You are previewing Search Analytics for Your Site.

Search Analytics for Your Site

Cover of Search Analytics for Your Site by Louis Rosenfeld Published by Rosenfeld Media
  1. Search Analytics for Your Site: Conversations with Your Customers
    1. How to Use This Book
      1. Who Should Read This Book?
      2. What’s in This Book?
      3. What Comes with this Book?
    2. Frequently Asked Questions
      1. What is site search analytics (SSA)?
      2. Isn’t SSA the same as SEO?
      3. How does SSA differ from other kinds of analytics?
      4. Why do I need SSA?
      5. Where does query data come from, and what tools do I need to analyze it?
      6. I’m not a “data person,” so why should I read this book?
      7. This isn’t part of my job description (or anyone else’s) so who should do this work?
      8. How do I actually analyze query data?
      9. How does SSA fit with other user research methods?
      10. If it’s so great, how come more people aren’t taking advantage of SSA?
    3. Foreword
    4. I. Introducing Site Search Analytics
      1. 1. How Site Search Analytics Can Save Your Butt
      2. 2. Site Search Analytics in a Nutshell
    5. II. Analyzing the Data
      1. 3. Pattern Analysis
      2. 4. Failure Analysis
      3. 5. Session Analysis
      4. 6. Audience Analysis
      5. 7. Goal-Based Analysis
    6. III. Improving Your Site
      1. 8. Practical Tips for Improving Search
      2. 9. Practical Tips for Improving Site Navigation and Metadata
      3. 10. Practical Tips for Improving Content
      4. 11. Bridging Web Analytics and User Experience
    7. A. Acknowledgments
    8. B. About the Author
    9. C. Testimonials
    10. D. Other Books From Rosenfeld Media
      1. Card Sorting: Designing Usable Categories
      2. Mental Models: Aligning design strategy with human behavior
      3. Web Form Design: Filling in the Blanks
      4. Design Is the Problem: The Future of Design Must be Sustainable
      5. Prototyping: A Practitioner’s Guide
      6. Storytelling for User Experience: Crafting Stories for Better Design
      7. Remote Research: Real Users, Real Time, Real Research
    11. E. Upcoming Books From Rosenfeld Media
      1. Agile Experience Design
      2. The Art and Craft of User Research Interviewing: Diving Deep for Insight
      3. Designing for Care: The Design Disciplines as Critical Healthcare Professions
      4. Eye Tracking the User Experience: A Practical Guide
      5. Make It So: Interaction Design Lessons from Science Fiction
      6. The Mobile Frontier: A Guide for Designing Mobile Experiences
      7. Playful Design: Creating Game Experiences in Everyday Interfaces
      8. See What I Mean: How to Use Comics to Communicate Ideas
      9. Service Design: Designing Useful, Usable, and Desirable Services
      10. Surveys That Work
      11. UX Team of One
      12. Universal Design for Web Accessibility: Solutions for Barrier-Free User Experiences
    12. F. Keep Up With Rosenfeld Media
    13. Index
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Chapter 6. Audience Analysis

Many people who are new to analytics—or who have managed to avoid it so far—are concerned that they’ll be overwhelmed by the volume of data they’ll be dealing with. That’s a fair concern, especially if one is used to dealing with the far more manageable volume of data generated from, say, a 10-person user study. That’s why I’ve encouraged you to begin your foray in SSA with a laser focus on the short head. It’s a very manageable amount of data, and thanks to the Zipf Distribution, it goes a long way.

But there’s another way to make the overwhelming, well...whelming: break your data into smaller segments based on ...

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