As the Internet is the first point of contact for information and product research, web site and content portal operators have developed new revenue models where retention time and access rate play a crucial role. Search specialist IntraFind shows how these companies improve the search quality and traffic on their website.
The longer a visitor browses through the digital content of an online portal, the better it is for the website operator. Operators of content portals such as media and publishing houses, as well as other companies, are dependent on the high competitive pressure to bind visitors through a user-friendly presentation of the content long-term to their platform. The Enterprise Search and Natural Language Processing specialist IntraFind explains what action is needed:
1. Improvement of search quality
By integrating a linguistic component into a classic full-text search, the quality of the results is improved. The central functions of the solution are the basic form generation and the decomposition of multi-word concepts. They determine from each word the language and word-type-specific normal forms in order to reach the maximum completeness of the later search results – regardless of uppercase or lowercase spelling, typing errors or a distinction between singular and plural form of the search term. Already with the input of a few letters, the autocompletion starts and completes the term, improves the notation with Typos and proposes alternative terminology.
2. Automatic keyword allocation
Editors, bloggers, and companies tag articles, posts, and product information with keywords. Manual enrichment is often flawed and subjective. Solutions that automate keyword assignments make this task easier: they provide high-quality slogans and topic suggestions for the content created according to objective standards. It is important that the content creator has the opportunity to make corrections to the suggestions of the software as part of a quality assurance process. On the one hand, this relieves the burden on the one hand, on the other hand, the content can later be found more easily in the portals or on the website.
3. Semantic search
An intelligent website search leads the visitor through his research process. The search engine also proposes advanced, semantically related content on the website and provides supplementary information in the form of automatically or editorially curated content links. As a result, the website achieves higher click-through rates, is rated as more relevant by search engines on the Internet, and found better.
4. Adapt content to customer requirements
For website operators it is important to know what visitors have been looking for and which topics are of interest. Through a “click-to-rank” functionality frequently selected hits get more relevance for future searches. In addition, companies can better align their offerings with the customer and place more relevant content more prominently or expand their offerings, if necessary. With modern AI methods, a search engine is able to learn easily.
5. Include search function in a clearly visible manner
The best search offers no added value if it is not used. On many websites, the search function hides behind a magnifying glass icon in the upper navigation of the websites and is simply overlooked by many website visitors.
“It is also often simple things that are wrong in the search. If companies improve their search and combine it with automatic keyword allocation, they can intelligently link content together and offer links to website visitors. As a result, they keep visitors on the website longer and can better market content, “explains Franz Kögl, CEO of IntraFind Software AG.