Don't Just Change the Search Engine. - Mike Moran

prudencecoatInternet και Εφαρμογές Web

18 Νοε 2013 (πριν από 3 χρόνια και 8 μήνες)

65 εμφανίσεις

ibm.com

© 2006 IBM Corporation

Don’t Just Change the

Search Engine!



Mike Moran









April, 2006

ibm.com



© 2006 IBM Corporation

2

“This search engine stinks!”


But a “good search engine”
is
not

your goal.


Your goal isn’t even to
deliver good results


It’s to deliver the business

value of your Web site


Search is a means to

an end


I didn’t find it
and I
always
find it on
Google!

ibm.com



© 2006 IBM Corporation

3

What are your Web conversions?


Online sales


Find a store


Find a dealer


Find a partner


Phone call


Affiliate link


Download a
white paper


Fill out a
contact
form

ibm.com



© 2006 IBM Corporation

4

What are your Web visitors doing, anyway?

Learn

Buy

Shop

Use

Get


Learn:
Research IBM’s
products and services


Shop:
Compare offerings
and prices


Buy:
Check out and
purchase


Get:
Check order status


Use:
Get technical
support

IBM’s Web
Conversion Cycle

ibm.com



© 2006 IBM Corporation

5

Use your cycle to measure conversion value


Finding the right product
page puts the visitor in the
“Learn” stage.


How many customers that
view a product page put
items in their carts?


And how many check out?


Multiply by your average
revenue and you have the
impact on revenue.

Learn

Buy

Shop

Use

Get

Land

Increasing the success rate at any stage
increases the overall conversion rate

ibm.com



© 2006 IBM Corporation

6

Your search facility gets you conversions


Answer research questions
with informational content


“MP3 player”


Respond to product queries
with comparisons


“iPod”


Provide detailed model and
product pages for buyers


“iPod nano”


Learn

Buy

Shop

Use

Get

Search

If they can’t find it,
they can’t buy it

ibm.com



© 2006 IBM Corporation

7

What problems are you trying to address?


“No result”

searches


“No click”

searches


“No conversion”

searches

ibm.com



© 2006 IBM Corporation

8

ibm.com Web Strategy and Design

© 2005 IBM Corporation

The Top
-
Down Approach

ibm.com



© 2006 IBM Corporation

9

Work the most popular search keywords first


Most search terms
are unique


IBM’s 1000 most
popular queries
account for just
27% of all volume


But it’s the easiest
improvement you
can get


ibm.com



© 2006 IBM Corporation

10

Follow the same process for each keyword

Choose a
landing
page for
keywords

Audit the
landing
page

no

Start

Analyze the
landing
page’s
metrics

yes

Improve
the landing
page’s
content

next
keyword

OK?

ibm.com



© 2006 IBM Corporation

11

Choose a landing page for each keyword


Where does your
customer

want to be?


Be careful when choosing

the same page for

multiple keywords:


“Product Lifecycle

Management” and

“PLM” is OK


“Aerospace PLM”

and “Automotive

PLM”

no!

ibm.com



© 2006 IBM Corporation

12

Analyze the landing page’s metrics


Search ranking


Keyword density? In titles and body?


Search clickthrough rate


Titles and snippets call to action?


Search conversions


Interim pages compel action?

ibm.com



© 2006 IBM Corporation

13

Audit and optimize your landing pages

Before: Google Rank: #175

After: Google Rank #1

Acronym to Words

Image to Text

ibm.com



© 2006 IBM Corporation

14

If all else fails, cheat


Most search engines allow “Best Bets”


Be sure to maintain all hand
-
crafted results

ibm.com



© 2006 IBM Corporation

15


Use special
searches for
high
-
leverage
areas


Choose the most
important feature
to you



Use “product search” or other specialized search

Find your server

ibm.com



© 2006 IBM Corporation

16

Provide comparisons from product lists


See your final
candidates
side
-
by
-
side


Spot the
differences

Simpler purchasing
experiences increase
conversion rates

ibm.com



© 2006 IBM Corporation

17

Don’t forget to sell related items

Search engines can retrieve the right
merchandising spots based on:


Knowledge of the customer


The buyer's current context


The seller’s situation


What spots seem to be working well

ibm.com



© 2006 IBM Corporation

18

ibm.com Web Strategy and Design

© 2005 IBM Corporation

The Bottom
-
Up Approach

ibm.com



© 2006 IBM Corporation

19

Get your site’s pages into the search index


Push pages from your content management system
OR


Have a spider crawl your pages


Remove spider

traps that prevent

crawling


Use site maps and

country maps to

create spider paths

ibm.com



© 2006 IBM Corporation

20

Ensure content is written with search in mind


Check keyword usage in titles and body copy using


Your content management workflow
OR


Your content management pipeline


Roll up each unit’s score

and publicize



Content Quality Scorecards

ibm.com



© 2006 IBM Corporation

21

Improve your content pipeline


Automated categorization


Subject


Document Type


Date


Country


Language


Linguistics


Custom dictionary or thesaurus



Search
Spider

Content
Pipeline

Search

Index

Standardize
Your Data

ibm.com



© 2006 IBM Corporation

22

Tune your search engine


Do you have the right query
defaults?


AND/OR


country/language filters


Have you tested your
ranking algorithm?


Using the right factors?
Clicks? Links?


Using the right weights?


Have you tested your
facet names?

ibm.com



© 2006 IBM Corporation

23

Customize your search user interface


Make search
easy to find


Use drilldown in
search results
instead of
advanced
search


Optimize what is
displayed for
product and
document lists

ibm.com



© 2006 IBM Corporation

24

Apply the same ideas to search marketing


“Buy this book, read it, and then
read it again.”
--
Chris Sherman, Search Engine Watch


“Indispensable guide”
--
Kirkus Reports


Develop a strategy that supports your
Web site’s goals


Get conversions, not just rankings


Raise your brand awareness



For more information:

www.mikemoran.com

www.semincbook.com