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Search Analytics forContent StrategistsLouis Rosenfeld • Rosenfeld Medialou@louisrosenfeld.com • @louisrosenfeldNYC Conten...
Hello, my name is Lou www.louisrosenfeld.com | www.rosenfeldmedia.com
Let’s look at the data
No, let’s really look at the dataCritical elements in bold: IP address, time/date stamp, query, and # of    results:XXX.XX...
No, let’s really look at the dataCritical elements in bold: IP address, time/date stamp, query, and # of    results:      ...
No, let’s really look at the dataCritical elements in bold: IP address, time/date stamp, query, and # of    results:      ...
SSA is semantically rich data, and...
SSA is semantically rich data, and...       Queries      sorted by      frequency
...what users want in their own words
A handful of queries/tasks/ways to navigate/features/ documents A little goes a long waymeet the needs of your most import...
A handful of queries/tasks/ways to navigate/features/ documents A little goes a long waymeet the needs of your most import...
A handful of queries/tasks/ways to navigate/features/ documents A little goes a long waymeet the needs of your most import...
A handful of queries/tasks/ways to navigate/features/ documents A little goes a long waymeet the needs of your most import...
A handful of queries/tasks/ways to navigate/features/ documents A little goes a long waymeet the needs of your most import...
A handful of queries/tasks/ways to navigate/features/ documents A little goes a long waymeet the needs of your most import...
(and the tail is quite long)
(and the tail is quite long)
(and the tail is quite long)
(and the tail is quite long)
(and the tail is quite long)
The Zipf Curve, textually
Hey content strategists:ever heard this one?
Hey content strategists:ever heard this one?        unverified rumor alert
Hey content strategists:ever heard this one?         unverified rumor alert     90% of Microsoft.com content
Hey content strategists:ever heard this one?         unverified rumor alert     90% of Microsoft.com content       has neve...
Hey content strategists:ever heard this one?         unverified rumor alert     90% of Microsoft.com content       has neve...
Hey content strategists:ever heard this one?         unverified rumor alert     90% of Microsoft.com content       has neve...
7 ways SSA helps content strategists  1.Determine logical content types  2.Develop contextual navigation  3.Detect failed ...
#1Determine logical content types
Start with basic SSA data:queries and query frequency                              Percent:                              v...
“What types of content areusers seeking?”
Logical content types out ofsite search analytics Take an hour to...  • Cluster and analyze top 50 queries (20% of all sea...
#2Develop contextual navigation
1.Choose acontent type (e.g.,events)                                      
2.Ask: “Whereshould users gofrom here?”        ...

                             
                                                          
                                ...
Hello, desire lines...
Content types + contextual navigation= content models  album pages   artist descriptions                                  ...
Content models also improvesearch performance
Content models also improvesearch performance
Content models also improvesearch performance                   Content objects                 related to products
Content models also improvesearch performance                   Content objects                 related to products       ...
(Pssst. User studies are anotherway to get at content models)
#3Detect failed content
Unexpected searchingmay indicate failed content                              Look for                              critica...
Where navigation is failing   (“Professional Resources” page)Do users andAIGA meandifferentthings by“ProfessionalResources”?
Comparing what users findand what they want
Comparing what users findand what they want
#4Reduce jargon
Saving the brand by killing jargonat a community collegeJargon related to online education: FlexEd, COD,   College on Dema...
#5Learn how audiences differ
Who cares about what? (AIGA.org)
Who cares about what? (AIGA.org)
Who cares about what?
Who cares about what?
Who cares about what?
Who cares about what?
Why analyze queries by audience?Fortify your personas with dataLearn about differences--including tone and  voice--between...
#6Develop a publishing schedule
Interest in the football team:    going...
Interest in the football team:    going...                  ...going...
Interest in the football team:    going...                  ...going...                                gone
Time toInterest in the                         study! football team:    going...                  ...going...             ...
BeforeTax Day
AfterTax Day
#7Predict the future
Shaping theFinancial Times’ editorial agendaFT compares these   • Spiking queries     for proper nouns     (i.e., people a...
Again: 7 ways SSA helps you guys1.Determine logical content types2.Develop contextual navigation3.Detect failed content4.R...
Some things you can do right away
Some things you can do right away1.Set up SSA in Google Analytics
Some things you can do right away1.Set up SSA in Google Analytics2.Query your queries
Some things you can do right away1.Set up SSA in Google Analytics2.Query your queries3.Start developing a site report card
Turn on SSA in Google AnalyticsSet up GA for your site if you haven’t alreadyThen teach it to parse and capture your  sear...
Seed your analysis byquerying your queriesStarter questions   1. What are the most frequent unique queries?   2. Are frequ...
Use SSA to start workon a site report card
Use SSA to start work        SSA helps                        determine commonon a site report card    information needs
Read this	 Search Analytics for Your Site:    Conversations with    Your Customers    by Louis Rosenfeld    (Rosenfeld Med...
Say helloLouis Rosenfeldlou@louisrosenfeld.comwww.louisrosenfeld.comwww.rosenfeldmedia.com@louisrosenfeld@rosenfeldmedia
Say helloLouis Rosenfeldlou@louisrosenfeld.comwww.louisrosenfeld.comwww.rosenfeldmedia.com@louisrosenfeld@rosenfeldmedia
Say helloLouis Rosenfeldlou@louisrosenfeld.comwww.louisrosenfeld.comwww.rosenfeldmedia.com@louisrosenfeld@rosenfeldmedia
Say helloLouis Rosenfeldlou@louisrosenfeld.comwww.louisrosenfeld.comwww.rosenfeldmedia.com@louisrosenfeld@rosenfeldmedia
Say helloLouis Rosenfeldlou@louisrosenfeld.comwww.louisrosenfeld.comwww.rosenfeldmedia.com@louisrosenfeld@rosenfeldmedia
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Say helloLouis Rosenfeldlou@louisrosenfeld.comwww.louisrosenfeld.comwww.rosenfeldmedia.com@louisrosenfeld@rosenfeldmedia Search Analytics for Content Strategists

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