Keyword mapping and search placement for curated original video content.
Yahoo’s video site, Screen, hosted a wide variety of original content over the years, and they periodically asked for this content to appear in search results.
Over the years, I built a relationship with contacts working on Yahoo’s video properties to support their efforts to receive views via relevant search traffic. While at first these appeared in search only as enhanced hyperlinks, eventually the search front-end team implemented an inline player functionality so we could embed Yahoo original content and other videos directly on a search results page. I created an expandable search feature that allowed me to respond quickly to the video team’s requests and generate appropriate keyword lists.
Teams throughout Yahoo knew they could rely on Search to support their efforts to promote premium original content on-network without using significant resources per request.
Built special “vertical search” feature to support new property launches and reduce maintenance.
Yahoo launched several new media verticals called “Magazines” and did not migrate any corresponding vertical search experiences, which were based on an older platform. Instead, a search product manager was tasked with adding vertical content to web search, filtered according to the user’s site of origin, and they enlisted my support to create and launch the necessary features in our search content management platform.
Each query sent from a search box included more than just the user’s query–it contained referral information, usually unique to the property or even page. I used this information to determine when a search experience should appear, as well as pass variables to a backend. The news backend, which indexed news from hundreds of sources worldwide, including Yahoo’s own sites, could return articles matching any query, filtered by property and sorted by freshness.
Expanding on a template design already in use for news results in general web search, I created a “vertical search” feature that included up to 10 results with thumbnails for each and paginated results if there were more than 10 stories matching a given query. This large search feature appeared on top of the usual web algorithmic links and any other non-monetized search features.
Product owners also asked for Magazine stories to be highlighted in web search results (in a less aggressive form, of course). I created simple “navigational” features with a max of 3 stories to appear on searches by Magazine name and featured writers to satisfy their primary need. Because Magazine stories were indexed along with all news content, these stories could appear in regular news search results without any extra effort.
“Emily always brings a number of ideas and potential solutions to a problem, but will back them up with execution reliably, quickly, and self-sufficiently, and manages dependencies deftly and efficiently. When tasked to launch international Magazine Search in Q4, Emily took the lead, coordinating with int’l editorial leads, offering assistance where necessary, and following up to ensure completion, ensuring the appropriate Product approvals (from me) and transparency of communication. The task was completed successfully, quickly, and helped ensure a Green rating on that quarterly goal.”Product Manager, Vertical Search
No-maintenance, low-effort vertical search launched on all new Magazines. Sites and big-name authors were effectively promoted in web search.
Created rich search experiences to feature Yahoo Screen originals alongside knowledge graph.
When Yahoo Screen made its foray into full-length original TV series with Community and others, we were ready to go in search. I made sure that the latest episodes carousel had excellent coverage and TV Series Knowledge Graph contained accurate, detailed profiles.
Created relevant search features to highlight licensed SNL video content.
Yahoo Screen was planning to release a massive catalog of Saturday Night Live clips, spanning the series entire run. I was approached to create relevant search features to highlight the licensed content.
I was given a list of video collections–recurring characters, hosts, themes, etc.–and an enormous spreadsheet containing video metadata for every single item in the catalog. My task: organize this data into discrete sets of keywords to bring up the precise, relevant video result or carousel of results, and investigate existing search coverage of SNL to ensure we cover those videos.
In addition to creating basic query patterns for such a huge catalog, I was able to have some fun creating aliases for the more popular videos, such as “needs more cowbell.” Specific clips and characters were likely to appear in search logs shortly after new episodes aired, so I planned to monitor dashboards in order to add new videos and keywords Sunday mornings.
I turned around a huge list of keywords in a matter of days so the search experience launched at the same time as the Screen content. Post-launch, I trained a teammate how to look up video IDs and identify relevant query patterns so we could take advantage of the unique, timely spikes that only SNL had.