Analyzing Site Search Using Google Analytics

You have probably heard that Google Analytics can provide important information about the success your end-users are having with your website.

However, did you also know that you can use Google Analytics to track what your users are searching for on your site?

Common Analysis Tasks

What search terms are my end-users using?

• Find out what terminology your end-users are naturally using so that you can update your content or add them to a synonyms file.

• Steps:

  1. Go to: www.google.com/analytics

  2. Select the Website Profile where your site search is located.

  3. Specify and apply the appropriate date range (hint: you can specify today's date to get results within approximately 1 hour after a page view has occurred).

  4. Drill-down on the left hand navigation dashboard to: Content -> Site Search -> Search Terms

  5. Select a search term to view the Start Page and Destination Page where the term(s) were used.

Are my end-users having difficulties with a particular page?

• Examine the web pages where your end-users are choosing to begin a search. Chances are that these pages need more information or clarity, so that end-users will not be required to search.

• Steps:

  1. Go to: www.google.com/analytics

  2. Select the Website Profile where your site search is located.

  3. Specify and apply the appropriate date range (hint: you can specify today's date to get results within approximately 1 hour after a page view has occurred).

  4. Drill-down on the left hand navigation dashboard to: Content -> Site Search -> Start Pages

  5. Select a web page to view the Search Terms that were used.

Terminology