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Using On-Site Search as a Conversion Multiplier #Semrushchat Recap

Using On-Site Search as a Conversion Multiplier #Semrushchat Recap

What do your users search for in your website search bar? On-site search is a clear indicator of user intent and can be a conversion multiplier for your website if done right. In last week’s #SEMrushchat, we discussed the best ways to use onsite search as a conversion multiplier with JP Sherman, the Manager of Search and Findability at RedHat. JP, along with our other chat participants, had valuable insights to share. In case you missed it, here is what we discussed:

Q1. How can a website utilize on-site search to multiply their conversions through insights or enhancing other marketing channels?

There are a lot of answers to this question, and it cannot be ignored. According to an Econsultancy report, nearly 84% of companies do not actively optimize or measure their on-site search. Here are some ways websites can utilize on-site search to multiply their conversions through insights or other marketing channels:

Set Up a Conversion Funnel

The first step would be to set up a conversion funnel that can track conversions from onsite search, especially for transactional websites. The number of conversions will give you a baseline for further optimization.

A1: there are LOTS of answers to this - but firstly, is that it's critical to create a funnel that sources conversions (if transactional) from your onsite search get a baseline #semrushchat

— JP Sherman (@jpsherman) April 25, 2018

Use Cookies for Retargeting

Every user who performs an on-site search is already engaged with your business. They believe you have something to offer them and that is the perfect opportunity for you to nurture them to conversion. Use website cookies to track their search and run focused retargeting campaigns for them.

A1: so, if a user is using site search, they're already engaged... they THINK you have something they want... one tip is to drop a cookie & put them in retargeting campaigns #semrushchat

— JP Sherman (@jpsherman) April 25, 2018

Pay Attention to Informational Content

Not all website visitors will want to convert (or, buy from you). Sometimes, they are just searching for more information. Remember to provide info-rich content, too, which can be a critical edge over the competition.

A1: of course, we always kind of bias towards ecommerce or transactional content - you gotta consider that you may have informational / non converting content to measure too #SEMrushchat

— JP Sherman (@jpsherman) April 25, 2018

Predict Customer Requirements

Use seasonal trends, regular queries, and past search data to predict what your visitors will be interested in next season.

A1: use past, seasonal search data & queries to predict what products to focus on during the next season - search data can be predictive #SEMrushchat

— JP Sherman (@jpsherman) April 25, 2018

Even if the insights are not seasonal, it gives you a good idea of what the leads really expect from you. This data can help you evolve your business or your website to meet those requirements.

A1) By finding out what potential customers are looking for from the site, the site and the business can evolve to meet their needs exactly #semrushchat

— David Rosam (@davidrosam) April 25, 2018

Understand Your Audience Better

Site search is essentially your audience telling you what they are looking for, what they expect from you, and whether your business/website has successfully met their expectation.

A1. Site search is your users *telling* you

* what they want * what they wanted/expected to find on your homepage * what they're having trouble finding in other ways (navigation etc.)

It's a rich resource often hugely neglected by site owners. #semrushchat https://t.co/DUUujUXhho

— Ⓞⓟⓣⓘⓜⓘⓢⓔⓨ (@Optimisey) April 25, 2018

In short, it is the perfect data that can help you to know your target audience better. It will definitely help you to further optimize your site and content.

A1: On-site search can be a tool to help you get to know your audience better. You can see what they're searching for and provide them with the content they need. #semrushchat

— Express Writers (@ExpWriters) April 25, 2018

A1: I would say there are many ways of doing this but I would focus on really getting to know your audience & their questions so you can refine your site search to provide them with the perfect landing pages to match their queries. #SEMrushchat

— Heather Harvey (@Fizzle_Up) April 25, 2018

Improve the UX and UI of Your Site

Onsite search data gives you insight as to what information your visitors are looking for and how you can provide it to them. You can use it to explore alternate ways to deliver the same information to them and check if it affects site performance.

A1) I'd say that a key area is to assist with UX. An alternative way for users to find the info they need. Some prefer searching. Some prefer browsing. Also, data from searches can identify gaps or illustrate popularity you could focus on more #SEMRushchat

— Dawn Anderson (@dawnieando) April 25, 2018

A1 I have used internal search results to save money. 80% of searches were for a feature on a sister site so we put a big red button ont he home page next to search for it. Internal costs for search were on server cycles so we reduced our billing by nearly 80% #SEMrushchat

— Simon Cox (@simoncox) April 25, 2018

Also, if you realize that your audience is searching for information that you think is very apparent on your site, then it is time to present it in a much more obvious and simpler fashion.

A1: Are people searching for things they should be able to easily find? Your IA might be jacked up. #semrushchat

— Jairus Mitchell (@AnInternetRobot) April 25, 2018

Similarly, you can also test your website design (particularly that of the search bar) by placing more emphasis on it while designing.

A1: You can place more emphasis on the search bar in the design phase of a website, and you can remove or improve search results by reviewing the search data and looking at exit rate on keywords and adding additional or related topics. #SEMRushChat

— Danny Ray Lima (@dannyraylima) April 25, 2018

Create Content That Provides Value

When you use search data to understand your audience better, you will eventually find out what kind of content they most value. Thus, you can improve the content you have and ensure that you deliver exactly what your customers are looking for.

A1: If possible, onsite search functions can tell you what your customers are really looking for. Onsite searches can also help you improve your content by teaching you what pages customers find valuable for certain queries. #SEMrushchat

— Netvantage Marketing (@netvantage) April 25, 2018

A1 constant reviews of the terms people are askking and the results you are giving them. If your search system allows you can force certain pages with the top keywords. Use the lists to create new content you don't have.


— Simon Cox (@simoncox) April 25, 2018

Tweak Your Internal Search Engine

Another way to use your search data is to fine-tune your internal search engine. You can add synonyms to search queries or build test cases for certain kinds of search so that the user gets the maximum value from your site.

A1: also you should use site search data to tune your search engine itself, e.g. by adding synonyms. You can use logged queries to build test cases for certain kinds of search .... #semrushchat

— Charlie Hull (@FlaxSearch) April 25, 2018

A1 I have used internal search results to save money. 80% of searches were for a feature on a sister site so we put a big red button ont he home page next to search for it. Internal costs for search were on server cycles so we reduced our billing by nearly 80% #SEMrushchat

— Simon Cox (@simoncox) April 25, 2018

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Q2. What are the top benefits of implementing on-site search?

Find Out What (content) Is Not Working

Once you implement on-site search and the analytics that go with it, you can use it to understand why some of your content or a search query is failing. If, out of a number of results, some are repeatedly ignored, can those results be tweaked? Similarly, if you get a lot of failed/zero search result query, can you identify the root cause? Both these insights will help you structure your content more around what the audience is looking for and thus boost engagement.

A2: remember - if you have the analytics skills, don't just measure the one link that was clicked - presumably, there were 9 other links that weren't clicked (why?) #SEMrushchat

— JP Sherman (@jpsherman) April 25, 2018

A2: Insight into how people use your website (and where you maybe need to work on usability) and how trends are changing #forecasting (especially in retail and #B2C) #semrushchat

— Sarah Marks (@_ofwanderings) April 25, 2018

A2. Optimizing content for the users #SEMrushchat

— Nathan Driver (@natedriver) April 25, 2018

Improve Customer Experience

Make your website easily navigable and help your users find what they are looking for faster. Such a reduction in user-friction will improve their experience and easier to access the information they are looking for.

A2) Reduce user-friction. Gather intelligence. Build predictable modelling. Mobile-first UX (often). Quick for the user (hopefully). Lots more #semrushchat

— Dawn Anderson (@dawnieando) April 25, 2018

A2: Again, so many benefits but I'd say: 1. Helping your users with navigation therefore keeping them happy & more likely to convert.

2. Keeping you ahead of the game by really getting to know your users intent for creating compelling content. #SEMrushchat

— Heather Harvey (@Fizzle_Up) April 25, 2018

A2. Lots. But my main two:

* Makes life easier for users (therefore you get more of them & happier ones) - some users *know* what they want - a good site search speeds their journey

* Gives you lots and lots of lovely, relevant, targeted, key target audience DATA #semrushchat https://t.co/PWeuRSkDOD

— Ⓞⓟⓣⓘⓜⓘⓢⓔⓨ (@Optimisey) April 25, 2018

Gain More Customer Insight

The users who engage with your site through the search bar provide the most valuable information. They are most likely to convert, have already established a base level of trust with your business, and have come to you with their search query, instead of asking Google. Clearly, they are further down the conversion funnel, and their search behavior can give you insights on which types of content or value to prioritize.

A2: from my perspective - you're getting data from users who are: - more likely to convert - established a base level of trust - already interacted - know google exists, but searched your site valuable, specific data #SEMrushchat

— JP Sherman (@jpsherman) April 25, 2018

A2. You know EXACTLY what your customers want that they AREN'T finding quickly. Tells you which conversion goals to prioritize! #semrushchat https://t.co/OtMWKNPCs9

— Rohan Ayyar (@searchrook) April 25, 2018

Refine your SEO

The keyword data from an internal user search engine is valuable in telling you what your users are searching for. You can use that data to create content around it and, in turn, improve your rankings on Google. At the very least, your target audience can directly visit the page they want from Google – thus improving your visits to that particular page.

A2 and it also gives you clues to prioritise your own SEO work - why did the users have to use internal search to find that page and not get there directly from a search engine of choice. #SEMrushchat

— Simon Cox (@simoncox) April 25, 2018

A2. One of my favorite things about internal site search and its keyword data is being able to get in the head of your audience to understand how they think, phrase, and discover answers and information in ways you can't know from tools like Google Analytics. #SEMrushchat

— David Cohen (@explorionary) April 25, 2018

A2) Also consider the concept of 'information foraging theory'. This is where both browsing and searching fits in -> https://t.co/YCDWfw17e2 #SEMRushchat https://t.co/E1P9PJ6uV7

— Dawn Anderson (@dawnieando) April 25, 2018

Shorten Conversion Paths

For e-commerce clients, the benefits can be immediate, for example, they can encourage quicker conversions by placing related products to the search query. Plus, this addition, with say, banner ads highlighting popular products, can encourage your visitors to convert faster.

A2: Another benefit if you are an ecom client, is updating the site's on-site search feature to also feature profitable products in the search results under a "related product" or implementing banner ads. #SEMRushChat

— Danny Ray Lima (@dannyraylima) April 25, 2018

For non-eCommerce businesses, this can simply make it easier for your users to navigate the site with related content, which in turn, encourages more engagement or conversion.

A2: Making it easy for site visitors to access information.

Gain insight into what they're really looking for (if they came in off a different query).

Either way, you're acquiring important UX info to ultimately cater to users, which Google LOVES. #semrushchat https://t.co/boVCEy1gkD

— ThinkSEM (@ThinkSEM) April 25, 2018

A2 On site search can help

1. Understanding user behavior. 2. Optimize CTA 3. Better internal linking 4. Optimize existing content #SEMrushchat

— Krishna Rg? (@krishnarg22) April 25, 2018

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Q3. What are some good ways we can use personalization to influence on-site search?

Personalization of search results on your site can help you to improve cross-selling, targeting, and better customer experience. Sophisticated systems like chatbots and personalized guides can make a huge difference in the e-commerce industry. Likewise, including alternative service channels or voice search can also help improve your conversions.

A3 #semrushchat - Build chatbots with personalized questions & shopping guidelines - Include alternative service channels & voice search - Show products within budget - Cross-sell better targeted products, eliminate no-results pages https://t.co/rLJ3Bd6rSs

— Rohan Ayyar (@searchrook) April 25, 2018

To begin personalization, start with these methods:

Use Previous User Behavior for Targeted Suggestions

If you have profile log information, you can harvest it to serve users’ suggestions based on their previous search or buying behavior. The content can be prioritized to suit their unique pattern and can also be customized with a ‘recommended’ list of suggestions. To take it the extra mile, the wording can even be changed per the user’s search request or location, i.e., using the term soda vs. pop or Coke.

A3.) prioritize site search result rankings based on previous visits or previous purchases when available #SEMrushchat

— Ryan Glass (@RyanGPhx) April 25, 2018

A3) Past search behaviour. Recommender systems. Suggestions based on past personal searches. There's a very interesting field looking at 'persona modelling'. Of course Amazon and co have been at it for years #semrushchat

— Dawn Anderson (@dawnieando) April 25, 2018

A3) Serve search results according to past behaviour on the site and purchases. #semrushchat

— David Rosam (@davidrosam) April 25, 2018

A3: With an ecommerce site, using past searches to suggest other products can be huge! Also, for large brands, use personalization to determine wording. For example, Pop vs. Soda vs. Coke. #SEMrushchat

— Netvantage Marketing (@netvantage) April 25, 2018

In case you have no search data for that specific user (first-time users), then you can use similar search behavior pattern to show targeted results.

A3: Suggestions based on previous user behaviour or suggestions based on similar user behaviour. We like Amazon’s approach to this, especially with books. We’ve discovered some great ones this way. #semrushchat

— Little Tzu Marketing (@wearelittletzu) April 25, 2018

A3: back to personalization - based on logged in profile information you can try predicting what a user will want based upon behaviors of other, like, profiles or attributes #semrushchat

— JP Sherman (@jpsherman) April 25, 2018

A quick heads up, if your profile data is inaccurate or lacking information, this method can backfire. Wrong suggestions and personalization can also turn your visitors off and give them the impressions that you don’t understand them.

Have Related FAQs for Every Search

Giving a list of questions (FAQs) at the end of every search can aid the user in getting more information about their topic of interest. If these questions are based on the site query data and combined with search patterns of users, it can be highly personalized and extremely useful.

A3. In the result query have FAQ's that correlate with subject #SEMrushchat

— Nathan Driver (@natedriver) April 25, 2018

Customize Search According to Location

Geography can alter language, dialect, and trends. To make your search more user-friendly, you can use the region’s ‘dialect’ or jargon. An easy way to achieve this is to create a list of synonyms that creates an association on your search platform, making it region specific. It can help the user relate to the product more and help convert faster.Likewise, you can show ‘popular searches’, in that region to assist the user in finding what he wants faster.

A3: In the same vein, you can keep the onsite search up to date with ever changing vocabulary. If you notice certain words being used in other places related to your product then fitting it into your search might be a benefit to you. #SEMrushchat

— Brixx (@BrixxSoftware) April 25, 2018

A3. One example would be to check the user's GEO and offer popular searches in his region. #SEMRushchat

— Igal Stolpner (@igalst) April 25, 2018

A3: a lot of this work can be done by modifying a synonym list that creates associations in the onsite search platform. #semrushchat https://t.co/iCEz0R3jo0

— JP Sherman (@jpsherman) April 25, 2018

A3: E.g., geography can alter language. Is it a "can koozie" or a "soda cozy"? By using local "dialect" for items, you can make your search function much more user-friendly. #semrushchat https://t.co/F7XjBGpX61

— ThinkSEM (@ThinkSEM) April 25, 2018

Use Segmentation and Filters

To improve the relevance of the data you show your audience, segment and filter your data based on various parameters. If you are an e-commerce company, the simplest way to do it would be according to gender or pricing.

A3: Use visitor segmentation for search filters: segment by gender when selling fashion e.g.. Then I don't have to search for "shorts for men". When I clicked "men" in the menu, only show men related searches. #semrushchat

— Tadeusz Szewczyk (Tad Chef) (@onreact_com) April 25, 2018

Allow the User More Control Over Navigation

Use drop-down menus, categories, and brand names to give the user more control over what they are searching for. Every user can also have their very own search results page – based on their previous activity, with quick search options that are customized to their behavior.

A3: I think one of the best ways to make it personal is giving the user some type of control of onsite search; drop-down menus, categories, brands. If you offer login, use that to build personal search result pages and quick search options. #SEMRushChat

— Danny Ray Lima (@dannyraylima) April 25, 2018

What are organic seo services 12

Q4. Designing the UI/UX of the search experience is critical, what are some ways you can improve the search experience through design?

The UI/UX of your search has to ultimately deliver a positive experience to the user, by letting them find what they are looking for as quickly as possible. It has to be fast, precise, and should also offer suggestions.

A4: Designing a positive user experience for onsite search is crucial. They are already looking for something they can't find so it's extremely important that you deliver from search! #SEMrushchat

— Netvantage Marketing (@netvantage) April 25, 2018

While your search data can help you tweak your search query, here are some things you can do and certain design elements you can try to achieve that:

Test the Design

Introduce a panel testing for a beta audience to see how well-received it is and make sure the search bar is placed in a spot that is easy to find. If necessary, get a good eye-tracking software or a heat map to see where the user’s focus is first. Content-wise, test and re-test your queries to ensure that there are minimal no results, which can be frustrating and lead to a poor UX.A quick way to do that is to first build the information system and then the design.

A4) If possible do some panel testing before any major changes with a segment of 'beta' audience. Inform audience ahead of any major changes. Build information systems first then the design #SEMrushchat

— Dawn Anderson (@dawnieando) April 25, 2018

A4: Analyze user activity -- e.g., eye-tracking software -- can tell you where users' focus is. Make sure your search bar is easy to find/use.

Test for inadequacies -- "no results" is frustrating to read! #semrushchat https://t.co/iezT8HvxhT

— ThinkSEM (@ThinkSEM) April 25, 2018

Be Bold Enough to Execute and Kill Ideas If They Don’t Work

Remember, every time a user employs the site search, it means that they did not find what they were looking for in the first place. That means that the user journey you had mapped just went out the window. You will have to come up with another one to see how you can answer this query.

A4) Throw out your established user journey. If the user is going to site search, assume that they saw your normal entry points and thought they needed something else. #SEMrushchat

— Ryan Glass (@RyanGPhx) April 25, 2018

While an idea you came up with sounds awesome on paper, it may not give you the right results. The trick lies in balancing features, ideas vs. discovery. If your idea doesn’t help the customer in any way, such as improving the speed of search, then kill it!

A4: when it comes to design - i try to use the principle:

"reduce the time it takes from query to conversion"

users want an answer, if a cool facet or feature doesn't increase their speed - kill it #semrushchat

— JP Sherman (@jpsherman) April 25, 2018

A4: but you really have to balance too many features vs. speed of discovery - great ideas are great, but if they're not understood or used... kill them dead. #semrushchat

— JP Sherman (@jpsherman) April 25, 2018

Make It Easy to Navigate

The search bar should be easy to find on every page of your site. If the user has to wade through a number of links and pages to get back to where they started, that means your site’s UX is not good.

A4: It has to be easy to find for a kick off and know exactly what it is. Then it has to be able to return exactly what has been searched or get near as damn it. The look of a website influences behaviour, the look and feel cannot be overlooked. #SEMrushchat

— Kieran Ledger (@KJLedger) April 25, 2018

A great example is Google’s Search Engine. Not only is the search bar obvious and well designed but the results are also segmented into categories, such as images, maps, and videos, which makes it easier for the user to find what they are looking for. So, take a page out of their book and build assistive technologies, use keyword matches (like Google again), and design accurate search snippets. All this will definitely aid the user find what he is looking for a lot quicker.

A4. Well besides getting inspired by the giant ecommerce/travel sites, you can also get some inspiration from Google itself.

So why not use tabs by categories to make a user's life easier? So your equivalent to All/Images/Videos/Maps/News #SEMRushchat

— Igal Stolpner (@igalst) April 25, 2018

A4: make it fast, precise and provide suggestions while you type. basically, get inspired by google search ;-). #semrushchat

— Kevin_Indig (@Kevin_Indig) April 25, 2018

A4: don't just rely on 10 blue links. - have keymatches (think adwords) - build assistive technologies - be obsessive about the search snippet design #semrushchat

— JP Sherman (@jpsherman) April 25, 2018

Design It For the User – According To the Site

Sometimes, going the Google or Bing way may not work for your business. Instead of just having ten links and categorizing the search query, you can simply have great images of your products with detailed descriptions. If it is an e-commerce site, it could encourage conversions.

A4 your results layout can be whatever you want - you don't need to use the default or follow what Google or Bing do - big shiney images of products with all the details so they could purchase without going anywhere else is ideal on ecommerce. #SEMrushchat

— Simon Cox (@simoncox) April 25, 2018

This does not mean cluttering up the search results page, it is simply ensuring that the user finds what they want quicker, without confusing the search results page. In turn, more content can be offered to the user as FAQs.

A4) Must be easy to use and fast to deliver answers. The heavy lifting should be behind the scenes as much as possible, not in a myriad of confusing options for the user. #semrushchat

— David Rosam (@davidrosam) April 25, 2018

Might be helpful to add an FAQ or popular articles section—where users can see them. #SEMRushChat - A4

— Narmadhaa (@s_narmadhaa) April 25, 2018

Mobile Optimization

Don’t forget your mobile users. Make sure that you optimize your site for mobile users as well and ensure that the search function works well on both mobile and desktop, especially since Google is all about mobile-first.

A4: Will design based on both mobile and web. Optimize mobile UI/UX experience using Amp. #semrushchat

— Veeraeswari (@VeeraeswariS) April 25, 2018

Direct CTAs to Open In a New tab

Enabling proper navigation can sometimes be helped along if all the CTAs open on new tabs without fail. This ensures that the user is never lost and can quickly come back to the home page if necessary.


1. Have the search bar accessible in all pages of the website. 2. Enable proper Navigation. 3. Have a check on redirects. 4. Make sure links in CTA get opened on news tab. #SEMrushchat

— Krishna Rg? (@krishnarg22) April 25, 2018

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Q5. Owning your own onsite search means you can boost content to the top, what are some benefits & risks of artificially boosting content?

Artificially boosting content is like a short-cut to getting attention to the content you deem important.

A5: ever wish you could call google and ask them to put your site on top?

you can do that with onsite search - however... there are risks #semrushchat

— JP Sherman (@jpsherman) April 25, 2018

It can be tricky and can spell disaster for your business and have similar effects to keyword stuffing.

A5: boosting is seldom done carefully, can swamp other results if over zealous! Can lead to similar effects to keyword stuffing. Use with extreme care #semrushchat

— Charlie Hull (@FlaxSearch) April 25, 2018

Here is a list of reasons why our chat participants think this won’t always be the best idea:

It could mean presenting the user with content they are not interested in. That could lead to a broken customer experience and end up frustrating the user.

A5: Artificially boosting content is tricky. Make sure the content is really in line with what the consumer is looking for. You don't want to frustrate them with information that isn't helpful. #SEMrushchat

— Netvantage Marketing (@netvantage) April 25, 2018

If you have not boosted the right content, and you are failing to meet the searcher’s expectations. That could negatively impact your brand – both short and long-term.

A5) Biasing results could be a disaster. No matter what you, as a business, may want to put at the top, if it doesn't match the searcher's expectations, you're sunk. In the short term and the long term (think impact on brand) #semrushchat

— David Rosam (@davidrosam) April 25, 2018

You lose track of the content you boosted on your site and why which means that you have no concrete data to base your future campaigns on and have to re-invent the wheel.

A5) Big Risk is remembering why and how much you boosted content down the road. Next campaign or next product launch and you have to resculpt it all. Better to go with click-based rankings from retrieved set. #SEMrushchat

— Ryan Glass (@RyanGPhx) April 25, 2018

On the other hand, it can also be advantageous:

You are in control of what the user is seeing.

A5. Benefits: You're in control. Risks: The user is not :) #SEMRushchat

— Igal Stolpner (@igalst) April 25, 2018

You can decide what content or product or service you want to promote.

A5: Benefits -- users will see what you want them to see. You can promote certain products/services.

Risks -- that might not be what users WANT to see! #semrushchat https://t.co/RDh0dms9FP

— ThinkSEM (@ThinkSEM) April 25, 2018

You can boost traffic to the pages or sites that you deem important – that can definitely impact your SEO.

So how can you get it right?

Pick the right keywords, the main categories, and the terms you want to rank them for. Boost only the content that fits these criteria.

A5 Benefits are that you can control what people get to see. If your sites framework is terrible for organic SEO then this will help a lot, but it must be done sparingly. Choose your main category pages and choose the terms you would like them to rank for. #SEMrushchat

— Simon Cox (@simoncox) April 25, 2018

Trust the customer’s on-site search data you have and match it with user intent. That way, you can ensure that whatever content you are boosting is relevant to the user as well.

A5: I think you need to be careful with boosting content, you want to make sure its relevant to the user and the search intent. Don't get overzealous in displaying the content you think will perform, trust the data and user intent to guide you. #SEMRushChat

— Danny Ray Lima (@dannyraylima) April 25, 2018

Employ keyword meta-tags. Even if Google ignores them, your site search engine won’t, and, your content will be ranked better.

A5: remember keyword meta-tags? almost all site search engines still use them. Yeah, google will ignore them, but you'll rank your content on your site better #semrushchat

— JP Sherman (@jpsherman) April 25, 2018

Use site search data and user behavior to tell you which content to push to the top. If you see that one particular search term is getting more traffic and if it makes sense to your business, you can push it to the top.

A5 Then look at your top search terms and see where your audience go. If they are mostly choosing item 14 on your serp then promote that to the top - if it suites the business KPI. #SEMrushchat

— Simon Cox (@simoncox) April 25, 2018

The bottom line is – what the users want and what you think the users want can be vastly different. Unless you make data-backed choices, that are frequently updated with customer feedback, everything you do will just be guessing.

A5. What you think users want; and what users want are often not the same thing.

Tread carefully.

Make sure it's clear what's 'organic' (based on their search); and what's your attempt at a best guess etc. Use feedback+data to make your guesses better.

#semrushchat https://t.co/EqaTy0fJtr

— Ⓞⓟⓣⓘⓜⓘⓢⓔⓨ (@Optimisey) April 25, 2018

If you have optimized your on-site search right, then your organic search results should rank your best content anyway.

A5: the risk is not providing relevant results, the benefit is to get more traffic to the content you're boosting. I'd generally not recommend to do this, because if a user wants a certain piece of content she/he should find it through search organically #semrushchat

— Kevin_Indig (@Kevin_Indig) April 25, 2018

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That’s all for today! Make sure you join us this week on #SEMrushchat as we do a live-site audit of https://www.visiondirect.co.uk!

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