Search Engine Optimization

Usually people search a site because:

• They are impatient and want quick results
• They think the site is unclear and need guidance to help them find what they need
• They assume that the site search will be the best tool to make their search affective and comprehensive

Recently a restaurant in a metropolitan area specializing in sandwiches, implemented an on-site search tool in hopes it would help their customers find foods quickly. Although it was an ambitious plan, it ended up hurting business. The problem was that different people had different names to describe the word “sandwich”. Customers searched for subs, submarines, hoagies, wraps, grinders, torpedoes, poor boy… the list went on and on. Too often, they found nothing because they were searching for items that were not available on the menu. The search tool was doing a great job only when it was given the “appropriate” search term.

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