内容简介

This book delivers a proactive approach to building an effective Web site that is search engine friendly and will result in better search rankings. It outlines the steps needed to bridge the gap between a Google search and a Web site, and also improve the users' experience once they get to the site. By understanding the wide variety of information-seeking strategies and the individual behaviors associated with them, this book helps information architects, Web designers/developers, SEOs/SEMs, and usability professionals build better interfaces and functionality into Web sites. Creating a satisfying user experience is the key to maximizing search effectiveness and getting conversions.

作品目录

foreword by Peter Morville
Introduction
Chapter 1: Understanding Search Usability
Differing Perspectives on Search
The Scent of Information
Why Search Usability is Important
Conclusion
Chapter 2: The Scent of Information and Web Search Engines
Differing Perspectives on Querying Behavior
How to Provide Information Scent in Search Listings
3 Types of Search Engine Queries
Chapter 3: Navigational Searches -- Where Can I Go?
Navigational Intent
Search Listings and Navigational Queries
Navigational Query Indicators
Optimizing for Navigational Queries
Conclusion
Chapter 4: Informational Searches -- What Can I Learn?
Informational Intent
Search Listings and Informational Queries
Navigational Query Indicators
Optimizing for Informational Queries
Conclusion
Chapter 5: Transactional Searches -- What Can I Do?
Transactional Intent
Search Listings and Transactional Queries
Transactional Query Indicators
Optimizing for Transactional Queries
Conclusion
Chapter 6: The Scent of Information and Landing Pages
Scanning Behavior
Fostering Orienting Behavior
Pogo-sticking: Negative Search Behavior
Conclusion
Chapter 7: Search Usability and Your Site's Success
Search Usability Metrics by Site Type
Search Usability for Employee Intranets
Common Search Usability Goals
Conclusion
Chapter 8: Search Usability is Everyone's Job
The Hole in the Fence: A Story About Perspective
It Takes a Village to Build for Search Usability
Conclusion
Chapter 9: How to Improve Your Website's Search Usability
Ideal Test Participants
Reverse Card Sort Test
One-on-One Field Interviews
Functional Salience Test
Home Page Expectancy Test
Eight-Second Usability Test on Content Pages
Observe Navigational Web Searches
Review Site Search Data
Brand Perception Test
Check Your Error Messages
Free Exploration Test
Deconstructing Common Myths and Misconceptions
Conclusion
· · · · · ·

作者简介

Shari Thurow has been designing and optimizing sites for search engine visibility since 1995 and has been a Web site usability professional since 2002. Shari is a renowned speaker on this topic since 1999 and continues to lecture on this topic worldwide. Shari's first book, Search Engine Visibility, was one of the first books ever published about search engine optimization. Nic...

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