Any organization that has a searchable web site or intranet is sitting on top of hugely valuable and usually under-exploited data: logs that capture what users are searching for, how often each query was searched, and how many results each query retrieved. Search queries are gold: they are real, semantically-rich data that show us exactly what users are searching for in their own words. In this session, Lou Rosenfeld will show you how to use search analytics to carry on a conversation with your customers: listen to and understand their needs, better measure how well your site is meeting those needs, and improve your content, navigation and search performance to serve those needs.
Lou Rosenfeld is an independent information architecture consultant for Fortune 500 corporations and other large organizations, and founder and publisher of Rosenfeld Media, a publishing house focused on user experience books.
Founder of http://www.rosenfeldmedia.com and veritable UX action hero bio from Twitter
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