Enterprise Search Strategy 101 Building an Effective Search Strategy your Business Joel Oleson Director Enterprise Search Strategy BA Insight @joeloleson.

Enterprise Search Strategy 101Building an Effective Search Strategy your Business

Joel OlesonDirector Enterprise Search Strategy

BA Insight@joeloleson

http://collabshow.com

Microsoft’s go-to ISV for Enterprise Search

Focused on Search and SharePoint since 2004

Search Industry Leader

About Joel Oleson• Director of Search

Strategy, BA Insight• First SharePoint admin• Top social media

influencer

Who Am I?

Passionate About• Search• SharePoint • Search-based

applications• Community• Travel

Connect@joeloleson

CollabShow.com

TravelingEpic.com

Enterprise search projects often fail because they do not meet users’ expectations and do not deliver a remarkable user experience.

Consumer search experience sets a high bar for search user experience

Killer Apps are Search Apps

Pillars of Search4 Pillars of Search Strategy• Context• Content• Metadata• UX

Pillars of Search

4 Pillars of Search Strategy

Context

Who Are You?

Does Context Really Matter?

Eric CartmanStudentColorado

Kim KardashianAuthor “Selfie Book”Los Angeles

Gene SimmonsRock StarLos Angeles

Phil RobertsonSmall Biz OwnerLouisiana Bayou

Parody and Photos characters and brands property of South Park studios, Kim’s Selfie, TLC, and A&E Networks

Context Matters in the Business

Users need to find different information depending on their role , location, responsibility and task at hand

Ente

rpris

e co

nten

t

Marketing Sales ProcurementConsulting Research HR / LegalIT SupportProduction

SharePoint Demo: UCDenver - Context

• http://www.ucdenver.edu/academics/colleges/pharmacy/Pages/SchoolofPharmacy.aspx

Pillars of Search

4 Pillars of Search Strategy

Content

Why not just index everything,

so I can be like Google.

How much do they actually index?

5.6% 1%1.7%

Size of the Web> 1,000,000,000,000 unique links to pages found Source: Google Blog

Anatomy of a Search:

Revenue$59.8 Billion Dollars in 2013

Relevancy3000+ Engineers Tuning Relevancy

Internet search has changed expectations for enterprise search

Tagged100,000+ keywords managed + SEO

ContextualDynamically driven results

SharePoint’s Algorithm

Ranking Strategies

Level 1: Authoritative SourcesOfficial Corp, HR Policies, Cafeteria

Holidays, Best Bets, Recommended, etc…Alt Sources: CRM, PeopleSoft, Profiles

Level 3: Work in ProgressSocial & Collab Sources

Team Sites, Social, & Collab, blogsAlt Sources: PFs, eRooms, File Shares,

Level 4: Personal ContentDesktop, My Sites, File Shares, Dropbox

Level 5: Highly ClassifiedSensitive/Do Not Index

Secure Locations… Invoicing, LCA, Financial

Level 2: Published “Polished” WCM, Records, Doc Mgmt, Catalogs

Alt Sources: IIS, Documentum, ICE, KBs D

efau

lt Se

arch

Rese

arch

Dee

p Se

arch 90% of Searches

>1% of content

5% of Searches10% of content

2% of Searches40% of content

>1% of Searches50% of content

What is an Authoritative Source?

Sponsored Results

They have learned to only index authoritative sources

Pillars of Search

4 Pillars of Search Strategy

Metadata

Classes of Search Users

Technical Expertise

Do

ma

in E

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Highly technical with high domain expertise

High domain expertise but not technical

Not technical and low domain expertise

Low domain expertise but highly technical

Why Enterprise Search Projects Fail…

Rarely able to find relevant data• Research shows minimum of 27 characters is needed for relevancy in the enterprise• The average search is only 1.2 words

Jakob Nielsen, Prioritizing Web Usability

Successful enterprise search requires users to be precise with an understanding of how to build intricate search queries.

• Default Search sorted by Relevancy

• Free Text Queries• Word or Multiple words (default will AND words)• Phrase (in quotes)

• Boolean (CAPS required)• AND, OR, NOT

• Wildcard Search (Must be on last word)• search fed*•  "micro*" finds documents that contain "Microsoft" or

"microchip”

• Property Search• Author:"William Zuckermann"• Filetype:xls (Filetype:XLS OR Filetype:XLSX)• Filename: "federated search"

Search User Tips

Refinement vs. Exploration

http://jeffwongdesign.com/2012/05/refinement-vs-exploration/

The New Role of Taxonomy – Noise Reduction

Eliminate Noise from Queries

Pillars of Search

4 Pillars of Search Strategy

UX

usa.denon.com

Mightycampers.co.nz

Marshfieldclinic.org

Millikencarpet.com

• http://www.millikencarpet.com

Reality for some…

Recommendations…Continually analyze, gather feedback and tune your search service and index

• Index and Enrich the RIGHT content

• Manage Recommend Results

• Create and manage Visual Catalog of important items

• Add Promoted Results for Common Queries

• Mange Term Store, Managed Metadata for Refinement

• Review Search Reports

• Eliminate “Junk” from default search experience

Wrap-Up Q&A

Let’s make Search the next enterprise killer app.

Questions!

[email protected]@joelolesonCollabshow.com

Questions!

Contact [email protected]@joeloleson