You may have heard that Google Analytics is rolling out a number of new features over the coming weeks. One of the features that has the analysts here at NLC very excited is internal “Site Search” tracking. The buzz for Site Search has been building for over a week; so we’re pleased to announce that this feature was finally publicly released this evening!
Accessible via the Content menu, Google Analytics Site Search now empowers website managers to easily monitor the keyword phrases used in onsite searches.
As the resident information architect at non~linear creations, I see immediate value in this feature:
- Navigation can be evaluated and fine tuned
Much of our research has demonstrated that a small subset of keyword phrases represents the vast majority of searches. A highly sought-after keyword may suggest that navigational elements need to be re-worded or re-structured.
- The drivers of onsite search can be more easily identified
Website managers can now see search activity in context – identifying when and where website visitors “give up” on navigation and in-page links and resort to the search feature. Keyword phrases can also be viewed by segment such as the visitors’ city, network location or the source of the initial referral to your site.   If you’ve made use of the Google Analytics user-defined segmentation features, then you may have already identified a few key audiences on your site (such as blog readers, job seekers and customers etc.) An understanding how each of these target market segments search brings businesses one step closer to better serving their clientele. - Problem areas can spotted and fixed
When a visitor searches and is unsatisfied with the results, they may exit the search results page entirely or bounce from one result to the next seeking, but not really finding, the desired content. Two new metrics have been introduced to help gauge this behavior, % Search Exits (which is somewhat akin to a bounce rate) and Results/Pageviews per Search.
If you are interested in monitoring your site searches or getting started with Google Analytics check out our configuration, training and support service offerings or contact us.