Site Search Analytics eMetrics Madrid 2009

Search Analytics For Your Site: Una Conversación Con Tus Consumidores eMetrics Madrid, Espana 2009 Keynote: Marko Hurst

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

Before We Begin Audience Survey & Search Info

Audience Survey ,[object Object],[object Object]

Audience Survey ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Finding Information Online ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],* Observations from client engagements

Over Promising and Under Delivering On Search Results ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Unfortunately For You As A… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

A Shining Light of Hope ,[object Object],[object Object]

Benefits & Expectations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],* SSA = Site Search Analytics

Agenda What Is Site Search Analytics? How We Find Information Anatomy of Search SSA Techniques Q&A

What Is Site Search Analytics? And What It’s Not

SSA Is About Improving… Public facing websites, intranets/extranets, mobile, etc.

A Few Onsite Search Engines You May Encounter

How We Find Information Information Foraging

Information Trail ,[object Object],[object Object],[object Object],[object Object],Flickr Photogrpher : a walk on the wild side

Information Scent ,[object Object],[object Object],[object Object],Flickr Photogrpher : RaffertyEvans

How Humans Find Information Online ,[object Object],[object Object],[object Object],[object Object]

Where To Begin Getting Started

The Basics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Zipf Distribution (The Long Tail) ,[object Object],Thick head Middle Torso Long Tail Flickr Photogrpher : hjallig

Data: Search Logs (Google Search Appliance) ,[object Object],[object Object],XXX.XXX.XX.130 - - [ 10/Jul/2006:10:24:38 -0800 ] "GET /search? access=p&entqr=0&output=xml_no_dtd&sort=date%3AD%3AL %3Ad1&ud=1&site=AllSites&ie=UTF-8&client=www&oe=UTF-8&proxystyleshe et=www&q= regional+transportation+governance +commission&ip=XXX.XXX.X.130 HTTP/1.1" 200 9718 62 0.17 XXX.XXX.X.104 - - [ 10/Jul/2006:10:25:46 -0800 ] "GET /search? access=p&entqr=0&output=xml_no_dtd&sort=date%3AD%3AL %3Ad1&ud=1&site=AllSites&ie=UTF-8&client=www&oe=UTF-8&proxystyleshe et=www&q= lincense+plate &ip=XXX.XXX.X.104 HTTP/1.1" 200 971 0 0.02 XXX.XXX.X.104 - - [ 10/Jul/2006:10:25:48 -0800 ] "GET /search? access=p&entqr=0&output=xml_no_dtd&sort=date%3AD%3AL %3Ad1&ie=UTF-8&client=www&q= license+plate &ud=1&site=AllSites&spell=1&oe=UTF-8&proxystylesheet=www&ip=XXX.XXX. X.104 HTTP/1.1" 200 8283 146 0.16

Data: Search Engine / Analytics ,[object Object],[object Object],[object Object],[object Object]

Improving Your Site Search SSA Techniques & Search Behavior

The Anatomy of Search: Search Components ,[object Object],Flickr Image : Peter Morville Based on original image from “In Defense of Search” by Peter Morville 1 2 3 4 5 6

Component 1: Visitor (User) ,[object Object],[object Object],[object Object],[object Object],[object Object],For more on this, see Peter Morville’s “ Search Patterns ” IA Summit 2008

Component 1: Visitor (User) Search Analysis ,[object Object]

Component 2: Query (Keywords) ,[object Object],[object Object],[object Object],[object Object]

Component 2: Keyword Analysis ,[object Object]

Component 3: Search Interface ,[object Object],[object Object]

Component 3: Search Interface Analysis ,[object Object]

Component 4: Search Engine ,[object Object],[object Object],[object Object],[object Object]

Component 5: Content ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Component 5: Content Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],http://4q.iperceptions.com

Component 6: Results (SERP) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],Component 6: Results (SERP) Analysis

Single Greatest Piece of Advice I Can Give Today… ,[object Object],[object Object]

Internal Site Search KPIs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],Book: RosenfeldMedia . com/books/SearchAnalytics Blog: MarkoHurst .com Contact: [email_address] .com Twitter: MarkoHurst

Site Search Analytics eMetrics Madrid 2009

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