This document discusses moving away from traditional CMS-driven websites to search-driven websites. It argues that search is more than just a search box and that the index is one of many modules. Search-driven sites aggregate both automatic and manual content to provide a better user experience. They allow reaching audiences through search and improving content over time through a continuous cycle of surfacing content and getting feedback. This model provides more agility than relying solely on one CMS for content.

1. OSLO STOCKHOLM LONDON BOSTON
Search-driven websites
The shackles of the CMS and how to break free

2. Marcus Johansson
• Senior Consultant, Comperio
• V-TSP Enterprise Search, Microsoft
• Course instructor, Cornerstone
Email: marcus.johansson@comperiosearch.com
Twitter: @marcjoha
Blog: http://blog.comperiosearch.com
LinkedIn: http://www.linkedin.com/in/marcusjohansson

3. DEFINE SEARCH
So what are we talking about, how do we actually…

4. Traditionally: the 10 blue links

5. Streams – Twitter, etc.

6. Graphs – Facebook, LinkedIn

7. Semi-manual approaches

8. Corporate mashups – UBS.com

9. Search-driven applications

10. What do these have in common?
• Great content
– Sometimes volume
– Often great quality
– Freshness
• Great search logic
– Well-tailored for their
use cases
– Usage constantly
monitored
Best
Solution
Business
goals
Tech
User
needs

11. Search is much, much more
than just a search box.
And the index is just one
of its modules

12. INFORMATION MARKETPLACE
Taming the…

13. Your typical CMS-based web site
Manual
editorial
efforts
Automatic
content
aggregation

14. Traditional search, Twitter, etc.
Automatic
content
aggregation
Manual
editorial
efforts

15. Automatic
content
aggregation
Manual
editorial
efforts
The window of opportunity?

16. The CMS vs. reality

17. What we really want to do
CMS
Reach of
search engine

18. The solution
Increase usage – Increase customer satisfaction – Increase conversion

19. A search-driven website

20. It’s more common than you think!
SharePoint 2013 is powered by Search and encourages you to surface search-driven content

21. The “content improvement” cycle

22. Surfacing search-driven content
Encourages publishers to improve content quality
Will have to think about internal SEO
Limit dependencies on one particular content source system
Agility and completeness. Not all data needs to origin from the CMS
Takes you beyond what’s available in your organization
Harvest (moderated?) user content from e.g. social media
Means you’re actually working with the long tail
And gain access to vast amounts of analytics for further improvements