Business Thoughts by Allegro

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Subscribe to this list via RSS Blog posts tagged in Search Engine Optimization

Posted by on in eCommerce

While researching for this blog post, I found many arguments saying that because Google does such a great job at returning search results, site search was no longer necessary.  While I find that Google does do an amazing job at returning fast, accurate results,  a really good eCommerce site can still benefit from having a site search box. 

 Noggin Nugget: Up to 30% of eCommerce visitors will use internal site search.1

Have you ever visited a site and typed a product into the search bar only to get a “not found” message or even a set of results not even closely related to what you were interested in finding?  Frustrating, isn’t it?  This has caused me to exit a site right from my search results many times. If your website has site search, do you know how well it is performing?  Do a bit of research.  Search for a few of your own products. What results are shown?  Are they accurate?

The purpose of site search should be to help your customers find exactly what they came for.  Allegro has a way to help you do just that, but first, let’s talk a bit about how site search also helps you make business decisions.

You can derive valuable customer behavior data from the terms customers type into your search box.  Your visitors are telling you exactly what they are looking for and the terms they are using to describe it can be helpful when developing new content or optimizing to improve conversions.  Take a look at your site search reports.  Review the terms being used to find things on your website.  See how those search terms align with your keyword strategies.  You can improve retention rates by ensuring that the terms customers use are found.  Also, are there searches for content that you do not have? Let's say customers consistently search for product spec sheets.  If you do not have them, you should. How about different naming conventions for products? ie. Power Tools vs. Battery Operated Tools.  This is a great opportunity to ensure that you are referring to products in the same way as visitors.

Getting back to helping your customers find exactly what they are looking for...

Allegro offers a Modified Search Module that creates efficient search capabilities and allows your results to be faster and more relevant.   This easy to install module adds to the existing Magento Quick Search and empowers site admins to assign weighted values to searchable attributes and weights to how the word was found. At the same time, you can improve search process by setting search priority for attributes. For example, that first it should search in product name, then in product description and only after that in all other attributes.

 Easy to install using the Magento Connect Manager

 Matento Search Module

 

  Easy-to-follow, step-by-step instructions for configuring the module

Search Module Configuration

Fast, accurate search results

Magento Search Module Results

 

  

For more information on Allegro's Modified Search Module or to purchase, visit AllegroConsultants.com.  

 

1. https://econsultancy.com/blog/10407-site-search-for-e-commerce-13-best-practice-tips#i.e6bb0iahterern   

 

 

 

The writing was on the wall last year that Google and other search engines were putting more and more emphasis on the mobile responsiveness of web sites.  This is important for more informational sites such as our own Allegro site but it is critical for those companies that sell products directly over the web. If your rankings are reduced, your customers may likely find someone else to buy from instead of you.

As of this spring, Google changed their search algorithms to provide greater weight to responsive web design. Fortunately , they also then provided helpful tools to test your site such as their Mobile Friendly Test. Initially Google stated that this would only impact the ranking of mobile sites and not the more typical "desktop" sites but the true impact was quickly felt.  Within the first week of implementation, pages on mobile sites were getting a huge spike in their presence on search engine results versus "desktop" sites using the same keywords.

The morale of the story is to make sure you pay attention to your Google tools and analytics. Make sure this new paradigm in search ranking doesn't leave you behind.