Site Search data can help inform everything from decisions on navigation and site structure, to keyword research, and content ideas.
As an industry, we talk about search data A LOT, but we’re normally focused on the keywords people are using before they reach your website, whether that’s checking monthly search terms in our keyword research tools, or using Google Search Console to see what phrases are driving the most clicks to our websites.
Sadly, it often stops there, but thinking about people’s search habits once they reach your site makes sure you’re actually making the most of this traffic. Here are a few ways to use this data to improve the content on your website.
What is the Site Search feature in Google Analytics?
Google Analytics collects a vast array of data on your website’s visitors, including the terms people enter into your site’s search bar. To see this, navigate to the ‘Site Search’ section in Google Analytics, which is under ‘Behaviour’ in the left hand menu, then select ‘Search Terms’:
Set your dates to the timeframe preferred, although it makes sense in most cases to look at a fairly long period of time to get a representative idea of what people are looking for.
If you’ve got no data, it’s likely you haven’t got Site Search set up. It only takes a few minutes to enable, and Google has a short guide on how to do that here.
Why is GA Site Search data useful?
Any insight into user behaviour is valuable, but Site Search data is particularly useful because...
Read Full Story: https://browsermedia.agency/blog/how-to-use-gas-site-search-data-to-optimise-your-content/
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