Home > Strategy > Search Engine Stats (pt. 2)

Search Engine Stats (pt. 2)

August 21st, 2009

everystockphoto-2073338-lPreviously, I wrote about how checking the “Zero” results in your search engine can provide useful insights into what users were linking your brand to in their minds, and how you can take advantage of that.

The other thing Search Engine Stats can provide you is with a better search experience for your users using the concept of Folksonomies. This is the corollary to Taxonomies. In a taxonomy, someone on the web team (usually an Information Architect, or a User Experience Expert) will try to order your content in a logical, human way.

In a Folksonomy, you let the actual actions of your users dictate which content is most relevant. Digg would be a classic example of Folksonomies in action.

But back to Search Engines. Tuning your Engine to look at search results returned to users and the click through that follows can give great insight into what users are linking certain terms to with your brand, and it will help provide a better search experience.

For example: A user searches for the term “Widget” on your site. On the search results page, they click on item number 7 on the page. OK… the engine needs to log that and remember. The next user that searches for widgets will see that previously clicked result at item number 5 on the search results list. If that user clicks on link 5, the next time a user searches for “Widget”, that same result will be higher and higher until it “automatically” becomes to top search result whenever anyone searches for it.

This not only provides a better experience for the user, but now you, as the brand owner, will know what content on your site is most relevant to the “Widget” audience and can take advantage of that knowledge next time you’re looking to launch a “Widget” campaign.

Categories: Strategy
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