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Web Masters: The Return on Site Search

Posted on 2.19.2016

With more than a billion searches conducted on Google each month, Web users are all too comfortable consulting the search box to accomplish their goals - the same is true of on-site search as well.

Website visitors expect to be able to find the information they need quickly and the more intuitive site search providers allow for an even quicker experience. With search box autocomplete, for example, Swiftype CEO Matt Riley, says it gets users to their answers or what they're looking for faster and increases the likelihood that they will convert into business. Swiftype, for instance, allows an audience to get the right content before they finish their thoughts (see image).

What does the future hold for site search?

"As companies realize how much more money their search box generates for them compared to a traditional search experience, the real estate for the search box will increase," said Riley. "Amazon is a classic example of how a company increased search box real estate realizing they could sell more products through a search experience."

Retailers, however, are not the only site-search stars, marketing and customer support companies are also interested in a powerful site search tool, as are publishers and media companies according to Riley. For the latter, they are looking to site search to generate meaningful demand as they see the correlation between page views and a better user experience.

Fortunately, providers like Swiftype make providing a customizable site search experience less burdensome, giving marketers new opportunities to deliver more leads and sales for their business using site search.

This article is part of Website Magazine's ongoing Web Masters tech interview series. Have a product or service to feature? Get in touch here.

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