First impressions are important. When it comes to your business relationships or your video application to a regional amateur ostrich wrestling competition, it’s hard to shake the vision others have created of you once it’s been formed.
Similarly, your company website has the largest role in shaping a potential customer’s perception of your brand and inbound marketing strategy. Whether or not that impression establishes you as a knowledgeable, trustworthy provider of services, or an incompetent wrangler of enormous flightless birds, is up to you. The digital impression your make hinges on a number of factors.
Luckily, you can play to some of those factors by using the right tools to improve your website and accessibility. A great way you can optimize your online presence is to implement Google Site Search, which makes navigating and finding results on your site more fulfilling.
1. Make Blogs, Pages, and Services Easier to Find
If your visitors can’t find the information they’re looking for easily, they’re less likely to feel inclined to keep exploring and learning about the advantages you offer. Features available through Site Search, like “Label Refinements,” allow you to better categorize your content so readers are able to filter search results more specifically.
If a potential customer wants to find your blog posts about, say, magical-horse-based transportation:
Excellent. Precisely what you were searching for.
They can do so easily, provided you’ve included label refinements. And if they want to focus solely on one type of result, like unicorns, Google Site Search will enable them to better locate and focus on those items without distraction from similar results.
Sure, you could filter out Jeff Goldblum motivational centaurs, but why?
The results shown can even be listed with the most recent articles first (using “Date Biasing” options), so your most current and updated information is displayed ahead of older material.
2. Provide More Inclusive Searching
Google is an excellent search tool because it adapts to and accounts for the different ways people search. There are innumerable variations in how a person might look for particular content, including phrasing, the terms used, acronyms, and language. Site Search provides you with “Synonyms” to expand results to include similar words for a broader net of relevant material on your site.
The “Language Values” code you can include in your UI (user interface) will help to boost results in that language without excluding results in other languages. This can be particularly useful for companies that do business across international borders or are interested in appealing to buyer personas in new demographics.
3. Improve UX
When it comes to websites, UX (user experience) is an important component of design and customer engagement. A uniform style with smooth transitions, intuitive and practical navigation, and complimentary, eye-catching visuals help to make your brand stand out from other online competition.
You can customize the look and feel of your website search results page by accessing—in the surprise no one saw coming—the “Look and Feel” settings in Google Site Search. Adjust the color scheme and include your logo for results pages, so your branding and design stays consistent throughout.
Other visual assistance through Site Search include specifying thumbnails and rich snippets for search results, along with image search capability, so your users are given a more attractive and immersive experience even when they’re not your typically high-yield pages.
4. Get More Insightful Analytics
Site Search allows you to get a better view into your readers’ motivations and intent when looking through your site. In combination with Google Analytics, you can access your customers’ search trends under “Behavior.”
From there, you can see where your visitors began their search, how they narrowed it down, whether they found what they were looking for, and if they completed any of the steps on their buyers journey.
With the combination of both Site Search and Analytics, you can use Google’s data from your site to gain more dimension and scope on your analytics. You may also discover pain points and topics that you hadn’t thought of before, which can then inform your inbound strategies for future content.
5. Fine-Tune Your Content
With better insight comes the ability to craft more sophisticated content based on the metrics, including what keywords to focus on and from what angle you should approach different topics. Targeted blogs, social posts, and website copy can garner better reactions from your readers.
Expanding on previously addressed subjects can fill in gaps where your readers are looking for more answers. The more specialized your content is to the needs and interests of your potential customers, the more likely they’ll be to return. Well-executed content doesn’t only draw in more readers, it creates better engagement along with building trust in your expertise.
In this sense, Google Site Search can mean the difference for your visitors between finding a knowledgeable and experienced company versus a scam outfit with no real industry understanding or customer service. Sussing out the difference between a professional and a quack is important when finding a doctor. For many clients, it’s just as vital when researching businesses.
Left: Ken Jeong, star of Community and The Hangover, is a licensed physician.
Right: this guy should probably not be allowed near your body or website.
6. Rank Better in Web Search Results
When you know exactly what your buyer persona is looking for, you can tailor your efforts toward an inbound marketing strategy and website that caters to their needs rather than guessing at them. Everything from your SEO, to offers, landing pages, CTAs, and even blog titles (long and short-tailed) can be written or edited to increase click-through rates.
Google Site Search’s options for “On Demand Indexing” makes it simple for readers to find any new pages or updated URLs through immediate indexing, so they can be found easily when searched. In addition, the “Promotions” function lets you highlight any URL for display in search results based on particular keywords or as an “autocomplete” option that shows up once your visitor begins typing in the search bar.
7. Boost Conversion Rates
Improving your website with the data provided through Google Site Search can spur higher ROI for you and your clients. Tailoring your inbound marketing approach to make an overall better searching, reading, and purchasing experience for your customers is a sure way to help increase your business.
In Site Search, Google has provided some powerful and convenient functionality to make finding content on your website more rewarding. Used well, you’ll be able to apply these tools to creating a better relationship between your brand and your customers’ thirst for information, resulting in more conversions and sales.
Improving user experience and optimizing your content strategies can make your website more successful as a marketing tool. Installing powerful solutions like Google Site Search not only make it easier to use and navigate, but to gain valuable metrics and insight to stay ahead in a competitive market.