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The Power of Search: Search as a Marketing Solution

The customer types the shirt name they want to buy into your website’s search – only to be routed to the wrong item because they misspelled it.

It happens on websites all the time. The website user types in a synonym your search doesn’t recognize. They search for information buried too deep on your website. Their search sends them to a webpage that no longer exists. The result is a frustrated website visitor with two courses of action: they can either contact your company by phone, chat or email or they can go to a competitor’s site.

Best case scenario: your company is now spending internal resources to help the customer find what they’re looking for. Worst case scenario: you lose the sale.

The search field is often an overlooked feature on a company’s website, and companies usually only go looking for solutions when they realize there’s a problem. But marketing pros should be looking at their search function much earlier. Search can play an important role in a company’s marketing strategy.

The search field is the only place your website visitors are directly telling you what they want in their own words. That’s the power of search.

The power of search helps you understand and analyze your website’s search results. It’s about using your website’s search data and insights to improve other areas of your business. Upgrading your search isn’t only about technology, but also about having a partner who works with you towards your business goals.

Search as an Afterthought

The lack of consideration for search as a marketing solution comes from the legacy of companies focusing on driving traffic to their website and hoping people find what they’re looking for once they get there. Companies have historically accepted the search function that came with the website that was built for them, not realizing there’s a better option.

Rather than drawing a visitor to your website’s landing page and making assumptions on their journey through your website, you can use search to guide them to relevant content.

Relevancy is often the focus of the needed search improvements. The company’s search isn’t showing the most relevant or updated search results or isn’t taking into consideration different spellings or synonyms of words. A search solution that can filter and sort the results more efficiently is vital.

Search Data That Inspires

Website visitors’ searches can motivate you to take action in response to their queries.

They might be searching using an acronym that you didn’t know was used for your product that you can then incorporate. Searches for a viral home decor trend you don’t have might inspire you to start selling it. An intelligent search solution gets better over time by utilizing algorithms that not only prevent the dead end 404 pages but also get smarter about getting users back on the right path toward what they’re looking for.  

It’s time to start thinking differently about what search can do for you.