Turn site search data into actionable insights. See what visitors search for, identify content gaps that cost conversions, and make data-driven improvements based on real behavior, not guesswork
Every search contains intent. When someone types into your search bar, they’re telling you exactly what they expect to find. Search analytics captures that intent and turns it into structured insight.
See which queries drive the most traffic, which return zero results, how users refine their searches, and which results earn clicks. Then use that data to improve content, adjust ranking rules, add synonyms, or create new pages where demand exists.
Search analytics includes ready-to-use reports that help you understand what content to create (or refine) and how to improve your site search experience:
Track the geographic distribution of searches by country, city, or IP address. Understand which regions generate the most search traffic and identify location-based patterns.
Automatically detect when any search topic spikes or trends unusually. Get alerted to sudden changes in search patterns on your site so you can respond quickly to emerging user interests or concerns.
Video: See it in action. Captions and transcript available on playback.
See how intuitive dashboards make search trends obvious, so you know exactly what improvements to prioritize.
The University of Edinburgh analyzes their 500 top search terms monthly, using search data to guide content decisions, identifying what to audit, what to remove, and what to optimize based on real user demand.
You don’t need any technical skills to use search analytics. Everything's presented in clear, interactive reports that make sense without any technical background, so non-technical marketing teams can use the insights to improve their content strategy.
Squiz Funnelback Search's search analytics provides comprehensive reporting through interactive dashboards. Reports include:
You can see the full list of reports and learn more about what information they provide here.
Yes. Historical data lets you compare periods and measure the impact of content changes. You can see whether your optimizations actually improve search success rates.
Google Analytics shows traffic and page visits. Search analytics shows intent and success. It reveals what users typed, whether they found relevant results, and where gaps exist. Search analytics answers questions traditional traffic analytics cannot.
Out-of-the-box reports include:
All reports are available through interactive dashboards and exportable formats.
Using search analytics, you can quickly assess where new content is needed or existing content can be improved to get better click-through rates on your search.
Here’s our recommended approach:
This closed-loop workflow turns search behavior into measurable content improvements.
And there’s more that you can do! With Squiz Digital Experience Platform (DXP)’s user journey mapping and other performance measurement tools, you can optimize every step of a user journey on your site.
