Google Analytics is an amazing tool. There are so many features to help explain phenomena on your website and why users are interacting and using the site the way that they are. One useful tool i have food in Google Analytics is the Site Search feature. It tells marketers what is being typed into the search bar of your website.
Finding Site Search
To find site searches, log into google analytics. In the behavior section there is a subsection called "Site Search." This contains the categories Overview, Usage, Search Terms, and Search Pages. The overview provides a high-level look at the searches being conducted by users on a site. Usage explores site search status, including sessions without a search. Search Terms reviews the terms people are looking for while Search Pages covers the start page, search page, and which pages users end up on after their searches.
Using the Data
Once marketers have access to site search data on Google Analytics, they can use it to create a better user experience. For example, during the month of May there were 55 searches on the Google Beta website. Out of those 55 searches, 47 of them (or 85%) were for the same product, the gopher. Since Google knows that users are searching for this product they can feature it on the homepage or in a place that is more accessible to users to improve their experience. The Site Search function is extremely useful for ecommerce websites.
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