The little box that’s really a treasure chest.
That’s how integrated marketers should think of the website Site Search function.
Visitors turn to Site Search when they are unable to locate information they’re looking for. The idea is that by entering a query into the search box–and refining the terms if desired results aren’t returned–visitors will (eventually) find what they came for. Since websites are integral to any integrated marketing strategy, using this effective but often overlooked technique can really pay off.
New Terms, New Insights
Your website analytics program (you ARE using one, right?) can capture and list out Site Search terms and refinements for you in a detailed Site Search report.
If the report contains phrases for which your site has abundant content, the problem may be navigation; the information is there, just difficult to find. Adding, rewording or visually enhancing navigation buttons may be the quick and easy fix.
If your Site Search report reveals phrases for which you have little or no content, then congratulations! You’ve struck gold–in the form of opportunities to fill in content gaps and enhance the user experience.
Say for example, you run a small retail store, and regularly see terms such as “deals,” “discounts,” or “coupons” appearing in your Site Search report. You could add (and regularly update) a section called “Deals, Discounts & Promotions.”
Connect & Convert
Site Search reports contain valuable, highly relevant keywords that come directly from your visitors’ minds. This is arguably the purest kind of behavioral research and it’s absolutely free.
Here are four ways to parlay these insights into more targeted content, and possibly higher conversion rates and sales:
- Optimization–relevance equates to engagement, which inspires users into action. Use new-found keywords and phrases to better align page titles, metadata and on-page content with terms that visitors enter into the box. Doing the same for paid search (PPC) campaigns can increase click-through rates and reduce your cost per-click.
- Content development–review commonly themed Site Search phrases and audit your content to uncover gaps and opportunities. Build out new sections, page titles, etc. accordingly.
- Sales/product analysis–if your report reveals thousands of searches for a product that’s languishing on the shelves, pricing or user appeal could be the underlying reason.
Ask your web developer how tracking and reporting Site Search results can produce a treasure trove of actionable business intelligence.
For ideas about strengthening and complementing Site Search analytics reporting, see our Developing a Killer Keyword Strategy post.
