Search Experience Optimization

Find and address problems with site architecture, like 404 errors, that create a negative user experience.

If users get lost, so will the search engines. This means small technical details must be monitored and kept up to date. Some questions to address include:

• Are pages properly tagged?

Keywords used for search provide insight into what your audience wants and how they look for it. Some questions to ask:

• Do you know all the keywords used in user search?
• Are keyword indexes aligned with customer search?
  
  

Trends change. So does the way your audience searches. The search experience requires constant tracking, monitoring and management. For example:

• Do you know all the keywords your users are searching for?
• Do seasonal changes affect how your audience searches?
• What keywords are driving success for your competitors?

More than 80% of searches conducted seek informational content. It’s essential to know:

• Do you have relevant content that answers customers’ questions?
• Do you have content to address users at every step of their consumer journey?

Content Mapping Process (Template included) >

Content starts with the answer to a user’s question. Quality content gets more attention, but to ensure content gets seen, technical elements must be addressed. This makes questions like these vital:

• Is content useful, fresh and unique?
• Does content include relevant HTML elements?
• Does it have internal links?
• Are keyword indexes aligned with customer search?
  
  

Optimize Your Content >

• Are links appropriate?
• Do they add value to the page?
  
  

Backlink Analysis Workflow >