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Using Google Analytics Site Search to Improve Your Content

When it comes to keyword research, we almost always rely on tools that show us the habits of our potential spectators. By using the site search function in Google Analytics, we can find keyword data about our real visitors.

Exploring what people are looking for once they’ve already landed on your site can help you make improvements to your site’s content and structure.

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

Among the vast amount of data available in Google Analytics are the terms people type into your site’s search bar, and these are stored in the “Site Search” section, under “Behaviour” in the left menu. .

Click “Search Terms” and set your dates to watch your preferred period. Depending on the level of traffic your site is experiencing, it’s a good idea to select a long enough period to provide you with enough data for your results to be meaningful.

If you don’t have any data, you may not have set up site search. It only takes a few moments to activate, and Google has a little guide on how to do it. here.

What can GA Site Search be used for?

The search terms you find here not only help you learn more about your site visitors, but can also help you refine your site structure and inspire content.

Changes to your navigation

If some of your most frequent searches are for pages that already exist, it could be a sign that your visitors are having trouble finding them. It can be useful to think about your navigation, to add these pages in your main menus if they are not already there, or to indicate them more clearly on other relevant pages.

The caveat to this is that even if your pages are easy to find, sometimes people will search for what’s right in front of them anyway, so take the results with a pinch of salt.

Potential new pages

The flip side is that if there isn’t an obvious section of your site that meets these popular search terms, it’s a good opportunity to consider creating a new page or subheadings in an existing relevant page.

Even though elsewhere you cover the topics these keywords focus on, sometimes making them crystal clear and impossible to miss, with its own page, you make sure you don’t miss visitors who might not visit. immediately realize that you are relevant to what they are looking for. .

New content ideas

The most frequently searched phrases in your search term data may well justify their own pages, but looking further down the list at some of the more specialized phrases, you may also find topics that make interesting blog topics a la place, or that you could factor into other marketing channels or PR campaigns.

Understand the language of your customers

As with any keyword research tool, site search data confronts you with the actual language your customers are using, not just who you think they are.

No matter what industry you work in, industry and internal terminology tends to seep in and it’s easy to forget that customers are often unfamiliar with it, which can be alienating. Therefore, remembering what your customers are looking for, and more importantly, how they label it, helps you ensure that your copy reflects that.

You’ve worked hard to drive traffic to your site, and by reviewing your site search data, you can make sure you’re retaining those visitors and providing them with the content they expect to find.

Kerry Sheahan is Senior Account Manager at Media Browsera PR-focused SEO and digital marketing agency.