Search Analytics: A series of reports showing what visitors are searching for on a web site. The reports will include most frequently searched for terms, search terms that produce no results, search terms that produce too many results, and the general trends of search, such as which search terms are gaining in popularity.
No matter what web analytics tool your using, with minimal changes you should be able to get the basic reports for your natural and paid search keywords. Search Analytics can be seen in two perspective,one the series of keywords which send traffic to your website via search engines, second is one’s internal site search engine.
These two sources can provide lot of data to help understand
- Search terms
- Quality of results
- result pages (with many or no result)
- Engagement after search
- Conversion after search
These data can help you with your marketing strategy, help you in your ad spend, a much better and targeted Adwords campaign, a sign to improve your internal site search ( have the box at the top right hand corner huh!), auto spell check and syntax, advanced search features and finally your UI design changes if required.
So that’s in brief about search analytics to improve your acquisition strategy, tune into more as dive deeper.
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