Internal Site search is prominent for your brand or website. Firstly, it plays an important role in eCommerce sites. More than 30% of the visitors use the search panel to punch in what they are looking for. Hence it is fair to assume that if users search for something specific, then they are likely to buy it. Ensuring you provide highly relevant search results, will help improve the conversion rates.
Corporate websites are made of compelling, persuasive, relevant, and most importantly, searchable content. Therefore their information ranges from the product description, location pages to blog posts. However, there are instances where the brands completely focus on Google’s algorithms and rankings alone. Here they easily overlook the internal search results and capabilities inside their website.
Why internal site search in the first place?
There is a difference when a visitor searches for something within your website than when he searches Google. They are along their buyer’s journey since they are spending time looking at your website. The user offers clues for you to pick up and create the best conversion rate.
The internal site search offers two important benefits:
Navigational: Internal site search helps the user to navigate to the product they are looking for very easily. It offers a hassle-free and seamless user experience. The search slot put the potential customer exactly where he wants to be. They may look for a product, service, or product description and contact information. Your search results should offer navigational benefits to improve customer satisfaction.
Informational: Firstly, analyze what the visitors are searching for on your website. Secondly, determine the new type of content you can create to improve the search results. Thirdly, update the relevant keywords to offer an organic search for your potential customers. Finally, change your website to put up the most searched products upfront.
However, there can be instances where your customers are looking for information not available on your website. Then you can add these in the form of new site pages, blog posts, case studies, or eBooks. Search analytics will help you to understand site navigational or site structure issues. Customers can get what they look for if you make the required corrections.
Best practices for on-site optimization
The internal search functionality helps users to find the information they wanted exactly. Hence, it adds more value to your website. However, you can follow some of the best practices when you add the internal search option:
- The search bar is preferably found at the top of the page, sometimes near the navigational bar, or at the sidebar for blogs. Nevertheless, it should be easy to find and clearly visible to potential customers.
- Ensure the color of the search bar attracts the customer while fitting into the theme of your website.
- It should contain a call-to-action button and pretty noticeable. The action buttons should contain compelling or persuasive words like “go”, “find”, or “search”.
- Highlight the search query keywords in the internal site search results page. This will help the customers to identify the required data immediately.
- The internal search tool should be connected with every part of the website. It should include blog posts, landing pages, forms, interior pages among the rest. You can be surprised by what might impress a customer to convert a query into sales.
- Your search bar should utilize an auto-complete button to make it a user-friendly experience. It also encourages customers to keep looking.
Internal Site Search Optimization
One of the greatest challenges in SEO is creating content that is easy to access. Another great problem is to find content gaps. Adding to that, a website that is not optimized creates huge roadblocks to conversions. However, internal site search optimization can help you fill these gaps to a great extent. They can help you to utilize the current traffic.
Include on-site search as a part of your optimization routine.
Firstly, set up the proper internal search capability for your website. Secondly, master the basics of internal searching opportunities. Thirdly, and most importantly, make it an integral part of your optimization strategy. There are some important metrics such as search refinements, exit rates, and zero results search queries that will help you to improve your website content considerably. You can create data-driven recommendations after the analysis.
Check internal search flow using Google Analytics
Google’s algorithms play a crucial role in putting brands on top. However, you should never forget to include user behavior. Once we understand the user psychology, then whatever we do will align with Google’s rules. They also analyze user behavior before anything else while setting up the algorithm. You can look up to Google Analytics to understand the internal search flow of your website.
Create a smart search solution in your website
You can enhance the internal site search to a great extent using third-party software. This approach particularly works for eCommerce websites that navigate through thousands of products. The software provides an efficient solution by introducing features that increase the conversion rate. Features like auto-completion are a mandatory part of your toolkit since they improve the site search revenue.
Include a voice search feature to your internal site search
It is totally worth including a voice feature in your search box if you are a B2C business. Anyways, smart devices like smartphones and tablets take around 50% of your traffic. Hence, it is recommended to add in a feature that is most likely to grow over the period.
Try to eliminate the result – “not found”
Take the leap and try your best to eliminate the “not found” or “no results found” page. Even if you discontinued products, or if they are not currently available, then go the extra mile and display related products. Else, mention that the product is out of stock and include the availability dates. It will encourage your customers to stay on the page for much longer.
Internal site search is one of the hidden gems of the SEO arena. Every brand should be aware of its usefulness and include it as part of their strategy. This process not only improves user experience and conversion rates but also bridges the content gap with what is missing. Take full advantage of on-site optimization and help your customers buy more from you.