The Importance of a Good Website Search Strategy
Website search is an important aspect of user experience, as it allows users to easily find the information they are looking for on a website. A good website search strategy can lead to increased engagement and conversions, as well as enhanced search engine rankings. Here are a few key reasons why businesses should focus their efforts on optimizing the search functionality and results on their website:
Improved user experience: A website with a good search function is more likely to keep users on the site for longer periods of time and encourage them to take actions such as making a purchase or filling out a form. According to a study by the Nielsen Norman Group, a good search function can lead to up to 400% more conversions compared to a poor search function. In fact, research from Google suggests that users with a clear shopping intent are more likely to convert when their search queries match the content on a website. This means that a website with a good search function can improve the shopping intent of users and increase conversion rates.
Enhanced search engine rankings: Search engine optimization (SEO) is the process of improving the visibility of a website in search engine results pages. A good website search strategy can help improve the SEO of a website, as it allows search engines to better understand the content on the site and improve the relevancy of search results.
Increased customer satisfaction: A website with a good search function can lead to increased customer satisfaction, as users are able to easily find what they are looking for on the site. This can lead to repeat visits and positive word-of-mouth promotion.
Competitive advantage: In today's digital age, businesses are competing for customers online. A website with a good search function can give a business a competitive advantage over its rivals by providing a better online experience for users.
So, how can you create a good website search strategy? Here are a few key steps:
Define your target audience: The first step in creating a website search strategy is to define your target audience. This will help you understand the needs and preferences of your users and tailor your search function accordingly.
Conduct a search audit: A search audit involves reviewing and evaluating the current search function of your website. This can help you identify any areas for improvement and create a roadmap for making those improvements.
Use relevant and accurate search results: It's important to ensure that the search results for your website are relevant and accurate. This can involve using synonyms and related terms, as well as ensuring that the content on your website is properly indexed and optimized for search engines. Some strategies for optimizing search functionality on a website include using redirects to point users to the correct pages, avoiding the use of stop words that don't add value to search queries, and using metadata and tags to help search engines understand the content on your website.
Use faceted search options: Faceted search options allow users to narrow down their search results based on specific criteria, such as product type or price range. This can help improve the relevancy of search results and make it easier for users to find what they are looking for.
Test and iterate: It's important to test your search function to ensure that it meets the needs of your users. This can involve gathering feedback and making improvements based on the results.
There are also several third party tools that can help make your website search better. Some popular options include:
Algolia: A cloud-based search platform that helps websites deliver fast, relevant search results in real time. Algolia offers features such as instant search, faceted search, and customizable ranking algorithms, as well as integration with popular ecommerce platforms like Shopify and Magento. Algolia is known for its fast search performance and is often used by ecommerce businesses and other websites with large product catalogs.
Elasticsearch: An open source search and analytics engine that enables users to search, analyze, and visualize data in real time. Elasticsearch is known for its ability to handle large volumes of data and is often used for ecommerce and enterprise search applications.
Swiftype: A search platform that helps businesses improve their website search functionality and SEO. Swiftype offers features such as faceted search and real-time indexing, as well as integration with popular content management systems like WordPress.
Coveo: A cloud-based search platform that helps businesses improve the search functionality of their websites and intranets. Coveo offers features such as machine learning-powered search recommendations and personalized search results.
There are several ways Seven-Nine Group can help businesses solve their on-site search needs:
Conduct a search audit: A search audit involves reviewing and evaluating the current search function of a website to identify areas for improvement. Seven-Nine Group can conduct a search audit and provide recommendations for improving the search function, including implementing faceted search options, using relevant and accurate search results, and optimizing search functionality for search engines.
Develop a search strategy: A good website search strategy is essential for improving user experience, enhancing search engine rankings, and increasing customer satisfaction. Seven-Nine Group can help businesses develop a search strategy that meets the needs of their users and helps them achieve their business goals.
Implement third party search tools: There are several third party search tools available that can help businesses improve their website search functionality and SEO. Seven-Nine Group can help businesses evaluate and select the right search tool for their needs and implement it on their website.
Optimize content for search: In addition to optimizing search functionality, it's important to optimize the content on a website for search engines. Seven-Nine Group can help businesses optimize their content for search by using relevant keywords, creating compelling titles and meta descriptions, and using header tags and other techniques to improve the relevancy of search results.
Monitor and track search performance: It's important to monitor and track the performance of a website's search function to identify areas for improvement. Seven-Nine Group can help businesses set up tracking and monitoring tools to measure the effectiveness of their search function and make data-driven decisions to improve it.
Overall, Seven-Nine Group can provide a range of services to help businesses solve their on-site search needs and improve the search function of their website. By working with a team of experienced consultants, businesses can improve their search function and drive engagement and conversions on their website.
