For over 30 years, Greenfield/Belser has pioneered thinking in the marketing of professional services. We were the first to pick apart the sales process of finding, then choosing professionals. We detailed why services get on a short list and why services are ultimately chosen. We have helped firms build marketing strategies and tactics around this research.
More than ten years ago, we pioneered research about how buyers use the Internet to find services, research that was updated last year as The Marketing Ecosystem.We love to make our work beautiful but we care more that its marketing structure is solidly based in research.
As the pace of communication has picked up, we recognized that an annual research paper was not enough. So we introduced the Big Idea which we publish six to ten times annually. Each Big Idea represents a deep dive into a single issue of importance to marketers. Finally, if we notice things that we believe you’ll find useful, we blog about them right away.
So dig in. There’s a university curriculum housed in these pages.
Lost and Found: Searching on Your Site
Did You Know?
When visitors go to your website, 43% of them immediately use the search function and 80% of users will leave your website if they don’t get what they need from your search. Such statistics prove how important having a good internal search is for driving and keeping traffic to your website.
Before we discuss search, let’s clarify what search actually means. It is important to distinguish the difference between “internal search” and “external search,” which is also known as “third-party search.” Internal search refers to how search functions within your own website. External search is how others search to find your website. There are different methods and procedures for each of these searches, and sometimes they even cross paths, but it’s important to point out that these searches are separate and unique. The research and findings we are presenting in this article are geared towards internal search.