Are You Missing the Third Kind of Search Marketing?

Most marketing teams know about Search Engine Optimization (SEO) and Pay-Per-Click (PPC). You have teams devoted to getting searchers to your site from Google and other search engines. But what happens after they get there? Do you focus just as strongly at getting them to convert? Do you focus on the third kind of search marketing–site search?

Site search–that box in the upper corner of your website–finds pages on your own site. It’s a critical way to convert those searchers who find your site into customers. Here’s why–the folks who search on your site are your most qualified visitors. Think about it. If you land on a website and don’t find what you are looking for, you probably bounce back to Google and search again. But what if you really want to buy from that company? What if you really think that company has what you are looking for? You stick around and perform a site search.

That’s why reports show that site searchers have conversion rates anywhere between 43% and 600% more than other site visitors. So, the question becomes, “What would they find with your site search?” Would they find their answer? If you’ve been ignoring site search, probably not.

If you’re spending precious resources on attracting searchers to your site because you know your customers use search, why would you ignore site search once they get to your site? But most companies do.

Get ahead of your competition by focusing on the third kind of search marketing, site search. Instead of just attracting searchers to your site, you will turn searchers into customers.

Opinions expressed by C-Suite Network contributors are their own.

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