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In web log analysis, two things are often missed. First, how the link to your site is presented in the results is critical. Next, what are visitors experiencing once they select that link? Many sites spend significant resources ensuring high placement in search engines, but usually little effort is spent on designing how those results are displayed and whether the pages they point to will help the visitor achieve their goal. With on-site search engines, it is easy to control the way results are presented to visitors, provide similar search suggestions, and ensure that the results are relevant and helpful. This is more difficult with external search engines, but not impossible. Here are some thoughts as to how to evaluate the usability of results on search engines and improve their effectiveness and relevance.
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View all 100 works published by Digital Web Magazine |
Three Ways to Improve External Search Engine Usability
http://www.digital-web.com/tutorials/tutorial_2002-07.shtml
Lash, Jeff
Digital Web Magazine
2002
Abstract: In web log analysis, two things are often missed. First, how the link to your site is presented in the results is critical. Next, what are visitors experiencing once they select that link? Many sites spend significant resources ensuring high placement in search engines, but usually little effort is spent on designing how those results are displayed and whether the pages they point to will help the visitor achieve their goal. With on-site search engines, it is easy to control the way results are presented to visitors, provide similar search suggestions, and ensure that the results are relevant and helpful. This is more difficult with external search engines, but not impossible. Here are some thoughts as to how to evaluate the usability of results on search engines and improve their effectiveness and relevance.
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