a0070 rosenfeld search analytics for your site jul 201 morebook vn 1692

In Search Analytics for Your Site, Lou Rosenfeld shows you how to harvest and analyze search query data to improve your site’s search performance, content, navigation, metadata, effec

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When users search your site, they’re telling you in their own words

what they want from your organization In Search Analytics for Your Site,

Lou Rosenfeld shows you how to harvest and analyze search query

data to improve your site’s search performance, content, navigation,

metadata, effectiveness, and overall user experience.

“If we all agree that user feedback will improve any site’s user experience, why aren’t we spending

more time with the actual words our audience uses when asking us for stuff? I can’t imagine a more

experienced guide than Lou Rosenfeld to help us put this amazing data to work.”

JEFFREY VEEN

Founder & CEO, Typekit

“Search Analytics for Your Site lays out pretty much everything you need to know to mine your query

data and convert it into a positive customer experience.”

ERIC T PETERsON

Founder and Author, Web Analytics Demystified

“Lou Rosenfeld’s Search Analytics for Your Site is a superlative work from the initial story to the final

chapter on bridging web analytics and UX practice Great book!”

ChAUNCEY WILsON

senior Manager, User Research

“This is one of those rare books that makes me pound the table with my fist and yell, ‘Yes! Exactly!

Awesome!’ while I’m reading it.”

KRIsTINA hALVORsON

CEO, Brain Traffic and author, Content Strategy for the Web

www.rosenfeldmedia.com

MORE ON SEARCH ANALYTICS FOR YOUR SITE

www.rosenfeldmedia.com/books/searchanalytics/

S E A R C H A N A LY T I CS F O R Y O U R S I T E

Conversations with Your Customers

by LOUIS ROSENFELD

forewords by steve Krug and Avinash Kaushik

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Rosenfeld Media Brooklyn, New York

Louis Rosenfeld

CONVERSATIONS WITH YOUR CUSTOMERS

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Table of Contents

TABLE OF CONTENTS

Foreword xix

Introducing Site Search Analytics

CHAPTER 1

How Site Search Analytics Can

The Brake Works—Thanks to Site Search Analytics 16 Moral of the Story: Be Like John 20

CHAPTER 2

What Is Site Search Analytics? 23

George Kingsley Zipf, Harvard Linguist and

Ways to Use SSA (and This Book) 37

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Analyzing the Data

CHAPTER 3

Getting Started with Pattern Analysis 61

Finding Patterns in the Long Tail 86 Anti-Pattern Analysis: Surprises and Outliers 90 Summary 98

CHAPTER 4

Queries That Return Zero Results 102 Queries That Fail to Retrieve Useful Results 111 Queries That Lead to Immediate Exits from the Site 119 Beyond Generic—Evaluating Failures That

Summary 127

CHAPTER 5

Learning from Who Searched What and When 130

Analyzing a Short Session from TFANet 138 Analyzing a Long Session from WW Norton 142

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Table of Contents

TABLE OF CONTENTS

Which Sessions Should You Analyze? 147

Going Beyond Sessions: Looking at

Summary 156

CHAPTER 6

Comparing and Contrasting Segments 175

Summary 180

CHAPTER 7

Goal Tracking Is Good, but Search Metrics

Summary 198

Improving Your Site

CHAPTER 8

Practical Tips for Improving Search 200

Plugging Gaps in Your Search Engine’s Index 201 Making Query Entry Easier by Fixing “the Box” 202 Accommodating Strange Query Syntax 205

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