Having an optimized search term management system for your Magento 2 store is essential. Many customers will come to your site through a homepage or maybe even a blog post with a specific product in mind. A properly configured search system allows them to locate that product with ease.
The result? A happy customer and increased profit margins.
Magento 2’s search term system has a lot of great features you can use to convert visitors; however, you’re going to need to use them right to get equally great results.
In this post, we’re going to run through the main points you need to know to optimize your search term management system.
Search Functions on the Frontend of your Magento Store
Once Magento 2 has been installed on your eCommerce store, you’ll find the main search function is automatically enabled. With this, customers can type product keywords into the frontend’s Search bar to execute a quick search.
The footer then contains two other search options: Advanced Search and (Popular) Search Terms.
This takes customers to a separate page where they can perform a more in-depth search using your store’s advanced search form. Options here include Product Name and Description.
Popular Search Terms
The second search function here is Search Terms. This shows visitors popular search terms entered by other customers on your site with the most popular keywords presented in larger fonts. Clicking on these search terms will perform a site search for that word or phrase, taking visitors to a Search Results page.
While not essential, there are benefits to enabling this function. It allows customers to access search terms easily without thinking up keyword possibilities themselves. It also helps if they’re entering a keyword you haven’t considered or one with a misspelling and aren’t finding results. The Popular Search Terms list will provide them with alternative options that may resonate. It can also act as a secondary ‘suggested items’ tool, highlighting products that tempt customers into buying.
From an SEO standpoint, this search function is seen as a useful optimization tool as crawlers actually index the search term page. This can improve rankings and give you a better standing for important keywords.
Follow the below instructions to configure the popular search term function if it hasn’t been automatically enabled or was disabled in the past.
- In Admin, find the Store tab in the sidebar
- Navigate from Configuration to Catalog.
- Select Search Engine Optimizations.
- Find Popular Search Terms and enable this function.
- Click Save Config.
Common Search Term Functions
This is the page a visitor is shown as a result when they enter a particular search term. This landing page can be a product page, a category page or a content page on your eCommerce store. There is also the option to direct the person a page on a different site.
Not everyone is going to use the exact same word to search for a particular product. If you run a camping supply store, people may enter ‘rucksack,’ ‘holdall,’ ‘gear bag’ or ‘camping bag’ when looking for a backpack.
Sales can be lost if relevant words aren’t linked together and synonym functions allow you to do that. You can link multiple terms together and direct searchers to a landing page for appropriate items.
This allows retailers to tag common misspellings of products and ensure customers are directed to the right page when this happens. Using the above example, “knapsack” is often misspelled as “napsack”. With this in mind, the site’s developer can ensure customers who search this spelling are redirected to the ‘backpack’ landing page.
Adding Search Terms
As you discover new words visitors are using to search for products in your inventory, you should begin adding them to your store’s search terms list. This ensures people are being redirected to relevant products, increasing the likelihood of a sale. A good search term management system utilizes opportunities like this to improve the customer experience.
Here’s how to add the new search terms you uncover:
- Navigate to the Admin menu and find Marketing > SEO & Search > Search Terms.
- Select Add New Search Term and navigate to the General Information section:
- Search Query: type the word or phrase that you want to add as a new search term.
- Store: From the drop-down menu, select the store or store view (more multiple language versions) in which the search term will be used.
- Synonym For: If the term you’re adding is a synonym for another search term, enter that alternative. Once this is done, any search a customer logs for this term will send them to the alternative.
- Redirect URL: To redirect the search results to another page in your store or to another website, type the full URL of the target page in the Redirect URL field.
- Display in Suggested Terms: Set this to Yes if you want the term offered as a suggestion when a customer’s search gives zero (0) results.
- When complete, click the Save Search
Editing or Deleting Search Terms
- Find Catalog on the Admin menu and click Search Terms.
- Open your chosen search term in edit mode and make changes.
- Click Save Search to complete the action.
- To delete, select the checkbox of the term you want to erase.
- Find the Actions control in the upper right-hand corner and set this to
- Click Submit.
Strategic Search Term Management: Search Term Report
Proper search term management can give retailers insight into their customers. It also provides information that when applied properly, can optimize your store for conversions and SEO. Taking this into consideration, it’s important to monitor search activities on your store.
The Magento 2 platform allows you to generate reports that can show you the number of times a particular term was search and the number of results. In this case, you may notice that customers are searching for a product you don’t stock or only have one or two options to choose from. That highlights an opportunity for expansion, allowing you to cater to a relevant market you hadn’t considered.
You can access these reports in Reports < Marketing < Search Terms. Here you’ll find a table contains search terms and clicking a row will show you the settings for this term. This information will allow you to access further opportunities, such as a synonym you haven’t registered yet.
Now, you should be much clearer on how Magento 2’s search term management system works. Let us know if you have any questions in the comments below. We also love learning new things from the Magento community, so be sure to let us know if you have any tips.