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Improving Search

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.

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Improving Search

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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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