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Enhancing Search & Performance: Strategies Beyond Google

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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Enhancing Search & Performance: Strategies Beyond Google

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  1. Improving Search And why you don’t want Google John-Daniel Trask

  2. Agenda • Types of search • Why you don’t want Google • Improving your results • Analysing your performance

  3. Types of Search • Enterprise Search • Website Search • Global Search Engine Technology Maturity

  4. What makes search so hard? • First – what is search? • Retrieval of a result set • Ranking by relevance • Relevance is key

  5. 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

  6. 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

  7. Why Improve? • Improved usability of your website • More return visitors to your website • Increased return on investment

  8. Improving Your Results On your website On international search sites

  9. 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

  10. The biggest mistake • No plans for future investment • Mostly in terms of human resources

  11. 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

  12. Analyse Your Performance • Without feedback you can’t improve • What do you know from current search patterns? • BehaviorTracker gives great detail

  13. 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

  14. 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

  15. Summary • Future investment must be made • A feedback loop is important • You can’t trick global search engines

  16. Questions?

  17. 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

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