{"id":2824,"date":"2017-10-02T16:17:00","date_gmt":"2023-10-18T16:17:49","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=2824"},"modified":"2023-10-18T17:35:47","modified_gmt":"2023-10-18T17:35:47","slug":"on-site-search-marketing-tool","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ca\/blog\/on-site-search-marketing-tool\/","title":{"rendered":"3 Ways To Use On-Site Search As A Marketing Tool"},"content":{"rendered":"\n

It\u2019s probably been a long time since most small and medium-sized business met new customers and asked, \u201cSo how did you hear about us?\u201d They already know the answer.<\/p>\n

Most likely, new leads and prospects landed on a web site by typing something into a search engine. For years now, marketers have been trying to guess what that \u201csomething\u201d could be by conducting extensive keyword research. Then, it\u2019s not only a matter of optimizing the site to make sure those words are there. It\u2019s also a matter of developing content like white papers, blog posts, videos and other assets that tie into the themes to which those keywords refer.<\/p>\n

This emphasis on search engine optimization (SEO) makes a lot of sense, but it doesn\u2019t explain why more marketers aren\u2019t paying attention to something closer to home — their on-site search data.<\/p>\n

No matter what kind of business you\u2019re running, and how well you\u2019ve designed your web site, there are always going to be items that visitors might need to look up. That\u2019s why, usually near the top right-hand corner of the home page, companies offer that little magnifying glass symbol or empty field where a search of everything on the site can be conducted. This is table stakes from a web design perspective — perhaps so common that the company never really bothers with their on-site search engine ever again.<\/p>\n

In fact, according to a report from eConsultancy<\/a>, 42% of companies ignore on-site research, while another 42% fold it into their other online measurement capabilities. A paltry 15% actually spend time trying to improve how their on-site search works.<\/p>\n

Think about it, though: on-site search is the digital equivalent of someone walking into a physical store location and browsing the shelves. In this case, however, browsing probably isn\u2019t a leisurely, pleasant activity but a quest to find something they need right away. This could be details about a product or service, background research or details about the right contact points.<\/p>\n

Tools like Marketing Cloud<\/a> become even more powerful when you pair them with relevant, actionable data. Here are some ideas on how specific kinds of on-site research results could power the way you nurture demand and drive engagement in prospects and customers:<\/p>\n

Average Number Of Searches Per Session<\/h3>\n

Let\u2019s go back to the store analogy for a moment. If a customer walked in, headed to a particular shelf, picked up a product and headed to the cash register, it\u2019s a good sign your merchandising and assortment strategy is working well. On the other hand, if they seemed to be walking around in circles with a confused look on their face, it would probably be time to move certain items or at least ask if they wanted some help.<\/p>\n

A high number of searches per session could suggest there are gems within your site that need higher prominence, or that there are common questions your digital experience isn\u2019t answering. Part of the solution might be moving information to the home page, to a landing page or another section of your site. It might also be an opportunity to push out content related to the most common on-site searches through other channels. This could include e-mail newsletters, social media posts and more.<\/p>\n

Top Keywords That Do Not Produce A Result<\/h3>\n

What happens when you land on a search result page that says, \u201cSorry, no items returned for you search?\u201d Most likely you head to another site, or try and find the information by some other means. It\u2019s the equivalent of someone in a physical store saying \u201cSorry, I can\u2019t help you,\u201d and sending them on their way with a shrug. This is a wasted opportunity on many levels.<\/p>\n

This data could suggest you need to offer more content to assist in the awareness and consideration phase of the buying cycle. It might also mean you have to think about other links you could include on a \u201cno results\u201d page that keeps the visitor engaged with you. Even a simple redirect to an online resource centre might work, as would the use of a chatbot where they could ask for live assistance.<\/p>\n

Percent Of Search Sessions That Click On Search Results<\/h3>\n

On-site searches can also go the other way, by providing too many items to consider, or organizing them in a way that\u2019s based on date rather than relevance. Either way, monitoring the performance of online search should be factored into the customer journey your target audience is taking with you.<\/p>\n

If you\u2019re seeing a high click-through rate from on-site search, where are they heading? You may discover there are products and services that don\u2019t receive a lot of marketing efforts today but which have high interest among your site visitors. That could help influence the way you prioritize marketing and the budget dollars you allocate towards particular tactics.<\/p>\n

Top Keyword Groupings<\/h3>\n

It\u2019s one thing if your customers are conducting an on-site research for a certain product or service. It\u2019s another thing entirely when they add a word like \u201chealth care,\u201d \u201cfor banking\u201d or \u201cfor retailers.\u201d Groupings like this suggest there may be more vertical-specific questions or areas of interest in your audience about what you\u2019re selling. How you market those goods should evolve accordingly.<\/p>\n

That\u2019s just one example, though. What if the product or service name is followed by \u201cnot working,\u201d or \u201cupgrade?\u201d This could point to ways to help customers deal more efficiently with service issues, which then supports the customer marketing efforts you make later on.<\/p>\n

As with SEO, on-site search is more than just a way to help your audience get where they need to go on your site. It\u2019s primary data about their interest, intent and even their frustration. Harness that data with Marketing Cloud<\/a>, and their next on-site search could turn into a more engaged customer — and more business for your company.<\/p>\n

\"Power<\/img><\/a><\/p>\n

<\/span> <\/p>\n","protected":false},"excerpt":{"rendered":"

Here are some ideas on how specific kinds of on-site research results could power the way you nurture demand and drive engagement in prospects and customers.<\/p>\n","protected":false},"author":1,"featured_media":2826,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[3],"sf_content_type":[],"coauthors":[2],"class_list":["post-2824","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-marketing"],"yoast_head":"\n3 Ways To Use On-Site Search As A Marketing Tool - Salesforce<\/title>\n<meta name=\"description\" content=\"Here are some ideas on how specific kinds of on-site research results could power the way you nurture demand and drive engagement in prospects and customers.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.salesforce.com\/ca\/blog\/on-site-search-marketing-tool\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"3 Ways To Use On-Site Search As A Marketing Tool\" \/>\n<meta property=\"og:description\" content=\"Here are some ideas on how specific kinds of on-site research results could power the way you nurture demand and drive engagement in prospects and customers.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.salesforce.com\/ca\/blog\/on-site-search-marketing-tool\/\" \/>\n<meta property=\"og:site_name\" content=\"Salesforce\" \/>\n<meta property=\"article:published_time\" content=\"2023-10-18T16:17:49+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-10-18T17:35:47+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/onsite-search-marketing-tips-og.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"628\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Salesforce Canada\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Salesforce Canada\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.salesforce.com\/ca\/blog\/on-site-search-marketing-tool\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.salesforce.com\/ca\/blog\/on-site-search-marketing-tool\/\"},\"author\":[{\"@id\":\"https:\/\/www.salesforce.com\/ca\/blog\/#\/schema\/person\/image\/67746feea2d6a73653ce0c10f94077a5\"}],\"headline\":\"3 Ways To Use On-Site Search As A Marketing Tool\",\"datePublished\":\"2023-10-18T16:17:49+00:00\",\"dateModified\":\"2023-10-18T17:35:47+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.salesforce.com\/ca\/blog\/on-site-search-marketing-tool\/\"},\"wordCount\":1004,\"commentCount\":0,\"image\":{\"@id\":\"https:\/\/www.salesforce.com\/ca\/blog\/on-site-search-marketing-tool\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/onsite-search-marketing-tips-og.jpg\",\"inLanguage\":\"en-CA\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.salesforce.com\/ca\/blog\/on-site-search-marketing-tool\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.salesforce.com\/ca\/blog\/on-site-search-marketing-tool\/\",\"url\":\"https:\/\/www.salesforce.com\/ca\/blog\/on-site-search-marketing-tool\/\",\"name\":\"3 Ways To Use On-Site Search As A Marketing Tool - 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