What are the Key Metrics to Look for in Search Analytics
Search analytics is key for enterprises today in order to gain important and relevant insights to act on. Even the modern enterprise search platforms help you get the information you need by analyzing the data. This article talks about the key parameters to focus on while studying analytics data.
You have an enterprise search tool that is designed with all the advanced text mining features out there and it helps you dig out information that you never knew existed within the heaps of unstructured data. It’s a great investment indeed, because enterprises today need such a tool to manage the ever explosive data that is collected from different sources, including social media websites and emails. However, how do you figure out if the tool that you have invested in, is indeed helping you moving towards your businesses objectives? The answer is search analytics.
Search analytics helps you analyze the performance of your search platform, through a series of parameters, referred to as metrics. A few examples are number of results for each query, top search terms, and conversion rate. I have been studying enterprise search tools for quite some time now, and I have observed that most of the modern platforms, including SearchBlox, 3RDi Search and Constellio, have in-built search analytics functionality that provides you values for the many metrics in real time, which you can use to formulate important business decisions. Here’s a list of the key metrics to look for.
1] Top Search Terms
This provides you a list of the terms or keywords that are searched for the most by your users. This gives you an idea about the most popular concepts and the information that is currently trending.
2] Most Clicked Results
Whenever a user types in a query, he gets pages of results. However, not all results get equal attention from the users and some of them fetch higher clicks than the others. This metric helps you figure out which results are the most relevant to your target users.
3] Number of Results for a Keyword
How many results does a keyword fetch? Sometimes, the lack of uniformity in the number of results per page can drastically affect the user experience. Thus, the information provided by this metric can be used to ensure that there are no keywords that fetch little or no results.
4] Conversion Rate
How many of the visitors on your website are getting converted to actual customers? Studying the value of the conversion rate metric will help you get the idea and take steps accordingly.
There are many other search analytics metrics that can help enterprises get the insight they need to take important and effective business decisions to generate revenue and fuel business growth. In today’s highly competitive market, your enterprise needs analytics data in order to stay relevant in the market and gain the competitive edge.
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ABOUT THE AUTHOR
Elise Lowry is a technical writer and a web entrepreneur with many years of experience. She regularly blogs about rising IT companies, path breaking IT solutions, current IT trends and much more. Understanding how technology affects the world we live in, is her subject of interest.