search analytics in practice
TRANSCRIPT
How search analytics for your website search or intranet search can give you valuable information and improve
the search experience.
SEARCH ANALYTICS IN PRACTICE
WWW.SLIDESHARE.NET/FINDWISE/
This presentation will be about and show how to use search analytics to improve the search experience. A small investment in time and effort can really improve the search. You will get practical advice on what metrics to look at and what actions can be taken on the analysis.
The presentaion
•How to log search? And what metrics are interesting?
•What to do with all the data in the search log? How do we analyse search?
•Actions to take based on search analytics
•Do’s and don’ts
Agenda
SEARCH ANALYTICS IS NOT SEO
SEARCH ANALYTICS GIVES USER INTENT
WEB ANALYTICS GIVES USER BEHAVIOUR
SEARCH ANALYTICS FOR YOUR SITE
Conversations with Your Customers
by LOUIS ROSENFELD
@louisrosenfeld
Fantastic book
HOW TO LOG SEARCH?
WEB ANALYTICS SOFTWARE
GOOGLE ANALYTICS, PIWIK ETC.
SEARCH ENGINE LOG FILES
SPECIALISED SOFTWARE
Scope
Show stats for: today, last week, month, year
Choose time period
Show stats
Report generated:
N:o searches this year
Search queries giving 0 results
Most common search queries
Query N.o:
WHAT METRICS ARE INTERESTING?
0-RESULTS
HOW TO FIX 0-RESULTS?
MOST COMMON QUERIES
WHAT TO DO WITH ALL THE DATA IN
THE SEARCH LOG?
HOW DO WE ANALYSE SEARCH?
VGR INTRANET2011
≈ 28 MILLION PAGEVIEWS
INTRANET SEARCHES 2011
935 949
200 MOST COMMON SEARCHES
164 127
17,5 %
A list of all key-matches
Title and link for key-match For what scope the key-match is valid
Description for the key-match
Active?
Keywords
SAHLGRENSKA UNIVERSITY
HOSPITAL
INTRANET SEARCHES 2011
383 846
200 MOST COMMON SEARCHES
82 993
21,6 %
WHAT OTHER METRICS ARE INTERESTING?
USER BEHAVIOUR
CONTEXTDATE? TIME?
FROM WHERE? HOW?
TRENDING SEARCH TERMS
ACTIONS TO TAKE BASED ON SEARCH
ANALYTICS
...Fix 0-results
...Check common terms
...Cluster synonyms
...Use Key Matches / Best Bets /Sponsored Links
Do
A FEW HOURS EVERY MONTH,
CAN DELIVER GREAT RESULTS!
...Check user behaviour?
...Research in what context?
...Look at trending/temporal terms
Do - bonus
...Forget to work with your content
...Forget metadata
...Only use search analytics - combine with web analytics
Do not
QUESTIONS?
THANKS!
@kristiannorling
@findwise
Slideshare
Kristian Norling