Post on 13-Aug-2015
COOKING UP THE PERFECT SEARCH ENGINE@AaronGoldman
2
Meet the Chefs
Alan Osetek, Resolution Media
Jason Lehmbeck, DataPop
Vural Cifci, Travelocity
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Meet the Chefs
Alan Osetek, Resolution Media
Jason Lehmbeck, DataPop
Vural Cifci, Travelocity
Kenshoo: Proprietary & Confidential Information | 4
The Ingredients
1. User ExperienceA. Query FormatB. SERP IntegrationC. SERP Interaction
2. Relevancy Algorithm1. On-Page Elements2. Links3. Social Signals4. Personalization5. Contextual Signals
Kenshoo: Proprietary & Confidential Information | 5
The Process
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USER EXPERIENCE
Text (typed keywords)
Voice (think Siri)
Audio (think Shazam)
Images (pictures, QR codes)
0 1 2 3 4 5 6 7 8 9 10
Please rank each of the following "methods" of submitting search queries:
7
Query Format
Text (typed keywords)
Voice (think Siri)
Audio (think Shazam)
Images (pictures, QR codes)
0 1 2 3 4 5 6 7 8 9 10
Please rank each of the following "methods" of submitting search queries:
8
Query Format
Text (typed keywords)
Voice (think Siri)
Audio (think Shazam)
Images (pictures, QR codes)
0 1 2 3 4 5 6 7 8 9 10
Please rank each of the following "methods" of submitting search queries:
9
Query Format
Websites
Images
Video
Maps
News
Products
0 1 2 3 4 5 6 7 8 9 10
Please rank each of the following "assets" that could be returned for a given search query:
10
SERP Integration
Websites
Images
Video
Maps
News
Products
0 1 2 3 4 5 6 7 8 9 10
Please rank each of the following "assets" that could be returned for a given search query:
11
SERP Integration
Websites
Images
Video
Maps
News
Products
0 1 2 3 4 5 6 7 8 9 10
Please rank each of the following "assets" that could be returned for a given search query:
12
SERP Integration
Links
Refinement tools (sliders)
One-box answers
Recommendations
Transactions (immediately ac-
tionable)
0 1 2 3 4 5 6 7 8 9 10
Please rank each of the following options for how search "results" are returned:
SERP Interaction
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Links
Refinement tools (sliders)
One-box answers
Recommendations
Transactions (immediately ac-
tionable)
0 1 2 3 4 5 6 7 8 9 10
Please rank each of the following options for how search "results" are returned:
SERP Interaction
14
Links
Refinement tools (sliders)
One-box answers
Recommendations
Transactions (immediately ac-
tionable)
0 1 2 3 4 5 6 7 8 9 10
Please rank each of the following options for how search "results" are returned:
SERP Interaction
15
Query Format
SERP Integra-tion
SERP Interac-tion
0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0
Please rank each of the 3 "buckets" of UX variables we just covered:
16
User Experience Variables - Overall
Query Format
SERP Integra-tion
SERP Interac-tion
0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0
Please rank each of the 3 "buckets" of UX variables we just covered:
17
User Experience Variables - Overall
Query Format
SERP Integra-tion
SERP Interac-tion
0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0
Please rank each of the 3 "buckets" of UX variables we just covered:
18
User Experience Variables - Overall
19
RELEVANCY ALGORITHM
Title Tags
Keyword Density
Architecture
Receny
0 1 2 3 4 5 6 7 8 9 10
Please rank each of the following ranking "factors":
20
On-Page Elements
Title Tags
Keyword Density
Architecture
Receny
0 1 2 3 4 5 6 7 8 9 10
Please rank each of the following ranking "factors":
21
On-Page Elements
Title Tags
Keyword Density
Architecture
Receny
0 1 2 3 4 5 6 7 8 9 10
Please rank each of the following ranking "factors":
22
On-Page Elements
Quality
Quantity
0 1 2 3 4 5 6 7 8 9 10
Please rank the importance of "Volume vs. Value" when it comes to links:
23
Links
Quality
Quantity
0 1 2 3 4 5 6 7 8 9 10
Please rank the importance of "Volume vs. Value" when it comes to links:
24
Links
Quality
Quantity
0 1 2 3 4 5 6 7 8 9 10
Please rank the importance of "Volume vs. Value" when it comes to links:
25
Links
Likes
+1s
Retweets
Other shares
Sentiment analysis (positive or negative)
0 1 2 3 4 5 6 7 8 9 10
Please rank each of the following social "signals":
26
Social Signals
Likes
+1s
Retweets
Other shares
Sentiment analysis (positive or negative)
0 1 2 3 4 5 6 7 8 9 10
Please rank each of the following social "signals":
27
Social Signals
Likes
+1s
Retweets
Other shares
Sentiment analysis (positive or negative)
0 1 2 3 4 5 6 7 8 9 10
Please rank each of the following social "signals":
28
Social Signals
Social graph (conntections)
Psychographics (interests)
Demographics
Web history
Search history
Purchase history
0 1 2 3 4 5 6 7 8 9 10
Please rank each of the following ways to deliver search results based on what you "know" about the
searcher:
29
Personalization
Social graph (conntections)
Psychographics (interests)
Demographics
Web history
Search history
Purchase history
0 1 2 3 4 5 6 7 8 9 10
Please rank each of the following ways to deliver search results based on what you "know" about the
searcher:
30
Personalization
Social graph (conntections)
Psychographics (interests)
Demographics
Web history
Search history
Purchase history
0 1 2 3 4 5 6 7 8 9 10
Please rank each of the following ways to deliver search results based on what you "know" about the
searcher:
31
Personalization
Location
Device
OS
Time of Day
Day of Week
0 1 2 3 4 5 6 7 8 9 10
Please rank each of the following ways to custom-ize search results based on contextual "influence":
32
Contextual Signals
Location
Device
OS
Time of Day
Day of Week
0 1 2 3 4 5 6 7 8 9 10
Please rank each of the following ways to custom-ize search results based on contextual "influence":
33
Contextual Signals
Location
Device
OS
Time of Day
Day of Week
0 1 2 3 4 5 6 7 8 9 10
Please rank each of the following ways to custom-ize search results based on contextual "influence":
34
Contextual Signals
On-Page el-ements
Links
Social signals
Personalizaton
Contextual signals
0 1 2 3 4 5 6 7 8 9 10
Please rank each of the following "buckets" of a relevancy algorithm:
35
Relevancy Algorithm - Overall
On-Page el-ements
Links
Social signals
Personalizaton
Contextual signals
0 1 2 3 4 5 6 7 8 9 10
Please rank each of the following "buckets" of a relevancy algorithm:
36
Relevancy Algorithm - Overall
On-Page el-ements
Links
Social signals
Personalizaton
Contextual signals
0 1 2 3 4 5 6 7 8 9 10
Please rank each of the following "buckets" of a relevancy algorithm:
37
Relevancy Algorithm - Overall
ENJOY!What’s Your Recipe?
SurveyMonkey.com/s/PerfectSE