26 Jun The BBC needs to consider seasonality in its site search strategy
Early on Sunday afternoon I wished to understand how lengthy it could take for a cheesecake to set so I Googled “cheesecake recipe” and clicked on the second natural end result: BBC Good Food’s cheesecake assortment. As it seems it takes longer than I’ve acquired, so I click on the search icon and enter “dessert” for extra concepts.
The first end result: the very best household barbecue desserts. I’m not having a BBQ and I’m really entertaining grandparents so I scroll down.
Although I’m not having a BBQ it’s nonetheless summer time. So why all of the Christmas recipes in the outcomes? Of the 15 outcomes on web page 1:
- 6 are Christmas particular
- 2 are Winter recipes – gingerbread and toffee apples
- 5 are applicable for any season (a number of even embody “for all seasons” in the title)
- 2 are arguably summer time recipes – the barbecue desserts and a lemon dessert recipe information.
I don’t really feel that BBC Good Food has given me any indication that its search operate is shut to giving me the reply I’m searching for, so I press again and search google.co.uk for “dessert” as an alternative.
Top of the SERPs? Probably essentially the most complete web page I can think about – and it’s not on BBC Good Food.
Dan Barker hit the nail on the top (as he all the time does) when it comes to the actions that the BBC might take:
Gosh. In that case I’d most likely even manually override to a desserts web page… But they don’t appear to have one
— dan barker (@danbarker) June 25, 2017
If messing round with a site’s inside search performance isn’t an possibility then its present capabilities ought to be factored into its content material strategy.
It ought to be comparatively simple to create a content material hub for “desserts” that may rank first in its personal site search as a result of it’s keyword-based (however a site like BBC Good Food – completely seasonal and with a big, digitally savvy organisation behind it – ought to have the option to serve outcomes related on the date of the search).
After trying to find “dessert” I returned to bbcgoodfood.com and looked for “pudding” to see what occurs (for the good thing about our non-British readers – we use the 2 phrases just about interchangeably.
The intent behind a search for “pudding” ought to be fairly apparent (take into consideration Google’s associated searches function – Yorkshire puddings are unlikely to be associated to a search for desserts and Google would know this).
The BBC is fortunate in this example as a result of if I’m going again to Google and search for “pudding” the highest 2 outcomes are on bbcgoodfood.com – however what’s stopping the site search from exhibiting me these outcomes?
But following the primary search – I’d entered the BBC’s ecosystem and so they gave me up. How many different companies do that? How a lot cash might a enterprise lose overloading its search outcomes with garments that may’t be worn for months?
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