Search Patterns by Peter Morville & Jeffery Callender

Author:Peter Morville & Jeffery Callender [Peter Morville]
Language: eng
Format: epub
Tags: COMPUTERS / Web / Search Engines
ISBN: 9781449383060
Publisher: O'Reilly Media
Published: 2010-01-14T05:00:00+00:00

Figure 4-11. Sort by title ignores popularity

Of course, algorithms aren't the only way to the top. While we must rely on software and distributed user behavior (e.g., tagging, bookmarking) to manage the long tail of search, applying centralized editorial effort to suggest Best Bets for the most common queries delivers a substantial return on investment. In most cases, the analysis of search query data reveals a power law distribution and invites us to apply the 80/20 rule. A small number of unique search phrases accounts for a large percentage of total queries. It has become a best practice for managers of large websites to integrate a simple database that matches these common search phrases to good starting points or destinations.

Best Bets goes by many names, including Suggested Links, Recommended Results, and Editor's Choice. Figure 4-13 shows that Microsoft also complements the algorithmic results with related products and downloads. This diversity enables query disambiguation by letting users clarify whether they want to buy a product or need support. Clearly, there's also an opportunity for cross-selling and upselling. Best Bets and search analytics in general are as useful in marketing circles as they are in the world of user experience.

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