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How searching is like traveling

I’ve written in this space before about Web site searcher behavior, but I don’t think I’ve ever talked about how it feels to search. To do so, I think it helps for us to compare the way it feels to search for information to the way it feels to search for a physical destination. I believe that we human beings have many of the same neurons firing when we engage in those two tasks. So, how is searching like traveling? I think it’s all about feeling “in control.”

Many people, faced with a trip into an unfamiliar city, choose to drive their cars, rather than taking the train, because driving provides more of a feeling of control—they can change lanes or choose a different route to speed them on their way. They may even know logically that the train is faster, but they can’t stand the helplessness of waiting at the train station with no control over when or whether they will be picked up. They also may feel more comfortable following street signs than they do navigating an unfamiliar subway system with no physical landmarks. Now, if the same people find themselves commuting into the city every day, they may eventually choose to do it the fastest way, despite their discomfort, and they eventually will become confident that the train will come. What does this have to do with search? Just like travelers, searchers want to feel in control. And just like those once-in-a-while city travelers, searchers don’t know where they are going—that’s why they are searching in the first place. So Web site searchers start out not feeling in control—maybe that’s why they tend to navigate by clicking links before they search. So how do you put a searcher in control? You might think it would be to offer more options, such as the Advanced Search forms most Web sites offer.

Unfortunately, what makes a searcher feel more out of control than anything is when the search engine says “no results.” It’s like finding out that you got on the wrong train and that you have to backtrack.

Many advanced search interfaces encourage the entry of too many parameters, leading to a “not found.” Rutgers University found that searchers can’t predict the effect of changing their queries, which leads to a level of helplessness.

Don’t mistake providing lots of control with giving searchers the feeling of control—they must be able to predict with confidence what they are getting and where they are going. That’s one of the reasons that multifaceted search is gaining steam over traditional advanced search interfaces.

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Mike Moran

Mike Moran is an expert in digital marketing, search technology, social media, text analytics, web personalization, and web metrics, who, as a Certified Speaking Professional, regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide. Mike serves as a senior strategist for Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also serves as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website, ibm.com, most recently as the Manager of ibm.com Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He is a Senior Fellow at the Society for New Communications Research. Mike worked at ibm.com from 1998 through 2006, pioneering IBM’s successful search marketing program. IBM’s website of over two million pages was a classic “big company” website that has traditionally been difficult to optimize for search marketing. Mike, working with Bill Hunt, developed a strategy for search engine marketing that works for any business, large or small. Moran and Hunt spearheaded IBM’s content improvement that has resulted in dramatic gains in traffic from Google and other internet portals.

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