For businesses looking to scale, Google’s Free CSE simply won’t cut it. A number of enterprise search solutions, such as Swiftype and Algolia seized the moment and are publishing instructions on how to transition from Google Site Search to their solution. Here at HubSpot, we’ve created our own site search solution that will auto-index all of your content as soon as you press publish.
So why has Google deprecating their site search solution created such a frenzy to find a replacement?
Apart from assisting site visitors that are sales-ready, analyzing site search data can go a long way in improving your overall visitor experience, and also help your service, marketing, and web teams better serve your customers.
Ask anyone who has ever worked in customer support, and they’ll tell you that a large portion of their time is spent simply directing people to already documented solutions in a knowledge article or community forum.
This is not only time consuming for your support reps, but its not a great experience for your customers either. According to the Harvard Business Review, 81% of customers try to find a solution themselves before they reach out to a support line. Implementing site search gives your customers the opportunity to solve for themselves.
This will also free up your support team to focus on more mission critical tasks, and can save your service organization a lot of money over time. Companies like Survey Monkey are seeing great results by implementing site search in their help centers. Out of all the people who visit their help center, 96% are able to solve their problem without having to directly contact support.
Your marketing team can gain a lot of insight on your target audience by analyzing exactly what your customers are searching for on your site. Running a search-log analysis not only gives you insight into what your site visitors are trying to find, but it also lets you know how frequently they are searching for something, and what specific language they use to describe the problem they are having, or product or service they’re looking for.
This could inform your marketing team’s decision to release a series of blog posts to address specific questions your visitors have. Maybe you already have that content created, and you simply need to promote it on social, or create an ad campaign to target specific visitors with that content. Search-logs give your marketing team a unique opportunity to tap into the thought process of your site visitors.
Finally, your web team could use search analytics to inform how they structure the site. Letting people search for those niche questions they have is great, but what if they’re commonly searching for your blog, or your pricing page? If these resources used by most site visitors are frequently showing up as searched for terms, you might want to consider featuring them more prominently on your home page or main navigation.
Do you have site search implemented on your site yet? Give it a try and see how quickly adding search to your main navigation can help your sales, service, marketing, and web teams.