Your website may be losing valuable clicks to competitors due to recent search results page changes involving enhanced Sitelink Search Boxes in organic search results pages. The below pointers highlight some quick changes that can get your website back on track and reduce any potential brand traffic losses.
What is the Sitelink Search Box?
Recently, an interesting change to the SERP’s has been introduced by Google, allowing searchers to ‘search within a site’ using the Sitelinks Search Box. This allows you to quickly filter content found on authoritative domains and is normally restricted to brand searches. You can check if this appears for your website by searching for your main brand term in Google.
Whilst this is a clever and quite useful search results update, the downside is that Google ads appear next to the filtered search results, allowing competitors to attract the click of that user. An example of the search box can be seen below:
The secondary page shown, for example “power tools” gives a Google search results page with the related tools pages, but also has competitor ads which could be clicked, taking away a potential customer:
As such, it would be recommended that all webmasters who have an enhanced Sitelink Search Box for their websites implement a simple code change to ensure searchers are navigated directly to use your search pages.
This can be achieved by following the Sitelink Search Box coding recommendations found on the Google developer hub: https://developers.google.com/webmasters/richsnippets/sitelinkssearch. This ensures that searchers are pushed through to an internal page on your website, rather than an ad heavy Google search page. This also helps the user experience and prevents any visitor drop off before they arrive on your page.
A good example of this implementation is Amazon’s UK website, which direct users direct to the Amazon search pages when this search box is used.
On site search redirection *Bonus Tip*
A secondary recommendation, which can be considered during these suggestions is to look at how users are directed on a website following popular searches. An example brand utilising this well is fashion retailer The ICONIC.
When searching for “Nike” for example, the user is automatically redirected to the Nike brand page rather than a more generic search results page, giving a richer user experience. By doing so, it is possible for e-commerce stores to create a more seamless web experience for their visitors. In the below example, customised copy and imagery are used to add value to the Nike product range.
For step-by-step information on how this could be implemented for your website or you require any more information on the above, please drop us a line and we would be happy to help.