Tuning Site Search LiveLessons (Video Training)

Description

• Copyright 2022
• Edition: 1st

• Online Video
• ISBN-10: 0-13-767322-1
• ISBN-13: 978-0-13-767322-3

4+ Hours of Video Training


Website search is the most overlooked way to improve your website customer experience, help them progress to a sale, and increase your revenue. If you think of yourself as more creative than analytical, you can still master marketing analytics.

Overview

All websites of any size have a search box in the upper right corner, but some are little more than random web page generators. Although eCommerce sites have generally improved their search because of the great site search provided by Amazon.com, most other websites struggle with providing an effective search experience for their visitors, relegating site search to the IT team rather than to marketers who obsess over every other aspect of the website experience.

Tuning Site Search LiveLessons will help you, the marketer, to make site search your secret weapon to improve customer experience by providing customers with answers to their questions. Remember, if they can't find it, they can't buy it. But that also means that if they can't find the answers to their sales objections, they won't contact your salesperson to buy. It also means that if your company is recommended to a new prospective customer, they won't call you if your website doesn't answer their questions. Website search is the only personalized page on most websites, and most marketers bemoan any ability to make the experience better. Take this course and unlock the secret of answering your customer questions to unlock more sales.


Skill Level

• Beginner Intermediate

Learn How To

• 
  
• Explain the importance of site search to digital marketing and customer experience
• Identify the root causes of disappointing site search experiences
• Develop a process for improving the site search experience
• Measure the effectiveness of site search

Who Should to Take This Course

• All digital marketers and customer experience staffers whose websites offer site search
• Web operations personnel, content strategists, and web analytics staff
• Marketing managers, Data science experts, IT personnel, marketing executives and customer experience executives

Course Requirements

• Students should have a familiarity with customer usage of a website and with use of search engines, but no technical familiarity with websites nor search engines is required.

About Pearson Video Training

Pearson publishes expert-led video tutorials covering a wide selection of technology topics designed to teach you the skills you need to succeed. These professional and personal technology videos feature world-leading author instructors published by your trusted technology brands: Addison-Wesley, Cisco Press, Pearson IT Certification, Sams, and Que. Topics include Marketing, IT Certification, Network Security, Cisco Technology, Programming, Web Development, Mobile Development, and more. Learn more about Pearson Video training at http://www.informit.com/video.

Video Lessons are available for download for offline viewing within the streaming format. Look for the green arrow in each lesson.

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Sample Content

Table of Contents

Lesson 1: The Importance of Site Search
1.1 Who uses site search?
1.2 Why is site search important to our business goals?
1.3 What results can we get from improving site search?
1.4 How do I persuade management to work on this problem?

Lesson 2: Why Site Search Is Broken
2.1 Why is site search so hard to get right?
2.2 Why can't we just change our search engine?
2.3 What are some examples of site search that works?

Lesson 3: How Site Search Works
3.1 How do search indexes work?
3.2 How do pages get into search indexes?
3.3 How do search engines decide which results to show?

Lesson 4: Measuring Success
4.1 How do I know when searchers find what they are looking for?
4.2 Why doesn't my web analytics system do this?
4.3 What do I do with these measurements?

Lesson 5: Fixing the Most Popular Searches
5.1 How do I identify the right keywords?
5.2 What content changes do I need to make?
5.3 What other changes can I make?


Lesson 6: Fixing the Low-Popularity Searches
6.1 Why is fixing low-popularity searches important?
6.2 What techniques exist?
6.3 How do we know that it's working?

Lesson 7: What's Next?
7.1 What's coming next in site search?
7.2 What's next for you and site search?

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