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Learn about various types of search, the challenges with Google, and methods to improve search results and performance analysis. Discover the importance of enterprise, website, and global search, as well as the impact of content quality on search outcomes.
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Improving Search And why you don’t want Google John-Daniel Trask
Agenda • Types of search • Why you don’t want Google • Improving your results • Analysing your performance
Types of Search • Enterprise Search • Website Search • Global Search Engine Technology Maturity
What makes search so hard? • First – what is search? • Retrieval of a result set • Ranking by relevance • Relevance is key
What is Google? • The most valuable media company in the world! • Worth more than 110 billion US dollars • Powered by 10,000 servers – and growing • More than just a website
Why you don’t want Google • You don’t want to spend 100 million dollars to develop a world class search engine • Google is poor at knowing what pages within a single site are popular • Google isn’t a website search tool
Why Improve? • Improved usability of your website • More return visitors to your website • Increased return on investment
Improving Your Results On your website On international search sites
Better Website Search • Ensure a clean layout of your results • Ensure you have a plan to refine your content • Use a great search product • Maximise the functionality of your search product
The biggest mistake • No plans for future investment • Mostly in terms of human resources
Better Global Search • Ensure you have great content • You can’t expect a search engine to turn poor content into great results! • The better your content, the more people will link to you • Example: • Beyond all else, it takes time
Analyse Your Performance • Without feedback you can’t improve • What do you know from current search patterns? • BehaviorTracker gives great detail
Case Study • American Health Product Site • 215,000 searches a day • 46% had no results • 62% never selected a result • Used laymens terms and competitors names
Analyse Your Performance • Free tool to understand your global search position • Yahoo Site Explorer (http://siteexplorer.search.yahoo.com) • Google SiteMap (https://www.google.com/webmasters/sitemaps) • Most commercial tools are useless
Summary • Future investment must be made • A feedback loop is important • You can’t trick global search engines
More Information • Contact Intergen • waynef@intergen.co.nz • Contact John-Daniel • John-danielt@intergen.co.nz • http://blog.bluecog.co.nz • My weblog, search related entries etc