From zero to hero
Swiftype's analytics capabilities can also help companies determine what information's lacking and give site owners the tools to customize searches so that search is more effective and efficient, Riley says. That also helps keep customers from getting overly frustrated and heading to a competitor to find information, he says.
"Companies publish a lot of content and then they publish content about their content, including 'how-to's, troubleshooting information, FAQs for typical user complaints and things like that. The problem is not just with discovery - finding information that's available - but with figuring out what's not there that users need. Analytics can tell you what content should be created based on user searches, what questions are being asked for which you need answers, and how to lower bounce rates if users can't find what they need," Riley says.
The Swiftype search can also be customized to optimize searches on mobile devices, which can be one of the most frustrating experiences as a user, Riley says.
"Making sure search is optimized for accuracy, efficiency and speed is such a critical thing for businesses. Users want to help themselves, and when they can't their experience with your company is tainted - we're trying to help ease that burden, and also let IT get back to what they do best," Riley says.
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