Trending Now

Do you use your website search to help your SEO?

I do lots of SEO projects. Not so typically, I also do a lot of website search projects. But I hardly ever do them for the same clients. One reason is that IT people typically run website search while marketers typically manage SEO. But the few clients I work with that do SEO and website search together have discovered the secret I am about to share with you.

As Google and every other search engine has made it more and more difficult to know which keywords searchers use to find your pages, you need to go after more and more data. One of the richest and easiest sources of data is website search.

You control your own website search, so no one can take the data away. Website search engines find only your own pages, so you don’t have to wade through tons of irrelevant keywords to find the ones that pertain to your content. And those search engines also give you linkage  between what searchers are looking for and which pages from your site come up. Those choices might not match Google’s choices, but they are better than nothing,

But the biggest reason to mine your website search data for keywords is the simplest. These are a list of words that your customers think you actually have content for.

Even when they are wrong and you have no content for a keyword, even that is instructive, because your customer thought you should have content. Perhaps these are gaps in your content that you need to fill.

Now, when you look at your website search keywords, you do have to make a few adjustments. While a Google searcher might search for quicken loans, when they arrive at quicken.com, they might search for merely loans. Expect searchers to use fewer of your brand names (and especially not your company name) when they are on your website–it already sets that context.

If you aren’t looking at website search keywords to drive SEO targets, you are missing one of the most obvious places to look.

Avatar

Mike Moran

Mike Moran is an expert in internet marketing, search technology, social media, text analytics, web personalization, and web metrics, who, as a Certified Speaking Professional, regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide. Mike serves as a senior strategist for Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also serves as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website, ibm.com, most recently as the Manager of ibm.com Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He is a Senior Fellow at the Society for New Communications Research. Mike worked at ibm.com from 1998 through 2006, pioneering IBM’s successful search marketing program. IBM’s website of over two million pages was a classic “big company” website that has traditionally been difficult to optimize for search marketing. Mike, working with Bill Hunt, developed a strategy for search engine marketing that works for any business, large or small. Moran and Hunt spearheaded IBM’s content improvement that has resulted in dramatic gains in traffic from Google and other internet portals.

Join the Discussion

Your email address will not be published. Required fields are marked *

Back to top