Focus on Top 4 Percent of Site Searches

ClickZ takes a look at a new WebSideStory study that concludes the top 4% of site search keywords account for more than half of all site search queries.

By making changes to their site to improve results for those top few hundred search terms, marketers will be closing the loop on more leads driven to the site with other marketing efforts, Kusmer said. At the other end of the spectrum, nearly 12 percent of all site searches return zero results, which also represents a missed opportunity for marketers, he said.

Great advice. How does your site search stack-up? The study shows that visitors who utilize a site search feature are 2.7 times more likely to convert than other visitors. That is, if you have a decent site search engine.