Internal Search Optimization (iSEO): Creating Promoted Search ResultsImproving Search UX

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Presenter: Linda CaplingerGlobal Search Lead @ NVIDIA

INTERNAL SEARCH OPTIMIZATION (iSEO):CREATING PROMOTED SEARCH RESULTSIMPROVING SEARCH UX

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INTERNAL SEARCH ENGINE OPTIMIZATION:

iSEO

“The process of optimizing your site’s internal search results to help users find information

via a query as fast as possible

ANDto take them to the most relevant results.”

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WHY DO USERS RESORT TO SEARCHING ON YOUR SITE?

• Main or Global Navigation • UX, IA, or Organization of Content • You’re not talking the customer’s language• Cul-de-sac landing pages (no CTA, no links)• Impatience

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3 GENERAL LEVERS FOR iSEO1. Content:

• What can the internal engine or crawler find and display?

2. Results:• What can the user do with the results?

3. Design & UX• Where is the search box? • How does the user decide where to click?

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THIS IS EASYOptimizing for SEO harnesses your Paid Search AND SEO skills.

If you are a SEM professional, you already know what to do here.

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PROMOTED SEARCH RESULTSPromoted Search Resultsaresearch results that show up on TOP of your onsite or internal search results page on your website.

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WHY BUILD PROMOTED RESULTS?You can:

Control search results placement & “look – feel” on your siteBubble up most relevant resultsDirect users to eCommerce or other domains Drop into sales funnel FASTER > higher conversionsResults are trackable & scalableIncrease time on site; page consumption

Makes for happier site visitors

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ADDED BENEFIT

IMMEDIATE GRATIFICATION

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7 STEPS TO OPTIMIZING PROMOTED SEARCH RESULTS

1. Get ahold of internal search query data (keywords + instances)

2. Scrub your data (stop words, characters)3. Cluster or categorize “like” terms4. 80:20 Rule: terms that cover the most queries5. Write targeted ad copy (“paid search” skill)6. Identify most relevant URLs7. Add conversion tracking

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1. GATHER KEYWORDS + INSTANCESGoogle Analytics (search queries), Weblogs How much data?

• More = irons out variations, seasonality• Less = campaigns, holidays, events

Export your query data as:Full query string, Instances (of the query)

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2. SCRUB YOUR DATARemove stop words that your internal search engine ignores. Remove characters if your engine ignores them

`-=[]\;’,./~!@#%^&*()_+{}|:”<>?$ is usually NOT one to remove

Convert everything to lowercaseSort a > zDedupe: excel or use a macro

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3. CLUSTER LIKE TERMSCreating a single promoted result for each query is time intensiveUse your Paid Search skills here. Think: “broad match”Find queries that contain a similar keyword to hone in on:

Tegra 3 processorTegra mobile processorTegra mobile processorsTegra processors

Write once, use multiple times.

Cluster these into “Tegra” category

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4. IDENTIFY HIGH VALUE QUERIESFirst, identify what construes a conversion.

High value ($$) products or AOVLead genDownload (whitepaper)Watch video

Consider marketing to:Differing parts of the funnelPersonas

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5. WRITE TARGETED AD COPYJust like Adwords:Incorporate keywordQuery in: title, descriptionUgly URL? Use a vanity or shortener

If your URL doesn’t include the keyword, you can use a shortener and get same effect.

Include CTAImages help CTR

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6. RELEVANT URLSThink: Adwords Quality ScoreAlignment between:

Keyword > Ad Copy > Landing PageAre you taking the user to the most relevant landing page?If you’re showing more than 1 promoted result, are they different enough to keep from confusing the user?I nearly always prefer to display the destination URL.

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MANAGING MULTIPLE PROMOTIONS FOR DIFFERENT STAKEHOLDERS

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7. TRACKING CONVERSIONSProve valueAdd conversion tracking to your promoted result URLs

Digital River: CID tagAmazon: use your affiliate IDGoogle Analytics: tag pages for GA and conversion script on confirmation page

Fast Hack:

http://www.yoururl.com#source=internal-search&keyword=pubcon

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LAUNCHLATHER > RINSE > REPEAT

Test variations on ad copy, images, and landing pages to find highest convertingCompare your promoted KeyMatch terms to your search logs to find opportunities for further promoted results Isolate ZERO results queries > redirect user to sitemap or other experience.

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GOOD EXAMPLES OF EMPTY SEARCH RESULTS

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INTERNAL SEARCH ANALYTICS

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GOOGLE CUSTOM SEARCH (CSE)

You can view meager data in this view –

best to integrate Google

Analytics and view more in depth

insights there.

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GOOGLE ANALYTICS (FOR GCS)

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DID IT WORK?What determines success?

Reduced bounce rates after search results pageLower repeat queries

Do a path analysis:Query 1 > Page > Query 2 > Page 2 > Query 3 (eh…)Query 1 > Page > Conversion (better!)

Increased conversionsOther…

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KPIs FOR INTERNAL SEARCHLower repeat queries:

Do a path analysis:Query 1 > Page 1 > Query 2 > Page 2 > Query 3 (eh…)Query 1 > Page 1 > Conversion (better!)

Lower bounce ratesIncreased time on site AFTER doing a search Reduce number of visits that END on a search results pageIncrease in clicks, conversions from Internal SearchIncrease successful queries (user selects a search result on page 1 and no subsequent search occurs)Increase in average page depth > Increase in engagement?

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ONGOING MAINTENANCELook for queries that generate no resultsCustomize your empty result page (sitemap, include the query, offer similar content)Look for repeated queries (query 1 looks a lot like query 2)Go over your top 200-300 queries – make sure your results are tight. 80/20 rule!

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KEY TAKEWAYS1. Normalize and clean your query data2. Use your SEO and Paid Search skills to create relevant,

highly converting Promoted Results3. Use the 80:20 rule! First focus on the top 200-300 queries.4. Add tracking. Prove your success.5. Solve for zero result pages.6. Continually test.

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QUESTIONS?@LINDACAPLINGER

LCAPLINGER@NVIDIA.COM

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APPENDIX

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ADDED VALUE FOR INTERNAL SEARCHAuto-compete suggestionsImages for Autocomplete &/or iSERPsImage search results pageMeta data for pivoting / filtering results:

By ProductBy YearBy Document Type (HTML, PDF, Video)

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PIVOTING OR FILTERINGSAP results let user pivot on:

Content Type:HTMLPDFAudio / VisualPress Release

Industry or BULine of Business (LOB)Customer’s Company Size:

Small businessMedium businessEnterprise

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PIVOTING OR FILTERINGTime intensive to add lots of meta dataGoogle can do “entity recognition”Other pivot points:

Year of PublicationLanguage

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QUICK LINKSUses?Bubble up most popular site sectionsMost popular query categoriesReplicate footer content

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CROSS DOMAIN APPLICATION

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GOOGLE RESOURCESGoogle Search Appliance (GSA): http://www.google.com/enterprise/search/support/Google Custom Search Engine (CSE):https://www.google.com/cse/ Google Site Search:http://www.google.com/enterprise/search/products/gss.html GSA vs. Site Search: http://www.google.com/enterprise/search/products/

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INSPIRATIONAdobeAppleCASAPSymantec

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DATA CLEANINGOlder version of excel – remove dups:

http://support2.microsoft.com/kb/213355

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FURTHER READINGeConsultancy: Site Search for eCommerce: 13 TipsGoogle: How Site Search Metrics are CalculatedGoogle Dev: Structured Data and GCS