COOKING UP THE PERFECT SEARCH ENGINE@AaronGoldman

2

Meet the Chefs

Alan Osetek, Resolution Media

Jason Lehmbeck, DataPop

Vural Cifci, Travelocity

3

Meet the Chefs

Alan Osetek, Resolution Media

Jason Lehmbeck, DataPop

Vural Cifci, Travelocity

Kenshoo: Proprietary & Confidential Information | 4

The Ingredients

1. User ExperienceA. Query FormatB. SERP IntegrationC. SERP Interaction

2. Relevancy Algorithm1. On-Page Elements2. Links3. Social Signals4. Personalization5. Contextual Signals

Kenshoo: Proprietary & Confidential Information | 5

The Process

6

USER EXPERIENCE

Text (typed keywords)

Voice (think Siri)

Audio (think Shazam)

Images (pictures, QR codes)

0 1 2 3 4 5 6 7 8 9 10

Please rank each of the following "methods" of submitting search queries:

7

Query Format

Text (typed keywords)

Voice (think Siri)

Audio (think Shazam)

Images (pictures, QR codes)

0 1 2 3 4 5 6 7 8 9 10

Please rank each of the following "methods" of submitting search queries:

8

Query Format

Text (typed keywords)

Voice (think Siri)

Audio (think Shazam)

Images (pictures, QR codes)

0 1 2 3 4 5 6 7 8 9 10

Please rank each of the following "methods" of submitting search queries:

9

Query Format

Websites

Images

Video

Maps

News

Products

0 1 2 3 4 5 6 7 8 9 10

Please rank each of the following "assets" that could be returned for a given search query:

10

SERP Integration

Websites

Images

Video

Maps

News

Products

0 1 2 3 4 5 6 7 8 9 10

Please rank each of the following "assets" that could be returned for a given search query:

11

SERP Integration

Websites

Images

Video

Maps

News

Products

0 1 2 3 4 5 6 7 8 9 10

Please rank each of the following "assets" that could be returned for a given search query:

12

SERP Integration

Links

Refinement tools (sliders)

One-box answers

Recommendations

Transactions (immediately ac-

tionable)

0 1 2 3 4 5 6 7 8 9 10

Please rank each of the following options for how search "results" are returned:

SERP Interaction

13

Links

Refinement tools (sliders)

One-box answers

Recommendations

Transactions (immediately ac-

tionable)

0 1 2 3 4 5 6 7 8 9 10

Please rank each of the following options for how search "results" are returned:

SERP Interaction

14

Links

Refinement tools (sliders)

One-box answers

Recommendations

Transactions (immediately ac-

tionable)

0 1 2 3 4 5 6 7 8 9 10

Please rank each of the following options for how search "results" are returned:

SERP Interaction

15

Query Format

SERP Integra-tion

SERP Interac-tion

0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0

Please rank each of the 3 "buckets" of UX variables we just covered:

16

User Experience Variables - Overall

Query Format

SERP Integra-tion

SERP Interac-tion

0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0

Please rank each of the 3 "buckets" of UX variables we just covered:

17

User Experience Variables - Overall

Query Format

SERP Integra-tion

SERP Interac-tion

0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0

Please rank each of the 3 "buckets" of UX variables we just covered:

18

User Experience Variables - Overall

19

RELEVANCY ALGORITHM

Title Tags

Keyword Density

Architecture

Receny

0 1 2 3 4 5 6 7 8 9 10

Please rank each of the following ranking "factors":

20

On-Page Elements

Title Tags

Keyword Density

Architecture

Receny

0 1 2 3 4 5 6 7 8 9 10

Please rank each of the following ranking "factors":

21

On-Page Elements

Title Tags

Keyword Density

Architecture

Receny

0 1 2 3 4 5 6 7 8 9 10

Please rank each of the following ranking "factors":

22

On-Page Elements

Quality

Quantity

0 1 2 3 4 5 6 7 8 9 10

Please rank the importance of "Volume vs. Value" when it comes to links:

23

Links

Quality

Quantity

0 1 2 3 4 5 6 7 8 9 10

Please rank the importance of "Volume vs. Value" when it comes to links:

24

Links

Quality

Quantity

0 1 2 3 4 5 6 7 8 9 10

Please rank the importance of "Volume vs. Value" when it comes to links:

25

Links

Likes

+1s

Retweets

Other shares

Sentiment analysis (positive or negative)

0 1 2 3 4 5 6 7 8 9 10

Please rank each of the following social "signals":

26

Social Signals

Likes

+1s

Retweets

Other shares

Sentiment analysis (positive or negative)

0 1 2 3 4 5 6 7 8 9 10

Please rank each of the following social "signals":

27

Social Signals

Likes

+1s

Retweets

Other shares

Sentiment analysis (positive or negative)

0 1 2 3 4 5 6 7 8 9 10

Please rank each of the following social "signals":

28

Social Signals

Social graph (conntections)

Psychographics (interests)

Demographics

Web history

Search history

Purchase history

0 1 2 3 4 5 6 7 8 9 10

Please rank each of the following ways to deliver search results based on what you "know" about the

searcher:

29

Personalization

Social graph (conntections)

Psychographics (interests)

Demographics

Web history

Search history

Purchase history

0 1 2 3 4 5 6 7 8 9 10

Please rank each of the following ways to deliver search results based on what you "know" about the

searcher:

30

Personalization

Social graph (conntections)

Psychographics (interests)

Demographics

Web history

Search history

Purchase history

0 1 2 3 4 5 6 7 8 9 10

Please rank each of the following ways to deliver search results based on what you "know" about the

searcher:

31

Personalization

Location

Device

OS

Time of Day

Day of Week

0 1 2 3 4 5 6 7 8 9 10

Please rank each of the following ways to custom-ize search results based on contextual "influence":

32

Contextual Signals

Location

Device

OS

Time of Day

Day of Week

0 1 2 3 4 5 6 7 8 9 10

Please rank each of the following ways to custom-ize search results based on contextual "influence":

33

Contextual Signals

Location

Device

OS

Time of Day

Day of Week

0 1 2 3 4 5 6 7 8 9 10

Please rank each of the following ways to custom-ize search results based on contextual "influence":

34

Contextual Signals

On-Page el-ements

Links

Social signals

Personalizaton

Contextual signals

0 1 2 3 4 5 6 7 8 9 10

Please rank each of the following "buckets" of a relevancy algorithm:

35

Relevancy Algorithm - Overall

On-Page el-ements

Links

Social signals

Personalizaton

Contextual signals

0 1 2 3 4 5 6 7 8 9 10

Please rank each of the following "buckets" of a relevancy algorithm:

36

Relevancy Algorithm - Overall

On-Page el-ements

Links

Social signals

Personalizaton

Contextual signals

0 1 2 3 4 5 6 7 8 9 10

Please rank each of the following "buckets" of a relevancy algorithm:

37

Relevancy Algorithm - Overall

ENJOY!What’s Your Recipe?

SurveyMonkey.com/s/PerfectSE