I don’t use Snapchat mostly because nobody I know uses it. I’m not the target demographic, apparently. But that doesn’t keep me from talking about how much I dislike the user experience. I know that when I register such complaints I probably sound like a codger who wants his buggy whip back. But even so, I never really “got” why someone would build a platform where content is ephemeral. Isn’t the whole point of social platforms to catalog our lives? Maybe I’m missing something.
Can you imagine not caring about how you rank in Google? Maybe someday something will replace Google as what is arguably “the” most important source of top-of-funnel traffic but today much of your marketing activity is rightly focused on SEO and SEM. Having a strong Google game is critical to many companies success. But is Google your friend? I’d argue that Google as Frenemy is the proper way to look at the relationship; Google is critically important at some points but dangerous to rely upon later. Let me explain.
Today we’re talking about a much-neglected aspect of search: how people work together. Recently I was on a Google hangout sponsored by the Search Engine Marketing Professionals Organization (SEMPO). The focus of the conversation was making site search more effective. As you’d expect, when you get a lot of those professionals together, we talked a lot about technology, and tools, and techniques — but didn’t spend a lot of time on one element that I think is really important, and that is the people element. For mid-market and large enterprise companies, that’s often an organizational discussion.
Total Cost of Value
Last week I was working on a proposal for a client. We understand the value we need to deliver and we’re going to bring in some external tech to deliver a complete solution. There are several options for the client to chose. What’s interesting about this part of the process is that my role has gone from seller to buyer. Any good seller looks at the deal from buyer’s perspective. But when you actually become the buyer, your vision is narrowed even further. You focus not only on what it’s going to cost but what is it going to give. It strikes me that when looking at total cost, what’s really important is understanding the total cost of value. What does it take not just to get and operate the tech, but to get the total value that can be extracted?
One of the things our clients have been asking for is automation tools that help make search better. This is a great idea. For example, there’s no reason that search success metrics can’t be embedded in algorithms that A/B test improvements and automatically kick in if the testing demonstrates improvements. But automation alone isn’t the answer. Humans need to be in the loop a critical parts of the process to ensure that the automation is achieving the right goals. The greatest myth of search automation is that is eliminates the need for people to be involved.
Search is one of the most critical customer experiences on your website. Search is also the customer experience that likely gets little attention in your management system and at budget time. Sometimes this is because site search improvement seems like a dark art. It’s not uncommon that we see people measuring site search wrong. However, if you’re just getting started with search improvement (and many of you are, you just may not know it) there are two things you can do now to make your customer experience better.
I’m just back from a week in southern Georgia (the state, not the country) fishing with a few buddies. For the past few years, I’ve had a side hustle writing for fly fishing magazines about fly fishing in places where fly anglers don’t normally lurk — most fly anglers go after trout — and fish for species that are not normally pursued. This past week we fished the Okefenokee National Wildlife Refuge and pursued Bowfin (called Mudfish locally) and we caught a bunch. The weather was perfect.
It was a great week. While on vacation it always takes a while to shut off my work brain so I do have two lessons from the road.
If you close your eyes and imagine what a search engine results page looks like you probably see something that looks a lot like Google’s search results. You see a list of titles and text snippets that potentially describe the thing that you’re looking for. That’s what Google and Amazon and practically every other site has trained us to see. What few people see is a grid of tiles. This is probably a good thing as there are few use cases that tiled search results are effective.
Autocomplete is the bane of any message sent from a mobile device. However, one place where autocomplete shines is on search engines. Autocomplete, also called autosuggest or incremental search, improves the user experience by making it easier to execute searches by suggesting words and phrases that a matching algorithm determines are appropriate based upon the characters entered into a search box. Google has had autocomplete in their search box since 2008. Following in their footsteps, any company that values its customer experience has implemented autosuggestion in their site search. But there’s a new trend in the type-ahead game that we’ve begun to see cropping up on more and more company websites: Instant Search.
A/B Testing Site Search
A few weeks ago I participated in a webinar over on Biznology. I shared five strategies for improving site search using A/B testing. Long a part of the digital marketer’s toolkit, A/B testing has relevance for search analysts as well. Using these methods you can test new settings against a portion of your live traffic without risking tanking things altogether. Once the new settings have proven themselves, you can deploy them to the primary search engine.
Most companies don’t measure site search well. They rely upon out of the box measurements that measure activity instead of outcomes. Nowhere is this problem acuter than when you move from one search engine to another.
- How do you exceed customer expectations if you don’t have an effective baseline?
- How do you know you’ve done the migration well if you don’t measure the gap before and after?
- How do you ensure improvements in content and algorithms are effective?
A/B testing of the search engines is the answer. Check out the webinar. You can also read a short version I did in a blog post a few weeks ago.
If you’re interested in improving your website’s engagement, lead contributions, and conversions, connect with us and we’ll have a chat.