Every day on just about every ecommerce website, shoppers are using on-site search. These customers dutifully type in detailed search queries using the very keywords that describe their shopping intent. Smart businesses will listen and use internal search data to boost conversion rates and profit
Internal site search is one of those things that seems very simple: type in a term or phrase on a website, and you'll get a list of results of pages on that site that are likely to contain what you're looking for. It's not quite that simple, of course, even though Google makes Internet search look like the easiest thing in the world.
If you've worked with search-engine optimization (SEO), you've most likely come across the term long-tail keywords, which means longer (two to six words) keyword phrases with less competition compared to generic ones. Although search volume generally is lower, most webmasters optimize the long tail to increase organic traffic.
Enabling site search in google analytics will give you strong keywords for on site optimization. In google analytics you can view the search terms that your audience use to find your content. You might have noticed and if not do it now.
When Google took away data about keywords that lead to your web site, they removed one of the biggest tools you have to analyze visitor intent. Fortunately, there's still voice of customer tools, and internal site search.
You most probably have a search box on your photo website. But do you know what your audience is actually searching for? If you're using website analytics software (like Google Analytics), it takes just a couple of minutes to set-up search tracking.
Events in Web Analytics — Resources about events, which help track specific activities performed by users on a website (such as clicking a button) and record them in web analytics tools.
Conversion Goals — Resources about conversion goals, which define when a user visiting a website does something that is beneficial to the site owners (a conversion).
Click Analytics and In-Page Analytics — Resources about in-page analytics - the practice of measuring activities performed by site visitors inside a page, primarily which links or buttons they clicked.
Site Search Analytics — Resources about site search and site search analytics - the practice of adding an internal search box to a website and tracking the searches performed by users.
Segmentation in Web Analytics — Resources about segmentation, the practice of dividing visitors to a website into segments (e.g. new vs. returning users) and measuring the behavior of each segment.
Attribution Models in Web Analytics — Resources about attribution, the practice of determining who was "responsible" for a conversion on a website - which channel or user activities contributed to the user's conversion.
Macro and Micro Conversion — Resources about types of conversions - macro conversions which are major actions the user takes that are beneficial to a website owner (like signing up), and micro conversion which are minor steps (like clicking a registration button).