Bird’s Eye Views
A newsletter dedicated to getting your business found on Google
Using Google Analytics’ Site Search Tracking to Your Advantage
Are you looking for new SEO keywords to target on your site?
Or trying to find ideas for new blog posts?
Would you love to know more specifically what people are struggling to find on your website?
Well Google Analytics’ Site Search Tracking can give you answers to all of those questions.
Your website’s search function is a bit like a knowledgeable and helpful store clerk who tells people where they can find the things they want when they’re shopping. And by extension, that knowledgeable store clerk also learns more about your customers and more specifically what they’re looking for.
If you configure it to do so, Google Analytics will track every term that’s entered in your site’s search function, as well as how many times each term is entered. Here’s an example of what the tracking looks like:
Now here are some of the things you can do with that information:
Discover new keywords to use for content, SEO and Adwords
Remember, when people use your site’s search function, they use the search terms that are meaningful to them. And those terms will be very similar if not identical to the ones they use in their Google searches. So make sure you’re targeting those keywords and keyword strings in your content, ads and search engine optimization tactics.
Identify where your website users are having navigation problems
If people are often searching for the same information on your site, then that information is probably hard to find. If you have content on your site that ties to the commonly searched keywords, you may need to reorganize your site to make that content easier to browse.
Get good ideas for new blog posts or content
Google Analytics’ Site Search Tracking tells you what people are looking for on your website. Why not give them what they want? If their search terms are relevant to the products and/or services your provide — and they likely are — why not write a blog post, develop some content or create resources that target that topic area. You’ll be demonstrating your knowledge and expertise, catering to your potential customers’ needs, and boosting your search engine ranking.
Setting up Google Analytics’ Site Search Tracking is quick and easy
It takes about two minutes to set up Google Analytics’ Site Search Tracking. Step by step instructions and a demonstration video are on the Bird’s Eye Marketing YouTube Channel.