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Search Analytics for Your Site

Book Description

This book shows you how to use search analytics to carry on a conversation with your customers: listen to and understand their needs, and improve your content, navigation and search performance to meet those needs.

Table of Contents

  1. Search Analytics for Your Site: Conversations with Your Customers
    1. How to Use This Book
      1. Who Should Read This Book?
      2. What’s in This Book?
      3. What Comes with this Book?
    2. Frequently Asked Questions
      1. What is site search analytics (SSA)?
      2. Isn’t SSA the same as SEO?
      3. How does SSA differ from other kinds of analytics?
      4. Why do I need SSA?
      5. Where does query data come from, and what tools do I need to analyze it?
      6. I’m not a “data person,” so why should I read this book?
      7. This isn’t part of my job description (or anyone else’s) so who should do this work?
      8. How do I actually analyze query data?
      9. How does SSA fit with other user research methods?
      10. If it’s so great, how come more people aren’t taking advantage of SSA?
    3. Foreword
    4. I. Introducing Site Search Analytics
      1. 1. How Site Search Analytics Can Save Your Butt
        1. The Brake Gets Pulled
        2. The Brake Gets Stuck
        3. Measuring the Unmeasurable
        4. The Before-and-After Test
          1. So What’s Relevant?
          2. Precision: Getting Beyond Relevance
        5. The Brake Works—Thanks to Site Search Analytics
        6. Moral of the Story: Be Like John
      2. 2. Site Search Analytics in a Nutshell
        1. What Is Site Search Analytics?
        2. Why You’ll Want to Use SSA
        3. It Always Starts with Data
        4. George Kingsley Zipf, Harvard Linguist and Hockey Star
        5. Ways to Use SSA (and This Book)
        6. What Gets in the Way of SSA?
        7. Who Is Responsible for SSA?
        8. Your Secret Weapon
        9. Summary
    5. II. Analyzing the Data
      1. 3. Pattern Analysis
        1. Analysis as a Form of Play
          1. The Simple Part
          2. The Fun Part
        2. Getting Started with Pattern Analysis
        3. Patterns to Consider
          1. Tonal Patterns
          2. Synonym Patterns
          3. Time-Based Patterns
          4. Question Patterns
          5. Answer Patterns
        4. Finding Patterns in the Long Tail
        5. Anti-Pattern Analysis: Surprises and Outliers
        6. Summary
      2. 4. Failure Analysis
        1. Study Failure with Care
        2. Queries That Return Zero Results
          1. You’re Not Offering What People Want
          2. The Content’s There but Isn’t Being Found
          3. There’s a Disconnect Between Your Site’s Content and the People Using It
        3. Queries That Fail to Retrieve Useful Results
          1. Are the Top Results Relevant?
          2. Is the “Best Match” Near the Top of the Search Results?
          3. Are Results Being Clicked at a Healthy Rate?
        4. Queries That Lead to Immediate Exits from the Site
        5. Beyond Generic—Evaluating Failures That Mean the Most
        6. Summary
      3. 5. Session Analysis
        1. Learning from Who Searched What and When
        2. Why Analyze Sessions?
        3. What’s a Session, Anyway?
        4. Analyzing a Short Session from TFANet
        5. Analyzing a Long Session from WW Norton
        6. Which Sessions Should You Analyze?
        7. How Granular Are Your Terms?
        8. Going Beyond Sessions: Looking at Individual Searchers
        9. Summary
      4. 6. Audience Analysis
        1. Why Segment Your Audience?
        2. How to Segment Your Audience
          1. Segmenting the Easy Way
          2. Segmenting the Hard Way
        3. Comparing and Contrasting Segments
          1. How Segments Differ
        4. What’s Next?
        5. Summary
      5. 7. Goal-Based Analysis
        1. Goal Tracking Is Good, but Search Metrics Make It Better
          1. From Goals to KPIs
          2. Souping Up a KPI with Search Metrics
        2. Determining Goals and KPIs
          1. Four Main Types of Organizational Sites
          2. Search Metrics Based on Query Data
          3. From Top-Down to Bottom-Up Analysis
        3. Summary
    6. III. Improving Your Site
      1. 8. Practical Tips for Improving Search
        1. Plugging Gaps in Your Search Engine’s Index
        2. Making Query Entry Easier by Fixing “the Box”
        3. Accommodating Strange Query Syntax
        4. Determining What Your Best Bets Should Be
        5. Helping Searchers Auto-Complete Their Queries
        6. Improving a “No Results Found” Page
        7. Helping Searchers Revise Their Queries to Get Better Results
        8. Designing Search Results Around Specialized Query Types
        9. Designing Search Results Around Specialized Content Types
        10. Summary
      2. 9. Practical Tips for Improving Site Navigation and Metadata
        1. Improving Contextual Navigation for Specific Content Types
        2. Creating a Better Site Index
        3. Testing and Tuning Metadata Values Important
          1. Putting Metadata Through the “Query Test”
          2. Using “Reverse Lookup” to Identify New and Problematic Terms
          3. Tracking Metadata Trends
        4. Summary
      3. 10. Practical Tips for Improving Content
        1. Determining Which Content You Should Get Rid of
        2. Plugging Content Gaps
        3. Making Relevant Content Even More Relevant
        4. Expanding Your Understanding of Users’ Content Interests
        5. Getting Marketing to Do the Right Thing
        6. Getting Content Owners to Do the Right Thing
        7. Summary
      4. 11. Bridging Web Analytics and User Experience
        1. Data and Design: Never the Twain Shall Meet
        2. The Case for Integrated Problem Solving
          1. Example 1: A Field Study Demystifies Site Search Analytics Data
          2. Example 2: Segmentation Leads to Better Personas
          3. Example 3: Analytics as a Low-Cost Form of User Research
          4. Example 4: When Your Funnel’s Broken, Task Analysis Can Explain Why
          5. Example 5: Finding Data to Back Up and De-Politicize Your Design
        3. Creating a Single User Research Brain Within Your Organization
          1. From the Bottom Up: Grass Roots Organizing
            1. Who’s Out There?
            2. Let’s Do Lunch
            3. Brown Bagging It
          2. From the Top Down: Involving Senior Leadership
            1. Blue Skying the Organizational Brain
            2. The Decision-Making Dashboard
        4. Site Search Analytics: The Natural Boundary Object
    7. A. Acknowledgments
    8. B. About the Author
    9. C. Testimonials
    10. D. Other Books From Rosenfeld Media
      1. Card Sorting: Designing Usable Categories
      2. Mental Models: Aligning design strategy with human behavior
      3. Web Form Design: Filling in the Blanks
      4. Design Is the Problem: The Future of Design Must be Sustainable
      5. Prototyping: A Practitioner’s Guide
      6. Storytelling for User Experience: Crafting Stories for Better Design
      7. Remote Research: Real Users, Real Time, Real Research
    11. E. Upcoming Books From Rosenfeld Media
      1. Agile Experience Design
      2. The Art and Craft of User Research Interviewing: Diving Deep for Insight
      3. Designing for Care: The Design Disciplines as Critical Healthcare Professions
      4. Eye Tracking the User Experience: A Practical Guide
      5. Make It So: Interaction Design Lessons from Science Fiction
      6. The Mobile Frontier: A Guide for Designing Mobile Experiences
      7. Playful Design: Creating Game Experiences in Everyday Interfaces
      8. See What I Mean: How to Use Comics to Communicate Ideas
      9. Service Design: Designing Useful, Usable, and Desirable Services
      10. Surveys That Work
      11. UX Team of One
      12. Universal Design for Web Accessibility: Solutions for Barrier-Free User Experiences
    12. F. Keep Up With Rosenfeld Media
    13. Index