Internal Search: The Conversion Channel You’re Not Tracking w/ Justin Loera, Owner of Loera Consulting and Search Expert

In this episode Pax and Justin Loera discuss internal site search–a forgotten gold mine of data and audience insights to inform content strategy and sales enablement. Data from internal search can help improve conversion rates, reveal gaps in the content journey or optimization needs, and increase customer loyalty and trust as they find what they need right on your site.

What You’ll Learn: 

• If your brand should be investing in internal site search
• The massive missed opportunities for companies that don’t take this seriously
• How to use internal site search data to make improvements for marketing, sales, and company-wide
• How to balance on-site search with traditional SEO

Resources: 

Request a free AIO Audit: http://97thfloor.com/ai-audit 

Connect with Justin on LinkedIn: https://www.linkedin.com/in/justin-loera-a156969 

Connect with Paxton on LinkedIn: https://www.linkedin.com/in/paxtongray/ 

Read the article: https://97thfloor.com/articles/podcasts/how-to-blend-brand-behavior-data-and-ai-to-win-in-modern-marketing/  

Read the article: https://97thfloor.com/articles/podcasts/internal-search-the-conversion-channel-youre-not-tracking↗

Looking for an agency that'll be worth the investment? 97th Floor creates custom, audience-first campaigns that drive pipeline and conversions. Get started here: https://97thfloor.com/lets-talk/.

Timestamps: 

02:43 - Which companies need internal search
05:44 - The data goldmine vs. Google Analytics
16:51 - Building the C-suite business case
23:53 - Teams that benefit from search data
25:15 - Breaking down team silos

"You could have the best search engine in the world, but if your content isn't good, it doesn't matter. And it's an inverse relationship too. You could have great content, poor search, and still have the same problem." - Justin Loera