May 2, 2012
Yesterday, in "Follow the Signal
for Better Search Results," Joey Muller offered a unique perspective on the scope of search results optimization. To borrow from the post, search has three dimensions:
Search queries vary in both clarity and intent. So in optimizing toward the goal of putting the right results in front of the right visitor at the right time, one of the principal challenges facing search managers is to determine what the visitor actually wants.
For example, web searches typically take one of three structures:
If your search traffic resembles that of most websites, the majority is navigational, and we simply don’t know much about these visitors.
But is the search marketer’s job done? Hardly.
Internal Site Search in Context
The search marketer’s job is not to “dump” traffic at the site’s doorstep—real optimization doesn’t end on the landing page. Historically, though, companies have devoted little effort and attention to site search optimization.
The results have not been kind:
Internal Site Search Reimagined
However, with new capabilities (and the ease with which they can be brought to bear), internal site search is quickly becoming the easiest of the three search channels to optimize—as well as the most impactful.
For example, more companies are enhancing internal site search through:
And it’s these capabilities that are helping more visitors find more of the products that they’re looking for, which will take us to the next part of our series on optimizing the merchandising experience.
Once you’ve gotten the visitor to the right page, how do you know you’re providing the information the visitor needs to make a purchase decision? Stay tuned …