SEO Has a Younger Sibling: It’s On-Site Search, and It Deserves Attention

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On-site search, also known as internal search, is a critical yet undervalued and underrepresented tactic in the search industry. In 2014,eConsultancy released a report that showed that 15% of companies dedicate resources to optimizing the on-site search experience, 42% fold on-site search into other online measurement responsibilities, and 42% of companies ignore on-site search. This report was released more than two years ago and after some extensive Googling, some Duck Duck Go-ing, and some slight Bing-ing, I couldn’t find any reputable site releasing similar, more recent, reports.

Wait a minute… Nearly 84% of companies don’t actively optimize or measure their on-site search?

Consider the following benefits of active on-site search optimization:

  • On average, 30% of visitors will perform an on-site search
  • When comparing revenue gained from people who performed an on-site search vs. people who did not perform an on-site search, the people who performed an on-site search generated more revenue than those who did not.
  • Performing an on-site search is a strong behavioral predictor of intent to convert:
    • People who perform a site-search are twice as likely to convert.
    • People who perform an on-site search are more likely to return to the site with an intent to purchase.
    • In the research, companies had an average overall ecommerce conversion rate of 2.77%. However, the conversion rate nearly doubled to 4.63% from people who used on-site search and found what they were looking for.

Data sources: eConsultancy, ConversionXL

Read complete article here.



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