Why Search Intent Matters for Enterprise Search & Its Impact on Your Relevance Equilibrium
Enterprise knowledge is as good as non-existent when not optimized for search intent. Wondering how?
Well, you might think that a foolproof KM strategy can create and deliver content as per users’ needs. However, it doesn’t reveal one vital piece of the puzzle – the “why.”
Why are searchers interested in a particular keyword? What are they trying to achieve?
Search intent certainly answers all these questions. Hence, empowering you to deliver exactly what users are looking for. If you are new to the concept of search intent, then this blog post is for you. We’ll be covering everything from what it is, why it matters for enterprises, to its implementation across your digital strategy in the easiest way possible.
What is Search Intent?
Not all searches are the same, even those with essentially the same keywords. Let’s say, someone searches for your latest release. It could mean:
1. They are a customer looking forward to learning about new features & their use cases
2. They are a prospect assessing different vendors to select the best for their organization
3. They are a competitor evaluating your product to gain a competitive edge
4. They are a support engineer keen to learn the technical know-how to help customers
This is where the need to train your digital channels for identifying the underlying objective of the search and personalize the results accordingly arises. The good news is search intent perfectly fits the bill.
Search intent helps you identify the reason behind the search query, which serves as the golden ticket to make your searchers happy by providing the desired and relevant results.
Search Intent & Enterprise Search: A Love-Love Relationship!
When an enterprise search engine masters the art of identifying and working with search intent, the payoff is invaluable. Some noteworthy points are:
Better Engagement: If your searchers find what they are looking for, then it’ll not just make them happier but will also uplift them to self-serve more. Consequently, the agent caseload would reduce tremendously.
Improved Ranking: The better the engine connects the dots between search intent and relevant content, the finer the quality of SERPs. You can expect more intent-matched results on the top, thus reducing the bounce rate.
Enhanced Content Delivery: Enterprise search engines optimized for search intent enables to borrow a handy page from public search engines’ book: featured results. This way you’ll be able to deliver the answer to a search query in a box that precedes all other results.
On the flip side, no or wrong search intent can do more harm than good. In an attempt to provide a better self-service and customer support experience, organizations adopt enterprise search engines. However, without an optimized search intent, they might not achieve the magical deflection and AHT numbers they were hoping for.
It's easy to stay focused on keywords and ignore the real intent behind them. This leads to a gap between the searcher's intent and your digital avenues’ ‘best guess.’ Goes without saying, this gap between identifying the correct intent mars CX, AX, and your brand’s reputation.
How to Optimize Enterprise Search for Search Intent?
For starters, the good news is that search intent is no rocket science. Once you kick-start with it, you’ll realize it’s nothing more than common sense. With a enterprise agentic platform like SearchUnify, you can easily tap into its benefits while avoiding the pitfalls of infrastructural changes.
SearchUnify offers a native support for intent-based boosting that adds a whole new dimension to content findability. To put it simply, you get an enterprise search engine that’s well-versed with search intent.
Additionally, you get the ability to customize the experience w.r.t content sources, keywords, and a hybrid of all. It means that you will have unparalleled search autonomy at your disposal.
What makes it even better is that the underlying enterprise agentic platform also fuels an insights engine. It monitors all search data in real-time and helps you identify new intents on the fly.
Want to know more? Then save the date: June 17. That’s when the next release of SearchUnify, Colubridae ‘21, will roll out, and you’ll get more insights into how we manage search intents along with several other new features and enhancements.
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