Three keys to enhancing results presentation and relevancy.
Growing reliance on search engines to find everything from discounted merchandise and movie times to the latest scoop on the hottest restaurants is changing more than Google's stock price. Users accustomed to using search to quickly meet their information needs are increasing their reliance on site search as a means of navigation and browsing. This has significant implications on everything from site design to metrics tracking.
Historically, reliance on site search was often an indicator that primary navigation was lacking in relevancy, or content was buried too deep on the site. If you couldn't easily browse to what you are looking for, site search was the backup. Add some meta tags and you were done. But those results were poorly formatted, hard to quickly scan, and often lacking in relevancy. Rarely were the results tied to other onsite behavior or profile.
Optimizing search results, from visual presentation to the underlying content structure, provides new opportunities to engage users in a more relevant, personal manner. From delivering a more dynamic UI based on search term to categorizing results by theme, search can be a transformative experience. And while growth in on-site search may never be your end performance goal, this does present an opportunity to better engage users that are searching on your site.
Three Keys to Enhancing Results Presentation and Relevancy
Integrate images and video into results:
Whether you like it or not, site search is here to stay. And its importance is generally increasing. Take advantage of this trend by integrating search into your navigation, contextualizing the results and targeting the results. You may be pleasantly surprised at the amount of new options available for optimizing this channel.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Andrea Fishman, VP of strategy and a partner at BGT Partners, leads BGT's Chicago office and has extensive experience in marketing and management consulting. She and her team drive value to BGT's clients through the development of behavioral marketing programs, web analytics, measurement programs, industry benchmarking, competitive assessments, and the design of integrated marketing programs.
Andrea has been with BGT since 2003 and is credited with strengthening partnerships with such clients as ADT, Sony, ADP, and Avaya. Prior to joining BGT, she served as global vice president at divine, inc. She's also held strategic positions within marchFIRST, The Lewin Group, and the office of U.S. Sen. Edward Kennedy.
A graduate of Brandeis University, Fishman was awarded the Wasserman Scholarship for academic achievement and was named a 2010 Stevie Awards Finalist as Best Executive in a Service Business. She is a frequent judge for the eHealthcare Leadership Awards and is involved with the Special Olympics and Chicago Cares, a community service organization.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT
October 23, 2014
1:00pm ET/10:00am PT