SEO

Digging Deep with Internal Site Search Part II

Last week, I wrote about how to better take advantage of Google Analytics internal site search reports and types of information about site behavior that can be gleaned from them. This week, I’d like to expand on that post to discuss the next steps – what to actually DO with that information. Let’s dive in.

  • Optimize for internal search. Best practices include but are not limited to:
    • Include site search on ALL your pages
    • Optimize your content (especially page titles) for SEO
    • Consider adding auto-complete to the search box
    • Incorporate images into search results
    • Show ratings and reviews
    • Integrate date biasing (influence ranking based on age of documents)
    • Enable visitors to find content with synonyms (upload synonym dictionaries  through Google Site Search)
    • Enable top results biasing (target top search results from specific sections of your site – product catalog, for example)
  • Test page and site layout: if site search indicates more service related searches, test home page layout to highlight that information. Tools that can facilitate this process are:
    • Google Website Optimizer to run formal A/B tests
    • Google In Page Analytics to see where on a page visitors are clicking (or not clicking)
    • Heatmap tools such as AttentionWizard.com for landing page eye tracking performance
  • Add content: are users looking for information you don’t have? If so, add more content that could be in the form of:
    • Product catalogs
    • Whitepapers
    • Articles / blog posts
    • Reviews
    • Service descriptions
    • Webinars and podcasts
    • Videos
    • How-To guides
    • Case studies
    • FAQs
    • Glossaries
    • Contact information
  • Offer new products, services and features: search queries may indicate an unfulfilled need in products and services. Are there themes around products not offered? Services not provided? Product features that could be added?
  • Track performance: as tests are executed, ensure that you have a formal process in place for tracking performance. Some key metrics to consider:
    • Total unique searches
    • Time after search
    • Site conversion rate
    • % search exits
    • % search query refinement
    • Bounce rate of visitors that used site search
    • Search depth

So don’t overlook the importance of tracking internal site search. It offers far more than what keywords your visitors are using in the search box. Let the data empower you to create a better experience for site visitors and ultimately impact your bottom line in the form of higher converting visitors.

 Digging Deep with Internal Site Search Part II

Rachel Freeman

Rachel Freeman works for the Jive Software, the pioneer and leading provider of social business solutions. She has expertise in all aspects of search engine marketing and specializes in SEO and paid search for the B2B sector. Freeman has been responsible for the development and execution of countless search and social marketing campaigns over her years in the search marketing industry.

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4 thoughts on “Digging Deep with Internal Site Search Part II

  1. Internal site search, when implemented correctly, can really enhance the user experience. The easier it is for someone to find the information they are looking for, the better chance you have of converting them. Sometimes you have to take a step back and look at your site and ask yourself, “If I knew nothing about my site, would the internal search actually help me find what I’m looking for?”

  2. I was doing an internet search on this topic and found the information that I was looking for in this post.  This should help me to complete my term research paper

  3. sharing very nice info, first thing make content should be user friendly and keep good keyword density, proximity etc. it is king of seo, popular keyword give more traffic for supporting your business, It offers far additional than what keywords your visitors
    are using in the search box.