When search meets web usability 9780321605894, 0321605896

Table of contents :
Cover......Page 1
Contents......Page 12
Foreword......Page 16
Introduction......Page 18
CHAPTER 1: Understanding Search Usability......Page 24
Differing Perspectives on Search......Page 25
Search Engine Optimization (SEO)......Page 28
Website Usability......Page 29
The Scent of Information......Page 31
Why Search Usability Is Important......Page 36
Conclusion......Page 37
CHAPTER 2: The Scent of Information and Web Search Engines......Page 40
Different Perceptions of Querying Behavior......Page 42
Irrelevant or Poor Search Results......Page 43
How To Provide Information Scent in Search Listings......Page 45
Title Tags......Page 46
Meta-Tag Description or Page Snippet......Page 47
URL Structure (Web Address)......Page 49
3 Types of Web Search Engine Queries......Page 52
Informational Queries......Page 53
Conclusion......Page 54
CHAPTER 3: Navigational Searches—Where Can I Go?......Page 56
Navigational Intent......Page 57
Example 1: Home Pages......Page 58
Example 2: Login Pages......Page 60
Example 3: Category and Channel Pages......Page 62
Search Listings and Navigational Queries......Page 65
Optimizing for Navigational Queries......Page 68
Conclusion......Page 69
CHAPTER 4: Informational Searches—What Can I Learn?......Page 70
Informational Intent......Page 71
Example 1: Quick Facts......Page 72
Example 2: Questions and Answers......Page 74
Example 3: Lists......Page 76
Search Listings and Informational Queries......Page 78
Informational Query Indicators......Page 80
Optimizing for Informational Queries......Page 81
Conclusion......Page 82
CHAPTER 5: Transactional Searches—What Can I Do?......Page 84
Transactional Intent......Page 85
Example 1: Buying Products......Page 86
Example 2: Entertainment......Page 87
Transactional Query Indicators......Page 90
Optimizing for Transactional Queries......Page 91
Conclusion......Page 93
CHAPTER 6: The Scent of Information and Landing Pages......Page 94
Scanning Behavior......Page 95
Anticipate Searcher Needs with Usability Tests......Page 98
Avoid the Iceberg Effect......Page 100
Avoid Misleading Links......Page 102
Foster Orienting Behavior......Page 104
Pogo-sticking: Negative Search Behavior......Page 109
Conclusion......Page 110
CHAPTER 7: Search Usability and Your Site’s Success......Page 112
Selling Products and Services with Search Usability......Page 113
Selling Ads with Search Usability......Page 117
Supporting Existing Products and Services......Page 120
Search Usability for Employee Intranets......Page 124
Top SERP Rankings......Page 125
Bounce Rates......Page 126
Time-on-Site and Page Views......Page 127
Conclusion......Page 128
CHAPTER 8: Search Usability Is Everyone’s Job......Page 130
The Hole in the Fence: A Story About Perspective......Page 131
Graphic Designers and Search Usability......Page 132
Web Copywriters and Search Usability......Page 135
Marketing Communications and Search Usability......Page 140
Usability Professionals and Search Usability......Page 142
Management and Search Usability......Page 148
Market Researchers and Search Usability......Page 153
IT and Search Usability......Page 155
Information Architects and Search Usability......Page 159
Conclusion......Page 162
CHAPTER 9: How To Improve Your Website’s Search Usability......Page 164
Ideal Test Participants......Page 165
Reverse Card Sort Test......Page 166
One-on-One Field Interviews......Page 170
Functional Salience Test......Page 171
Home Page Expectancy Test......Page 172
Step 1: Click Affordance Test......Page 173
Step 2: Expected Content Test......Page 175
Eight-Second Usability Test on Content Pages......Page 176
Observe Navigational Web Searches......Page 177
Review Site Search Data......Page 178
Brand Perception Test......Page 180
Check Your Error Messages......Page 182
Free Exploration Test......Page 183
Myth #1: There Is a Magic Bullet......Page 184
Myth #2: There’s No Such Thing as Perceived vs. Actual Website Speed......Page 185
Myth #4: You Can Design a “Good” Site Without Feedback from Users......Page 186
Myth #5: People Will Use Your Site Since It’s the Best of Its Kind......Page 187
Myth #6: You Lose Users After Three Clicks......Page 188
Myth #8: The User Is Always Right......Page 189
Myth #10: Users Will Figure Out What Is a Link by Clicking It......Page 190
Myth #12: The Web Is Yours......Page 191
Conclusion......Page 192
C......Page 194
D......Page 195
H......Page 196
I......Page 197
M......Page 198
N......Page 199
P......Page 200
S......Page 201
U......Page 204
W......Page 205
Y......Page 206