Search Analytics for Your Site · Conversations With Your Customers by Rosenfeld, Louis -- Read -- Imperial Library of Trantor

Index

Search Analytics for Your Site: Conversations with Your Customers

How to Use This Book

Who Should Read This Book? What’s in This Book? What Comes with this Book?

Frequently Asked Questions

What is site search analytics (SSA)? Isn’t SSA the same as SEO? How does SSA differ from other kinds of analytics? Why do I need SSA? Where does query data come from, and what tools do I need to analyze it? I’m not a “data person,” so why should I read this book? This isn’t part of my job description (or anyone else’s) so who should do this work? How do I actually analyze query data? How does SSA fit with other user research methods? If it’s so great, how come more people aren’t taking advantage of SSA?

Foreword I. Introducing Site Search Analytics

1. How Site Search Analytics Can Save Your Butt

The Brake Gets Pulled The Brake Gets Stuck Measuring the Unmeasurable The Before-and-After Test

So What’s Relevant? Precision: Getting Beyond Relevance

The Brake Works—Thanks to Site Search Analytics Moral of the Story: Be Like John

2. Site Search Analytics in a Nutshell

What Is Site Search Analytics? Why You’ll Want to Use SSA It Always Starts with Data George Kingsley Zipf, Harvard Linguist and Hockey Star Ways to Use SSA (and This Book) What Gets in the Way of SSA? Who Is Responsible for SSA? Your Secret Weapon Summary

II. Analyzing the Data

3. Pattern Analysis

Analysis as a Form of Play

The Simple Part The Fun Part

Getting Started with Pattern Analysis Patterns to Consider

Tonal Patterns Synonym Patterns Time-Based Patterns Question Patterns Answer Patterns

Finding Patterns in the Long Tail Anti-Pattern Analysis: Surprises and Outliers Summary

4. Failure Analysis

Study Failure with Care Queries That Return Zero Results

You’re Not Offering What People Want The Content’s There but Isn’t Being Found There’s a Disconnect Between Your Site’s Content and the People Using It

Queries That Fail to Retrieve Useful Results

Are the Top Results Relevant? Is the “Best Match” Near the Top of the Search Results? Are Results Being Clicked at a Healthy Rate?

Queries That Lead to Immediate Exits from the Site Beyond Generic—Evaluating Failures That Mean the Most Summary

5. Session Analysis

Learning from Who Searched What and When Why Analyze Sessions? What’s a Session, Anyway? Analyzing a Short Session from TFANet Analyzing a Long Session from WW Norton Which Sessions Should You Analyze? How Granular Are Your Terms? Going Beyond Sessions: Looking at Individual Searchers Summary

6. Audience Analysis

Why Segment Your Audience? How to Segment Your Audience

Segmenting the Easy Way Segmenting the Hard Way

Comparing and Contrasting Segments

How Segments Differ

What’s Next? Summary

7. Goal-Based Analysis

Goal Tracking Is Good, but Search Metrics Make It Better

From Goals to KPIs Souping Up a KPI with Search Metrics

Determining Goals and KPIs

Four Main Types of Organizational Sites Search Metrics Based on Query Data From Top-Down to Bottom-Up Analysis

Summary

III. Improving Your Site

8. Practical Tips for Improving Search

Plugging Gaps in Your Search Engine’s Index Making Query Entry Easier by Fixing “the Box” Accommodating Strange Query Syntax Determining What Your Best Bets Should Be Helping Searchers Auto-Complete Their Queries Improving a “No Results Found” Page Helping Searchers Revise Their Queries to Get Better Results Designing Search Results Around Specialized Query Types Designing Search Results Around Specialized Content Types Summary

9. Practical Tips for Improving Site Navigation and Metadata

Improving Contextual Navigation for Specific Content Types Creating a Better Site Index Testing and Tuning Metadata Values Important

Putting Metadata Through the “Query Test” Using “Reverse Lookup” to Identify New and Problematic Terms Tracking Metadata Trends

Summary

10. Practical Tips for Improving Content

Determining Which Content You Should Get Rid of Plugging Content Gaps Making Relevant Content Even More Relevant Expanding Your Understanding of Users’ Content Interests Getting Marketing to Do the Right Thing Getting Content Owners to Do the Right Thing Summary

11. Bridging Web Analytics and User Experience

Data and Design: Never the Twain Shall Meet The Case for Integrated Problem Solving

Example 1: A Field Study Demystifies Site Search Analytics Data Example 2: Segmentation Leads to Better Personas Example 3: Analytics as a Low-Cost Form of User Research Example 4: When Your Funnel’s Broken, Task Analysis Can Explain Why Example 5: Finding Data to Back Up and De-Politicize Your Design

Creating a Single User Research Brain Within Your Organization

From the Bottom Up: Grass Roots Organizing

Who’s Out There? Let’s Do Lunch Brown Bagging It

From the Top Down: Involving Senior Leadership

Blue Skying the Organizational Brain The Decision-Making Dashboard

Site Search Analytics: The Natural Boundary Object

A. Acknowledgments B. About the Author C. Testimonials D. Other Books From Rosenfeld Media

Card Sorting: Designing Usable Categories Mental Models: Aligning design strategy with human behavior Web Form Design: Filling in the Blanks Design Is the Problem: The Future of Design Must be Sustainable Prototyping: A Practitioner’s Guide Storytelling for User Experience: Crafting Stories for Better Design Remote Research: Real Users, Real Time, Real Research

E. Upcoming Books From Rosenfeld Media

Agile Experience Design The Art and Craft of User Research Interviewing: Diving Deep for Insight Designing for Care: The Design Disciplines as Critical Healthcare Professions Eye Tracking the User Experience: A Practical Guide Make It So: Interaction Design Lessons from Science Fiction The Mobile Frontier: A Guide for Designing Mobile Experiences Playful Design: Creating Game Experiences in Everyday Interfaces See What I Mean: How to Use Comics to Communicate Ideas Service Design: Designing Useful, Usable, and Desirable Services Surveys That Work UX Team of One Universal Design for Web Accessibility: Solutions for Barrier-Free User Experiences

F. Keep Up With Rosenfeld Media Index

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