One of the most effective marketing strategies is to present customers with clear and accurate answers to their questions, regardless of how they ask them. This means having an internal search engine that is reliable and pulls up relevant results. Typically, when customers have a question about your brand or product, they'll do one of three things:
Look for your FAQ page
Type their question in your website's search bar
Type their question into a wider search engine, possibly pulling up other websites talking about your company
To ensure they're getting the correct information quickly, you'll need to ensure that your site search will recognize their question's intent and return the information they're looking for. Your site search should also ensure that if they look elsewhere on the internet, they still receive accurate answers.
Natural Language Processing
When customers search their question in your site search, they don't want to waste time worrying about identifying the right combination of keywords that will lead them to an answer. They just want the answer. With natural language processing, your site search will be smart enough to interpret their question, regardless of how they ask.
Natural language processing works in tandem with tolerance for misspelled words to ensure that customers still get the information they want, even if they don't know how to spell a product name or don't know the name at all. When you give your customers direct calls-to-action and rich content answering their questions, you'll drive conversions and reduce support costs by letting customers discover answers for themselves.
It's not easy to check on every website that mentions your company or products and even harder to stop misinformation from bombarding and scaring off potential customers. There's nothing to be done about poor reviews since everyone has a right to their opinion, but your customers should at least be getting the truth about how you do business and what you offer.
A knowledge graph holds the answers to questions people may search about your brand or products. This type of structured data helps you save on overhead costs without sacrificing efficiency. Your employees at all levels will have access to information through the knowledge graph to better assist your customers.