Website Search

Instructor:  Mike Moran
Course Dates: Open-ended
Enrollment Dates: Enroll Anytime
Who can Enroll: Anyone
Course Language: English
Price:  $249.00 $199.00

About the Course

Website Search

I was once at the receiving end of this question from my boss’s boss: “Why does your website search stink?” Now, I don’t know about you, but that doesn’t feel like a friendly question from an executive—and it wasn’t. This guy was frustrated and wanted to know why our customers got lousy results when they tried searching on our website. He could type in search after search and show that the results made no sense. Luckily, I could answer the question. I knew why our search was, uh, malodorous. And if your website search also has that telltale whiff of failure, by the end of this course, you’ll know, too. Even better, you’ll know how to fix it. Let’s delve into some of the reasons your website search might be mistaken for a random web page generator. First, expectations for search are very high. That empty search box makes a promise that’s hard to keep—enter anything and we will find it for you. Google is good at delivering on that promise across the whole web, so it seems like it should be easier to find the answer on a single web site. But it’s not, which is the second big reason your search is disappointing. MILLIONS of websites are competing for the answer to some of the popular searches on Google. But at your company only one group is allowed to answer the question. If they haven’t done a good job, searchers get disappointed. The last problem is sometimes the hardest. To IMPROVE your website search, you need a strong collaboration between your tech team and your marketing team, and that teamwork often doesn’t exist. But that’s not all. You probably have people all over your organization that are responsible for the content on your site. You need their help, too. So, don’t worry about how you can fix all the problems, we’ll tackle them one at a time. Let’s get started.

Instructors

Mike Moran
Mike Moran
Mike Moran is the author of Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, the first book on agile marketing. Mike pioneered agile marketing conecpts in his eight years at ibm.com, where he served as Manager of Global Web Experience. He retired from IBM in 2008 as ...