Hello, everyone. Thank you so much for joining today's customer roundtable on the importance of search on an end to end digital customer experience. My name is Carrie Anne Beach. I am a senior product marketing manager at Coveo. And today, I have the honor of being joined by Coveo customer Jessica Caldera from Sun Life to talk about all things Site Search. Jessica, you wanna like, thanks so much for being here. Thank you very much for having me. We are super excited. We have a great conversation coming up where, Jessica will be sharing best practices, how to make sense of your data, and what to look for in a partner to create extraordinary search practices. So before we dive into today's conversation, I just wanted to take a second to think about site search. You know, it's a term that's widely used across the industry, but it's not always understood in terms of its impact on the overall customer experience and your team's ability to convert visitors. Yes. Of course, site search helps customers find and discover your content, but truly it's so much more than that. It really is the foundation of your website and your digital transformation strategy. All the other features are built off of this first experience, including, you know, cutting edge technology like generative answering. So it is important to nail this site search experience. We also know that it's a window into the customer. They're signaling to you what it is that they're looking for. It represents an opportunity to capture these high intent inbound leads by delivering what they want, when they want it, and even what maybe they didn't know that they wanted. It's truly a one to one conversation at scale where you can show customers and prospects that you understand them, and then you can use these crucial insights to optimize your site. And finally, it's the glue that connects your sites to drive an end to end digital customer experience. This is especially true if you're able to surface data that lives outside of your DXP. Maybe it's in your CRM, your SharePoint, your intranet, so you can enhance both the experience but also customer experience, but also the employee experience. Right? Because it truly is EX, MCX. They're really part of the same journey. So with that, Jessica, thanks for being here. To begin to can you tell us a little bit about yourself and your role at Sun Life? Sure. Yeah. So Jessica Caldera. I work here at Sun Life, and my formal title is global digital marketing and marketing technology manager. What does that mean? In the context of this webinar and presentation and just this, you know, back and forth of product champion, in my role, I I I am assigned that I am a product champion, and that is something specific to Sun Life. And we there's many product champions, but we are, assigned different tools that we manage. So I I am I am the product champion of Coveo, and that's why I'm I'm here today. And the product champion at Sun Life really is is like a product manager, but, only in that I work very closely with the stakeholders, and how we manage our martech tools here at SunLife. You know, it's not just a a plug it in and go. We we don't just implement and and walk away. We encourage, our stakeholders to be engaged, to adopt, to use the tool. That is my accountability and responsibility here at Sun Life. It's not only to manage the tool itself and and all of the things that come with it, whether it's training, use case guidelines, work with with the customer success manager, contract renewals, all of the above. But more importantly, it's working with our internal stakeholders and meeting with them on a regular basis to help them understand, what the search data is telling them and and a little bit of training and just making sure that they're keeping search top of mind. So it's a little bit of everything, Carrie Anne. I really I really love that. Right? It's so much beyond just the implementation. Like you said, it's not set and forget. Like, you're you're making sure that it's adopted and you're working with all the different teams to look at search holistically. So I think that's that's a really, really cool position. And can I ask where you're currently deploying Coveo? Yeah. We migrated to Coveo a couple of years ago, probably two or three years. So we have I think it's thirteen or fourteen sites, but don't don't quote me on the exact number, but it is across all of our global corporate sites. So in Asia, US, Canada, they all have Coveo. We also have a few internal facing sites, that we have Caveo. One is for advisers, and the other one is for our employees or internal, in in intranet. So it is our enterprise search platform. That's how we speak of Coveo, and it is, used holistically across the organization. I would also add that the the product champion that we talked about, the managing of Kadeo tools, and there's other tools that I I do manage. But specifically in SEO and search, we have, what we're calling an SEO and search community of practice. So that's an opportunity for us to meet collectively across globally. So there's a lot of moments of togetherness that we have where we can talk about SEO external. And I do manage our SEO tools, so there's some overlap. But those best practices that we do for SEO and and trying to, you know, improve our content for Google and other search engines, those same rules apply for Coveo. So there's a really organic overlap between SEO and search. And so we have this community of practice that we do meet quarterly, and we talk about industry news, what's new. I share some product updates on Coveo, talk about some successes that we've had with teams in different regions. So it is, it's the consulting piece and then and then thought leadership that the product champion brings to the role outside of the traditional vendor relationship management that we would typically see. That's great. So let's get right into search. Right? We know that it's super important. I think us on this call definitely are aware of that, but we do know that it can often be overlooked due to, you know, limited time and resources as an example. So can you speak to the importance and the impact of site search and why organization should prioritize it? Absolutely. I I am incredibly passionate about SEO and search. And SEO, you know, with with external search engines, but that passion and drive and best practices do carry over to your on-site search. Why it's important is it's really a unique, experience and that it's your customers or prospects, or in some cases, your employees, advisors that are looking for content. So you don't wanna lose sight of what they're looking for. You don't want to lose sight of what the search engine result page your own search engine result page looks like and what type of content are they clicking on. It really does kinda set the the expectation it shows us specifically what visitors are looking for. It also helps identify content gaps, which I think is incredibly helpful when you start to look at the data. You're able to pick up where your site may be lacking in some content, where there's a disconnect with user, like, search queries and how your content is written. So that's incredibly helpful. It does depending on the query, you like, for us at Sun Life, we do get some prospects, but we also have a lot of support related queries that come in. You know, sign in how so the search intent is very specific. So we wanna make sure that our support section, is clear that the content is there, but also look at the product specifics. Right? They're looking for prospects or people who are researching products or somewhere in the messy middle of the of the funnel, and you just wanna ensure that, you're presenting the right content, the correct content. And when when it makes sense, you know, you can put a little bit of conversion opportunities where they can sort of click through and talk to an adviser. So using your search as part of the overall navigation strategy is very important, and it helps uncover big trends, seasonality trends, you know, what what's up and coming, what are the new queries that maybe we didn't have months ago, why are people searching for a specific product? Like, we're so it kinda gives us a little bit of a, forecasting. We we we can see what's coming because we're starting to see this increasing and trending of specific topics, so we're able to get ahead of it. For sure. And we'll definitely dive into all, you know, the messy middle in a little bit. I think, like, something that we've talked about in the past is, like, you mentioned that was really interesting is, like, this Google brain. Like, search is just an expectation. Right? Like, it's just how we function now, and there's just an expectation that when you search something, you're gonna find something that's relevant. Absolutely. So I have these conversations often when I meet with the stakeholders or I'm invited to, consult on on different projects. There there is this this, myth, if you will, or misconception that because somebody is searching for something repeatedly or visitors are searching, it it's not doesn't mean that your navigation is wrong or there's something broken. I think we have to just understand the human behavior behind it. It's Google Brain. It's, sometimes it's called the Google effect. I've seen it referred to as digital amnesia. And, really, it's just that search in general, whether it's Google or your site. It's so easy that, people, humans, we we tend to just search, like, by nature. We that's our go to. We we we search on our phones. I use the Google Voice here at home, and I'm just that's that's my preferred way of searching. That is my preferred way of searching. So I can definitely appreciate, all of this research that's that's coming down. But you have to understand that it's it's increasing people are just increasingly re relying on the fact that it's just easier to search. So making sure that you understand that. Also, I was thinking about this after we chatted briefly, and and I was talking to my kids. And I I, there's a little bit of debate back and forth of factual information, and I heard my son say, just Google it. And I thought, right. Right? Just Google it. Just Google it. So, you know, we Googled it. Google gave us the answer. Debate. Debate's closed. And I just think it's it is part of our human behavior, and it is it is here. Right? So we just Google it. Your customers or prospects are coming to their site. They're just searching it, and it's really intend to find those answers quickly. Right? And so you wanna be mindful of that, and you wanna make sure that you're seeing what is being searched, but then also taking that step further and looking at your search results page and ensuring that they can find the content that they're looking for. So it's not to say that your navigation is broken. It is just to say that it is a preferred way of finding content, and I see it in our everyday life. It's true. And and, you know, the way that you say it, like, just Google it, it is so second nature, and I think that also ties into customer needs and and or just users, user needs in general. Right? There is an expectation that when you search something, they're gonna understand what it is that you need, and they're gonna serve something relevant back to you. And there's also this notion of earning trust. Every time someone is interacting with your site and you are serving something back to them. That is an exercise in trust. And if what you are serving back to them is not matching what it is that they need, that trust is broken, and they can go elsewhere. So I think that, you know, loyalty is also something that's on the line with search, which maybe you wouldn't think of. And when when we talk about SEO so there's on-site search and and and off-site, like the external search. When we talk about SEO here at Sun Life, and I think anyone who works in SEO will appreciate that. When when anyone is searching for something like it is, the expectation is they're gonna find what they need in that exact moment. So there's nothing more frustrating than trying to find something, whether it's on Google or another search engine or a or a website. Like, I've been to websites where I'm looking for something specifically. I know they have it, but I can't find it. And and so there is an expectation that with search, specifically, that you're gonna have that VIP access to content. You're gonna search, and it's gonna provide you a direct link to content. So there's no need to go through the information architecture. You don't need to bookmark. I I re, that Google brain that we talked about. Sometimes we we search the same things over and over again because it's just easier. I know what the answer is, but it's just easier to search. And it's a it is a a habit, that we are seeing. So I, think about search as not, required to your site. Think about it as as an insight and how you're, like, really seeing what people are looking for in addition to what they're clicking on through navigation. So it's there's two sides to the coin. We all know what our top pages are and where the user journey is. But have a look at search. Have a look at it because there are definitely some golden nuggets of information that I think, you know, the teams can really focus on content or drive some marketing strategies behind it. Also uncover up and coming, like, trends and topics. So I think it's important that teams just keep an eye on it, look at the data, understand that user, intent, that search intent, and and start tracking those those trends and start, you know, monitoring what your seasonality terms are and stuff. So don't forget about search. And I always try to encourage teams to keep on top of mind, especially when they do redesigns or re rewriting content. Have a look at what your your actual visitors are searching, to really understand what it is that you need to do to, you know, align that content and, try to close that content gap. For sure. And that actually leads really nicely, into another question that I kinda wanted to, you know, start to dig a little bit deeper now. And something a lot of organizations struggle with is aligning, you know, the metrics that they're seeing, on their website with the goals that they're looking to achieve, understanding what they should even be looking for and how to make sense of that data. So wanted to know how you're helping teams rethink this search journey and make sense of the data that you're capturing, maybe some KPIs or benchmarks that you're looking at. This is, this is where I I live. I have a love hate relationship with data. Right? It's, the the the data can be overwhelming. You know, there's there's a lot to dig for, but, making data driven decisions and really understanding, like, looking at the data, but then there's a story. And so I, you know, encourage the teams when I meet with them. So part of the product champion and will you know, I might kinda go back and forth, but part of my product champion role, specifically with Cabello, after we did the migration and, the knowledge transfer, we kinda get into this operational phase. And I, you know, getting into the habit of meeting with the stakeholders quarterly, I I go through their report and do, like, a mini QBR. It's a it's a health check, really. And I work very closely with our customer success manager to to build out these reporting dashboards in Coveo, and that's one thing that I absolutely love. And we can talk about that a little bit later. But the the data is important in that if you look beyond the numbers, you can and look beyond the data, you can, see the journey. You can see the story. We really, as a benchmark, track our visit click through, our search events. Average click rank is important because research shows, when you when people are searching, they tend to click on the top three, like, this the results that are closest to the top. So we're very much benchmarking less than three would be considered the, you know, agreeing, check mark. So we do that. We, talk and look into content gaps. Content gap is where there's opportunities to improve the, journey, opportunities to close content gaps. Content gap is also where I encourage teams to, look for new new trends up and coming topics, that maybe we don't have content for existing currently, or we need to refresh and rewrite something. So every every business, has different site here at Sun Life. Okay? So the different target market, different regions, different products, But the reporting, is pretty much the same. Right? I go through all of the health checks. I look at all the data. But I only go so deep, Carrie Anne. Like, I'm I'm not actively working, like, in in the business, like, in the site. So I present my, data to each of the stakeholders. I, again, I meet with them. And then we have conversation and and talk about what what I'm seeing, and then they help fill in the gaps, and then we can sort of put a plan on what we're gonna do next. But I really do encourage the team to dig deeper. One thing that we, have been doing with depending on the team, but specifically, in Canada is I'm encouraging the team to do, like, card sorting exercises. So how many of the queries that you're getting are support related queries? How many are product related queries? Right? So you can download into the Excel spreadsheets and and do all of that, deeper dive. Right? So we're looking beyond top ten. We're we're looking at everything. And help really kinda take that ex assumption out of the equation, and we're able to see what clients or prospects or visitors in general are looking for. And then take it a step further and make sure that the results are accurate. Go to your site. We'll have a look. There's there's a in one of our reporting modules, we have, like, your top documents that's queries top queries, and then we have the top documents clicked. And so there should be a correlation between what is searched and what is clicked on. So your top clicked pages or documents, whatever the results are, should align and correlate to what folks are searching for. If you see a disconnect and you see users are searching, you know, for product x y z, but your top document is like, a PDF that's unrelated or a PowerPoint that has got nothing to do with the product, then you have to try to understand why. So we would then go to the search result page, have a look at, the page title, the description. Then that's where we we might need to deboost things and go into the Coveo, fine tuning relevancy, like, system and deboost. So one of our business units deboosted the PDFs. By deboosting, it just means we've pushed them further down onto search, because, organically, like, it was just showing up on top. So we've deboosted the PDF so that the web pages come up. So one really cool thing about on-site search is that we are in the driver's seat, and, we can control that algorithm. So, you know, never when you're looking at the data, never tune on a hunch. Right? Don't just go in and start doing things, truly understand what is that user journey. Really fully understand the the content gap. And my recommendation, first and foremost, is to close a content gap with good content. Right? Content is definitely a priority. But if you can't close the content and and everything sort of you know, the housekeeping, everything's in check in terms of content hygiene, everything looks good, then what else can we do? And that's where we do, like, thesaurus, in the Convera tool. We can, you know, do a few things on the back end to really help drive and fine tune the relevancy. That's why the data is important because if you don't have the data, then you don't know what what needs to happen. And then, you know, know where to go and how to do it. And so this data really is the answer to everything. Yeah. Or else you're just kind of operating blind. I think those are those are really good takeaways. You know? Of course, make data driven decisions. Look at the data, see what's changing, listen to your customers, but don't just take it as is. Like, understand the why. And I think that's such an important piece here as well, right, is the intent. You can see what they're searching. I think this is also where AI comes into play as well and understanding where users have been, what they've clicked on, like, understanding what it is they're trying to get from you and helping them get there. And just being able to put context behind the data that you're seeing. So usually a lot to consider. I was gonna add just to that in Coveo, but I'm not I'm not sure if it'll come up later, but I'll just add to it now about, the the looking at the data and going beyond the health check and really understanding, not only the quality check and the user journey, but depending on what your goals are in the business, and if and if you're looking to increase those inbound leads, much like SEO and external, I think that the the the teams, you know, your clients internally, our teams, my stakeholders, we looked at opportunities to use search, to help drive those invalid leads. So one example, we we use banner ads. I call them banner ads, but in Coveo, it's just a trigger. It's called a trigger, notification. I I can't re recall the exact term, but, basically, we we we put in, terms that users are looking for. So an example would be RSP. It's a product of ours, and we know that our peak RSP season starts about November. And we know this because of the data. So, again, back to the data. Starts in November. You know, it kind of peaks January, February, March, and then drops off. So we wanna ensure that all of our content is, you know, updated. Any if we were to release any new content, it's gotta be before the inquiries start to come in. If you go to our Canada site, you'll see, an RSP term, and then there's, a banner that links to talk to an advisor. And so we understand that that, is also a potential, like, user intent that they're coming in, and they're past the research phase, and they're looking, to talk to an adviser. So we we do use the search to close content gap, these banner ads. But we also, use it to push folks through the the the funnel and and and get them to the talk to the adviser page, when they're looking for very specific product terms. The employee site, we have. Thinking about data, we we recognize that internally, maybe it could be the same. We speak in acronyms. We have a lot of acronyms internally, and a lot of, like, branded products or packaged goods terminology, like internal stuff. So we've used the thesaurus tool and convey a lot to really close the content gap. So, that has helped, and we also do the banner ads. So if an employee was looking for, let's say, recognition, nominations or recognition, you know, program, we we call it iSTAR. It's one of the and you may have seen it on LinkedIn. Some of our folks have received an iSTAR award. And iSTAR is very much a Sun Life branded term. So new employees wouldn't really know this coming in. They might be searching recognition. So if you type in recognition, there's a banner ad, and then it brings you to our, HR system where you can sort of nominate someone for an iSTAR. So that's a very clever way to sort of close those content gaps because we saw in the data that folks were looking for it, and it it's not really something that we're including in our, content management system. So we created a banner ad to sort of push them through the user journey and get them to where they need to go quickly, so they're not spinning their wheels. So, you know, I encourage teams to just sort of, again, be thinking creatively and what what can we do to help improve the relevancy, close the content gaps, but more importantly, support our visitors in their client journey, and get them to where they need to go quickly. For sure. And so you had mentioned just, like, looking at content gaps and naming. So content gaps being if someone is searching for something, nothing is showing up. So that's flagging a gap in in the content. Usually, sometimes that could be a true content gap where you don't have content that matches that query. Maybe it's something that's new. But sometimes to your point, maybe it's not a true gap. It's just an an issue in naming. Maybe they're just searching for a word that you're not using. Maybe it's an acronym or something like that. So being able to kind of understand the language that they're searching in and also write your content to match that. Yeah. That's exactly it. And sometimes so when we look at content gap, it's the queries with no results or queries with low relevancy. I also include that in my analysis. So, anything that's just, like, not performing very well. And the content gap at Sun Life has helped us not only address existing issues, but helped us sort of, see the trending, like, what's what's coming. So there's there's new there is this, SMX, webinar that I attended to probably a few months ago, and and they were they're, the opening speaker was someone from Google. I forgive me for not remembering her name, but she said something that resonated with me. And in in Google, I guess, every day, it was five or ten percent. I don't remember the exact number, but brand news queries. The point is they're brand new queries never searched before. So brand new, never searched before. And I started to think about that at in in our Coveo because, again, there is overlap. What queries are brand new to your site that have never been searched before? What's new? What's what what is it? And if you don't look at the data, go beyond the top ten and really look at the bottom of your of your queries, you'll start to see that this could be a trending topic. This is a hot item. Somebody's looking for this product. Maybe your content is still in review and hasn't been finalized yet. Like, you gotta escalate it. You gotta get it out. Or it's a it's an opportunity, you know, to to re like, to think about how you need to present this content to close this gap because you can see this increased volume, month over month of this specific new term that's never been searched before. So it's new, but it allows you to kinda plan ahead, I guess, is is the takeaway. Really uncover those popular search terms guiding the content creation, but also, I think, will help with marketing strategies. So it's it's a voice. It's a voice of your visitors. And I think that the teams need to really focus in on that and and and try to put a story behind the numbers. You actually read my mind because my next question was, exactly related to this, you know, Search being that window into the customer. It's the voice of the customer. And, of course, you mentioned a little bit before around, like, seasonality of turns. So you're able to be proactive and know when certain terms are terms are gonna come up. Maybe you're gonna go back, refresh your data around it, make sure that there's really good content that's being served up. So you're not kind of, like, hassle like, trying to, you know, be reactive to certain things that are gonna come up. But we know the world is changing every day. There's new things that are happening, and, you're, you know, inevitably gonna get some new searches, and that can kind of be telling you to it could be signaling shifts in the market. So I was gonna ask if you could speak just a little bit more about how you're using search to listen and maybe some examples of of when you've noticed something, that maybe you weren't expecting. Yeah. So there's, you know, every quarter, there's every every quarter I do the health check, and there's always there's always something to talk about. Sometimes when I run the data and I start to sort of digest it, I always say, oh, like, what if there's nothing to talk about? I have I'm pulling all this data and there's no insight. There's always something to talk about, Carrie Anne. There's always a little piece of, Like, what does this mean? And that's interesting. And then you you go into and you get the filters, and you start to pull it apart, and you and that's what I really like about the Coveo tool is the reporting dashboards. You can add the filters, double click anywhere in the in the dashboard and the filters applied, and then you could really sort of narrow down that perspective and then go back up to the line chart to see when did these queries start, and there are they increasing? Or was it just like, a moment in time, one month, and then they're gone? So I I do a a a lot of that moments and thinking about it, but I definitely, look and encourage, like, for seasonality terms like RSP. I think everyone's familiar with that. There's also peak times for travel insurance, queries. So identify when they're starting to come in. Again, this is just to sort of do a quick check on the content, make sure everything's updated, looks good. If you were running a campaign or wanted to promote a specific page, outside of the banner ads that we we use, you could do featured results and sort of pin things to top during the three to four months. Right? So there's there's some options where you can help drive again that journey and making sure that folks are clicking on your travel insurance page. It doesn't get a lot of traffic, throughout the year. So it doesn't organically, I would say, make it to the top three made. You know? So we wanna just make sure that things are looking good. You can do, all of that, look and listen, and, help predict those customer needs and just ensure that your content is aligned. I would say besides noticing trends, there is also the opportunity. So if you were updating content and let's say you renamed a few of your pages, you relabeled the type the title. Let's go back to that, you know, employee example, the iSTAR, right, or the CU Awards. Like, we've renamed it something else. I'm hypothetical here. Okay? In our external site, there there there was an example where we were renaming things, and we noticed that the clients or visitors were still searching for it as if the old name. Okay? So we've done all of our due diligence. Everything looks good. Everything's clean. And then we noticed that people are still searching for it for what they knew it was, not for what it is now today. So, that's a content gap. Right? So if you're imagine looking for iStar and you can't find anything because we've relabeled it, to something else or externally. You have, like, your your Coveo branded terms, like sunlight. We have our sun branded product terms, and let's say we rename something, made it more generic, but and now there's a gap. So that is a perfect opportunity where you could use a banner. So when someone is searching the old name, have a banner and put them to where they need to go, or a very easy fix is the thesaurus. So there's no visual element required. You basically just search equals this. So when someone searches this term, it now equals the new term. So the tool is closing the gap for you. It's completely seamless. Their visitors don't even notice the difference. And then you're also helping Coveo machine learning understand that this equals that. And you're sort of, again, helping those machine learning models and algorithms organically will start to sort of piece it together. And so that's something that we do. So it's it's good to always keep an eye on search. New content, old content, renaming content. I always ask teams, have you looked at search? That's my first question. What about search? Have we looked at search? What does the data say? Let's, you know, let's let's dive in and and then set up that meeting and kinda go through and, and see if there's and there's always something that the data will tell us. So it's it's for me, it's in my toolkit for consulting. And that's the one thing I do love about this role as I'm able to meet with the different stakeholders and consult with them. But it is a toolkit. And we open up their report, and we start digging through, and finding those those those gaps and then working with the teams to close them. And have you been able to identify, like, a net new like, a complete content gap where, like, something came out because of an industry trend and you're like A hundred percent. Wow. That's new. One hundred percent. So product related. So in the insurance industry, prescription medication, let's say, just to keep it generic. So we were noticing an increase of a specific, medication. And so we realized that we didn't have any content, on that. So the team was able to create, like, an FAQ page, put in some links that sort of got them into, where they need to go. So absolutely, a hundred percent. Back to what this SMX webinar, the same the same best practices, what you see in Google or search engines, you can you can mirror a similar what if scenario on your own site search. So if there's net new searches coming in through external search every day, ask yourself, what are our net new searches? Just the other day, I I pulled out some content, and I put it in Excel. I removed the duplicate. So month over month, quarter over quarter, whatever your reporting structure is, I sort of stripped out all of the duplicate entries, right, the ones that come month over month, and really just looked at what was left. And I'm like, okay. Is there a story here? These are all new content, new queries, haven't been searched before on Sun Life sites. What what does this mean? What is the search intent? What what are our clients or prospects looking for? And that's where the meetings with the stakeholders really help close those gaps. And for me, to to help have those, like, moments or like, oh, okay. This makes sense. And, and it could be related to a product, that they're launching. Like, Sun Life has the, the the the the dental plan, CDECP, like the government dental plan. We see a ton of queries coming in on our site, brand new. Haven't had these queries before product launch. So now we're able to create that banner and provide the link to the site that our visitors are looking for. And so that was an enormous content gap. So this is just an opportunity to really, highlight what's what's trending and, help push those content strategies forward. That's great. And and these are all things that, you know, you would have to be a lot more reactive if you weren't continuously keeping an eye on it. Yeah. So you mentioned a couple time oh, sorry. I was gonna say it's it's important to SEO too. Right? So if you align your content with how searches how folks are searching externally, you could do the same for your on-site search. And so you are able to the one benefit with the on-site search is you're able to fine tune that relevance, and you're you're definitely in more control of the algorithm. And you you can manipulate your own search result page to ensure that what is most important and what is most relevant is showing. For sure, which I definitely love to dive a little bit deeper into. Shortly. You did mention, you know, a few times that you're you're working with multiple stakeholders. That's super important. Could you, speak a little bit more about why this is so crucial as part of a successful search practice and how it can help drive that cohesive digital experience? Because you're meeting with multiple different departments. You're kind of that that bird's eye view looking at this user journey holistically. Yeah. I not only is it important to sort of just keep CERT top of mind and and we talk data, but I am I I am in a unique position in that. When I meet with the team, let's say, in Canada and then I and then I meet with a a different team in the US or Asia, I I'm able to see there's overlaps or similarities where I would be like, hey. Like, we've we've had a a similar example on this site, and this is how we close that that content gap. I'm noticing something, you know, that feels familiar. This is almost the same. You know, let's have a look and see if this will work for your site. So I I have this this perspective where I I I have I can identify the overlap. I can share best practices and successes of what worked on one site. So let's, you know, put the same lift and shift so we're not having to reinvent the wheel. Lift and shift is is, definitely something that I, try to keep top of mind and and take the key learnings from previous, projects or different sites and apply it, to a new site. I also, do a lot of SEO reporting, and and working with all the stakeholders. So it's important that we're consistent, I think, too in our approach at Sun Life. So if it worked for one site, then we can definitely apply the same best practices to the next site. So I would say banner ads, you would see as consistent across all our sites. We have a a standard approach on what the ad's gonna look like. It's it's a it's a template. We've all agreed. So if if if one site wants a banner ad and then a different site's using it, there there is some consistency and and some brand, standards that we're sort of also putting behind the fact that I am helping the different teams, but I'm also able to bring that global marketing lens to the table. For sure. And while everyone obviously is kind of looking at their sites and they have their own goals, and and it's important to have someone who is looking at that consistent user journey because the user is likely interacting with a variety of different sites, and it should have the same branding, the same look and feel Yeah. Throughout all of those experiences. Yeah. And I do have one example recently that I noticed on our Canada site, there was a term that was showing up as a content gap, and I recognized the term. And the only reason why I recognized the term was because I see it as a top top topic or top query search on our Hong Kong site. And so I thought interesting. So I went to the Hong Kong site and validated this, you know, observation, and it it was so folks were the content gap was just they were searching on the wrong site. Right? So the visitors are searching for a specific term that is unique to Hong Kong, not Canada. And so we're I'm currently, you know, working with the business to identify what and and our customer success manager, what would be the best way to close that gap or help those visitors if you're searching, Sunjoy and and this is a Hong Kong product? How can we get them from Canada to Hong Kong? And so we have a few options that we're reviewing, but we're gonna keep an eye on this one to see if it's just a moment. Is it was it just, you know, a peak for one month? Or if we're if we're seeing a pattern and more folks are searching for this, then we know we have to do something to close it because, they can keep searching for it, and they'll never find it because they're on the wrong site. So the banner ad is is also, like, our our way to, like, just banner ad, you're looking for this, go to the site, put the button in, and off they go. It's a really easy fix to help, again, triage those visitors and get them off to the site that they need to be going to. And so it's just human error. So that this is, you know, another example of being a product champion and having that oversight. I'm able to quote help the business close that and make that connection that this is this belongs over here. So it's it's, again, like, every quarter, there's something to talk about. So it's definitely, it's never the same. It's never the same story. Every quarter, we've got something new to talk about. For sure continuously evolving. I also wanted to ask, about the employee experience because you mentioned that you're using Coveo to power your internal internal search. All of these best practices that we mentioned around seasonality and content gaps, do these apply to your employee experience as well? Absolutely. The same client best practices, the same content best practices. I meet with our internal stakeholders, even HR, talk about SEO. And why do we talk about SEO for internal? It's it's search engine optimization. So whether your search engine is Google or the search engine is Coveo, it's still SEO. Right? And so we I I share with them best practices on, you know, making PDFs, content, page titles, meta descriptions. All of it matters. All of it matters, and all of it helps drive the employee experience just the same as it drives your client experience. So there is, most certainly, again, an overlap with employees. We see seasonal data, peak peak terms, vacations, policies. Like, they they we see when they start, when when the vacation related queries start to come through, and when they sort of die off. And then and then we'll see them come back again the following year. So there there is so much of the same that, but there's enough of it being different. You know? You're able to really customize that experience for each of your sites. But the baseline, the foundation, the best practices, it's all transferable, Gary. And, like, everything that we talk about regardless of the site is transferable. And, you know, searches and even making these tweaks and talked about banner ads and thesaurus, it's not one and done. You you don't you don't just fine tune it and then walk away. It's it's a process. It's it's a living process, And you wanna make sure that what you've done has closed the gap and and you're continuously looking for the the new, gap that you have to address. But it certainly isn't just, one month a year, you know, and you and then you're good for twelve months. Definitely. Quarterly seems like a lot. The three months is still a stretch. There is one team at Sun Life, who wants to meet monthly. So I do meet them more often. But as as as a basic sort of baseline, I'm encouraging teams that we go through quarterly. I also want to build that data muscle, so that they're also getting into the habit, try to build those good habits of looking at their own data. And it also is important to sort of keep it top of mind. But, yeah, there are definitely if the team is like, there is one that I go every month and I meet with them. And so we do month over month comparisons, as opposed to quarter over quarter. That being said, there are teams that go on their own. Like, it is not just a hundred percent reliant on me. I'm not the sole driver of this, or everyone has access to their own reporting. So they they could do weekly stand ups if if they want and have a look at their data. And I do know that teams internally are meeting more frequently, to talk about search. So it is, as a product champion, really, rewarding to see that teams are including, search in their conversation, that they're putting it in their weekly meetings on the site health overall site health. So they're looking at all of, you know, everything. Right? That when you when you manage a site, it's there's a lot of pieces that you have to keep track of, And it is definitely, rewarding to see that and hear that search is now being looked at and talked about, reviewed. And now I'm meeting with, like, different UX teams to talk about search and what can we do to improve the experience. So it is really just to advocate for those best practices, but also making sure that teams don't forget about it. For sure. That's that's great to hear. Really, really important. So you said monthly would be ideal, but quarterly is great as well. Yeah. As a product champion, I offer the service of quarterly, but the teams, themselves can meet more often. And, yeah, and if they want, I I do meet with them monthly. So I do have one final question for you. Is it if you have any advice for those who are looking to enhance their search experience, you know, what should they look for in a search partner, what did that experience look like for you at Sun Life? Yeah. So I I'm I mentioned at the beginning of our talk that I we migrated to Coveo a few years ago, and, we we went in knowing we had existing pain points, with our previous, vendor. So I I knew going in what our existing defects were, and we prioritized and built use cases on what is not working today. Like, what what do we have to fix? So, like, it's nonnegotiables. Right? And so that that was, like, baseline, very basic. We also this was an enterprise search initiative, and I I I did mention that before. It's an enterprise search. We everyone had a voice. We ensured that the right stakeholders were included in the decision making process. I won't get into the specifics of how we do the work here at Sun Life, but I will say that it is a if it is an enter enterprise initiative. And so we identified our key stakeholders, the ones that I meet with on a quarterly basis or or monthly, and they all had a voice. Right? So they all brought their use cases to the table. They all brought their requirements, business requirements, technical requirements, to the to, the table. IT, of course, weighs in. So we we were looking for a tool that we had the ability to fine tune the search experience. You know, I talk a lot about relevancy fine tuning. It's so important that you're able to look at the data and say this isn't working. This is not this is not correct. Let's let's deboost. Let's let's adjust it, on the in on the let's adjust it so anything that's new, like, published recently gets, like, plus ten points or what whatever the point system is that you're that the companies agree on. Let's take PDFs out. Let's let's move things to the top. So we want that ability to for each stakeholder to be in the driver's seat and be able to fine tune the search experience because we recognize and appreciate that what works for one site may not work for the other. So some sites want the PDFs to show first because they are a type of site that are very much driven in forms. So those PDFs are important to those visitors. We also, we're looking at, vendors that were with Coveo. They customizing the ranking. So we have, an automatic relevancy tuning that's that machine learning model has been turned on since day one. So that was definitely, you know, very important for us. This helps influence that click rank. I can see in the data that it's working, Carrie, and I can that's part of our health check. So I have a few tabs that I go through. Machine learning is one that I present on. So we're able to see how the machine learning ART has influenced the rank, ranking, click rank and without. And so the the data is a clear story. This is what we would be, and this is what we are with it. I'm also able to see in their results which queries have been boosted because of ART. So that's always reassuring. Reporting was key, requirement. We didn't have much before, the migration, so teams have expressed this need. I think all companies are moving towards data driven and lot you know? So we wanted a system that would provide us with a lot of reporting as much as we needed, and we've created what works for us. And then support, I would say my the customer success support is important, but not just that. The training, that the Coveo offers, the knowledge articles are great. I'm always in there using your search, looking for knowledge articles. Just it there's there's the resourcing because you have to think beyond the migration. And when you get into the operational phase, what does that look like, and what is available to not only myself as a product champion? Like, I brought my own list of requirements, but what do the business and stakeholders need, and ensuring that we can, grow with it. So the the the search that we have today allows like, we we we can grow with it. It's it's scalable. And, ultimately, we do wanna go beyond search. Right? We wanna just look beyond just content matching and, what else can we do. So there is a future thinking, and road map planning on what's next. Right? There's onboarding migration, but what what is our future? What is your three to five year plan look like, and what vendor, would best fit what we need to accomplish. For sure. Those are really great points, you know, being able to make sure that you're in the driver's seat having, like, low or no code option. So marketing in different departments are are feeling more enabled to be able to make changes when they need, being able to dive deep into the data to the points that you just mentioned. Also being able to balance, you know, the personalization aspect with the business outcomes that you were saying and having a little bit more control over that. And, yeah, the future proof in a sense. Right? It's you're making investment now. You wanna make sure that in a year from now, you don't need to go change everything because you've decided that you want to, you know, add some additional machine learning models. You know that they're there for you. I don't know if you can speak a little bit about maybe some items on the road map that you're starting to look at. Yeah. Absolutely. I mean, we are you know, there's always the discussion of onboarding new sites at Sun Life. So, sites that are currently don't have search, so we we have those discussions. You know, smart snippets, I'm not sure if you're familiar with that, but that's, again, back to the Google and SEO. And and I keep kinda going back and forth from external to internal. And and I hope, you understand why is there there is, there is so much overlap. So smart snippets, it is familiar and and we see this in the Google search results. Coveo offers, the very same thing. Right? So there are some sites that would be a good fit to have a schema. So, really, you know, it's like searching for something and then, providing the answer to it without having to click through. So we're looking at ways that we can help streamline that. Content recommendation is, you know, and and another one that is on our road map. And so these are all features that are available to us within our contract that, we're considering on our road map, and it's just a matter of planning resources, and then aligning everything. So those are those are some items that I can, you know, definitely say, are very much in our very near future. Federated search, you know, the bringing in different sources. So currently, on our site and I don't know if we touched on it too much, but our Canada site isn't just the Canada site. It's pulling in the privacy, security legal fraud site and pulling in a little bit of another site or SLGI site. So it it's three. It's re three three in three searches in one, plus the news feed, our news releases, also. So that doing more of that and bringing in that unified search experience is definitely something that we're talking about and and looking beyond what we have today and what else can we pull in. But that again goes back to data. So if the visitors are searching for something that we know, exists and we just have to pull it in into our pipeline, then that's something that we definitely wanna consider on our road map. For sure. Yeah. That unified index, being able to just kind of connect to all the the systems that you're already having, the content that's stored in all these different repositories. Mhmm. Exactly something. Yeah. So this is such a great discussion. Jessica, thank you so much for sharing, you know, your passion of post search and best practices. For everyone listening, we definitely hope that you're walking away with some actionable insights, and on how to kind of, like, amplify your search experiences. So I'll just kind of summarize a little bit of, our conversation today. First, hopefully, this is clear. You definitely wanna take a holistic approach to search. Right? While different departments may be looking at it through their own lens, it can't be approached, implemented, and definitely not maintained in a silo. You need to really be consider considering that entire user journey. Search is not set and forget technology. Right? As you said, you need to keep it top of mind across your teams. You need to continuously look at the data and iterate. I love that you said, Jessica, don't tune on the hunch. And then also be able to dig deeper. Right? So put the context behind the happening? What is it that they're actually looking for, and are you providing it to them? And so that end, listen to your customers. Search as that voice of the customer can help you identify these gaps and stay ahead of customer needs, which as we all know are continuously evolving. And finally, look for the right partner that's gonna put you in the driver's seat and can grow with you and then ultimately go beyond search. We like to say start with search, start and scale. And Yeah. So I I would add I was thinking just like talking. I'm gonna add one thing. Just just as a side note, circling back that, you know, search data does help with the user intent, content gap. You can it can help identify navigation issues, if if there are. But if your if your navigation is is is good and you've done the proper UX testing, conversion opportunities. But I will say that search it should be when you're looking at it, look at it as part of your navigation. It's it's that just because someone is searching doesn't mean that the navigation is flawed. It's just understanding human behavior and really balance the design of your, you know, intuitive navigation, but also the search functionality and really catering to this diverse user preference. And and think about that and go to the search result page and actually look at your results and sort of put yourself in the mind of the user and ask yourself, is this is this what you want? Is this correct? Is this ideal? And if not, do something. Look at the data and make it better, and really enhance that overall site usability. So I think for me, that's one thing that I really, you know, try to advocate is this it's not separate. It's a part of the holistic site experience for sure. For sure. And while we are at time, we do have one question, if you're able to obtain end user experience feedback during, your your search implementation. Can you say that again? Can I try? If you've had the opportunity to obtain end user experience feedback on your site, Is that something that plays into the experience as well? We do. Yes. And, internally through our employees. Our employees are very open about the feedback. Absolutely, we do. We we have, our adviser sites the same. And, yeah, for sure. We we have a feedback button too on our site, so we're able to get that and capture the feedback of our, visitors. That's awesome. Internally, we've received the feedback and externally as well. So really having that holistic approach, making sure no rock is left unturned. With that, thank you, Jessica. Thank you everyone for being here. If would like to just flag that we have our Relevance three sixty coming up where you can get real practical practical examples of large enterprises who are thriving with AI and JennyI. There's a code here that you can scan to sign up, as well as find on the website. If you have any further questions, feel free to reach out to us, and thank you again so much. Thank you very much for having me. Thank you.