Improve Internal Search Results with Data Analytics
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Internal search is one of the best ways to get information on user intent. However, it's under-utilized and often ignored. Here's the basics you need to maximize your internal search efforts.
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Improve Internal Search Results with Data Analytics
- 1. GETTING BETTER INFORMATION FROM INTERNAL SEARCH Presenter: JP Sherman Title: Search & Findability Manager Follow me: @jpsherman HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
- 2. Search is a Journey that Starts Internally When Successful, It Ends With the Searcher Having More Than They Started With HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
- 3. Statistics on Internal Search Up to 30 % of visitors use internal search ¹ 1: http://bit.ly/1swVhSM For information & knowledge based sites, that percent can be significantly higher. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
- 4. Statistics on Internal Search Customers who make an internal search are 5x to 6x more likely to convert When compared to customers who make no search. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
- 5. Statistics on Internal Search Only 15% of Companies Have Dedicated Resources to Improve Internal Search HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
- 6. Search Behavior is the Foundation HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
- 7. Search Behavior Is Always On Active Search Passive Search HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
- 8. Understanding Search Behavior Search Initiates With Desire HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
- 9. Understanding Search Behavior From Desire, Search expresses itself as a query HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
- 10. Understanding Search Behavior Desire Creates Expectation Expectation Creates Criteria for Acceptance HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
- 11. Understanding Search Behavior People simultaneously process acceptance and rejection criteria. For every single result on the SERP HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
- 12. Understanding Search Behavior Each Result is Measured Against These Search Criteria HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
- 13. Understanding Search Behavior The Searcher Accepts or Rejects Results Based on Internal Criteria, Influenced by Results of that Search HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
- 14. Measuring Search Behavior Measurement Leads to Understanding Understanding Leads to Control Control Leads to Improvement - H. James Harrington (paraphrased) HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
- 15. Measuring Search Behavior Search behavior serves as context for search as measurable actions HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
- 16. Measuring Search Behavior Measuring Search Behavior Falls Under 3 Categories Query Acceptance Rejection HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
- 17. Understanding Search Behavior Acceptance Identify the Conditions that Trigger Acceptance, Usually Measured by a Click HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
- 18. Understanding Search Behavior Rejection Identify the Conditions that Result in a Non-Click. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
- 19. Understanding Search Behavior Termination The Searcher Accepts or Rejects the Results. This Behavior is Based on the Internal Criteria, Influenced by the Results of that Search HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
- 20. Measuring Search Behavior Questions to Avoid Data Overload What are the top things people are looking for? Priorities: Balance out popularity with depth of content with conversions obtained HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
- 21. Measuring Search Behavior Questions to Avoid Data Overload Which keywords and content drive the most engagement? Priorities: Define engagement to support key objectives HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
- 22. Measuring Search Behavior Questions to Avoid Data Overload What are your top converting keywords and content? Priorities: Use this set as your control group for experimentation HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
- 23. Measuring Search Behavior An Analytics Recipe to Measure Search Effectiveness Keyword Any keyword refinements Rank of content that was clicked Destination page of search result Activity post-search, ie: conversion or consumption Time query occurred Time spent on destination content page Most Enterprise CMS & Analytics Packages Give You This Data, it Just Needs to be Configured. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
- 24. When Measured, Search Failure is Awesome HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
- 25. Measuring Search Failure Which queries result in no clicks? Priorities: This is the beginning of improving UI/ UX and Metadata HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
- 26. Measuring Search Failure Which queries result in no results? Priorities: These are queries that return no or few results. This is the beginning of a content gap analysis HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
- 27. Measuring Search Failure ProTip Measuring Just the Click is 10% of the Story HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
- 28. Measuring Search Failure There are 9 Other Results Other than the One Clicked There are 9 Other Results HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
- 29. Measuring Search Failure Consider the “Non-Clicked” Results as Impressions Find the content that generates impressions but few clicks HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
- 30. Improving Resolution & Detail Improving Search HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
- 31. Making Search Better Improving Resolution: 8 Bit Master the Basics of Measuring Search 1. Practical Exercises o Use Popular Search Terms for Featuring o Hyper Localize Your Internal Search o Discover Content Gaps from Failed Search HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
- 32. Making Search Better Improving Resolution: 32 Bit Intermediate Mastery - Measure the Time from Query to Conversion - Create Conversion Events for Content - Test UI Changes in SERP (pictures, schema, fonts, colors) HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
- 33. Making Search Better Improving Resolution: 128 Bit Mastery as Integration - Create Search-Oriented Microdata into Content - Use Personalization and Other Data to Bias Results - Integrate Search Data in CMS HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
- 34. The Barriers to Entry Are Minimal Using Data to Improve Internal Search Starts With Data You’re Most Likely Collecting. Visualizing Iterations as Resolution Helps - Start With the Data You Already Collect - Refine That Data With Greater Accuracy - Turn Data Into Intelligence That Can Be Connected, Integrated & Shared HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
- 35. The Power Was With You This Whole Time HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
- 36. Thank You Questions? Comments? Threats? Reach out to me on Twitter, I’d be thrilled to chat more @jpsherman HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN