Search doesn’t necessarily stop when a visitors clicks from the search engine results page to your home page. It is often just the beginning. Many websites are highly complex and offer a great deal of information. Internal or on-site search capability helps visitors who can’t immediately find what they are looking for, or those who simply don’t want to take the time to look. It is important to optimize your internal search capability to keep visitors on your site and help them find the information they seek.
Internal site searches are very different from external queries entered into a search engine. The keywords are often very different and the intent is usually different as well. Users rely on Google and other search engines for broader general queries often categories such as Denver SEO firms. But once they reach a website, the types of queries can change significantly. For example, a visitor to the ColoradoSEO.com site might be trying to find company specific information, what products or services are offered and locations. If that information is not readily available through navigation, internal site search can help the visitor quickly get to the information. Remember that when a visitor first comes to your website they are in the very early stages of the conversion funnel or buying cycle. They want information quickly and will move on if they don’t find it.
Many companies, however, seem to ignore their internal site search. You can learn a great deal by analyzing how customers are using your internal site search and use that to help improve your user experience and improve search rankings as well. Your visitors are telling you exactly what they are looking for and what keywords they are using to do so. Are you providing that information? Are there new keywords that should be optimized? What new information should be added to the website?
A big bonus is that you control the search results on your own site. You get to decide what shows up and where on an internal site search query. Take advantage of this opportunity to optimize your content so that a well-executed search returns an aggregate of valuable information from across your website into one view for the visitor.