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Optimize Your Web Site Search

My monthly Biznology® Webinar Tuesday was called “Optimize Your Web Site Search.”  I talked for 30 minutes about how to help searchers find what they want on your Web site.  Did a frustrated searcher just ask again why your site search engine stinks?  Site search foments frustration because you can’t deliver on the implied promise: “Type in anything and we’ll find it.”  You’re not sure whether the problem is the search engine technology you use, the way you’ve set up the search engine, or that blasted content on your site.  Your authors don’t use the right keywords, your Webmasters block the spiders, marketers insist on their precious message, and tech support people write entirely in acronyms.  When you add it all up, it’s a wonder anyone finds anything with your site search engine.

Frustration
Image by music2work2 via Flickr

It’s easy to change the search engine on your corporate Web site—at least it’s easier than fixing some of the real problems. Too often, we look at poor Web site search as merely a technology problem rather than one that requires analysis of content, user interfaces, search engine configuration, site design, and other factors. Analyze your Web site’s search in a holistic way and address all of your problems.  In this Webinar, I explained how to reduce site abandons and pogo-sticking, while actually helping your visitors get the answers to their real questions.  I demonstrated how to use metrics and surveys to assess your Web site search and improve it.  I also showed how to use multifaceted search to optimize the search results.    In this free 30-minute Biznology® Webinar, I explained how to analyze your Web site search experience so that searchers on your Web site can find what they are looking for.

 

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Mike Moran

Mike Moran is an expert in internet 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, a leading digital media marketing consultancy based in New York City. 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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