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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
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具體描述

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.