Yext: How to Implement an Internal Search Engine for Small Business

Yext: How to Implement an Internal Search Engine for Small Business

Since the 1990s, search engines have grown and evolved into the sophisticated search experience that most of us today expect. Thanks to recent advances in artificial intelligence and natural language processing (NLP), research has revolutionized in recent years and changed the way we interact with the digital world.

In a relatively short amount of time, we’ve gone from skimming encyclopedias to entering basic keywords and online search terms that will retrieve data like an index. Now, we simply say threads in our smart devices.

“Hey Google, who was the boss in 1998?”

It was a fast track to follow, and tackling internal search can seem like a huge task for many small businesses. But with the right strategy and tools, the good news is that it doesn’t have to be too intimidating.

There are many search tools available on the site, but it is important that you know what you are looking for and what resources you will need to implement your search strategy.

outdated searchIt is a method of the past and can do more harm than good to your business.

Behavioral studies show that research has evolved over the years, and so has consumers. We know that users who interact with search features go more along the buyer’s journey than browsers, which are just a window shopping.

Providing a positive search experience to users who are willing to buy is essential to converting searchers into buyers.

Why is in-site search so important

the The basis of internal researchIt is to provide the user with a simple and effective way to quickly locate what they are looking for. The less friction your users experience when navigating your site, the less likely they are to bounce – just a few seconds can make all the difference.

Today’s consumer is all about convenience, so it’s no surprise that the search box feature is usually the most frequently used website functionality. When you have a visitor who knows what they are looking for, this is a profitable opportunity to present relevant options. If the internal search results page shows irrelevant items or a list of links to sort, this user is very likely to move to another site.

In addition to being easy to use, internal search results can provide valuable analytics that can be used to better understand your visitors. It’s how people will get to your products, so learn what they’re looking for and any issues they have along the way.

Site search results analytics allow you to see the full picture of the user experience.

Use site search analysis to improve conversion rates

Researching user analytics can be beneficial to your business in two ways: Understand the customer’s intentThe effectiveness of your site navigation. When you look at the most frequently searched queries, you can better understand what people are looking for and how quickly they can find it.

Improved site navigation

By researching your analytics reports, you can interpret if users are looking for simple tasks that can be accomplished, or if users are having difficulty finding content or products that may not have enough visual cues. This may mean that the title does not contain enough information or the left navigation is too small, but you can analyze the data to improve your site and increase activity.

Understand the customer’s intent

This is a great way to take advantage of the internal search functionality. No matter what industry you’re in, you’re more than willing to give what they want when you understand what the user is looking for.

We already know that users who engage with search result in higher conversions – but we can go ahead with understanding which products or services receive the most searches and whether they are looking for more details once they get to the right page.

Consumer intent can be divided into categories such as Media and transactions. These two are very obvious because media intent is about people looking to learn more about a product or service. The purpose of the transaction is when the user is looking to make a purchase.

Informational intent will include searches like “what is” or “how” and should direct users to relevant articles on your site where you can then link them to relevant product pages. You should improve your category pages by including the full question in your most important content: page titles, HTML headers, and descriptions.

Transactional intent searches will often consist of direct inquiries about specific products or services. The goal here is to show how the user can convert and what the result will be. You can enhance a landing page by having a clear call to action with uncomplicated visuals that include all the necessary information and a short conversion process.

How internal search can improve overall SEO performance

There are a variety of ways small businesses can improve search engine optimization (SEO) but the in-site search function is one of the most overlooked. when you Optimize your content properlyYou can compete with the biggest brands and even search for the most popular searches.

The goal is to make it as easy as possible for users and search engines to determine what your web page is about, determine if your page is relevant to specific search queries and whether its relevance ranks highly on the search engine results page (SERP).

Once you’ve analyzed the search data from your domain, use the most searched keywords and related results to create pages geared toward the user’s goal. Your current SEO strategy isn’t as much about keyword frequency as it is about understanding your visitors, what they’re looking for, and how you can create content that helps meet their needs.

What metrics should I measure to improve site search?

If you are familiar with SEO, you will notice that a lot of the same terms are important for internal search as well. The following list includes the essential items that your business should constantly be looking for.

  • Search queries – what the user is searching for

  • Keywords – the specific term being targeted

  • Searches – the number of times a search query / keyword is entered

  • Clicks – the number of times the returned content was clicked

  • Conversion – the number of times the user completed the intended action

  • Search with no results – searches that did not return any related documents

Understanding consumer behavior and how it interacts with your site search is worth investing in your business and your long-term goals. Get the right details about your site’s performance and which products are worth promoting – all while offering a fast and convenient way for the consumer to find what they want.

The more you analyze your search data, the more useful your content will be, which will lead to higher quality traffic, better conversions, and a competitive advantage in your industry.

Abstract

Internal search pages are usually an afterthought for busy business owners, but they are an integral part of the customer journey that can provide a lot of valuable insights. You can differentiate your brand from one another when you use information with a growth mindset. A well-optimized custom search bar on the site can create a smooth user experience where content can be easily found, and users can make confident decisions quickly.

To better understand your audience, you have to imagine how they think. Internal search analytics can provide the full picture of how they interact with your brand and whether their visit was successful.

If visitors are looking for more facts after they reach your landing page, you should rethink your blog posts and website content. If users exit your site after viewing search results, you will need to dig further into what search solutions are being offered and how they are displayed.

Don’t be discouraged by the process – learn from it to strengthen your brand. It is an ongoing effort to provide the best possible experience and answer consumer needs with direct answers that you can control.

Recent research has changed digital consumer behavior. As we integrate voice search and AI assistants into an internal search engine, it is increasingly important to strategize your marketing efforts toward a user target. When you use this approach to produce high quality content, you will see higher engagement, more conversions, and higher rankings in the SERPs.

Internal search and SEO work in tandem to provide accurate answers to consumers.

To better understand how search analytics can help increase your SEO performance, Schedule a personal showWith a team member today.

Resources:

  1. 20 years of Google have changed the way we think. Here’s how according to a time historian
  2. Six ways research data can lead to content marketing success | Consulting
  3. A step-by-step guide for small businesses to dominate local search in 2021 | View search engine

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