An ideal internal search feature will improve both user experience and on-site engagement, leading to higher conversion rates. Search users generally exhibit an elevated level of purchase intent (they know what they are looking for, and they expect their results to be both immediate & relevant to their search criteria). Google Custom Search has traditionally been the preferred option for most sites due to its being free and easy to implement. In addition, as eCommerce, SaaS, and content-rich web platforms become more prevalent, there is a growing demand for advanced searching capabilities that can perform at a higher speed and be completely customized to be unique to each vendor’s needs. ExpertRec emerges as an excellent option to provide an alternative to Google Custom Search.
In this post, we will examine both solutions and how to make the best choice for your business!

What Is Google Custom Search?

Google Custom Search (also referred to as Programmable Search Engine) lets site owners embed a Google-powered search box on their sites. It retrieves results from user-defined sites or domains using Google’s index.

Key Benefits
Fast to set up with little technical work
Search powered by Google
Autocomplete suggestions are provided.
Basic analysis is provided.
Google handles the server load.

Google Custom Search can be especially helpful for small sites that need to add a search to their site but do not want the burden of developing their own system.

Simplicity is balanced by limitations.

Limitations
Advertisements (including advertisements from competitors) could be displayed in the results.
Customizing the look-and-feel/UI is limited.
You have very little control over your ranking/indexing and may find it complicated if you request to change that.
Basic statistics are provided.
Product discovery/conversions are not optimized.

You have no control over the way your content is indexed, nor do you have control over how it is ranked in Google search results.

What Is ExpertRec?

ExpertRec is a smart way of providing quick and relevant site search results that are personalized to your site.

Unlike Google Custom Search, you have a dedicated search engine built for only your own website. As such, you have full control over how the result pages look and work.

Some key features of ExpertRec include:
Relevance and personalization via AI
Search response times that are milliseconds
Advanced navigation options such as faceted filtering
Customized UI to fit your brand
Voice Search
Recommendations
E-commerce Tools

Instead of just locating content for customers, ExpertRec technology assists in identifying the correct content as quickly as possible, thus improving conversions.

According to their platform, the utilization of AI search can increase the likelihood of eliminating zero-result searches and increase customer satisfaction.

AI-powered site search with instant autocomplete

Deliver lightning-fast search experiences with ExpertRec

ExpertRec helps you implement intelligent autocomplete, typo-tolerant search, personalized results, and scalable server-side search — all without complex infrastructure or heavy development effort.

Start Free Trial →

Quick setup • No coding required • Works on any website

Feature Comparison: ExpertRec vs. Google Custom Search

Search Quality & Relevance

Conclusion: In general ExpertRec will deliver better results for your internal search.

Customization & Branding

Google Custom Search
Limited options to change layout and style
People may find that the layout of the site and the layout of the search results do not match very well.

ExpertRec
Total control over the look of the search bar and results page
Ability to add additional filters, styles, and widgets
Branded consistently with your own branding.

If you are a company that values user experience and brand recognition/customization as key issues.

Ads & Monetization

Google Custom Search
The free version includes ads.
May have advertisements from competitors on your site
Limited amount of paid options

ExpertRec
No ads on the search results page
Concentrates users on content/products on your site

Placing an advertisement from your competitor on your website generally has a negative effect on the conversion rate—a significant disadvantage to using a free CSE plan.

Speed & Performance

Google Custom Search
Performance is dependent on Google’s infrastructure/services.
May feel slower than expected for large sites

ExpertRec
Designed for fast internal search
Fast indexing process for your content
Instantly displays suggestions and results

Fast searches will dramatically improve user retention.

E-commerce & Conversion Features

The most differential aspect between Google Custom Search and ExpertRec is the eCommerce. Conversion capabilities offered by ExpertRec, which include:

Google Custom Search
Not designed as faceted navigation for product discovery
Has no native merchandising

ExpertRec
Provides Faceted Navigation Filtering and Navigation
Provides the ability to add a product directly from the search result
Provides Personalized Recommendations
Highly optimized for eCommerce conversion rates

The above difference in comparing eCommerce is huge for a retail online store.

Analytics & Insights

Google Custom Search
Basic Search Query Analytics
Can integrate Google Analytics to get deeper analytical insight into usage patterns

ExpertRec
Provides Detailed Search Analytics
Provides Insights into User Behaviors
Provides tools to optimize search results

To optimize content and product offerings using an analysis of search queries is key to improving the ability to increase successful conversions.

When to Choose Google Custom Search

If you’re looking for a free basic solution
If Your Site is Small or Low-Traffic
If You Don’t Require Advanced Customization
If Ads Are Not a Prerequisite

Google Custom Search is effectively a plug-n-play solution for basic uses.

When to Choose ExpertRec

To Achieve a Professional-Level Search Solution
To Control the Total Design and Results That Are Returned
To Provide the Best User Experience
To Maximize Your Conversions
To Provide Advanced Features For eCommerce/Content Sites

Generally speaking, if a business is looking to grow, provide the best customer experience, and drive revenue, those types of companies would be much better served using a specialized site search platform.

Why Modern Websites Are Moving Beyond Google Custom Search

Typically, a user’s experience today is quite different from the past. Users want their search experience to be like what they receive from large e-commerce sites like Amazon & Netflix (in other words, fast, smart, and personalized). That’s why having basic search functionality can cause problems such as:

Poor discoverability
Increased bounce rates
Lost sales opportunities
Frustration for users

Solutions such as ExpertRec are designed to meet the current needs of users.

Final Verdict

Both tools serve the same fundamental purpose—helping users find information on your While both tools can provide a way for a user to find what they are looking for on your site, they have very different required functionality.

Use Google Custom Search. If
You need an easy-to-use, no-cost, no-frills search solution.

Use ExpertRec. If
You want a scalable, powerful search solution to provide improved UX & conversion.

For companies that want to grow, search shouldn’t be an afterthought but rather a means of gaining a competitive advantage.