Site search analytics (SSA) could be utilised as part of a search engine optimisation (SEO) strategy, an expert has suggested.

Commentator Lou Rosenfeld pointed out that SSA is a user research tool that helps website designers make more informed, data-driven design decisions

Speaking to E-consultancy, he said: “Every time someone uses your site’s search engine, he is telling you what he wants from you, in his own words – his query.”

“We analyse query data to find interesting patterns and anomalies; these can help us identify and diagnose problems with our site’s content, search system, navigation, metadata and other aspects of its design.”

Mr Rosenfeld also pointed out that “dipping a toe in SSA” helps marketers understand exactly what aspects of their websites require attention.

According to statistics quoted by Avinash Kaushnik, author of Web Analytics: An Hour a Day, around ten per cent of websites’ traffic use internal site searches.

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