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