The Value of Search and the User Experience

I’m currently reading a book titled Search Patterns by Peter Morville and Jeffery Callender. Picking up a book is a rare treat for me, so even though this book is technically work-related I’m don’t mind. It is a good book and speaks to the Internet geek within me.

As I read through the pages I’m awestruck by the explanation given for the qualities associated with the searcher’s experience. The authors boil this down to a simple illustration called the User Experience Honeycomb.

The User Experience Honeycomb Includes

• Useful
• Usable
• Desirable
• Findable
• Accessible
• Credible
• Valuable

While many readers might not deem this concept worthy of much pondering, I do. If you understand search and website design, you know the user experience is paramount in any Internet marketing effort. Explaining this to prospects and client’s is sometimes difficult for me, because not everyone grasps the subject. Some individuals are so burdened by their daily work requirements, they have a difficult time digging into the theories behind a quality search experience. Search is a science and an art that goes much deeper than just the front page of Google.

Many times one of the first things a prospect asks about is reaching page one of Google. Unfortunately, most think this is a short-term event that is triggered by voodoo and magic. They think there is a quick fix to reaching page one and converting each visitor to a lead or a sale. It isn’t that simple. Search has come a long way, but it still requires work. And more importantly, solid content that embodies the honeycomb concept mentioned above. If you provide useful content that visitors will find usable and they can easily locate, you will be rewarded.

Reaching page one or increasing your Internet sale volume requires work and real effort. If you are afraid of either, stick with your pay-per-click campaign or physical storefront and just call it a day.

I have a client who recently told me he doubled his sales funnel since his new website went live a few months ago. Why some may not believe that claim, it is true. I watch his Google Analytics account closely and I can tell many people are finding what they are seeking on his website. They are staying and they are converting.

Together we built a new website and launched an Internet marketing campaign that was built around the honeycomb theory. He produced solid content that people in his industry would find useful, usable, and valuable. In doing so, he increased his already high credibility factor. I took his strong content and made it findable and accessible. Together we became a powerful force and his company is reaping the rewards.

The client believed in the long haul of Internet marketing. He received benefits quickly and I’m sure has obtained a great deal of his project ROI. He did so because he is smart and he believes in the value of hard work. He also believed in the honeycomb theory. When I would talk about usability, he would listen. When I would say we should have “x”, he would deliver it quicker than I expected. He would also think about the project on his own and make valuable requests that would benefit the overall process and his ultimate success. He was an invested party and an active participant that believed in the honeycomb theory.

As I continue to read through my new book, I already applaud the authors for simplifying what many of us website designers and SEO consultants find so difficult. After so many years of working with organic SEO and website design, I find it fairly common sense. Well, I’m a geek and I am not normal. For others, they need an understandable concept and thus far, that authors of Search Patterns are providing just that to their readers.

If you would like more on the subject, I encourage you to purchase the book. Search Patterns is available through O’Reilly Media.

CNN Polls Website Visitors On Their Search Engine

I have been visiting CNN’s website for years.  Rarely do I pay much attention to their polls, but today their poll catch my eye.  The poll questions was “Which search engine do you use?” and the answer was Google.  No surprise there for many of us, although I was surprised by how low Bing really was on the usage chart.

As of this posting, 198,584 people voted and their results are fairly close to what we see on other websites and analyst reports.

Website Usage Results

Search Engine      Percentage        Votes

Google                    85%                  168,166

Yahoo                     8%                    15,687

Bing                        4%                     8,419

Other                      3%                     6,312

CNN’s poll clearly shows that the website readers use Google more than any other search engine.  While Fox News may find a bit different results, I doubt it would stray very far from that of CNN’s.  Google is by far the major player in search and none of us can dispute this dominance.  It makes you wonder what Yahoo and Bing will or even can do to make the battle a little closer.

Conflicts Within Marketing, Social Media, and ERP Software

Since college I have loved ERP software.  I embraced the concept of an order entry system back in 1993 when I created a tiny Lotus 123 script to enter a basic sales order.  From that day on I was hooked.  I mean really hooked.  I fell absolutely in love with technology and could not turn back no matter how hard I tried.

After college I found a temporary position at a barcode and data collection distribution and before I knew it, I was a full-time employee running their operations.  Why?  Because I fell in love with the ERP system they installed three months before my arrival.  That and the fact that I was one of the few employees who “got” new their ERP system.  I didn’t just get it, I embraced it with my entire being.  For the next three years I worked 60-80 workweeks and spent much of my time on the applicable.  And while it wasn’t perfect, it helped me manage a national distributor with multiple branches and distribution centers.  Again, I was in love with my job and my ERP software.  To this day I miss the chaos and the challenge of fixing every operational woe with my ERP system.

Flash forward fifteen years and I’ve moved from my first college job through working ten years for an ERP developer and now I run my own Internet marketing company.  The trouble is my love for marketing and ERP rarely seem to connect as much as I would like.    While a VP of marketing at an ERP developer, I myself struggled with managing marketing via my ERP system.  While I lived off my personalized dashboards and workbenches, I used a lot of offline processes to help manage what my beloved ERP software could not.  Don’t get me wrong; I knew exactly where each lead came from, where it was at in our sales process, and how long the sales cycle should take before new business was closed.  I had lead generation and tracking, but I lacked the ability to proactively manage marketing.  Within my ERP software, everything I did for marketing felt reactive, which is not at all, what marketing is supposed to be.

Honestly, I don’t think I’m alone.  While I doubt there are many marketing people reading this blog entry, I know they would concur with me if they did.   And I don’t believe ERP developers have reached the concept of automating marketing enough to work hard at developing strong marketing content for their user community.  They are side tracked with fuel surcharges, customer service needs, and compliance issues.  And really, who listens to marketing people anyway?  We are overhead plain and simple.

Today I received a feed from Web Strategy by Jeremiah.  He was covering CRM software (aka ERP software) and the newer functionality for social media management.  Yes, social media, the new darling of topics on the Internet.  Social media reminds me so much of ERP software, because just like a complicated ERP system, few people get it.  They think you can throw up a Facebook page or Twitter account and call it good.  Not so fast.  Just like an integrated ERP system, your social media accounts are fully integrated with your overall marketing campaign and search engine optimization.  There are rules to follow and there are reasons why you do what you do on Twitter versus Facebook.  Honestly, I think you either get it or you don’t.  I always felt the same about ERP software.  You need to look past your little piece of the ERP pie and you need to look into the entire pie or organization to see how your data input alters another department, process, or users.  Social media is the same.  Your tweet on Twitter will alter other marketing activities.  Good or bad.  The Twitter community is persnickety and they speak differently than Facebook or MySpace.  Make a mistake and you will be ignored or blocked.  Do the same in an ERP application and you’d just lose your program access.

Okay I’m running off track here a bit.  I have to really question the blog entry by Jeremiah, because I truly question if the ERP developers and their programmers get social media and marketing.  I question if they can truly meet the needs of marketing departments and look beyond a simple project plan, marketing budget, or lead-tracking program.  Marketing, and in particular Internet marketing, is like voodoo.  Hard to quantify and difficult to measure results, yet something I believe in.  Okay I don’t believe in voodoo, but I did catch your attention.  I do believe in successful marketing and I do believe in ERP software.

So Jeremiah, Microsoft Dynamics, SAP, and Salseforce – do you really get it?  Are you writing software code that your marketing department lives and breathes by or are you writing code that helps your salespeople sell your ERP software?  Ask yourself the question, then ask a marketing person who understands both their functional role and your ERP software. The answer may surprise you.