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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

Site Searchers 87% more likely to achieve marketing goals

We were recently looking at one of our client’s Google Analytics dashboards. One of the reports reported the marketing goal achievement of searchers vs non-searchers. While we’ve known for a long time the positive impact that site search has on transactional and commerce experiences (see next section) we were encouraged to see the data that showed that marketing goal achievement was 87% higher for searchers than for non-searchers. That’s almost double!

Now you can only get to these levels of performance if your search is really good. It has to do with what we expect most search engines do: Answer our questions accurately. This client has made the investment in understanding the sources of search failure and fixing many of those. Their search success rate is 44% and going higher. This is the type of experience that your visitors expect.

Site Searchers 43% more likely to buy

Higher conversion rates from site searchers is a well documented phenomenon. It’s intuitive that this is so. The person who is searching knows what they want and thinks you have that thing. All you have to do is point them to the thing that they want. Some studies of highly transactional businesses have indicated that searchers are up to six times more likely to buy.

Again, the table stakes for getting this value is to make sure that your search engine experience delivers highly relevant answers that allow the buyer to move forward with their journey.

SEO & SEM yields Increase

Anyone who tracks traffic on their website knows how much of their traffic comes from Google. The data that not everyone looks at is the amount of traffic that goes back to Google. For many companies the amount of traffic that goes back to Google is almost equivalent to what they got in the first place.

We looked at data for a couple of companies and found that on average 30.5% of their traffic comes from Google. We also found that 24.5% of their traffic exits to Google. What is frustrating is that many companies spend a tremendous amount of money (it’s an $80B industry) on search engine optimization and search engine marketing. They’re paying to attract the traffic. What they struggle with is retaining that traffic.

What’s the value of retaining that traffic? One large chemical company we’re working with has determined that their digital lead value is $10,000. We recently calculated that just focusing on increased search retention of one product could yield over $60,000 in incremental revenue. This is a number you should be able to calculate for your business to demonstrate the value of better search. (If you want to find out your potential increased revenue, contact us for a free consultation).

Get them. Keep them. Grow.

Great search improves marketing goal achievement, improves commerce conversions and improves the yield on your SEO and SEM spend. What could be more valuable than that? Invest in better search. Site search is your hidden growth engine. What’s in your budget?

If you want to get started, feel free to check out Two Things You Can Do Now To Improve Your Site Search. And if you want to generate the most revenue from your site search, don’t be afraid to drop us a line.

SearchChat Podcast: AI Goes Back to the Basics

We at SeachChat frequently talk about how AI and site search produce value for your site. But let’s break that down for a minute. What this is all about at the end of the day is customer experience.

When a prospective customer arrives on your site: are you helping them? Are you answering their question? What value might you be creating — for them, and for yourself?

Steve and I focus on some of the most important ways to fix your site search improvement program. It might not sound like the most glamorous solution, but it’s the best way to ensure you can capitalize on site search insights. Site search offers some valuable information: what can you learn about a visitor and their intent.

As I wrote recently, site search is your company’s best salesperson. When powered by AI, your site search learns about your prospective customers and can tailor results to guide them. Machine learning lets site search deliver results that drive sales. If a salesperson was performing as poorly as your site search, would you even keep them around?

And as always, to best improve your site search and utilize its data — drop us a line.

00m 00s — Intro and overview

02m 20s — Site search insights on Search Engine Land

13m 00s — Site search value and site search as your best salesperson

18m 50s — Developing a strong site search improvement program

23m 16s — AI and its connection to search

32m 30s — Customer experience

33m 23s — Subscription links and outro

SearchChat is now on

Search Chat is SoloSegment’s podcast dedicated to all things search AI and content marketing related. Who is SoloSegment? We’re a technology company focused on site search analytics and AI driven content discovery to improve search results, increase customer satisfaction and unlock revenue for your company.

Check us out on FacebookTwitter, or email info@solosegment.com.

Originally post on Biznology

SearchChat Podcast: Budget Season Survival Guide

Not enough marketers take advantage of the other kind of search — the one on your own website. Few companies budget for it, while budgeting for content without a second thought. We’ve talked about the cost of value before. But when they search, can visitors even find the content they need on your site?

Steve and I are excited to introduce a new podcast, exploring the topics we are fascinated by: AI, search, and content. Site search is part of a customer journey. When you optimize your site search with automation, visitors can find your content and continue on their journey.

Today we cover the Budget Season problems: proving why site search matters, what makes for good analytics, and how much budget you need to make your search better. And check out our technology solutions if you want to really generate revenue from your site search.

00m 00s – Intro and overview

01m 17s – Start of discussion with Steve

07m 04s – Do clicks mean success?

11m 44s – What do we mean by upstream/downstream traffic to/from search?

13m 12s – Why it matters that Google exited the site search market

14m 58s – How much budget is enough to make your site search better?

17m 27s – How can you get started on improving site search?

SearchChat is now on

    • Spotify

Search Chat is SoloSegment’s podcast dedicated to all things search AI and content marketing related. Who is SoloSegment? We’re a technology company focused on site search analytics and AI driven content discovery to improve search results, increase customer satisfaction and unlock revenue for your company.

Check us out on Facebook, Twitter, or email info@solosegment.com.

Warning: You’re ignoring your company’s best salesperson

Here’s a scenario for you: imagine you have an amazing salesperson who develops a deep connection with customers, beginning with their very first interaction. Even better, these prospects share their deepest concerns, telling your salesperson everything you’d want to know about how to help them — and how you can sell them what they need.

But you ignore everything this salesperson wants to share with you about what they’ve learned. You simply say, “Nah, I’m not interested in providing a better experience for these prospects. I’m not curious about their needs. I don’t care what they’ve told you.” That would be ridiculous, right? And yet, if you’re like most companies, you’re probably doing this every single day.

You may have guessed that your company’s best salesperson is, of course, your website. This brilliant salesperson who knows what matters most to your prospects and leads might still surprise you: website search. That is, the searches customers conduct directly on your site. What customers tell you in those searches will make the difference between successful enterprises and the also-rans.

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.

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?

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.

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.

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.

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! And if you think you could use SoloSegment’s assistance, reach out to us for a free consultation.