Presentation by Kristian Norling at IntraTeam Event 2012 in Copenhagen.

2. SEARCH ANALYTICS IN PRACTICE
How search analytics for your website search or intranet
search can give you valuable information and improve
the search experience.

3. WWW.SLIDESHARE.NET/FINDWISE/

4. The presentaion
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.

5. Agenda
•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

6. SEARCH ANALYTICS
IS NOT SEO

7. SEARCH ANALYTICS
GIVES USER INTENT

8. WEB ANALYTICS
GIVES USER
BEHAVIOUR

9. Fantastic book
SEARCH ANALYTICS FOR YOUR SITE
Conversations with Your Customers
by LOUIS ROSENFELD
@louisrosenfeld

10. HOW TO LOG
SEARCH?

11. WEB ANALYTICS
SOFTWARE
GOOGLE ANALYTICS,
PIWIK ETC.

12. SEARCH ENGINE
LOG FILES

14. SPECIALISED
SOFTWARE

15. Scope Report generated:
Show stats for: today, last week, month, year
Choose time period
Show stats
N:o searches this year Most common search queries
Query N.o:
Search queries giving 0 results

16. WHAT METRICS ARE
INTERESTING?

17. 0-RESULTS

19. HOW TO FIX
0-RESULTS?

20. MOST COMMON
QUERIES

22. WHAT TO DO WITH
ALL THE DATA IN
THE SEARCH LOG?

24. HOW DO WE
ANALYSE SEARCH?

25. VGR INTRANET
2011

26. ≈ 28 MILLION
PAGEVIEWS

28. INTRANET
SEARCHES 2011

29. 935 949

30. 200 MOST COMMON
SEARCHES

31. 164 127

32. 17,5 %

33. A list of all key-matches
Active?
Title and link for key-match For what scope the key-match is valid
Description for the key-match Keywords

35. SAHLGRENSKA
UNIVERSITY
HOSPITAL

36. INTRANET
SEARCHES 2011

37. 383 846

38. 200 MOST COMMON
SEARCHES

39. 82 993

40. 21,6 %

41. WHAT OTHER
METRICS ARE
INTERESTING?

42. USER BEHAVIOUR

44. CONTEXT
DATE? TIME?
FROM WHERE?
HOW?

46. TRENDING SEARCH
TERMS

47. ACTIONS TO TAKE
BASED ON SEARCH
ANALYTICS

48. Do
...Fix 0-results
...Check common terms
...Cluster synonyms
...Use Key Matches / Best Bets /
Sponsored Links

49. A FEW HOURS
EVERY MONTH,
CAN DELIVER
GREAT RESULTS!

50. Do - bonus
...Check user behaviour?
...Research in what context?
...Look at trending/temporal terms

51. Do not
...Forget to work with your content
...Forget metadata
...Only use search analytics - combine
with web analytics

52. QUESTIONS?

53. THANKS!
Kristian Norling
kristian.norling@findwise.com
@kristiannorling
@findwise
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