Ian Lurie // Jul 31 2007
I’ve seen conversion rates jump by as much as 20% on sites tailored to internal search phrases. To accomplish that, though, you need to know your site’s internal search data. What’s internal search data? If you know what your customers search for on your site, you can deliver more of what they want. Here’s how you can use two free tools to measure internal search.
Google’s new Custom Search Business Edition is a great search engine for small to mid-size sites. But it doesn’t provide much in the way of useful analytics – a little graph of search volume, and a short list of heavily searched phrases, if you’re lucky.
Enter Google Analytics. You can use Google Analytics filters to create detailed, easy-to-read onsite search reports. Here’s how:
View this video in Quicktime format: Click here.
Here’s the same steps, in text, in case you need them while you set up:
That’s it. In about 24 hours, you’ll start seeing results. To find your results:
This data is often completely different from the phrases visitors use to find you on a search engine. It’s also a great indicator of what those visitors really want to see when they arrive. Internal search is the best way to find out how your customers use your site.
Ian Lurie is founder and CEO of Portent Inc., an internet marketing agency that has provided internet marketing, including PPC, SEO, social and analytics services, since 1995. Read More