Search Interaction Models: A Framework for Analyzing SEO at JADE

Search Interaction Models: A Framework for Analysing SEO at JADE

Search Interaction Models: A Framework for Analysing SEO at JADE

Here is a short overview of JADE's search interaction model for SEO analysis. This straightforward framework considers both search engine optimization and user optimization.

Hello! I am Kazushi Nagayama, the founder of JADE K.K. Today, I want to discuss how JADE thinks about web marketing strategies, especially search engine optimization (SEO).

We often get questions from SEO professionals about prioritising strategies or ideas recommended by external consultants. It would be helpful if there were something like a clear and universal guideline, but unfortunately, not all websites are created equal. SEOs need to consider what resources are available to them to establish priorities and set timelines. If the understanding of SEO is one-dimensional, developing a good set of priorities would be difficult. At JADE, we invented a concept we call the "Search Interaction Models" to establish priorities and strategies while considering how different elements interact.

SEO at JADE

In today's world, a successful SEO strategy involves work for both Search Engine Optimization (SEO) and Search Experience Optimisation (SXO). Simply having a website optimised for search engines is not enough. It's equally important to ensure that the search experience is also optimised for users. Here at JADE, we firmly believe that the true purpose of SEO is to create a website that is both accessible for search engines and beneficial for search users.

To achieve this goal, we operate in a simple framework called "Search Interaction Models", which focuses on how a site interacts with search engines and search users.

• Search Engine Model: Discover - Crawl - Index - Rank (DCIR)
• Search Experience Model: Query - Click - Land - Surf + Acquire (QCLS+A)

By breaking down how machines and humans interact with URLs into phases, it becomes easier to identify the obstacles and pinpoint areas for improvement. It is also helpful when determining which metrics should be chosen as Key Performance Indicators (KPIs).

DCIR-QCLS

For Search Engines

The DCIR model, or the Search Engine model, depicts the interaction between search engines and URLs. For a URL to be displayed in search results, it must be discovered, crawled, indexed, and ranked by the search engine. There are specific requirements that a website must meet to be successful in each phase.

This is something Google has been advocating for some time. A better understanding of this process will allow us to think more clearly about how crawling and indexing work and what must be done to succeed, especially with large sites.

• Discover: To ensure URL discovery, it needs a clear site structure that makes it easy for search engines to find them. KPIs include URL discovery rate.
• Crawl: To ensure efficient crawling of URLs, prevent unnecessary resource allocation, and confirm link usefulness. KPIs include crawl rate and re-crawl frequency.
• Index: It is essential to ensure that the canonical URLs are correctly indexed, and that their content and links are understood accurately. KPIs include index rates for sections of the site that should be indexed.
• Rank: Avoid signal dispersion and concentrate signals in the desired form to improve URL ranking. KPIs include ranking and visibility.

For Search Experience

The QCLS model illustrates how users engage with URLs while using search engines. Users type their query into the search engine and select one of the search results displayed. Once they click on a link, they land on the URL, navigate to the website, and surf other pages within it. To ensure a smooth user experience, websites must attract and engage their users at every stage effectively.

The term "SXO" has been around for some time, but we lacked a clear framework explicitly defining what needs to be done. Queries and clicks are often seen as different from landing and surfing since they are measured by different tools - search console and analytics. Still, we are considering both in the same framework since they constitute a single user journey.

• Query: Target the user's search journey to ensure the URL appears in their query. KPIs include metrics such as impressions and search feature visibility.
• Click: Control how you appear in search results to guide users towards clicking on your links. KPIs are clicks and CTR.
• Land: Ensure the user reaches the correct URL and that their intended search purpose is accomplished. KPIs include engagement rate, bounce rate, and completion rate.
• Surf: Enable your users to navigate and explore your website smoothly. KPIs include surf rate, page views per visit, and conversion rate.

Ensure search engine ranking and search user experience

SEO has become more challenging nowadays due to a lack of a framework that considers both search engines and search users. All these elements are closely linked, and strategies that enhance indexing rates may also impact user behaviour. However, we at JADE believe that such a simple model can serve as a constellation of guiding stars for practitioners within the vast sea of search queries. Let's continue to work on website improvement to gain search engine recognition and provide a positive user experience.