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what they want from your organization. In Search Analytics for Your Site,
Lou Rosenfeld shows you how to harvest and analyze search query
data to improve your site’s search performance, content, navigation,
metadata, effectiveness, and overall user experience.
“If we all agree that user feedback will improve any site’s user experience, why aren’t we spending
more time with the actual words our audience uses when asking us for stuff? I can’t imagine a more
experienced guide than Lou Rosenfeld to help us put this amazing data to work.”
JEFFREY VEEN
Founder & CEO, Typekit
“Search Analytics for Your Site lays out pretty much everything you need to know to mine your query
data and convert it into a positive customer experience.”
Eric T. Peterson
Founder and Author, Web Analytics Demystified
“Lou Rosenfeld’s Search Analytics for Your Site is a superlative work from the initial story to the final
chapter on bridging web analytics and UX practice. Great book!”
Chauncey Wilson
senior Manager, User Research
“This is one of those rare books that makes me pound the table with my fist and yell, ‘Yes! Exactly!
Awesome!’ while I’m reading it.”
Kristina Halvorson
CEO, Brain Traffic and author, Content Strategy for the Web
S E A R C H A N A LY T I C S F O R Y O U R S I T E by LOUIS ROSENFELD
When users search your site, they’re telling you in their own words
S E A R C H A N A LY T I C S F O R Y O U R S I T E
www.rosenfeldmedia.com
Conversations with Your Customers
MORE ON SEARCH ANALYTICS FOR YOUR SITE
www.rosenfeldmedia.com/books/searchanalytics/
by LOUIS ROSENFELD
forewords by Steve Krug and Avinash Kaushik
Download from Wow! eBook <www.wowebook.com>
SEARCH ANALYTICS
FOR YOUR SITE
CONVERSATIONS WITH YOUR CUSTOMERS
Louis Rosenfeld
Rosenfeld Media
Brooklyn, New York
i
Enter code SSADE for 15% off any Rosenfeld Media product directly
purchased from our site: rosenfeldmedia.com
TABLE OF CONTENTS
How to Use This Book
ix
Frequently Asked Questions
xiii
Forewordxix
section one
Introducing Site Search Analytics
CHAPTER 1
How Site Search Analytics Can
Save Your Butt
The Brake Gets Pulled
The Brake Gets Stuck
Measuring the Unmeasurable
The Before-and-After Test
The Brake Works—Thanks to Site Search Analytics
Moral of the Story: Be Like John
CHAPTER 2
Site Search Analytics in a Nutshell
What Is Site Search Analytics?
Why You’ll Want to Use SSA
It Always Starts with Data
George Kingsley Zipf, Harvard Linguist and
Hockey Star
Ways to Use SSA (and This Book)
What Gets in the Way of SSA?
Who Is Responsible for SSA?
Your Secret Weapon
Summary
ii
Table of Contents
1
2
4
6
8
16
20
22
23
27
28
32
37
41
43
47
54
TABLE OF CONTENTS
s e c t i o n t wo
Analyzing the Data
CHAPTER 3
Pattern Analysis
56
Analysis as a Form of Play
57
Getting Started with Pattern Analysis
61
Patterns to Consider
66
Finding Patterns in the Long Tail
86
Anti-Pattern Analysis: Surprises and Outliers
90
Summary98
CHAPTER 4
Failure Analysis
99
Study Failure with Care
100
Queries That Return Zero Results
102
Queries That Fail to Retrieve Useful Results
111
Queries That Lead to Immediate Exits from the Site
119
Beyond Generic—Evaluating Failures That
Mean the Most
122
Summary127
CHAPTER 5
Session Analysis
Learning from Who Searched What and When
Why Analyze Sessions?
What’s a Session, Anyway?
Analyzing a Short Session from TFANet
Analyzing a Long Session from WW Norton
iii
Table of Contents
128
130
134
136
138
142
TABLE OF CONTENTS
Which Sessions Should You Analyze?
147
How Granular Are Your Terms?
149
Going Beyond Sessions: Looking at
Individual Searchers
152
Summary156
CHAPTER 6
Audience Analysis
158
Why Segment Your Audience?
160
How to Segment Your Audience
165
Comparing and Contrasting Segments
175
What’s Next?
178
Summary180
CHAPTER 7
Goal-Based Analysis
182
Goal Tracking Is Good, but Search Metrics
Make It Better
184
Determining Goals and KPIs
189
Summary198
section three
Improving Your Site
CHAPTER 8
Practical Tips for Improving Search 200
Plugging Gaps in Your Search Engine’s Index
Making Query Entry Easier by Fixing “the Box”
Accommodating Strange Query Syntax
iv
Table of Contents
201
202
205
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what they want from your organization. In Search Analytics for Your Site,
Lou Rosenfeld shows you how to harvest and analyze search query
data to improve your site’s search performance, content, navigation,
metadata, effectiveness, and overall user experience.
“If we all agree that user feedback will improve any site’s user experience, why aren’t we spending
more time with the actual words our audience uses when asking us for stuff? I can’t imagine a more
experienced guide than Lou Rosenfeld to help us put this amazing data to work.”
JEFFREY VEEN
Founder & CEO, Typekit
“Search Analytics for Your Site lays out pretty much everything you need to know to mine your query
data and convert it into a positive customer experience.”
Eric T. Peterson
Founder and Author, Web Analytics Demystified
“Lou Rosenfeld’s Search Analytics for Your Site is a superlative work from the initial story to the final
chapter on bridging web analytics and UX practice. Great book!”
Chauncey Wilson
senior Manager, User Research
“This is one of those rare books that makes me pound the table with my fist and yell, ‘Yes! Exactly!
Awesome!’ while I’m reading it.”
Kristina Halvorson
CEO, Brain Traffic and author, Content Strategy for the Web
S E A R C H A N A LY T I C S F O R Y O U R S I T E by LOUIS ROSENFELD
When users search your site, they’re telling you in their own words
S E A R C H A N A LY T I C S F O R Y O U R S I T E
www.rosenfeldmedia.com
Conversations with Your Customers
MORE ON SEARCH ANALYTICS FOR YOUR SITE
www.rosenfeldmedia.com/books/searchanalytics/
by LOUIS ROSENFELD
forewords by Steve Krug and Avinash Kaushik
