The Swiftype Blog / 11 Ideas to Pin at the Top of Search Results

11 Ideas to Pin at the Top of Search Results

Result ranking allows you to drag and drop to rearrange results for a specific search term.

One of the coolest features that Swiftype’s site search software offers is the ability to drag and drop to rearrnage results that users see for any search query. Using the Result Ranking tool, the Marketing Team has been having a lot of fun coming up with the different ways to have this feature help us generate more leads and close more business. So, we decided that we would share our top 11 most useful use cases and how they could be useful for our customers.

  1. White paper – If you’re a publisher who offers guarantees for lead gen packages or a demand generation team at a corporation, consider pinning your white papers and ebooks at the top of relevant search queries.
  2. Webinar – Making sure that upcoming and on-demand webinars are at the top of key search results will significantly increase the chances of increasing registrants and upping the percentage that attend.
  3. Video – searches with thumbnails get strong engagement from users. Pinning video testimonials or demos can help your prospect move down the marketing funnel at a much faster velocity.
  4. Unused inventory (so that you can get rid of it) – E-commerce companies always struggle to find ways to get rid of last years collection. Need a new idea? Just pin those SKUs to the top of some converting search queries and watch your inventory fly off the shelves.
  5. Top selling product(s) – Already have a product that’s selling like hot cakes? Then leverage your site search analytics to find other opportunities to sell that product.
  6. Viral article – Similar approach to top selling products. If you know that an article is going viral, then increase the number of search queries that that article should be at the very top of to generate even more engagement.
  7. The day’s top story – For publishers, the day’s top story can sometimes be buried in search results. Make sure that your top search queries show the newest and most relevant top stories.
  8. FAQ/Support pages – If you are seeing that a piece of support or knowledge base content is helping lower call volumes, then find other queries that this content can help support.
  9. Highest priority job posting – Recruiters should take advantage of site search analytics to see what kinds of jobs prospective candidates are looking for. These insights will help you pin your highest priority jobs to appropriate searches to help you generate more applications to that job.
  10. Most recent op-ed – Have an editorial that delivers your company’s new fresh message, make sure to pin it to the top of relevant search queries for highest visibility.
  11. Sponsored content – If you are a publisher who offers your advertisers sponsored content, you can work with your advertiser to make sure that their content is pinned to the top of the search results that they’re trying to target. This is a great money making opportunity and easy way to build deeper trust with your advertisers.

Have any pinning use cases that we haven’t already mentioned? Send them our way at [email protected]—we’d love to hear how you’re using Result Ranking to improve your on site search experience.