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Educate and convert customers with ecommerce content search

Jessica Farelly
By Jessica Farrelly

While product search typically gets all the buzz when it comes to ecommerce search engine optimization, content search is a powerful capability that shouldn’t be ignored. After all, when you make it easy for shoppers to find more than just products via your website’s search bar, you can move them closer to making a purchasing decision.

This blog post shares everything you need to know about the almighty ecommerce content search, including, what it is, why you should be leveraging it on your website, and how to do it right.

What is ecommerce content search?

Usually when folks in the ecommerce industry talk about the search bar on an ecommerce website, they’re talking about product search: the process of searching for a query with the intention of finding a particular product or type of product.

However, shoppers may not always be looking for products when they use your website’s search bar. Or, they may not have enough information about the product they have in mind to make a purchase just yet. That’s why making other content – like blog posts, videos, or shipping information – available on your website, and discoverable through your search bar is extremely valuable.

That’s where ecommerce content search comes into play. Content search helps shoppers find useful content on your website that guides them towards a purchase. If you don’t have content search enabled on your ecommerce website, you could be making it difficult for customers to find the information they need to buy something.

Customer education

If shoppers aren’t sure which product is best for them, content search can lead them to educational content on your website that fills the gaps in their knowledge. It’s especially useful for considered purchases that tend to require more information than is typically provided on a product description page.

Let’s see content search in action. When you search for “fungus” on gardening store Flower Power, the search results page surfaces both product results that are related to fungus treatment, as well as blog posts on the topic.

ecommerce content search

Ensuring customers can easily find this content eliminates the need for them to go to Google for further research. If a shopper goes back to a search engine at this point in their journey, they could come across a competitor’s website that has both the information AND products they need, and you could lose the sale.

content search

Content search turns your site into a one-stop shop for the information and products customers are looking for.

The secret to high-converting product displays

ecommerce merchandising high converting product displays

Best practices for ecommerce content search

Follow these tips to maximize the value of your ecommerce content search.

1. Create helpful content

Write blog content that can help guide shoppers towards the right products for them. Create buyers’ guides for technical items to help customers understand how to use products, or explain how products can be used together.

For example, if you run a store that sells outdoor goods, you could create guides on how to choose the right sleeping bag, the difference between silk and synthetic camping hammocks, and what you need to pack if you’re going camping for the first time.

One place to look for blog content inspiration is your site search reporting. Customers may search for non-product queries, like: “how do I choose the best tennis racquet?”, or: “how does ring sizing work?”. Create blog posts, web pages, and videos that answer the questions your customers search for on your site.

2. Incorporate SEO into your content

While your content can help shoppers when they’re already on your site, it can also attract customers who haven’t heard of your site but are searching on Google for information related to products you sell.

Content marketing is a fantastic way to attract new customers, and it all starts with search engine optimization (SEO). If you’re just getting started with SEO and content marketing, there are plenty of free online resources to ensure the content you’re creating is optimized for search engines. 

3. Make non-blog pages searchable 

Content search isn’t just for blog content. Make non-blog pages, like your shipping and returns policy pages, searchable too. Redirect “shipping” and “returns” search terms to the appropriate pages to get customers to what they’re looking for faster.

Keep an eye out for these kinds of search terms in your reporting, and set up search redirects to ensure those queries send shoppers to relevant pages, instead of a “no results found” page.

Take inspiration from jeweler Brilliant Earth, which has this set up perfectly. When you search “shipping” in their search bar, instead of showing you product search results (or no results at all), it takes you to the jeweler’s shipping policy page.

shipping policy page

Unlock the power of content search

When shoppers can use your online store’s search bar to find more than just products, your website turns into a one-stop shop for all of the answers to their problems. Content search is your opportunity to teach customers what they need to know to buy something they’ll love, and keep them coming back. Looking for more site search best practices? Check out this guide!