Search analytics is the practice of collecting, organizing, and communicating data about user interaction with search engines. Some of the most important and commonly recorded pieces of search analytics data are total queries, most common queries, most common queries with no results, conversion rates, exit rates, clickthrough rates, and the percentage of total traffic using search.
Because search bars are a free-text entry box that users use to express precisely what they hope to find on a website, search analytics is an excellent tool to decode user intent. Site owners can leverage this intel to make key improvements to website navigation or content offerings.
Swiftype provides detailed analytics on user search behavior through a user-friendly account dashboard. Under the Analytics tab, Swiftype users can see what users are searching for most, what users are searching for and not finding, how many total queries are occurring, what results users are clicking on most frequently, and how user search behavior is evolving over time.
This information is actionable data that site owners can use to customize their search engine through the Swiftype dashboard. Under the Rankings tab, site owners can drag-and-drop to rearrange search results for individual queries. Under the Weights tab, site owners can make engine-wide adjustments to how the various fields of their website schema impact search results for all queries.
Google Analytics users can also integrate Swiftype search analytics into their existing Google Analytics dashboard if they'd prefer all of their website analytics in one location.