Getting Better Data from Internal Search - Pubcon 2014

GETTING BETTER INFORMATION

FROM INTERNAL SEARCH

HOW TO GET MORE INFORMATION FROM INTERNAL SEARCH FOLLOW ME @JPSHERMAN

Presenter: JP Sherman

Title: Search & Findability Manager

Follow me: @jpsherman


Search is a Journey that Starts Internally

When Successful, It Ends With the

Searcher Having More Than They

Started With


1: http://bit.ly/1swVhSM

Statistics on Internal SearchUp to 30 % of visitors use internal search ¹

For information & knowledge based sites,

that percent can be significantly higher.


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


Statistics on Internal Search

Only 15% of Companies Have Dedicated

Resources to Improve Internal Search


Search Behavior is the Foundation


Search Behavior Is Always On

Active Search Passive Search


Understanding Search Behavior

Search Initiates With Desire



From Desire, Search expresses itself as a query



Desire Creates Expectation

Expectation Creates Criteria for Acceptance



People simultaneously process acceptance and rejection criteria.

For every single result on the SERP



Each Result is Measured Against These Search Criteria



The Searcher Accepts or Rejects Results

Based on Internal Criteria, Influenced by Results of that Search


Measuring Search Behavior

Measurement Leads to Understanding

Understanding Leads to Control

Control Leads to Improvement

- H. James Harrington (paraphrased)



Search behavior serves as context for search as measurable actions



Measuring Search Behavior Falls Under 3 Categories

Query

Acceptance

Rejection


Understanding Search BehaviorAcceptance

Identify the Conditions that Trigger Acceptance, Usually Measured

by a Click


Understanding Search BehaviorRejection

Identify the Conditions that Result in a Non-Click.


Understanding Search BehaviorTermination

The Searcher Accepts or Rejects the Results.

This Behavior is Based on the Internal Criteria, Influenced by the

Results of that Search


Measuring Search BehaviorQuestions to Avoid Data Overload

What are the top things people are looking for?

Priorities:

Balance out popularity with depth of content with conversions obtained



Which keywords and content drive the most engagement?

Priorities:

Define engagement to support key objectives



What are your top converting keywords and content?

Priorities:

Use this set as your control group for experimentation


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.


When Measured, Search Failure is

Awesome


Measuring Search Failure

Which queries result in no clicks?

Priorities:

This is the beginning of improving UI/ UX and Metadata



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


Measuring Search FailureProTip

Measuring Just the Click is 10% of the Story



There are 9 Other Results

There are 9 Other Results Other than the One Clicked



Consider the “Non-Clicked” Results as Impressions

Find the content that generates impressions but few clicks


Improving Search

Improving Resolution & Detail


Making Search Better

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

Improving Resolution: 8 Bit



Intermediate Mastery

- Measure the Time from Query to Conversion

- Create Conversion Events for Content

- Test UI Changes in SERP (pictures, schema, fonts, colors)




Mastery as Integration

- Create Search-Oriented Microdata into Content

- Use Personalization and Other Data to Bias Results

- Integrate Search Data in CMS



The Barriers to Entry Are MinimalUsing 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


The Power Was With You

This Whole Time


Thank You

Questions? Comments? Threats?

Reach out to me on Twitter, I’d be thrilled to chat more

@jpsherman

Date post:	03-Jul-2015
Category:	Marketing
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Getting Better Data from Internal Search - Pubcon 2014

Marketing