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Harnessing On-Site Search Data for Website Optimization

Writer's picture: Paige CooperPaige Cooper

We’ve gone through beginner and intermediate website conversion optimization techniques within this ongoing series. Now let’s tap into the power of on-site search analytics for insights to increase conversions further.


Often overlooked, search data reveals precisely what site visitors are looking for along with usability issues blocking them from finding desired content. By optimizing pages and information architecture based on these insights, you can create much more relevant user experiences.


If particular terms have high search volume but low click-through rates on results, that signalsContent gaps to fill. Visitors expect to find something specific that is either missing or very difficult to discover on the current site setup.


Just some of the optimization opportunities include:


  1. Identifying high-potential topics and doubling down on related content

  2. Adjusting menus and IA if users cannot find sections easily

  3. Enhancing internal site search relevancy with synonyms and stemming

  4. Creating new landing pages around sought-after subjects


The data is there with on-site search patterns. Now it is time to harness these AI-like insights from your customers to lift website conversions further!

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©2023 by Paige Liz Cooper

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