The Secret Value of Site Search

While rushing to close 2018 deals, business teams everywhere are also finalizing 2019 plans. Business cases have been calculated, lists have been prioritized and they’re getting to green light 2019 initiatives. All of these are focused on yielding the greatest return for businesses. Increasingly, site search is on the list because of the hidden value in this capability.

Among the value being found by companies are: 

  • Site searchers are 87% more likely to respond to marketing goals than non-searchers
  • Site Searchers are 43% more likely to buy — and in some cases a lot more (up to 600%) — than non-searchers
  • Effective site search retains visitors increasing SEO & SEM Yields
Steve Zakur

About Steve Zakur

Stephen Zakur is CEO of SoloSegment. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

It’s not your search engine, it’s you(r improvement program)

Back in April I wrote about the two things you can do to improve your site search. Those are two things among many options you have available to you as you seek to keep visitors on your website and help them achieve the task at hand. Of course, one thing you can consider is a search engine replacement. Better technology has an allure. However, it shouldn’t be the place you start.

Steve Zakur

About Steve Zakur

Stephen Zakur is CEO of SoloSegment. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

How does your search customer experience treat your visitors?

This morning I had to log on to United Airlines’ website to request a refund for accommodations from a recent overnight flight delay. Surprisingly there is no form specifically for this type of request on the site. I struggled with a bit of cognitive dissonance on how to fit my request in the standard fields where one might complain about rude service or a poorly maintained restroom.

Needless to say, I didn’t come away from the experience with a favorable opinion of United or its process. This at a time when they should be trying to take a bad situation (my original overnight delay) and turn it into something awesome. It didn’t help that there were errors in their login process as well as an inexplicable refusal to load a 900KB JPG file that was both less than 1MB size limit and one of the approved file types.

Am I less likely to return to united.com because of this bad experience? No, I’ll be back. Fortunately for United, oligopolists can get away with poor service. Can you?

Steve Zakur

About Steve Zakur

Stephen Zakur is CEO of SoloSegment. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

All Business On Vacation

Last week I left my family behind and took my 82 year-old father and his brother to Yellowstone National Park. This was a bucket list item for both of them and due to their declining health, it may have been our our last opportunity for such an adventure.

There are tons of details that need to be sorted out when traveling with someone who has special needs. In this case, it was two gents who have trouble walking long distances. This meant that during the air travel portion of the week, I was arranging for wheelchairs and negotiating the hotels of Yellowstone — which are preciously short on handicapped rooms and other accommodations for the elderly in lodgings — many of which were built long before ADA and not since updated.

I’m not going to go on my “We need to invest in our public spaces” rant. Suffice to say, we have these beautiful places and we make it difficult for folks to visit them in the name of preserving a quaint vision of the distant past. Upgrade, folks. Upgrade.

Being on vacation, I try to swivel my brain to things other than my day-to-day grind. Of course, that business function gets a little bored so it eventually looks for opportunity for improvement in all the processes that it encounters. So here’s my list from my current trip. It’s an age-old problem.

Steve Zakur

About Steve Zakur

Stephen Zakur is CEO of SoloSegment. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

How long will business models based on personal data survive?

I don’t use Snapchat mostly because nobody I know uses it. I’m not the target demographic, apparently. But that doesn’t keep me from talking about how much I dislike the user experience. I know that when I register such complaints I probably sound like a codger who wants his buggy whip back. But even so, I never really “got” why someone would build a platform where content is ephemeral. Isn’t the whole point of social platforms to catalog our lives? Maybe I’m missing something.

Steve Zakur

About Steve Zakur

Stephen Zakur is CEO of SoloSegment. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

Google: Frenemy?

Can you imagine not caring about how you rank in Google? Maybe someday something will replace Google as what is arguably “the” most important source of top-of-funnel traffic but today much of your marketing activity is rightly focused on SEO and SEM. Having a strong Google game is critical to many companies success. But is Google your friend? I’d argue that Google as Frenemy is the proper way to look at the relationship; Google is critically important at some points but dangerous to rely upon later. Let me explain.

Steve Zakur

About Steve Zakur

Stephen Zakur is CEO of SoloSegment. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

The People Element: How SEO and Site Search Come Together

Today we’re talking about a much-neglected aspect of search: how people work together. Recently I was on a Google hangout sponsored by the Search Engine Marketing Professionals Organization (SEMPO). The focus of the conversation was making site search more effective. As you’d expect, when you get a lot of those professionals together, we talked a lot about technology, and tools, and techniques — but didn’t spend a lot of time on one element that I think is really important, and that is the people element. For mid-market and large enterprise companies, that’s often an organizational discussion.

There are generally four main components to search within large companies. There’s folks doing external search, that’s the organic and paid element. Then there are folks doing website search, that’s the business perspective. Add to that two technology teams, supporting each of them. As many of you know, search internally and search externally are very close cousins. Usually the things that you do to make internal search better, make external search better.

So what I want to encourage organizations to do is create the management systems that more tightly integrate all four of these elements. Bring the two business teams together, the ones focused on internal and external search, as well as the IT teams together. Even if for no other reason than, say, content optimization — low hanging fruit. Internal teams are going to want better product content so that they can get better relevancy rankings. External teams are going to benefit from that as well because better product content is going to rank better in Google. There are lots of opportunities, and content is just one example.

What’s important is creating the right environment for that kind of collaboration. Creating the right management system is an important critical success factor for most teams working on search both internally and externally at large companies. Best of luck on improving your search results!

Steve Zakur

About Steve Zakur

Stephen Zakur is CEO of SoloSegment. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

What’s your total cost of value?

Total Cost of Value

Last week I was working on a proposal for a client. We understand the value we need to deliver and we’re going to bring in some external tech to deliver a complete solution. There are several options for the client to chose. What’s interesting about this part of the process is that my role has gone from seller to buyer. Any good seller looks at the deal from buyer’s perspective. But when you actually become the buyer, your vision is narrowed even further. You focus not only on what it’s going to cost but what is it going to give. It strikes me that when looking at total cost, what’s really important is understanding the total cost of value. What does it take not just to get and operate the tech, but to get the total value that can be extracted?

Steve Zakur

About Steve Zakur

Stephen Zakur is CEO of SoloSegment. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

The Myth of Automation: Humans in the Loop

One of the things our clients have been asking for is automation tools that help make search better. This is a great idea. For example, there’s no reason that search success metrics can’t be embedded in algorithms that A/B test improvements and automatically kick in if the testing demonstrates improvements. But automation alone isn’t the answer. Humans need to be in the loop a critical parts of the process to ensure that the automation is achieving the right goals. The greatest myth of search automation is that is eliminates the need for people to be involved.

Steve Zakur

About Steve Zakur

Stephen Zakur is CEO of SoloSegment. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

Two Things You Can Do Now to Improve Your Site Search

Search is one of the most critical customer experiences on your website. Search is also the customer experience that likely gets little attention in your management system and at budget time. Sometimes this is because site search improvement seems like a dark art. However, if you’re just getting started with search improvement (and many of you are, you just may not know it) there are two things you can do now to make your customer experience better.

Steve Zakur

About Steve Zakur

Stephen Zakur is CEO of SoloSegment. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.