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Internal Search Marketing: What Is It and How Does It Work?

cecileparkmedia by cecileparkmedia
May 16, 2022
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Table of Contents

  • What is internal search marketing and how does it work
  • The benefits of using internal search marketing
  • How to set up and optimize your internal search engine
  • Tips for improving your website’s ranking in internal search results
  • Case studies of businesses that have successfully used internal search marketing

What is internal search marketing and how does it work

Internal search marketing is a keyword research tool that helps you find phrases, questions and titles that will generate organic traffic to your website. But how does it really work? Let’s dig in!
Internal search marketing is not a new term. It was first coined to describe the capitalization of on-page phrases such as “internal search engine” that were focused on directing site visitors towards “landing pages”. This has since expanded over time, and now it’s become a competitive tactic in internet marketing. In the end, internal search marketing is designed to improve user experience and conversion rates.
To get a better idea of what internal search marketing is, let’s see how ads are targeted to visitors.
Targeting ads on paid websites is easy in comparison to how sites like Google and Facebook do it. On these sites, ads are targeted based on a variety of factors, including age, location and even the amount of time you spend on their site. However, this targeting model is not designed to be helpful for people who want to find a certain product or service. Instead, these ads are designed to be advertisements.
How is this relevant?

internal search marketing
internal search marketing

The benefits of using internal search marketing

Sure, Google is the go-to source for finding keywords. But Google is also cluttered with other companies trying to trick users by using the same keywords that you are. Google is constantly trying to outdo itself by creating more sophisticated algorithms to filter out these low-quality search results. By using internal search marketing, you can find the long tail keywords that are relevant to your business and will generate a much more qualified customer.
Internal search marketing is a form of inbound marketing that relies on the traffic that you already generate. By using your company’s website to provide valuable information to people who are interested, you are providing a user-friendly experience and turning site visitors into potential customers. Internal search engines use natural language processing to determine the intent of your site visitors. You can target specific keywords or phrases that are relevant to your business, and track how many visits were generated by each search.
1) Avoids the clutter of Google search results

internal search marketing
internal search marketing

How to set up and optimize your internal search engine

a. Audience: these are your target customers and they should reflect the keywords you would like to focus on.
b. Query: these are the words or phrases you would like to match on the page.
c. Result Score: this is the importance of how relevant a query is to a specific result on your site.
d. Minimum Score: this is the minimum relevance score that must be achieved before a result will show up in search results from your site
e. Result Type: these are queries that will show up in search results from your site as “internal” – ie, results found exclusively on your site
f. Search Intent/User Personae: this is the question someone would probably ask in their mind if they were searching.
g. Query Adjust: this is a bonus score that you can apply to your queries to make them more specific or precise
h. Level of Quality: these are keywords that are very general, but still have the potential to bring people to your site.

internal search marketing
internal search marketing

Tips for improving your website’s ranking in internal search results

In order to improve your ranking in internal search results, there are a few things you need to do. First of all, you need to create an internal search engine. This can be done by creating a landing page specifically for your internal search results and then having a site map that includes this page. Secondly, you need to establish the way that you want customers to search your website. Lastly, you need to optimize the content of your website to feature the keywords you would like to rank for in internal search engine results.
To create an internal search engine, you first need to create a landing page for your internal search results. This page should have keyword rich content that is relevant to what the searcher is looking for. This page should also be linked in your site map so it can be indexed by the SEO spider. A site map is a descriptive map of all the pages on your website and how they are connected. The keywords or keywords phrases that you have chosen to rank for in internal search results should also be included in the site map.
Next, you need to establish the way that you want customers to search your website. This is done by creating an internal URL structure and then setting up a sitemap. Your internal URL structure should be set up along the lines of: http://(yourdomain.com)/customer-portal/(your-keyword).
The (your-keyword) can then be used in your site map. In addition, http://(yourdomain.com)/customer-portal should be in the site map as well.

internal search marketing
internal search marketing

Case studies of businesses that have successfully used internal search marketing

Internal search marketing is a fantastic tool for improving your ranking in the most important search engine of them all: the one that Google provide you with. When businesses use internal search marketing properly, they will find themselves with customers who are much more qualified for their products and services. My recommendations are as follows:
1 When you are ready to begin using internal search marketing, it is important that you take your time and do it right. Using internal search marketing is not just about a quick fix. Search engine optimisation (SEO) is a long-term plan. You need to invest into SEO in order to be rewarded with results over the long term.
2 If you have no experience with internal search marketing or SEO, it will be difficult to implement; however, don’t worry, as there are many great authors and editors out there who can help you. You should always research before embarking on any online venture; so do not be afraid to do some research before starting with internal search marketing. The best way to start learning about internal search marketing is through online forums and articles.

internal search marketing
internal search marketing
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