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The simplest way to improve your website search

I understand that many of you get a bit spooked by IT topics. For some of you, that has even stopped you from improving your website search results–even though you know that people who stick around to search your site are way better prospects than those who abandon your site when they can’t find what they are looking for.

You don’t need to be technical. You just need to care.

There is a simple way to improve your site search. Immediately. And anyone can do it–even you.

You probably have an idea about what the most popular keywords are for your website search. If you don’t, then you need to get this website search analytics software from SoloSegment. [Full disclosure: I am a senior strategist for SoloSegment.]

Here is all that you need to do. Start entering the most popular search keywords into your website search facility and see which pages come up. If the pages that come up on the top of the list are not the right ones, you can change them.

Nearly every search engine–likely including the one that you use–has a concept of “Suggested Matches,” “Best Bets,” “Curated Results,” or some other name that basically means that you can tell it exactly what page you want at the top of the list. Instead of you feeling befuddled about how you can possibly get the right results out of that complicated search engine, you can tell it exactly what you want.

Now, this doesn’t solve everything. There is a limit to how many keywords you can maintain hand-crafted results for. But it’s the simplest place to start and it yields immediate benefits. Don’t miss this opportunity to improve your website search results in this easy way.

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Mike Moran

Mike Moran is an expert in digital 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.

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