Internal Site Search Analysis: What are your visitors really looking for?

By Niroshan Samuel / April 26, 2019

1 min read

Key Benefits of a Site Search Analysis

  • On sites with many products, it will help identify which ones visitors are most interested in organically.
  • Will help spot products visitors want but are currently not available on the site.

Tip: Make your site search box very visible so visitors can easily find it and quickly get to the products they want.

Internal Site Search Queries

Derived from a site search term report in Google Analytics, internal site search queries make it easy to find out what your site visitor’s true intent is in their own words.

You can use it do a comparison between what your site offers and how it offers it versus what people are looking for and the language they use to find it (e.g. slippers vs flip-flops). The information can help you improve both your content and navigation.


  1. Export all the search terms in the Google Analytics search term report
  2. Take the top search terms based on total unique searches
    • Group them to see the leading categories and search term patterns
  3. Identify important search terms using the following guidelines:
    • Top searches where product searched for is not available on your site
    • Top searches where the search results are not relevant
    • Search terms where the user’s description is different from the description on your site
    • Top searches which are not categorized
    • Top search terms related to categories, subcategories and filters which are currently not listed on your site