The Importance of Site Search, Part 2
Presented by Vertical Search WorksIn our first article on the importance and advantages of site search, we discussed some of the ways that site search caters to the customers’ desire to find what they want quickly and easily. Site search also provides numerous benefits for marketers as well in the form of analytic tools and functions. These tools provide publishers and marketers with information such as what types of visitors frequent the site and how they navigate its pages, which proves instrumental in further optimizing websites for primary audiences.Understanding customer behaviors means understanding what motivates them to invest in a product, and what triggers their decision to look to the competition. Focus groups can be helpful in transmitting important information used to better tailor a site’s look and feel for customers, but site search statistics provide hard, irrefutable data: what pages customers searched for, and which pages were sufficient to encourage them to continue reading and searching versus looking elsewhere.Surveys are also less dynamic than site search statistics in that their choices tend to be limited; if a customer cannot find a response that exactly answers a given question, they may click the closest answer, which may not help the publisher gain accurate feedback.Site search also inspires new product and keyword ideas. For example, a customer looks for a particular product but types in keywords the publisher did not think of. Those keywords show up in site search statistics, enabling the website owner to integrate them into pages and subsequently increase the odds that customers will find the desired information. As another example, perhaps a customer searches for a product idea that a company currently does not offer. By consulting site search results, the company can consider expanding its product line to incorporate the types of products customers search for frequently but are not yet available.About Vertical Search Works:Vertical Search Works uses search engine marketing (SEM) to equip publishers with customizable ad placement and contextual advertising that blends in with any website’s appearance and advertisers with the ability to create interactive, visually appealing ads. Vertical Search Works helps clients on the publishing side dramatically increase ad revenue and those on the advertising side improve customer response to particular content. Learn more at VerticalSearchWorks.com.