the following "assets" that could be returned for a given search query:Products News Maps Video ImagesWebsites 0 1 2 3 4 5 6 7 8 9 10 11
  12. 12. SERP Integration Please rank each of the following "assets" that could be returned for a given search query:Products News Maps Video ImagesWebsites 0 1 2 3 4 5 6 7 8 9 10 12
  13. 13. SERP Integration Please rank each of the following "assets" that could be returned for a given search query:Products News Maps Video ImagesWebsites 0 1 2 3 4 5 6 7 8 9 10 13
  14. 14. SERP Interaction Please rank each of the following options for how search "results" are returned: Transactions (immediately actionable)RecommendationsOne-box answers Refinement tools (sliders) Links 0 1 2 3 4 5 6 7 8 9 10 14
  15. 15. SERP Interaction Please rank each of the following options for how search "results" are returned: Transactions (immediately actionable)RecommendationsOne-box answers Refinement tools (sliders) Links 0 1 2 3 4 5 6 7 8 9 10 15
  16. 16. SERP Interaction Please rank each of the following options for how search "results" are returned: Transactions (immediately actionable)RecommendationsOne-box answers Refinement tools (sliders) Links 0 1 2 3 4 5 6 7 8 9 10 16
  17. 17. User Experience Variables - Overall Please rank each of the 3 "buckets" of UX variables we just covered: SERP Interaction SERP IntegrationQuery Format 0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 17
  18. 18. User Experience Variables - Overall Please rank each of the 3 "buckets" of UX variables we just covered: SERP Interaction SERP IntegrationQuery Format 0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 18
  19. 19. User Experience Variables - Overall Please rank each of the 3 "buckets" of UX variables we just covered: SERP Interaction SERP IntegrationQuery Format 0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 19
  20. 20. RELEVANCY ALGORITHM 20
  21. 21. On-Page Elements Please rank each of the following ranking "factors": RecenyArchitecture Keyword Density Title Tags 0 1 2 3 4 5 6 7 8 9 10 21
  22. 22. On-Page Elements Please rank each of the following ranking "factors": RecenyArchitecture Keyword Density Title Tags 0 1 2 3 4 5 6 7 8 9 10 22
  23. 23. On-Page Elements Please rank each of the following ranking "factors": RecenyArchitecture Keyword Density Title Tags 0 1 2 3 4 5 6 7 8 9 10 23
  24. 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. 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. 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. 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. 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. 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. 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 DemographicsPsychographics (interests) Social graph (conntections) 0 1 2 3 4 5 6 7 8 9 10 30
  31. 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 DemographicsPsychographics (interests) Social graph (conntections) 0 1 2 3 4 5 6 7 8 9 10 31
  32. 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 DemographicsPsychographics (interests) Social graph (conntections) 0 1 2 3 4 5 6 7 8 9 10 32
  33. 33. Contextual Signals Please rank each of the following ways to customize search results based on contextual "influence": Day of WeekTime of Day OS DeviceLocation 0 1 2 3 4 5 6 7 8 9 10 33
  34. 34. Contextual Signals Please rank each of the following ways to customize search results based on contextual "influence": Day of WeekTime of Day OS DeviceLocation 0 1 2 3 4 5 6 7 8 9 10 34
  35. 35. Contextual Signals Please rank each of the following ways to customize search results based on contextual "influence": Day of WeekTime of Day OS DeviceLocation 0 1 2 3 4 5 6 7 8 9 10 35
  36. 36. Relevancy Algorithm - Overall Please rank each of the following "buckets" of a relevancy algorithm: Contextual signalsPersonalizaton Social signals Links On-Page elements 0 1 2 3 4 5 6 7 8 9 10 36
  37. 37. Relevancy Algorithm - Overall Please rank each of the following "buckets" of a relevancy algorithm: Contextual signalsPersonalizaton Social signals Links On-Page elements 0 1 2 3 4 5 6 7 8 9 10 37
  38. 38. Relevancy Algorithm - Overall Please rank each of the following "buckets" of a relevancy algorithm: Contextual signalsPersonalizaton Social signals Links On-Page elements 0 1 2 3 4 5 6 7 8 9 10 38
  39. 39. CENSORED – YOU HAD TO BE THERE! ENJOY! What’s Your Recipe?SurveyMonkey.com/s/PerfectSE

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