Marketing is essential for virtually all kinds of content. It’s essential, because you’re catering to users – your audience; and it’s important to keep them interested in your content.
One of the most effective ways of marketing your content is through analyzing site search data. Site search data contains the following from your users:
- Their interests
- Their user habits
- How often they visit, etc.
Without this useful data, you’ll risk boring your users with boring content. So, why not have a look at your site search data?
In this quick guide, we will explore the following when it comes to analyzing site search data:
- What it is
- Why it’s important
- The benefits, AND
- 3 ways to put this into use
What Is Site Search Data?
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Site search analysis is when you look at the behavior of online visitors when they visit your website. Such behaviors often involve the keywords that users tend to use to search for something, along with key phrases, filter selections, and which search suggestion items that they would click. You can find all of this data by going to your analytics dashboard, which you can integrate with your website.
Why Analyze Site Search Data?
Site search data analysis is essential, since it shows you how users interact with the following:
- The homepage
- The search feature
- What keywords and phrases they use, etc.
These are valuable pieces of information that can help shape your content for the better.
The good news is, site search analysis comes with various benefits. At first glance, site search analysis paves the way for the following:
- Makes competition more… well, competitive
- Promotes long-term customer satisfaction, AND
- Improves chances of making a profit
However, the most notable benefits lie with the users and what they like from your content. As such, here are 6 benefits that revolve around your users:
Promotes Quality In Site Search
Quality is important to your content. If people are leaving your site prematurely, then something is wrong with the quality. But by looking at the data, you’ll see what areas need improvements in quality.
Demystifies Users And User Intent
Site search analysis also shows you who your website’s visitors are. Who are your visitors? Their demographic? Their preferences? And so on. Understanding your users can help you make the necessary improvements to your site.
Enhances UX Design
User experience (UX) design is also an important part of your site, because users need to be able to access and navigate through your site. By looking at the data, you can fine-tune your site by tackling the pain points in your site – the areas where users are either leaving your site early, or are finding difficulty accessing.
Improves Conversion Rates
Conversions are just as important. When you gain new visitors, and they’re willing to come back to your site, then that’s a good thing! Looking at the data allows you to see which areas of your site are the most successful, and how you can improve other areas that might not be getting the same attention from users.
Less Bounce Rates
As mentioned, users leaving prematurely can be bad news for you. However, when you analyze the data, and make the necessary adjustments, you’ll reduce the likelihood of people leaving early.
Search engine optimization is most vital to your content, because when your site is ranked high in the search results, then that’s good. While site search analysis isn’t meant to ensure great SEO, it still helps you improve your SEO by ensuring that your site’s UX design is favorited by search engines like Google.
Analyzing Site Search Data
Now that you know what site search data analysis, and what the benefits are, here are 3 ways you can analyze your data:
- Use a content management system, or a search software that has a built-in tool for analyzing the search feature of your site.
- Have your IT team analyze the search data for you. OR,
- Use Google Analytics to analyze the search data for you.
Ultimately, understanding your users comes from analyzing the data. By looking into your site search data can help you not only understand your users, but also help you improve your content. By referencing this quick guide, your site search data will be of great use to you and your site! Sara Sparrow is a project coordinator at Academized.