Giving Customers What They Want: Part 2
Transform Search Behavior Into A Great Search Experience
ET by Mark Sprague
You’ve done your research. You understand how consumers search for your products and services. Now, what do you do with this insight?
In my previous article about Giving Customers What They Want, I outlined an approach to creating a search behavior model that can be used to develop your information architecture and your website content strategy. In practice, these are important first steps required to develop a world-class website. Now that you have this insight, what do you do next?
A critical task is the evaluation and selection of a technology that enables the behavior model and maximizes the user’s search experience. There are tools that excel at maximizing the best human experience. These are known as faceted search engines.
You’ve seen them at work at Amazon.com and dozens of other shopping sites: search results are clustered by price, feature, color or other facet. These tools do a very good job with structured data (information about products), but they also do wonders with all that unstructured content on your website (i.e. primers and reviews). They can extract entities from content (i.e. people, places, things, titles, address etc.) and make them a navigational option during the search experience. These tools do a good job of blurring the distinction between browse and search, giving consumers the best of both worlds.
Last time, I built a consumer search behavior model for Home Improvement where I showed how to develop a content architecture using search behavior? I will use this model to illustrate how a landing page can be constructed to enable the power of faceted search. Here’s what the content architecture model looks like:
To illustrate this process, I’ve created three prototypes of a fictional landing page to show how this behavior model can be converted into navigational options for use by a faceted search engine.
In this first prototype, we introduce three functional elements—two of them are organizational in nature. The first element is the traditional search box that will let search relevancy dictate future navigational and content experiences. The second, which is an organizational view, allows consumers to drill down by clicking the terms Remodeling or Repairing to see contextual content from either perspective. These two terms are widely used in search phrases. The third organizational element allows you to expose content, products and services based upon the experience of the customer. This is known as faceted authority.
To find out more visit Search Engine Land to read the rest of this articles about search behavior.
Find Out More
If you are interested in finding out more send me (Mark Sprague) an email at: Mark@MSprague.com, or call me now at: 781-862-3126
About Lexington eBusiness Consulting
Mark Sprague’s 25 years of product development experience, which includes expertise in Search Engines, Information Products, SEO platforms and Social Networking applications provide in-depth expertise to help you refine products and services, and improve your websites performance by:
- Developing a superior data-driven SEO strategy for your website.
- Understanding your customers’ search behavior and normalizing it to your content strategy.
- Understanding how search engine technology practically impacts SEO and content strategies.
- Understanding how search technology impacts content in a social networking environment.
- Developing a superior user experience based on sound information architecture, usability and coding standards.
Lexington eBusiness Consulting
Mark Sprague, CEO
580 Lowell Street
Lexington, MA 02420