Day 2 of the bigmouthmedia SEO Advent Calendar. You can read day 1 here.
Utilising Site Search Data in Google Analytics
It goes without saying your analytics package has a wealth of data you can use to sculpt your SEO decisions however many fail to think about using the site search data on Google Analytics.
Of course your site needs to have an internal search function first off but if it does, site search data can give you information on what has been searched for on your site. This can be valuable information as this can help highlight:
- Trends (if you knew that last November a lot of people were searching for ‘letters to santa’ you would make sure you were prepared and had optimised this page for this year would you not?)
- Content gaps
- Landing pages to improve
And if there is certain things people keep on searching, then it might be time to consider featuring these on the homepage to allow deeper level linking and improving usability.
The site search feature within Google Analytics can be found here:
More information on how to set up site search on your Google Analytics profile is available within the Google Analytics help pages. If you haven’t set up this feature yet I recommend you get it set up as soon as you can so you can start collecting some valuable data that you can take advantage of.