Search Analytics: A Guide to Analyzing and Optimizing Website Search Engines

Book by Hurol Inan
ISBN: 1-4196-2609-4


TABLE OF CONTENTS

Preface
Onsite Search - an Under-Appreciated Function
Increasing Awareness and Giving you the Tools

Chapter 1 - The Case for Search Analytics
The Keyword Opportunity
Search Effectiveness - Why it is Worth Measuring
Be Aware - Search Analytics will Deliver Actionable Information
The Opportunity Cost of No Search Analytics

Chapter 2 - The Act of Searching
When Do People Search?
Straight to the Search Box
Search When it’s Too Hard to Find Information by Browsing
Search as a Sign of Engagement
What Happens after Hitting the Go Button
Postscript: The Limits of Search

Chapter 3 - Search Keywords and Hits
Frequently Searched Keywords
Composite Keywords
The Search Context
Keywords by Audience Groups
Keyword Errors
Blank Searches
Case Study - Bank of America

Chapter 4 - The Characteristics of Search Usage
The Number of Searchers
Frequency vs Attempt
Search Locations
The Time Factor
Geo-segmentation

Chapter 5 - The Quality of the Search Results
Selection Ratio
No Results Found
Search Abandonment

Chapter 6 - The Effect of Search on Conversions
Increasing E-Commerce Sales from Onsite Search
Onsite Search Conversion Metrics
The Long Tail
Case Study - Maps.com

Chapter 7 - Advanced Search and Other Search Utilities

Chapter 8 - Mechanisms for Search Analytics
Using Web Analytics Tools for Search Analytics
Search Engine Tools are Moving toward Real Time Optimization
The Potential of a Stand-Alone Search Analytics Tool
The Limitation of ASP Search Engines for Measurement

Chapter 9 - High Performance Search Engines
Common Implementation Issues
Simple Steps for High Performance
Developing Usage Scenarios for Target Audiences
Developing Personas from Search Terms

Chapter 10 - The Search Analytics Initiative
The Commitment
Skill Requirements

Conclusion

HOW TO BUY

The complete e-book, Search Analytics: A Guide to Analysing and Optimising Website Search Engines by Hurol Inan is now available on Amazon.com and eSellerate.