Smashing silos ia-ux-meetup-mar112014

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While we have been busy trying to "define the damn thing" IA or answering the age old question of who rules, UX, IxDA or IA, the search engines have been busily transitioning to a machine mediated experience model for ranking. This means that SEO is now the responsibility of UX/IA whether we like it or not. This presentation lays out how search engines evaluate user experience and how we can influence this evaluation with an optimized design.

Text of Smashing silos ia-ux-meetup-mar112014

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  • 3. I work at Portent where I am lucky to work with smart people (and not just because they help me with Excel). 3
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  • 5. Funniest part: seeing IAs using the Toni Braxton store as an orientation point to find the conference venue Not-best-part: Getting locked out of my room in a 5000+ room hotel and having to wait, wait, wait for someone to come and let me back in. Best Part: getting called out by Rashmi Sinha in closing plenary for the call to action of broadening scope to include search optimization Some time after: Peter Morville comes up with findability and Lou Rosenfeld starts his Search Metrics workshops. This isnt what I meant. 5
  • 6. 6 Click Distance: the further from an authority page, the less important it must be URL Depth: the further from the homepage, the less important it must be
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  • 11. More images More linked text Sidebar navigation accompanies Global navigation Yahoo becomes busier, more categories, international sites 11
  • 12. Apple capitalizes on new search technology with more heavily designed look 12
  • 13. Navigation dominance 13
  • 14. Apple introduces site navigation for the first time 14
  • 15. A true home page, start here and navigate to where you want to be 15
  • 16. Applenot so much 16
  • 17. Broad band comes into its own and BIG pictures make a splash 17
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  • 19. Why Google started moving away from link-based relevance 19
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  • 26. I have presented at 2 UXPA DC UserFocus conferences Bird Bears Bs of Discoverability (well attended sessions) 26
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  • 29. Using the Internet: Skill Related Problems in User Online Behavior; van Deursen & van Dijk; 2009 29
  • 30. Were constructing worse queries but feel that were getting better results. Which canary in what coal mine just died? 30
  • 31. Pew Internet Trust Study of Search engine behavior findings.aspx In January 2002, 52% of all Americans used search engines. In February 2012 that figure grew to 73% of all Americans. On any given day in early 2012, more than half of adults using the internet use a search engine (59%). That is double the 30% of internet users who were using search engines on a typical day in 2004. And peoples frequency of using search engines has jumped dramatically. Moreover, users report generally good outcomes and relatively high confidence in the capabilities of search engines: 91% of search engine users say they always or most of the time find the information they are seeking when they use search engines 73% of search engine users say that most or all the information they find as they use search engines is accurate and trustworthy 66% of search engine users say search engines are a fair and unbiased source of information 55% of search engine users say that, in their experience, the quality of search results is getting better over time, while just 4% say it has gotten worse 52% of search engine users say search engine results have gotten more relevant and useful over time, while just 7% report that results have gotten less relevant 31
  • 32. Pew Internet Trust Study of Search engine behavior findings.aspx 32
  • 33. And Googles response 33
  • 34. Personalization of results They Tracks: What is selected, Level of interaction, What is not-done (bounce rate) and use Signals: Location. Search history Dynamic query suggestions - displayed as searcher enters query Calculation of information from 3 sources User: previous search patterns Domain: countries, cultures, personalities GeoPersonalization: location-based results Metrics used for probability modeling on future searches Active: user actions in time Passive: user toolbar information (bookmarks), desktop information (files), IP location, cookies In 2002, Google acquired personalization technology Kaltix and founder Sep Kamver who has been head of Google personalization since Defines personalization: product that can use information given by the user to provide tailored, more individualized experience Personalization enables shorter, less specific queries set to change user behavior (easier, more natural queries) = search shorthand Tied direct user interaction with results (ability to promote/demote in results set, add comment) discontinued because too noisy & interest did not always equal searching for topic and used by SEO community for other purposes Only enable if signed in Only impacted future searches (if signed in) 34
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  • 36. User profile phases 1. Gather raw information 2. Construct profile from user data 3. Allow application to exploit profile to construct personal results Keywords profiles represent areas of interest Extracted from documents or directly provided by user, weights are numerical representation of user interest Polysemy is a big problem for KW profiles Semantic networks Filtering system Network of concepts unlinked nodes with each node representing a discrete concept Used by alta vista (used header that represented user personal data, set of stereotypes (prototypical user comprised of a set of interests represented by a frame of slots Each slot (made up of domain, topic & weight (domain =area of interest, topic = specific term used to identify area of interest, weight = degree of interest) that makes up frame weighted for relevance 35
  • 37. Jaime Teevan MS Research ( Tools used Software agents: most reliable as more control over install and application Cookies: least invasive Login: more pervasive across machines and time Proxy Servers: limited to user register of machine with server Session IDs: limited to a single session Advantages: more data, better data (easier for system to consume and rationalize) Disadvantage: user has no control over what is collected 36
  • 38. Advantage: User has more control over personal and private information Disadvantage: compliance, users have a hard time expressing interests, burdensome on user to fill out forms, false info from user 37
  • 39. Vince update 2009 Should-Be-Talking-About Big brands can afford better sites Big brands spend more $$ in adwords The internet is fast becoming a "cesspool" where false information thrives, Google CEO Eric Schmidt said yesterday. Speaking with an audience of magazine executives visiting the Go