72% of e-commerce sites fail to meet search expectations and returning irrelevant search results is one of the main issues.

Unless your shopper is specifically looking for a page such as your returns policy or one of your categories, they’re looking for a product.

Product searches constitute the most searches and whether they’re typing in a product keyword or a symptom, products should be shown first in the search results. Anything else that was found in other relevant content such as your blog post and guides can follow later.

The rationale behind this is simple. Visitors use the search bar to find products and you must live up to their expectations. Few people bother looking beyond the first page of search results so you must have your most relevant results right up there where they can be seen.