Using Google Analytics’ Site Search feature to improve your content

Delving into what people are searching for once they’ve already landed on your site can help you make improvements to the content and structure of your site.

What is the Site Search feature in Google Analytics and how can I use it?

Amongst the vast amount of data available in Google Analytics are the terms that people enter into your site’s search bar, and this is stored within the “Site Search” section, under “Behaviour” in the left hand menu.

Click on “Search Terms” and set your dates to look at your preferred time period. Depending on the level of traffic your site experiences, it’s a good idea to select a fairly large timeframe, to give you enough data to make your findings meaningful.

If you’ve not got any data, you might not have Site Search set up. This only takes a few moments to enable, and Google has a short guide on how to do that here.

What can GA Site Search be used for?

The search terms you’ll find here not only help you learn more about your site’s visitors, but can assist with fine tuning your site structure, as well as provide content inspiration.

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