Internal Search Optimization (iSEO): Creating Promoted Search ResultsImproving Search UX

37
Presenter: Linda Caplinger Global Search Lead @ NVIDIA INTERNAL SEARCH OPTIMIZATION (iSEO): CREATING PROMOTED SEARCH RESULTS IMPROVING SEARCH UX #pubcon @lindacaplinger

Transcript of Internal Search Optimization (iSEO): Creating Promoted Search ResultsImproving Search UX

Page 1: Internal Search Optimization (iSEO): Creating Promoted Search ResultsImproving Search UX

#pubcon @lindacaplinger

Presenter: Linda CaplingerGlobal Search Lead @ NVIDIA

INTERNAL SEARCH OPTIMIZATION (iSEO):CREATING PROMOTED SEARCH RESULTSIMPROVING SEARCH UX

Page 2: Internal Search Optimization (iSEO): Creating Promoted Search ResultsImproving Search UX

2 #pubcon @lindacaplinger

INTERNAL SEARCH ENGINE OPTIMIZATION:

iSEO

“The process of optimizing your site’s internal search results to help users find information

via a query as fast as possible

ANDto take them to the most relevant results.”

Page 3: Internal Search Optimization (iSEO): Creating Promoted Search ResultsImproving Search UX

3 #pubcon @lindacaplinger

WHY DO USERS RESORT TO SEARCHING ON YOUR SITE?

• Main or Global Navigation • UX, IA, or Organization of Content • You’re not talking the customer’s language• Cul-de-sac landing pages (no CTA, no links)• Impatience

Page 4: Internal Search Optimization (iSEO): Creating Promoted Search ResultsImproving Search UX

4 #pubcon @lindacaplinger

3 GENERAL LEVERS FOR iSEO1. Content:

• What can the internal engine or crawler find and display?

2. Results:• What can the user do with the results?

3. Design & UX• Where is the search box? • How does the user decide where to click?

Page 5: Internal Search Optimization (iSEO): Creating Promoted Search ResultsImproving Search UX

5 #pubcon @lindacaplinger

THIS IS EASYOptimizing for SEO harnesses your Paid Search AND SEO skills.

If you are a SEM professional, you already know what to do here.

Page 6: Internal Search Optimization (iSEO): Creating Promoted Search ResultsImproving Search UX

6 #pubcon @lindacaplinger

PROMOTED SEARCH RESULTSPromoted Search Resultsaresearch results that show up on TOP of your onsite or internal search results page on your website.

Page 7: Internal Search Optimization (iSEO): Creating Promoted Search ResultsImproving Search UX

7 #pubcon @lindacaplinger

WHY BUILD PROMOTED RESULTS?You can:

Control search results placement & “look – feel” on your siteBubble up most relevant resultsDirect users to eCommerce or other domains Drop into sales funnel FASTER > higher conversionsResults are trackable & scalableIncrease time on site; page consumption

Makes for happier site visitors

Page 8: Internal Search Optimization (iSEO): Creating Promoted Search ResultsImproving Search UX

8 #pubcon @lindacaplinger

ADDED BENEFIT

IMMEDIATE GRATIFICATION

Page 9: Internal Search Optimization (iSEO): Creating Promoted Search ResultsImproving Search UX

9 #pubcon @lindacaplinger

7 STEPS TO OPTIMIZING PROMOTED SEARCH RESULTS

1. Get ahold of internal search query data (keywords + instances)

2. Scrub your data (stop words, characters)3. Cluster or categorize “like” terms4. 80:20 Rule: terms that cover the most queries5. Write targeted ad copy (“paid search” skill)6. Identify most relevant URLs7. Add conversion tracking

Page 10: Internal Search Optimization (iSEO): Creating Promoted Search ResultsImproving Search UX

10 #pubcon @lindacaplinger

1. GATHER KEYWORDS + INSTANCESGoogle Analytics (search queries), Weblogs How much data?

• More = irons out variations, seasonality• Less = campaigns, holidays, events

Export your query data as:Full query string, Instances (of the query)

Page 11: Internal Search Optimization (iSEO): Creating Promoted Search ResultsImproving Search UX

11

2. SCRUB YOUR DATARemove stop words that your internal search engine ignores. Remove characters if your engine ignores them

`-=[]\;’,./~!@#%^&*()_+{}|:”<>?$ is usually NOT one to remove

Convert everything to lowercaseSort a > zDedupe: excel or use a macro

#pubcon @lindacaplinger

Page 12: Internal Search Optimization (iSEO): Creating Promoted Search ResultsImproving Search UX

12 #pubcon @lindacaplinger

3. CLUSTER LIKE TERMSCreating a single promoted result for each query is time intensiveUse your Paid Search skills here. Think: “broad match”Find queries that contain a similar keyword to hone in on:

Tegra 3 processorTegra mobile processorTegra mobile processorsTegra processors

Write once, use multiple times.

Cluster these into “Tegra” category

Page 13: Internal Search Optimization (iSEO): Creating Promoted Search ResultsImproving Search UX

13 #pubcon @lindacaplinger

4. IDENTIFY HIGH VALUE QUERIESFirst, identify what construes a conversion.

High value ($$) products or AOVLead genDownload (whitepaper)Watch video

Consider marketing to:Differing parts of the funnelPersonas

Page 14: Internal Search Optimization (iSEO): Creating Promoted Search ResultsImproving Search UX

14 #pubcon @lindacaplinger

5. WRITE TARGETED AD COPYJust like Adwords:Incorporate keywordQuery in: title, descriptionUgly URL? Use a vanity or shortener

If your URL doesn’t include the keyword, you can use a shortener and get same effect.

Include CTAImages help CTR

Page 15: Internal Search Optimization (iSEO): Creating Promoted Search ResultsImproving Search UX

15 #pubcon @lindacaplinger

6. RELEVANT URLSThink: Adwords Quality ScoreAlignment between:

Keyword > Ad Copy > Landing PageAre you taking the user to the most relevant landing page?If you’re showing more than 1 promoted result, are they different enough to keep from confusing the user?I nearly always prefer to display the destination URL.

Page 16: Internal Search Optimization (iSEO): Creating Promoted Search ResultsImproving Search UX

16 #pubcon @lindacaplinger

MANAGING MULTIPLE PROMOTIONS FOR DIFFERENT STAKEHOLDERS

Page 17: Internal Search Optimization (iSEO): Creating Promoted Search ResultsImproving Search UX

17 #pubcon @lindacaplinger

7. TRACKING CONVERSIONSProve valueAdd conversion tracking to your promoted result URLs

Digital River: CID tagAmazon: use your affiliate IDGoogle Analytics: tag pages for GA and conversion script on confirmation page

Fast Hack:

http://www.yoururl.com#source=internal-search&keyword=pubcon

Page 18: Internal Search Optimization (iSEO): Creating Promoted Search ResultsImproving Search UX

18 #pubcon @lindacaplinger

LAUNCHLATHER > RINSE > REPEAT

Test variations on ad copy, images, and landing pages to find highest convertingCompare your promoted KeyMatch terms to your search logs to find opportunities for further promoted results Isolate ZERO results queries > redirect user to sitemap or other experience.

Page 19: Internal Search Optimization (iSEO): Creating Promoted Search ResultsImproving Search UX

19 #pubcon @lindacaplinger

GOOD EXAMPLES OF EMPTY SEARCH RESULTS

Page 20: Internal Search Optimization (iSEO): Creating Promoted Search ResultsImproving Search UX

20 #pubcon @lindacaplinger

INTERNAL SEARCH ANALYTICS

Page 21: Internal Search Optimization (iSEO): Creating Promoted Search ResultsImproving Search UX

21 #pubcon @lindacaplinger

GOOGLE CUSTOM SEARCH (CSE)

You can view meager data in this view –

best to integrate Google

Analytics and view more in depth

insights there.

Page 22: Internal Search Optimization (iSEO): Creating Promoted Search ResultsImproving Search UX

22 #pubcon @lindacaplinger

GOOGLE ANALYTICS (FOR GCS)

Page 23: Internal Search Optimization (iSEO): Creating Promoted Search ResultsImproving Search UX

23 #pubcon @lindacaplinger

DID IT WORK?What determines success?

Reduced bounce rates after search results pageLower repeat queries

Do a path analysis:Query 1 > Page > Query 2 > Page 2 > Query 3 (eh…)Query 1 > Page > Conversion (better!)

Increased conversionsOther…

Page 24: Internal Search Optimization (iSEO): Creating Promoted Search ResultsImproving Search UX

24 #pubcon @lindacaplinger

KPIs FOR INTERNAL SEARCHLower repeat queries:

Do a path analysis:Query 1 > Page 1 > Query 2 > Page 2 > Query 3 (eh…)Query 1 > Page 1 > Conversion (better!)

Lower bounce ratesIncreased time on site AFTER doing a search Reduce number of visits that END on a search results pageIncrease in clicks, conversions from Internal SearchIncrease successful queries (user selects a search result on page 1 and no subsequent search occurs)Increase in average page depth > Increase in engagement?

Page 25: Internal Search Optimization (iSEO): Creating Promoted Search ResultsImproving Search UX

25 #pubcon @lindacaplinger

ONGOING MAINTENANCELook for queries that generate no resultsCustomize your empty result page (sitemap, include the query, offer similar content)Look for repeated queries (query 1 looks a lot like query 2)Go over your top 200-300 queries – make sure your results are tight. 80/20 rule!

Page 26: Internal Search Optimization (iSEO): Creating Promoted Search ResultsImproving Search UX

26 #pubcon @lindacaplinger

KEY TAKEWAYS1. Normalize and clean your query data2. Use your SEO and Paid Search skills to create relevant,

highly converting Promoted Results3. Use the 80:20 rule! First focus on the top 200-300 queries.4. Add tracking. Prove your success.5. Solve for zero result pages.6. Continually test.

Page 27: Internal Search Optimization (iSEO): Creating Promoted Search ResultsImproving Search UX

27 #pubcon @lindacaplinger

QUESTIONS?@LINDACAPLINGER

[email protected]

Page 28: Internal Search Optimization (iSEO): Creating Promoted Search ResultsImproving Search UX

28 #pubcon @lindacaplinger

APPENDIX

Page 29: Internal Search Optimization (iSEO): Creating Promoted Search ResultsImproving Search UX

29 #pubcon @lindacaplinger

ADDED VALUE FOR INTERNAL SEARCHAuto-compete suggestionsImages for Autocomplete &/or iSERPsImage search results pageMeta data for pivoting / filtering results:

By ProductBy YearBy Document Type (HTML, PDF, Video)

Page 30: Internal Search Optimization (iSEO): Creating Promoted Search ResultsImproving Search UX

30 #pubcon @lindacaplinger

PIVOTING OR FILTERINGSAP results let user pivot on:

Content Type:HTMLPDFAudio / VisualPress Release

Industry or BULine of Business (LOB)Customer’s Company Size:

Small businessMedium businessEnterprise

Page 31: Internal Search Optimization (iSEO): Creating Promoted Search ResultsImproving Search UX

31 #pubcon @lindacaplinger

PIVOTING OR FILTERINGTime intensive to add lots of meta dataGoogle can do “entity recognition”Other pivot points:

Year of PublicationLanguage

Page 32: Internal Search Optimization (iSEO): Creating Promoted Search ResultsImproving Search UX

32 #pubcon @lindacaplinger

QUICK LINKSUses?Bubble up most popular site sectionsMost popular query categoriesReplicate footer content

Page 33: Internal Search Optimization (iSEO): Creating Promoted Search ResultsImproving Search UX

33 #pubcon @lindacaplinger

CROSS DOMAIN APPLICATION

Page 34: Internal Search Optimization (iSEO): Creating Promoted Search ResultsImproving Search UX

34 #pubcon @lindacaplinger

GOOGLE RESOURCESGoogle Search Appliance (GSA): http://www.google.com/enterprise/search/support/Google Custom Search Engine (CSE):https://www.google.com/cse/ Google Site Search:http://www.google.com/enterprise/search/products/gss.html GSA vs. Site Search: http://www.google.com/enterprise/search/products/

Page 35: Internal Search Optimization (iSEO): Creating Promoted Search ResultsImproving Search UX

35 #pubcon @lindacaplinger

INSPIRATIONAdobeAppleCASAPSymantec

Page 36: Internal Search Optimization (iSEO): Creating Promoted Search ResultsImproving Search UX

36 #pubcon @lindacaplinger

DATA CLEANINGOlder version of excel – remove dups:

http://support2.microsoft.com/kb/213355

Page 37: Internal Search Optimization (iSEO): Creating Promoted Search ResultsImproving Search UX

37 #pubcon @lindacaplinger

FURTHER READINGeConsultancy: Site Search for eCommerce: 13 TipsGoogle: How Site Search Metrics are CalculatedGoogle Dev: Structured Data and GCS