How to Use Internal Search for SEO

By | August 15, 2019


How can e-commerce sites leverage internal
search for SEO? Internal search data provides useful insights
on how your customers search. Basically, your customers are giving you free keyword
research. Look at how your customers are searching and
compare that to the information architecture. Does your category system match how customers
search? Second, don’t limit your landing pages to
your defined category pages. Create indexable search pages. You’ve probably heard Google
doesn’t like to index search pages, but they do.
Really, the difference between a category page and a search page is design and content.
You can fix this. This means design, a heading, maybe get rid of some of those facets. That’s
all you really have to do. We’re just making it look more curated than
automated. This also means adding a title and meta description
that make sense. And if a search page returns only a few results, make sure to go ahead
and noindex it. This will help you avoid Panda and duplicate content problems.
Third, it can also power related search, think “people who searched for this also search
for that.” There are a lot of ways to do this, so just pick one that works. Now you have
an internal search driven linking system that will expose these indexable search pages.
Fourth, don’t limit this to your category and search pages. Think “people who found
this product also searched for this.” Practically, it’s a search-driven tagging system.
Fifth, do this for international sites. Internal search is basically keyword research in its
targeted language. This is invaluable for sites that don’t have resources to translate
content for all their international domains. Six, make sure you’re using search deltas.
Top search terms are great, but trending is better. This modifies your internal linking
structure based on seasonality and events. By doing this, you can drive internal link
value to pages while their demand is the highest. Lastly, include your dynamic search pages
in your XML sitemap. Concatenate your top search terms into your URL pattern for your
new indexable landing pages. I highly recommend filtering this list by adult terms, search volume, and
grammar. Now just submit them to Google. Depending
on your domain authority, you can get a significant number of pages indexed this way.
So if you’re currently not using your internal search data, find a way to get your hands
on it.

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