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ASK Talks Domain Navigation
Monday, April 27, 2009
Wow, is it just me or have we heard more news out of the ASK camp in the past couple of weeks than we have in the past six months? For the most part, it's all been some cool stuff. Like last week when we heard about ASK reviving their Jeeves character for users in the UK. I thought that was pretty cool as it gives users something to identify with. In addition, the search engine has also reverted to its original name askjeeves.com, which was dropped two years ago, along with the Jeeves butler, in favour of a cleaner interface. It's a nice touch I think.

Then last week we discussed how ASK has been testing a new SERP layout by placing the sponsored results below a single organic listings, following it up with some additional organic and sponsored results. This may have interesting ramifications for advertisers and searchers alike.

Now ASK is talking domain navigation aka their version of site links. They have been beta testing their domain navigation product since December of last year as a manner of enhancing the Search experience on ASK.com.

What are Site Links?

Site links, or domain navigation, as ASK calls it are basically the links that often appear below the top organic result. In ASK there are eight of these links. The purpose is to provide more relevant results so that they can be one-click closer to their intended destination. According to ASK, "Navigational links lend themselves to terse descriptions and are easily grasped by users when displayed in a tabular format. Furthermore they are filtered down to the most popular or most useful links on a particular site. This is very handy for cluttered sites that are difficult to navigate. " Sounds good to me as a searcher. With ASK showing potentially nine additional links a site with great content to offer can have a definite advantage over others on the SERP.

ASK understands that when there is high confidence in the result (i.e. the top organic result), it is useful to show additional pages from that domain. Whether it's a B2B search of a person searching for a bank, domain navigation works to help the user get to the information that they are looking for. ASK also points out the importance of serving up trusted pages and how search engines can help prevent users from clicking on "dangerous content". Again this is pretty cool. I'm all for a safer and more relevant Search experience.

While this may not be new territory, the fact that ASK is working on improving their Search experience is ok by me. Continued efforts to do so, may just slowly help the Engine increase their user base.

Navigating the Web better on ASK

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posted by Jody @ Monday, April 27, 2009  
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