Smartest Online Strategies in 09 -- Search Technologies
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Transcript of Smartest Online Strategies in 09 -- Search Technologies
Privileged and Confidential © Siteworx,
Inc.
1
Executive Briefing and Forum l December 16, 2008Build a Better User Experience
November 29, 2007
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Inc.
2
Agenda
Introduction
Search (external vs internal)
Search Features
Brainstorming
Input
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Two Searches
External (google.com)
Potential customers
Surface correct content for
rapid consumption
Should provide clear
contextual clues
Sales / Marketing
Goal: Convert!
Internal (yoursite.com/search)
Existing customers
More commitment from
users to review results
Should be comprehensive
Customer Service
Goal: Retain!
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External Search
Keyword driven
Organic positioning through
publishing content relevant
to keywords (SEO)
Advertisement positioning
through a combination of
relevance and payment
(SEM)
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Internal Search
Allows search of secured content
Can present a better interface than keywords▪Facets using relevant metadata (Type, Author, Context, Source…)▪Personalize results based on user profile▪Provide contextual clues in results (metadata)
Implied context of your business▪ “Depression” not related to economics at APA▪Provides an opportunity for more relevant results
First action of users on retail sites
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Internal Search Features
Brand contextual
Facets (vs. tabs)
Entity extraction /
disambiguation
Implicit feedback
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Further Search Examples
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Cross Promotion
Find relevant products /
documents using search
Use the inbound search
terms to execute a
search and cross
promote
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Find Relevant Articles with Search
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Is my search working?
Implicit feedback▪Click position▪Click count on form vs results
Exit pages after on or after results pages▪Careful consideration of intent
Ask your users▪Call center information▪Look at inbound searches from google.com (are they authenticating?)
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So What?
Google = inviting competition
Existing customers = recurring revenue