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A recent eWeek editorial points to the need for small businesses to utilize search features on their websites. While the move can be a daunting one, recent SaaS developments have made it easier to meet customer’s search needs online. While many smaller businesses understand the need for utilizing SEO techniques, they are lacking when it comes to examining their site’s internal usability.

As eWeek analyst Jim Rapoza points out, “When it comes to how users find information and content on a site, a well-implemented search engine can pay real dividends in helping users find what they are looking for. But, strangely, many proprietors of Web sites seem to ignore their own search capabilities, doing little in the way of internal search optimization.” This can be a huge handicap for web-based businesses in particular, since a competitor is a simple click away.

The need for internal search is partially being driven by a melding of the brick-and-mortar and e-commerce experiences. Customers, whether online or in the store, expect to have directions to what they want to purchase. These can be in the form of signage above the aisles or in-store personnel at a store; they should be represented by clear taxonomy and search functions for e-commerce sites. For example, a site like Amazon provides listings of DVDs, CDs , books, and other categories. These large categories should be broken down by genre, like fiction and non-fiction, or classical and rock. A solid taxonomy can help customers who want to browse find their preferred styles.

For those who aren’t browsing, however, a search function can act as a greeter or customer service person, directing those in a hurry to the right aisle immediately. A user looking for a specific book by a specific author should not have to sift through complicated menus, such as “Non-fiction > History > U.S. > Revolutionary War > David McCullough > 1776″. Amazon is an excellent example of an effective site search. While the sidebar gives categories for browsing shoppers, the prominent search bar at the top leads directly to the item being sought. Typing in “1776″ gives the user David McCullough’s book as the top entry, and searching by the author gives it as the 4th entry.

In the past, businesses wanting effective search engines for internal websites would have to create an original application with data stored and hosted on expensive, powerful servers. Now, many companies such as Amazon and Google are renting out their search technology to smaller companies, allowing them to access the power of massive computing clouds. Google’s Site Search allows users to tap the accurate data processing and complex search functions that Google uses for its own search engine.

A recent Talkibie article explored the Google service in-depth, and the move has given many small businesses the chance to improve their website usability. Other search companies are sure to follow their lead, utilizing their own infrastructure to help websites serve the search needs of their customers. Soon, internal search will be a necessity for all online businesses. As eWeek put it, “If you have a hard time finding content that you know exists using your search engine, visitors will find it impossible. And if your visitors can’t find what they are looking for, then they have no reason to come back to your site.”

Friday, August 29th, 2008 You can skip to the end and leave a response. Pinging is currently not allowed.

By Haley January Eckels