When your customers are shopping online, finding the right product quickly can make or break the sale. Google has introduced a powerful tool to aid this process: query refinements. These filters appear as “pills” at the top of search results, guiding users to narrow down their searches.
Query refinements adapt based on real-time search trends, helping users navigate from broad searches to specific products. When a user clicks on a refinement, they’re directed to a new search results page, much like using product filters on an e-commerce site.
How Query Refinements Work
- Dynamic Filters: Query refinements change based on current search trends. For example, a search for jeans might show refinements like “wide leg” or “bootcut” if those styles are currently popular.
- Common Refinements: Gender specifications are frequent, with “women” often appearing in the top three refinements and “men” commonly as the first refinement. Other common refinements include location (e.g., “nearby”), product attributes (e.g., “for” or “with”), and price-related terms (e.g., “sale”).
- Mobile vs. Desktop: The display of refinements differs between devices. Mobile typically shows around four refinements initially, while desktops can display over ten. Mobile results often include maps by default, reflecting the likelihood of users being on the go.
Leveraging Query Refinements for E-commerce
E-commerce sites can use query refinements to enhance their own search functionality and improve user experience. Here’s how:
- Keyword Targeting: Use query refinements to identify relevant keywords and create specific product and category pages. For instance, create separate pages for men’s, women’s, and children’s products.
- Product Page Optimization: Analyze common refinements to optimize product pages. Ensure that key attributes like gender, location, and price are clearly mentioned and easily accessible.
- Improved User Experience: Implement a similar refinement system on your e-commerce site to help users find products faster. This can lead to higher conversion rates and increased customer satisfaction.
By understanding and implementing query refinements, e-commerce sites can significantly improve their search functionality, leading to a better shopping experience for users and potentially increased sales for the business.
For more insights on improving your e-commerce site’s SEO and user experience, book a meeting with us. Our team at Sojourn Digital is ready to help you optimize your online store for better visibility and conversions.
