A Step Beyond SEO: Defining Your E-SEO Strategy

Written by on December 24, 2012 in Search Management Strategies - Comments Off
Big Data

Most of us are familiar with the term Search Engine Optimization (SEO), broadly defined as the process of optimizing your website content structure and keywords strategically to boost visibility in internet search engines such as Google and Bing etc. If a website is ranked high in these search engines chances are more visitors will be driven to the website.

The question is; how well optimized is your own website search engine to engage these visitors, once they arrive at your website?

Many companies end up investing thousands of dollars into an SEO strategy that falls short of producing the intended results. They develop website content with SEO best practices in mind, and yet customer retention rates continuously fall short of expectations. They find that potential customers are abandoning the website after a few clicks. And despite time and effort spent on marketing campaigns aimed at driving customers to the website, conversion rates remain disappointing.

There are a variety of reasons for poor conversion rates or abandoned search sessions; but among the key factors is probably a lack of an Enterprise Search Engine Optimization (E-SEO) strategy.

The E-SEO Experience

In an online-dependent world, delivering an effective, dynamic web presence is essential for organizations to showcase their value proposition against competitors.

With the proliferation of data that exists today, business and IT leaders must seek innovative ways to attract and engage web users, increase brand loyalty and cut operational costs.

In order to deliver an incomparable web experience for end users, organizations must provide the customer with engaging  information through accurate and relevant search interaction. In addition to increased web activity and productivity rates, organizations that implement an effective E-SEO strategy improve customer service operations and strengthen customer relationships.

Implementing search optimization that works

The number one focus of E-SEO is to optimize the search engine on your website so that it delivers up-to-date and relevant information that meets the needs of the end user.  Your E-SEO strategy must be properly aligned with marketing campaigns and customized to recognize and highlight the marketing keywords used in these campaigns. It is also important to ensure your enterprise search is in tune with the way users are interacting with the website.

E-SEO is not about  simply returning  thousands of results that match the given search keyword. It goes a step beyond. Enterprise Search Optimization means incorporating business sales rules into search results. For example, if a user were to enter the keywords “laptop memory replacement”in the search engine on a computer vendor website, the results might include a promotional offer for a laptop that is currently on sale. Not only is this beneficial to the customer, as this might be a more cost effective alternative to replacing the memory on an old laptop; but it also drives sales for the company and builds brand loyalty.

E-SEO also links search results with user context. If a user searched “laptop memory” on the Support section of the website, the returned results should highlight content that helps the customer address various issues related to laptop memory.

Search Analytics, A Key Ingredient of E-SEO

With E-SEO, organizations can utilize proper search analytics that help business leaders understand exactly how users are interacting with the search service.
The ability to monitor analytics allows sales and marketing teams to directly and easily rank and tune the search results returned.

Search analytics answer the following questions:

  • Which keywords are most popular on the website?
  • What are the results being returned?
  • Are the returned search results meeting user needs?
  • What search keywords are returning  zero results on the website?
  • Which advertising tactics are working?
  • What is the overall trend in search volumes?

Actionable reports lead to opportunities for continuous improvements. If search results are not meeting user needs, action can be taken to improve relevancy. If zero results are being returned for popular search keywords, synonyms or content spotlighting can be used to deliver related results.

E-SEO brings organizations the ability not only to present their brand in an effective way, but also to attract and retain new web users and build relationships with customers.

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