enterprise search strategy 101 building an effective search strategy your business joel oleson...
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Enterprise Search Strategy 101Building an Effective Search Strategy your Business
Joel OlesonDirector Enterprise Search Strategy
BA Insight@joeloleson
http://collabshow.com
Microsoft’s go-to ISV for Enterprise Search
Focused on Search and SharePoint since 2004
Search Industry Leader
About Joel Oleson• Director of Search
Strategy, BA Insight• First SharePoint admin• Top social media
influencer
Who Am I?
Passionate About• Search• SharePoint • Search-based
applications• Community• Travel
Connect@joeloleson
CollabShow.com
TravelingEpic.com
Enterprise search projects often fail because they do not meet users’ expectations and do not deliver a remarkable user experience.
Consumer search experience sets a high bar for search user experience
Killer Apps are Search Apps
Pillars of Search4 Pillars of Search Strategy• Context• Content• Metadata• UX
Pillars of Search
4 Pillars of Search Strategy
Context
Who Are You?
Does Context Really Matter?
Eric CartmanStudentColorado
Kim KardashianAuthor “Selfie Book”Los Angeles
Gene SimmonsRock StarLos Angeles
Phil RobertsonSmall Biz OwnerLouisiana Bayou
Parody and Photos characters and brands property of South Park studios, Kim’s Selfie, TLC, and A&E Networks
Context Matters in the Business
Users need to find different information depending on their role , location, responsibility and task at hand
Ente
rpris
e co
nten
t
Marketing Sales ProcurementConsulting Research HR / LegalIT SupportProduction
SharePoint Demo: UCDenver - Context
• http://www.ucdenver.edu/academics/colleges/pharmacy/Pages/SchoolofPharmacy.aspx
Pillars of Search
4 Pillars of Search Strategy
Content
Why not just index everything,
so I can be like Google.
How much do they actually index?
5.6% 1%1.7%
Size of the Web> 1,000,000,000,000 unique links to pages found Source: Google Blog
Anatomy of a Search:
Revenue$59.8 Billion Dollars in 2013
Relevancy3000+ Engineers Tuning Relevancy
Internet search has changed expectations for enterprise search
Tagged100,000+ keywords managed + SEO
ContextualDynamically driven results
SharePoint’s Algorithm
Ranking Strategies
Level 1: Authoritative SourcesOfficial Corp, HR Policies, Cafeteria
Holidays, Best Bets, Recommended, etc…Alt Sources: CRM, PeopleSoft, Profiles
Level 3: Work in ProgressSocial & Collab Sources
Team Sites, Social, & Collab, blogsAlt Sources: PFs, eRooms, File Shares,
Level 4: Personal ContentDesktop, My Sites, File Shares, Dropbox
Level 5: Highly ClassifiedSensitive/Do Not Index
Secure Locations… Invoicing, LCA, Financial
Level 2: Published “Polished” WCM, Records, Doc Mgmt, Catalogs
Alt Sources: IIS, Documentum, ICE, KBs D
efau
lt Se
arch
Rese
arch
Dee
p Se
arch 90% of Searches
>1% of content
5% of Searches10% of content
2% of Searches40% of content
>1% of Searches50% of content
What is an Authoritative Source?
Sponsored Results
They have learned to only index authoritative sources
Pillars of Search
4 Pillars of Search Strategy
Metadata
Classes of Search Users
Technical Expertise
Do
ma
in E
xpe
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e
Highly technical with high domain expertise
High domain expertise but not technical
Not technical and low domain expertise
Low domain expertise but highly technical
Why Enterprise Search Projects Fail…
Rarely able to find relevant data• Research shows minimum of 27 characters is needed for relevancy in the enterprise• The average search is only 1.2 words
Jakob Nielsen, Prioritizing Web Usability
Successful enterprise search requires users to be precise with an understanding of how to build intricate search queries.
• Default Search sorted by Relevancy
• Free Text Queries• Word or Multiple words (default will AND words)• Phrase (in quotes)
• Boolean (CAPS required)• AND, OR, NOT
• Wildcard Search (Must be on last word)• search fed*• "micro*" finds documents that contain "Microsoft" or
"microchip”
• Property Search• Author:"William Zuckermann"• Filetype:xls (Filetype:XLS OR Filetype:XLSX)• Filename: "federated search"
Search User Tips
Refinement vs. Exploration
http://jeffwongdesign.com/2012/05/refinement-vs-exploration/
The New Role of Taxonomy – Noise Reduction
Eliminate Noise from Queries
Pillars of Search
4 Pillars of Search Strategy
UX
usa.denon.com
Mightycampers.co.nz
Marshfieldclinic.org
Millikencarpet.com
• http://www.millikencarpet.com
Reality for some…
Recommendations…Continually analyze, gather feedback and tune your search service and index
• Index and Enrich the RIGHT content
• Manage Recommend Results
• Create and manage Visual Catalog of important items
• Add Promoted Results for Common Queries
• Mange Term Store, Managed Metadata for Refinement
• Review Search Reports
• Eliminate “Junk” from default search experience
Wrap-Up Q&A
Let’s make Search the next enterprise killer app.
Questions!
[email protected]@joelolesonCollabshow.com
