Building an Effective Search Strategy for your Business

Four Pillars of Enterprise Search Strategy

Joel Oleson

Director of Enterprise Search Strategy

BA Insight

joleson@BAinsight.com

@joeloleson

http://collabshow.com

Meet Joel Oleson…

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Microsoft’s go-to ISV for

Enterprise Search

Focused on Search and

SharePoint since 2004

Search Industry Leader

About Joel Oleson

• Director of Search

Strategy, BA Insight

• First SharePoint

Admin

• Top social media

influencer

Passionate About

• Search

• SharePoint

• Search-based

applications

• Community

• Travel

Connect

@joeloleson

CollabShow.com

TravelingEpic.com

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Killer Apps are Search Apps

Enterprise search projects often fail because they do not meet users’

expectations and do not deliver a remarkable user experience.

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4 Pillars of Search Strategy

• Know thy User

• Provide Authoritative Content

• Metadata for Refinement

• User eXperience

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4 Pillars of Search Strategy

Context“Know thy User”

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Who Are You?

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Context Matters in Business

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Users need to find different

information depending on their

role, location, responsibility and

task at hand

En

terp

ris

e

co

nte

nt

Marketing Sales ProcurementConsulting Research HR / LegalIT SupportProduction

SharePoint Demo: UCDenver - Context

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http://www.ucdenver.edu/academics/colleges/pharmacy/Pages/SchoolofPharmacy.aspx

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4 Pillars of Search Strategy

Authoritative

Content

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Why not just index everything

so I can be like

Google and Bing?

MYTH: More is better….

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How Much Do They Actually Index?

5.6% 1%1.7%

Size of the Web

> 1,000,000,000,000 unique links to pages found

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Anatomy of a Search

Revenue$59.8 Billion Dollars in 2013

Relevancy3000+ Engineers Tuning Relevancy

Internet search has changed expectations for enterprise search

Tagged100,000+ keywords managed + SEO

ContextualDynamically driven results

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SharePoint’s Algorithm

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What is an Authoritative Source?

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Tiered Ranking Strategies

Level 1: Authoritative

Sources

Intranet, Official Corp,

Policies

Level 3: Work in Progress

Social & Collab Sources

Level 4: Personal Content –

OneDrive +

Level 5: Highly Classified

Sensitive/Do Not Index

Level 2: Published

“Polished”Defa

ult

Searc

h

De

ep

Se

arc

h

90% of Searches

>1% of content

5% of Searches

10% of content

2% of Searches

40% of content

>1% of Searches

50% of content

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usa.denon.com

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4 Pillars of Search Strategy

Metadata

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Classes of Search Users

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Why Enterprise Search Projects Fail…

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Search User Tips

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Refinement vs. Exploration

http://jeffwongdesign.com/2012/05/refinement-vs-exploration/

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The New Role of Taxonomy – Noise Reduction

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4 Pillars of Search Strategy

UX

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Millikencarpet.com

http://www.millikencarpet.com

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Marshfieldclinic.org

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Reality for Some…

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What You Can Do!

Questions?

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Joel.Oleson@BAinsight.com