The document discusses ways to improve internal search experiences on websites. It provides tips for measuring search behavior metrics like keywords, click-through rates, and conversion rates to understand how users are interacting with the search functionality. The document also recommends testing minor changes regularly, like updating snippets or the search results page design, to continuously enhance the search user experience. Additionally, it suggests using search query and behavior data to identify content gaps and drive the creation of new pages to better satisfy user search intents.
Getting Better Data from Internal Search - Pubcon 2014JP Sherman
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.
Presentation material used during the Harness the power of online marketing seminar held on October 13, 2011 at the Fairmont Château Laurier in Ottawa.
In this WordStream webinar, learn how "happy juice" marketing can help break through your audience's indifference and drive better results from your sales and marketing efforts.
Join small business guru and Google AdWords expert Perry Marshall, as he shares what the happy juice principle is and how it can help drive stronger connections with your audience. Then, get real business examples from WordStream's Marketing Director Amber Stevens and see how happy juice enables you to capture more leads and convert them to sales!
You'll learn how to create the following:
-Paid search ads with killer click-through rates
-Emails with sky-high open rates
-Engaging blog posts with shares & comments
-And much more!
Visit www.wordstream.com for more information.
Getting Better Data from Internal Search - Pubcon 2014JP Sherman
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.
Presentation material used during the Harness the power of online marketing seminar held on October 13, 2011 at the Fairmont Château Laurier in Ottawa.
In this WordStream webinar, learn how "happy juice" marketing can help break through your audience's indifference and drive better results from your sales and marketing efforts.
Join small business guru and Google AdWords expert Perry Marshall, as he shares what the happy juice principle is and how it can help drive stronger connections with your audience. Then, get real business examples from WordStream's Marketing Director Amber Stevens and see how happy juice enables you to capture more leads and convert them to sales!
You'll learn how to create the following:
-Paid search ads with killer click-through rates
-Emails with sky-high open rates
-Engaging blog posts with shares & comments
-And much more!
Visit www.wordstream.com for more information.
Data Informed Design - Good Tech Test - May 2018Courtney Clark
When it comes to design, everyone has an opinion! However, during reviews and discussions it’s those with more than an opinion that fair the best. Successful design solutions require a deep understanding of audiences, clear strategy, and good ole data.
In this session you’ll learn:
- Common data sources for design
- How to build a data-informed approach (not data-driven)
- What data-informed design looks like in the wild (aka case studies).
Whether you’re trying to prove a point, make an improvement, or discover something new, data-informed design moves your team from gut-feelings to fact-based decisions.
How to Become an Internet Research SpecialistChinedum Azuh
Money-Spinning Opportunity: Become an Internet Research Specialist
Earn Fabulous Income in Naira and Foreign Currencies Every Hour Doing Internet Research. No Experience Necessary! No Capital Required!!
Do you like to surf the Web?
Ever used Google?
Would you like to get paid just browsing the internet the way you are used to?
I'm talking about $50 or N5000 an hour at a minimum. It could be a great part-time way to make extra money. If you go full-time, you could make a very nice living -- more than some bankers do. And in either case, you don't have to worry about going to an office, a 9-to-5 schedule, or any of that corporate hassle.
You work where you want, with whom you want, when you want it.
The Internet provides a vast amount of information. If you can quickly and efficiently navigate through that wealth of information, and essentially find something useful, you can create a very successful business as an Internet researcher.
Let me give you some type of research businesses are looking for. This list is not all inclusive. But it should help to get your wheels turning to figure out how you want to position yourself in the research business.
What type of internet research can I do for companies and agencies?
Here is a list of examples:
Market Research
Keyword Research
Content/Information Research
Fact Checking
Background Checking
Competitive Analysis
Business Research
Product Research
Medical Research
Image/Audio research
Social Media Research
Many people assume that they have no marketable skills that other people would want to use, but in the vast majority of cases that simply isn’t true.
You might think that because you can’t write, you can’t make any money online or offline. Not true. Can’t design or draw anything either? Not a problem.
The solution for many people is to take on simple research jobs for other people who don’t have the time to do it themselves. The word ‘research’ tends to bring to mind stuffy libraries and reams of paperwork but that isn’t the case nowadays. Thanks to the internet. Research can be a quick and easy task, and the fact that some people still don’t have the time to do it themselves means big money making opportunities for you.
The great thing about offering up your skills as a researcher is that you don’t necessarily have to specialize in any one particular area. One client might need information on keywords that other websites use so they can determine how to structure their own site content. Someone else might want to get information about a particular subject so they can write a book about it.
As an Internet researcher you'll work with writers, marketers, authors, website owners, publishing companies and other businesses to find information they need for their blogs, websites, articles, books, e-books, products, special reports etc.
Website Keyword Research, Why It Matters and How to Do ItEagan Heath
Learn how to find the top phrases people are using on Google to search for your products and services. You can set up your SEO, AdWords and blogging campaigns around them, and earn more visitors to your website from organic search traffic.
See our full blog post on the topic here: https://goo.gl/jDBnyv
Onsite search is often overlooked as a channel to deliver revenue to your business and discovery to your users. Learn how to measure and use data from your onsite search efforts to improve revenue, conversions and your overall marketing efforts.
Understanding the big picture of Internet marketing is key to getting the most out of your online efforts. Learn all about the Internet marketing ecosystem by comparing it to human body. Presentation originally given at MSPu's Chicago Bootcamp in July 2010.
Keyword Advantage is a new keyword research and generation software produced by the internet marketing guru - Mark Thompson
http://keywordadvantages.net, http://keywordadvantagereview.org
The question of “What exactly is intent data?” understandably causes a great deal of perplexity for many marketers. Often referred to as activity, behavioral, internal intent data, or external intent data, it can be a bit difficult to sift through all the terminology. Nonetheless, it’s a topic that will continue to gain steam as more companies look for new channels to drive demand and new ways to identify and anticipate where customers are in their buying journey.
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
More Related Content
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Data Informed Design - Good Tech Test - May 2018Courtney Clark
When it comes to design, everyone has an opinion! However, during reviews and discussions it’s those with more than an opinion that fair the best. Successful design solutions require a deep understanding of audiences, clear strategy, and good ole data.
In this session you’ll learn:
- Common data sources for design
- How to build a data-informed approach (not data-driven)
- What data-informed design looks like in the wild (aka case studies).
Whether you’re trying to prove a point, make an improvement, or discover something new, data-informed design moves your team from gut-feelings to fact-based decisions.
How to Become an Internet Research SpecialistChinedum Azuh
Money-Spinning Opportunity: Become an Internet Research Specialist
Earn Fabulous Income in Naira and Foreign Currencies Every Hour Doing Internet Research. No Experience Necessary! No Capital Required!!
Do you like to surf the Web?
Ever used Google?
Would you like to get paid just browsing the internet the way you are used to?
I'm talking about $50 or N5000 an hour at a minimum. It could be a great part-time way to make extra money. If you go full-time, you could make a very nice living -- more than some bankers do. And in either case, you don't have to worry about going to an office, a 9-to-5 schedule, or any of that corporate hassle.
You work where you want, with whom you want, when you want it.
The Internet provides a vast amount of information. If you can quickly and efficiently navigate through that wealth of information, and essentially find something useful, you can create a very successful business as an Internet researcher.
Let me give you some type of research businesses are looking for. This list is not all inclusive. But it should help to get your wheels turning to figure out how you want to position yourself in the research business.
What type of internet research can I do for companies and agencies?
Here is a list of examples:
Market Research
Keyword Research
Content/Information Research
Fact Checking
Background Checking
Competitive Analysis
Business Research
Product Research
Medical Research
Image/Audio research
Social Media Research
Many people assume that they have no marketable skills that other people would want to use, but in the vast majority of cases that simply isn’t true.
You might think that because you can’t write, you can’t make any money online or offline. Not true. Can’t design or draw anything either? Not a problem.
The solution for many people is to take on simple research jobs for other people who don’t have the time to do it themselves. The word ‘research’ tends to bring to mind stuffy libraries and reams of paperwork but that isn’t the case nowadays. Thanks to the internet. Research can be a quick and easy task, and the fact that some people still don’t have the time to do it themselves means big money making opportunities for you.
The great thing about offering up your skills as a researcher is that you don’t necessarily have to specialize in any one particular area. One client might need information on keywords that other websites use so they can determine how to structure their own site content. Someone else might want to get information about a particular subject so they can write a book about it.
As an Internet researcher you'll work with writers, marketers, authors, website owners, publishing companies and other businesses to find information they need for their blogs, websites, articles, books, e-books, products, special reports etc.
Website Keyword Research, Why It Matters and How to Do ItEagan Heath
Learn how to find the top phrases people are using on Google to search for your products and services. You can set up your SEO, AdWords and blogging campaigns around them, and earn more visitors to your website from organic search traffic.
See our full blog post on the topic here: https://goo.gl/jDBnyv
Onsite search is often overlooked as a channel to deliver revenue to your business and discovery to your users. Learn how to measure and use data from your onsite search efforts to improve revenue, conversions and your overall marketing efforts.
Understanding the big picture of Internet marketing is key to getting the most out of your online efforts. Learn all about the Internet marketing ecosystem by comparing it to human body. Presentation originally given at MSPu's Chicago Bootcamp in July 2010.
Keyword Advantage is a new keyword research and generation software produced by the internet marketing guru - Mark Thompson
http://keywordadvantages.net, http://keywordadvantagereview.org
The question of “What exactly is intent data?” understandably causes a great deal of perplexity for many marketers. Often referred to as activity, behavioral, internal intent data, or external intent data, it can be a bit difficult to sift through all the terminology. Nonetheless, it’s a topic that will continue to gain steam as more companies look for new channels to drive demand and new ways to identify and anticipate where customers are in their buying journey.
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
Digital Marketing Training In BangaloreHoney385968
https://nidmindia.com/
Landing page optimization is the strategic process of methodically enhancing the various elements and components of a web page with the primary goal of increasing its effectiveness at converting visitors into leads or customers.
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
The Good the Bad and The Ugly of Marketing MeasurementNapierPR
We explore how B2B marketers can impress the board by measuring their PR and marketing campaigns successfully, and explore 5 metrics that will get you promoted, and 3 that will get your fired.
We cover:
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-The importance of the customer journey
-Why you should care about prospects that are in market
-Measuring the unmeasurable
Elevate your trade show game with our comprehensive guide on creating an interactive booth that captures attention and drives engagement! In this presentation, Blue Atlas Marketing shares practical tips and creative strategies to transform your trade show presence. Learn how to use digital displays, interactive demos, and engaging activities to attract visitors and make lasting impressions. Whether you're a trade show veteran or a newcomer, these insights will help you stand out from the crowd and maximize your event success. Dive into our slides to discover how to turn your booth into a dynamic and interactive experience!
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Unknown to Unforgettable - The Art and Science to Being Irresistible on Camer...
Understanding & Optimizing Onsite Search
1. OPTIMIZE YOUR ONSITE SEARCH
Help your customers find exactly what they’re looking for.
HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
JP Sherman
Search & Findability Manager at Red Hat
Follow me: @jpsherman
2. EXISTENTIALIST CONSIDERATIONS
Who am I?
Why am I here?
HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
I first got involved in search technology in 1997 for US Army Special Operations PSYOP
(Airborne)
I studied Biology & Anthropology with a focus in behavioral science.
I’ve worked for large agencies & small agencies
I’ve worked as an in-house SEO
I helped build a startup that was a search engine for video games
Now, I run search & findability for Red Hat
3. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
Search is a Journey that Starts Internally
When Successful, It Ends With the
Searcher Having More Than They
Started With
4. BUT FIRST, A SHOW OF HANDS
How many people regularly use search data to make decisions?
SEO/ PPC Onsite Search
5. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
1: http://bit.ly/1swVhSM
Why is Onsite Search So Important?
Users who use your site-search are:
Already engaged
Think you have something they want
Demonstrated a basic level of trust
Actively Looking
Shameless “Twitter
Moment” Plug
6. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
1: http://bit.ly/1swVhSM
Why is Onsite Search So Important?
Users who find what they’re looking for:
Are more likely to return
Are more likely to add to cart
Are more likely to consume your content
Shameless “Twitter
Moment” Plug
7. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
1: http://bit.ly/1swVhSM
Why is Onsite Search So Important?
Users who DON’T find what they’re looking for:
Know Google is one click away
Remember the “miss” more than the “hit”
Less likely to browse your site
Shameless “Twitter
Moment” Plug
8. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
1: http://bit.ly/1swVhSM
Statistics on Internal Search
Across the industry, 30 % of visitors use
internal search ¹
For information & knowledge based sites,
that percent can be significantly higher.
9. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
Customers who make an internal search are 5x to 6x
more
likely to convert
When compared to customers who make no search.
Statistics on Internal Search
Shameless “Twitter
Moment” Plug
10. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
Statistics on Internal Search
Only 15% of Companies Have
Dedicated Resources to Improve
Internal Search
Shameless “Twitter
Moment” Plug
11. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
Search Behavior is the Foundation
12. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
Search Behavior Is Always On
Active Search Passive Search
13. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
Understanding Search Behavior
Search Initiates with Desire
Which Expresses Itself as a Query
This Creates an Expectation of Value
Value is Measured Against Internal Criteria for Acceptance
14. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
Understanding Search Behavior
People simultaneously process acceptance and rejection criteria.
For every single result on the SERP
15. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
Understanding Search Behavior
Each Result is Measured Against These Search Criteria
16. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
Understanding Search Behavior
The Searcher Accepts or Rejects Results
Based on Internal Criteria, Influenced by Results of that Search
17. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
KEY TAKEAWAY
Improving Internal Search Starts With
Creating an Immediate Perception of Value
of Your Content
Through Titles, Metadata & Microdata
Shameless “Twitter
Moment” Plug
18. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
Measuring Search Behavior
Measurement Leads to Understanding
Understanding Leads to Control
Control Leads to Improvement
- H. James Harrington (paraphrased)
19. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
Measuring Search Behavior
Search behavior serves as context for search as
measurable actions
20. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
Measuring Search Behavior
Measuring Search Behavior Falls Under 3 Categories
Query
Acceptance
Rejection
21. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
Understanding Search Behavior
Acceptance
Identify the Conditions that Trigger Acceptance
22. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
Understanding Search Behavior
Rejection
Identify the Conditions that Result in a Failure State.
23. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
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
24. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
Measuring Search Behavior
Intuition is a fine starting point…. until you get data
25. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
Measuring Search Behavior
The measurements are simple to understand, but it’s the nuance that tells the story
● Data is the cast of characters in the story ● What these characters (data) do IS the story.
26. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
Measuring Search Behavior
Questions to Avoid Data Overload
Let’s Start Where We Always Start
Keywords
But don’t think of them as just words - they’re vehicles
through which intent is expressed
Shameless “Twitter
Moment” Plug
27. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
Measuring Search Behavior
Questions to Avoid Data Overload
Which keywords and content drive the most engagement?
Priorities:
Define engagement to support key objectives
28. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
Measuring Search Behavior
What are your top converting keywords and content?
Priorities:
Use this set as your control group for experimentation
29. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
Fun Things to do with Onsite Search
Shameless “Twitter
Moment” Plug
For users who have made a conversion
where onsite search was a part of the
pathway…
Follow up with them with an email about
related items. (maybe add a discount code?)
30. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
Measuring Search Behavior
Keywords
High Freq/ Low
Intent
Low Freq/ High
Intent
Long Tail Unicorns
Popular but
vague keywords
Rare but specific
keywords
Specific terms >
3 or 4 words
Queries that happen
once in a given time-
frame
31. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
Measuring Search Behavior
Keywords
High Frequency/
Low Intent
Low Frequency/
High Intent
Long Tail
Unicorns
Clicks
Conversions
No Clicks
Position
CTR
Conversion
Rate
Consumption
Rate
Keyword Types Metrics Calculated Metrics
Negative CTR
32. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
Measuring Search Behavior
Keywords High Freq/ Low Intent
Example Queries:
● Bikes
● Software
● Smart phones
● College
● Finland
● Books
● Laptops
● Elections
This is the top of the
funnel search behavior.
User Intent Isn’t Specific
● Information
● Ideas
● Knowledge
● Type Selection
● Familiarity
● Definitions
● Topic Review
33. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
Measuring Search Behavior
Keywords Low Freq/ High Intent
Example Queries:
● Download latest iTunes
● Stream The Clash
● Pictures of cats in baskets
● Vietnamese food near me
● Spicy vegan taco recipes
● Supernatural monsters that
drink human blood
● Latin name for ring-tailed
lemur
● What does coulrophobia
mean?
There is no ambiguity in
the searchers’ intent.
User Intent Is Specific
● Take an action
● View specific thing
● Learn specific thing
● List based content
● Answers to a
specific question
34. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
Measuring Search Behavior
Keywords Unicorns
Unicorns are keywords that appear once in a given time-
frame.
● On average, 50% to 60% of queries are unicorns
● Unicorn queries are useful to gain quick wins. For
queries that make sense, the identification of a
unicorn can lead to content that will immediately fulfill
that search.
● One caveat, unicorn terms can frequently be typos,
nonsense words or long copied/ pasted text
35. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
Measuring Search Behavior
Metrics CTR CTR in on-site search measures clicks from SERP
● CTR’s are a great way to
measure the overall
success of your on-site
search
● Sometimes, you might see
a CTR on a keyword
greater than 100%
● This means that the user
has opened up links in new
tabs.
36. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
Fun Things to do with Onsite Search
Shameless “Twitter
Moment” Plug
For users who have made an onsite
search…
Cookie them as a distinct re-marketing
campaign
37. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
WHAT’S A GOOD CTR FOR ONSITE SEARCH?
Users have very high expectations… (thanks Google)
CTR < 85% CTR > 85%
38. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
Measuring Search Behavior
Metrics Conversion Rate Consumption Ratevs
Conversions
A quantifiable action taken.
Conversions can be purchases, sign-
ups, downloads or something else.
Always binary.
Consumptions
A qualitative measurement of content.
It’s is a spectrum that measures how
much of the content has been
consumed.
39. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
When Measured, Search Failure is
Awesome
40. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
Measuring Search Failure
There are 9 Other Results
There are 9 Other Results Other than the One Clicked
41. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
WHEN SERPS FAIL
Searches will fail, your customers will look for strange things - help them out a bit.
Users will experience a search failure.
Giving users a way to refine, tips to search
again, a place for feedback will improve
the search experience.
Users w/out assistance re-searched 33%
Users w/ assistance re-searched 59%
42. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
WHEN SERPS FAIL
Searches will fail, your customers will look for strange things - help them out a bit.
Metrics
No Clicks
Failure
means you
can ask for
more
information
!
43. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
AUTOSUGGEST CAN HELP FILTER INTENT
The SERP & the Snippet Can be Magnetic to Clicks When Showing Value
Starting with the Search
Experience
44. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
EVEN WHEN THE USER DOESN’T KNOW
“CORRECT” PHRASE
The SERP & the Snippet Can be Magnetic to Clicks When Showing Value
Auto-Suggest
Customer Focused
Immediately gives the user options
helping fix any “wonky” searches
Business Focused
You can add keymatches or suggestions
based off of the query entered
45. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
AUTOSUGGEST CAN HELP FILTER INTENT
The SERP & the Snippet Can be Magnetic to Clicks When Showing Value
Searches w/out
autosuggest
Having
autosuggest can
increase CTR &
Conversion
CTR: 42%
CR: 3.9%
46. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
AUTOSUGGEST CAN HELP FILTER INTENT
The SERP & the Snippet Can be Magnetic to Clicks When Showing Value
Searches w/
autosuggest
Having
autosuggest can
increase CTR &
Conversion
CTR: 57%
CR: 5.1%
47. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
Fun Things to do with Onsite Search
Shameless “Twitter
Moment” Plug
For queries that have either zero or anemic
results...
Send that information to your content team
to develop new content ideas.
48. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
CONTEXTUALIZE INFORMATION IN THE UI
If the search results aren’t perfect, adding contextual information in the UI can help the user
49. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
KNOWLEDGE GRAPHS CAN
CONTEXTUALIZE
The SERP & the Snippet Can be Magnetic to Clicks When Showing Value
Knowledge Graphs
High Volume/ Low
Intent
Allows the user to
immediately focus on
what their intent is
when it’s not clear in
the query.
50. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
TEN BLUE LINKS MAY NOT EVEN WORK
Some products lend themselves to be more visual, or more comparative.
51. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
BLENDED SEARCH RESULTS
Just display all the things
52. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
OF COURSE, I’M GOING TO TELL YOU TO
TEST IT
Naturally… but what do I look at to see if it’s a good test?
CTR
Conversion
Rate
Accessed
Content
Watch These Metrics
Refinements
Does the experimental group have a higher CTR? Implying Value
Are there more purchases or other conversion events?
Does more content get viewed after a search is performed?
Do people perform less searches after an initial search?
Mobile Is there a significant difference in these metrics from mobile devices?
53. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
KEY TAKEAWAYS TO IMPROVE ONSITE
SEARCH
Make a plan, make a change every month, measure it & repeat.
It’s not that hard
Change the Snippet
Change the SERP design
Add Contextual Information
Measure, Measure, Measure
Don’t forget, mobile is unique
54. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
Fun Things to do with Onsite Search
Shameless “Twitter
Moment” Plug
For queries that consistently get no clicks...
Send that information to your SEO team to
make sure they find you when they ditch you
& go to Google.
55. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
Improving Search
Improving Resolution & Detail
56. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
Making Search Better
Master the Basics of Measuring Search
1. Practical Exercises
○ Use Popular Search Terms for Featuring
○ Hyper Localize Your Internal Search
○ Discover Content Gaps from Failed Search
Improving Resolution: 8 Bit
57. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
Making Search Better
Intermediate Mastery
- Measure the Time from Query to Conversion
- Create Conversion Events for Content
- Test UI Changes in SERP (pictures, schema, fonts, colors)
Improving Resolution: 32 Bit
58. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
Making Search Better
Mastery as Integration
- Create Search-Oriented Microdata into Content
- Use Personalization and Other Data to Bias Results
- Integrate Search Data in CMS
Improving Resolution: 128 Bit
59. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
Fun Things to do with Onsite Search
Shameless “Twitter
Moment” Plug
Are there geographical patterns to your
customers’ behavior?
Boost relevant content via IP location
60. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
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
61. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
WHAT IF YOU DON’T HAVE A SEARCH DEV
TEAM?
Onsite Search is proving its value over & over - there are options
62. HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN
Thank You
Questions?
Comments?
Reach out to me on Twitter, I’d be thrilled to chat more
@jpsherman
Editor's Notes
Good morning, my name is JP Sherman and I’m the search and findablity manager for the Customer Portal at Red Hat.
Today I’m going to be talking about how to get better data, better information and turn those into action items.
Good morning, my name is JP Sherman and I’m the search and findablity manager for the Customer Portal at Red Hat.
Today I’m going to be talking about how to get better data, better information and turn those into action items.
Search is something inherent that we do. We are always searching either passively or actively - the result of a successful search is obtaining something that we want.
First, I wanted to lay some groundwork on how internal search is currently being used.
On average, of all the visitors to your site, 30% of those people, if there’s a way to search for something, will use your search.
The fact that they’re searching has turned these people from passive viewers to engaged and active potential consumers. They have already passed through discovering you and are now in an active state of selection.
First, I wanted to lay some groundwork on how internal search is currently being used.
On average, of all the visitors to your site, 30% of those people, if there’s a way to search for something, will use your search.
The fact that they’re searching has turned these people from passive viewers to engaged and active potential consumers. They have already passed through discovering you and are now in an active state of selection.
First, I wanted to lay some groundwork on how internal search is currently being used.
On average, of all the visitors to your site, 30% of those people, if there’s a way to search for something, will use your search.
The fact that they’re searching has turned these people from passive viewers to engaged and active potential consumers. They have already passed through discovering you and are now in an active state of selection.
First, I wanted to lay some groundwork on how internal search is currently being used.
On average, of all the visitors to your site, 30% of those people, if there’s a way to search for something, will use your search.
The fact that they’re searching has turned these people from passive viewers to engaged and active potential consumers. They have already passed through discovering you and are now in an active state of selection.
First, I wanted to lay some groundwork on how internal search is currently being used.
On average, of all the visitors to your site, 30% of those people, if there’s a way to search for something, will use your search.
The fact that they’re searching has turned these people from passive viewers to engaged and active potential consumers. They have already passed through discovering you and are now in an active state of selection.
searchers are much more likely to perform a conversion event - if they can find what they want.
Internal seach tends to be overlooked and under utilized. most of the time, internal search is used superficially and not as a rich source of information about your customers.
For our purposes, there are two types of search behaviors – active and passive search.
Active Search
We’re looking for a specific something & when found, active search ends.
Passive Search
A scanning behavior that can quickly identify something of interest or value
Search is a program that’s always running on our brains’ taskbar
Search starts with desire.
When the search results show up,
we have the capacity to quickly process acceptance and rejection criteria at the same time, very quickly for each result.
this is a subset of “reading for the web” type behavior.
users scan the information
- title
- meta-description
- link
- microdata/ rich snippets
each of these elements are analyzed quickly for acceptance or rejection.
search is judged by how quickly that internal acceptance criteria are met.
results that meet acceptance or potential acceptance criteria have the highest potential for a click
it’s critical to understand that search is a complex interplay of internal pressures, expectations and criteria -
met with an algorithmically determined prediction of intent
based on a query that is generally short, filled with bad grammar and sometimes ambiguous
and with each search, not just the results, but the overall quality of our search is judged by how well those expectations are met.
it’s critical to understand that search is a complex interplay of internal pressures, expectations and criteria -
met with an algorithmically determined prediction of intent
based on a query that is generally short, filled with bad grammar and sometimes ambiguous
and with each search, not just the results, but the overall quality of our search is judged by how well those expectations are met.
“Measurement is the first step that leads to control and eventually to improvement.
If you can’t measure something, you can’t understand it.
If you can’t understand it, you can’t control it.
If you can’t control it, you can’t improve it.”
- H. James Harrington
While understanding the behavior is critical as a first step, measuring search begins the process of making it better. The challenge with measurement is that there is a lot of data out there, but very little processing of that data, turning it into something useful.
This data comes from your CMS, your analytics and if you’re running enterprise search, from search platforms like the GSA or SOLR.
Result conforms to a pre-existing expectation
Induces an emotion (clickbait exploits this)
Creates a perception of value
Creates trust that an answer is behind the click
Result conveys unintelligible or irrelevant information
Result is at the wrong place in the discovery process
Value is hidden or non-existent
Query confusion resulting in irrelevant results
This is the point of termination - the user has done one of three actions
- clicked on a result
- left the search environment
while refining the keyword is technically a termination of that search event, it still remains a part of the overall search behavior.
not all searches are good searches.
my favorite part of analyzing search is when things break.
- weird results
- unexpected keywords
- results that result in zero content
- queries that just don’t gain clicks
failure is seriously the best part.
On your SERP, if you measure the position and click, you’re not collecting 90% of information available
The results that aren’t clicked can be seen as impressions. Measuring that will reveal content that ranks but, for some reason, isn’t clicked
Action Items
- Incorporate High Value Keywords into Page Elements
- Create Seasonal Keyword Trend Lists, Use Them in SEM Efforts
- Create Great Content from Relevant Null-Result Keywords
Action Items
- Experiment With Relevancy, UI/ UX, Metadata, Microdata to Influence Time Metric
- Compare Refined Keywords w/ Initial Keywords for Greater Content/ Conversion Accuracy
- Create Content Related Conversions to Determine “Search Success”
- Metadata & Microdata Provide the Contextual Information to Improve Relationships in Search
- The Combination of Data Can Enhance Suggested Search, User Experience & Findability
- Show Creators the Queries that Drive Engagement