When users search on your website and find no results, that’s usually a bad experience. But if you track these “zero result searches”, you might find yourself with data which can help you to identify new content and service opportunities. It might also tell you a lot about the difference between how you see your website and how your users see it.
The gap between brand identity vs. brand perception
Almost every website owner can explain in a few sentences what their website is about, and why people should visit it. This is the identity of your website. Separately to that, each visitor creates their own impression of your website (influenced by your design, content, tone, and so on). This is brand perception.
If you’re doing a great job with your marketing and your messaging, there should be little difference between your identity and your brand perception.
But that’s a hard balance to strike. And if you get a lot of visitors to your site, it’s likely that they’ll all have slightly different opinions of and experience with your pages. They might have diverse expectations, backgrounds, and cultural influences. That’ll make it harder for you to ‘land’ your stories and messaging.
That creates a gap. The wider that gap, the harder it’ll be for you to convince users to take action. You haven’t convinced them, helped them, or made them believe.
In our experience, most websites aren’t always successful in achieving this harmony of brand and brand perception. But how can you determine whether this is the case on your site? Well, your on-site search can provide some helpful insight.
Insight from zero result searches
A search query with no results can have quite a few different meanings, all of them useful information to help you improve your website. The most common ones are:
1. Right content, wrong visitors?
Perhaps your visitors are expecting to that they can find a certain piece of information on your website, but shouldn’t have been on your website in the first place (a discrepancy between your identity and the brand perception of your visitor)?
Maybe you’re attracting the wrong kind of visitors for what you’re offering (or in the wrong stage of a buying process). Take a look at the traffic source in order to determine if you’re ranking on the proper keywords or targeting the right terms with your campaigns.
Or [erhaps you’re attracting the right kinds of visitors, but they’re going to the wrong content – and they’re getting mixed signals about what products or services you offer (or don’t).
Aligning the right types of people to the right pages and content might mean that they never have to search in the first place.
3. Missed opportunities
The other way to view this problem, is to see it as an opportunity. If you’re attracting visitors who’re engaging with your site but searching for products/services/information which you don’t have, perhaps you can meet that need.
Imagine your website is for a bakery which sells cupcakes. You may find that lots of people search your site for ‘donuts’, but they get no results.
Maybe, instead of working to change your brand perception and all of your campaigns, you could start to sell donuts. In fact, you already have some great data to help you to understand the market demand and consumer behaviour. And the customers are already on your site.
Of course, real-world production, marketing and logistics challenges are never ‘simple’, but zero result searches can be a great way to spot the next big thing you should pivot into.
4. Keyword choices
The words used by the visitor when searching for something are different from the vocabulary used on the website. For example; your visitor searches for “VAT” but the website only contains a section about “goods and services tax”. So they don’t find what they’re looking for.
This situation is a great chance to improve your website. You will be presented with a list of quickly fixable “issues”; keywords used by your visitors which are not present on your website at the moment. If you can work out what those searchers wanted, you can go back to your content and diversify your language and phrasing to match their vocabulary and tone.
That’ll help you to solve their problems, and, to close the gap between brand identity and perception.
5. Your internal search engine isn’t good enough
In some cases, it may be that you already have all of the right content you need to solve your users problems – but that they’re not finding it when they search. Perhaps the results aren’t in a great order, or, some pages aren’t showing up at all?
If your site is running on WordPress, and you’re using the default settings, then you may find that your results prioritise recency over relevance, which isn’t always a good fit for searchers. You might consider using a plugin which alters WordPress’ search behaviour, and makes it more configurable (like Relevanssi).
How do I set up the tracking?
If you’re one of the many people who use Google Analytics (and/or Google Tag Manager), then this guide should give you a great starting point to set up your tracking.
You may find that the details differ a little for you, depending on a few variables. If you’re using a different analytics package, or, if your on-site search isn’t ‘normal’, then you might need to do some work to get everything set up properly.