Search Analytics: Diagnosing what ails your site

Search Analytics: Diagnosing what ails your site Michigan UPA Ann Arbor, Michigan January 17, 2007 Louis Rosenfeld www.louisrosenfeld.com www.rosenfeldmedia.com/books/searchanalytics

About Me ,[object Object],[object Object],[object Object],[object Object],[object Object]

AOL Searcher #4417749 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],NY Times , August 9, 2006: “A Face Is Exposed for AOL Searcher No. 4417749”

Our Inadvertent Search Analytics Education, courtesy AOL ,[object Object],650,000 searchers 21,000,000 queries

Anatomy of a Search Log (from Google Search Appliance) ,[object Object],[object Object],[object Object],[object Object],Full legend and more examples here: http://www.rosenfeldmedia.com/books/searchanalytics/blog/log_sample_google_appliance/

Sample Query Analysis Report Download template here: http://www.rosenfeldmedia.com/books/searchanalytics/blog/free_ms_excel_template_for_ana/

The Head, the Long Tail, and the Interesting Stuff in Between Sorting queries by frequency results in a Zipf Distribution Can we improve performance for the most popular queries?

Querying your Queries: Some basic questions 1/2 ,[object Object],[object Object],[object Object],[object Object],[object Object]

Querying your Queries: Some basic questions 2/2 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Tune your Questions: Broad to specific ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SA as Diagnostic Tool: What can you fix or improve? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

User Research: What do they want?… ,[object Object],[object Object]

User Research: …who wants it?… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

User Research: …and when do they want it? ,[object Object],[object Object],[object Object]

Search Entry Interface Design: “The Box” or something else? ,[object Object],[object Object],… OR…

Search Results Interface Design: Which results where? ,[object Object],From SLI Systems (www.sli-systems.com)

Search Results Interface Design: How to sort results? ,[object Object],[object Object]

Search System: What to change? ,[object Object],[object Object],[object Object],[object Object]

Navigation: Any improvements? ,[object Object]

Navigation: Where does it fail? ,[object Object],[object Object],[object Object],[object Object]

Metadata Development: How do users express their needs? ,[object Object],[object Object],[object Object],[object Object]

Metadata Development: Which metadata values? ,[object Object],[object Object],[object Object]

Metadata Development: Which metadata attributes? ,[object Object],[object Object],[object Object],known-item queries research queries

Content Development: Do we have the right content? ,[object Object],[object Object],[object Object],www.behaviortracking.com

Content Development: Are we featuring the right stuff? ,[object Object],[object Object]

Organizational Impact: Educational opportunities ,[object Object],[object Object],[object Object]

Organizational Impact: Rethinking how you do things ,[object Object],[object Object],[object Object]

SA as User Research Method: Sleeper, but no panacea ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SA Headaches: What gets in the way? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Please Share Your SA Knowledge: Visit our “book in progress” site ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Contact Information ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Search Analytics: Diagnosing what ails your site

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