Internal Site Search Analysis: Top 10 Metrics to Track and Analyze

Internal site search isn’t just a convenience for visitors; it’s a tool that can reveal powerful insights about what users want and how they interact with your website. By understanding how people search on your site, you can make smarter decisions to improve their experience and, ultimately, increase your conversions.

When users search, they’re showing you their intent — what they hope to find and what they’re most interested in. Analyzing these search behaviors allows you to spot trends, find gaps in your content, and understand how to better serve your audience. 

On this page, we’ll explore the essential metrics to track and optimize for a more effective site search experience.

Why internal site search analysis is essential

Internal site search analysis provides a unique window into how users navigate and engage with your content. When people type queries into your site’s search bar, they’re sharing a clear signal of what they need. This is priceless information you can use to improve their experience on your site. Here’s why paying attention to site search can be so impactful:

To better understand user intent and behavior

While a lot of analytics metrics might help you decipher visitor intent and breaking points in the user flow, your site’s search function often reveals this information quite directly. So, by tracking the terms folks search for, you can determine exactly what information, product, or service your audience is after. Plus, it tells you not just what folks want, but the phrases they use when looking for it.

For example, you might find that people use specific product names, categories, or industry terms. Perhaps you sell t-shirts and notice a lot of searches for “crew necks.” That might not be something you highlight much or a term you target through SEO efforts, but it’s clearly something people want. You can then adjust your product names, descriptions, and marketing strategy accordingly.

To improve product discovery and user satisfaction

When people find what they’re looking for right away, their satisfaction grows. Internal search analysis shows you where your site search function is working well and where it needs fine-tuning.

For instance, if you see that many searches are leading to “no results” pages, you likely have a gap in your content that’s causing a lot of friction. Filling in this gap by expanding product descriptions, improving keyword usage, or creating new content to answer common queries can lead to more satisfying search experiences.

To drive conversions and revenue through more effective site search

Site search is super helpful for visitors, but it’s also an amazing tool to drive conversions. If someone is actively searching for a product, they’re probably closer to making a purchase decision than a first-time visitor who’s just browsing through your catalog. Studies show that visitors who use search tend to convert at higher rates.

By tracking metrics like the number of searches that lead to purchases, you can measure the effectiveness of your search function in turning intent into action.

If users are searching but leaving without buying, it might mean the search results aren’t as relevant as they should be. Improving relevance through better content, tagging, or filtering options can help drive more conversions and, ultimately, revenue.

You may also tag visitors who use the search function and allocate a higher remarketing budget to courting these folks. Since you know that they’re likely a more serious buying prospect, your return on investment will likely prove to be well worth the trouble.

Top metrics to track and analyze in site search

A strong internal site search strategy relies pretty heavily on knowing which metrics to monitor. The right metrics inform you about how visitors engage with your site search and where improvements are needed. Here are the top metrics every site should track.

Search usage metrics

These numbers help you get a baseline for the broad utilization of your search tool. 

Total number of searches  

The number of searches performed on your site gives you a sense of how active people are with the search feature. High search activity may indicate a strong intent to explore your offerings, while low numbers could suggest that users find your content in other ways, struggle to locate the search bar, or are apathetic for another reason.

Tracking search volume over time helps you identify trends and gauge whether site changes influence search habits.

Percentage of visits with search  

This metric shows the proportion of sessions where visitors use the search feature. If a significant percentage of people rely on search, it could mean that they find it helpful or necessary to navigate your site.

A high percentage could also suggest that folks aren’t finding what they need through regular navigation paths. If the rate is low, consider making the search bar more visible or improving the structure of your navigation to ensure everyone can easily find what they’re looking for. 

Search exits  

When someone searches and then leaves your site without any further interaction, it could indicate that they didn’t find the information or product they were looking for. High search exit rates may reveal gaps in your content or suggest that search results aren’t relevant enough.

Monitoring this metric can help you understand which searches lead people to abandon your site and guide improvements to retain their interest.

Search refinements  

This metric tracks instances where visitors modify their search terms to get better results. When users feel the need to refine their search, it likely means that the initial results weren’t meeting their needs. Frequent search refinements can signal the need to optimize your search functionality or refine your site’s tagging and categorization to deliver more relevant results the first time.

2. Search term analysis

These metrics give you hyper-specific information about the kinds of things folks are looking for on your site. 

Top search terms 

Identifying your top search terms reveals what your users are most interested in. You can then use this data to make good decisions about content creation, product development, and inventory ordering. Popular search terms may also highlight high-demand products or topics that could be featured more prominently on your site to make them easier to find. And remember — when people find things more quickly, your conversion rates go up.

Zero results searches  

Searches that yield no results are a major source of frustration for users. If a high number of queries return zero results, it signals that you may have content gaps or some sort of flow with your search tool. Reviewing these terms helps you understand what your audience expects to find on your site.

Essentially, these terms should dictate a to-do list for new content creation campaigns, product development, and more.

Search trends over time  

Tracking search trends over time reveals seasonal or event-driven shifts in user interests. For example, an online retailer may see increased searches for specific items around holidays. Recognizing these trends allows you to adjust your content and inventory in advance, helping you meet customer expectations more effectively.

3. Post-search behavior metrics

These metrics are a strong indication of how your search functionality is helping — or hurting — your overall goals.

Time spent on site after search  

This metric measures how long users stay on your site after performing a search. If users engage for an extended period, it likely means they found relevant content. Short visit durations, on the other hand, could indicate that users struggled to find helpful information. Analyzing this data helps you assess the relevance of your search results and take action to improve them as needed.

Pro tip: A short duration of time spent on site after search is not always bad. Just like some pages may naturally have a high bounce rate, this could indicate that your search was helpful enough that their question was answered without any further navigation. So, consider excluding certain searches — like those about store hours, contact information, or factoids — from your calculations.

Pages viewed after search  

By examining the number of pages users view after searching, you can understand the typical navigation path following a search. If people view several pages, it may indicate that they’re interested in exploring multiple options.

Fewer pages may imply they found exactly what they were looking for or gave up on finding it. Optimizing search results to deliver the most relevant content upfront can encourage users to stay longer.

Conversion rate following search  

For ecommerce sites, tracking the conversion rate after a search can provide valuable insights into how effective your search feature is at driving sales. A high conversion rate following search suggests that users are finding relevant products and are ready to make a purchase.

If this metric is low, you may need to revisit your search settings, improve product descriptions, or refine tagging to connect users to the right products faster.

Best practices for site search optimization

Tracking numbers is only one part of improving site search. You then have to use those insights to create a better search experience. These best practices can help you turn your site search into a valuable tool that connects users to the right content more easily.

Use a robust site search solution

A basic search feature may work for some sites, but as your content grows, so do user expectations. If users struggle to find what they need, consider upgrading to a more powerful solution. A reliable search tool consistently delivers relevant results, reducing frustrations and keeping users engaged.

Spotlight on Jetpack Search for WordPress

For WordPress sites, Jetpack Search is the best choice to give visitors fast, accurate, and customized results.Jetpack Search is designed to give users relevant matches, even when they don’t enter exact terms. This can make a difference for sites that have a lot of content or use varied terminology.

Jetpack Search also offers filtering and sorting options, allowing users to narrow down results according to their preferences. This functionality improves user experience and encourages longer visits, as users find value in the search process.

As an admin, you can even customize results based on your business objectives and unique understanding of your audience.

Learn more about Jetpack Search here.

Expand content to cover popular searches

One of the most direct ways to improve site search is to align your content with what people want. Look at your most popular search terms and assess whether they match your existing content.

If there are topics or products that come up frequently but aren’t covered in depth, consider expanding content in those areas. Visitors are more likely to find value if you create resources, blog posts, or product pages that address these high-interest topics.

Reduce no result searches

When users search and get “no results,” it means you have work to do. To tackle this, monitor your zero-result searches and find out what users are looking for. If the search terms reflect real demand, add relevant content or products to bridge the gap.

In some cases, no result searches may come from terms that have typos or alternative spellings. Adding synonyms, correcting common typos, and refining your tagging can help make results more forgiving, so users get useful information even if their query wasn’t perfect.

Choosing a robust solution like Jetpack Search can help prevent zero-result searches due to common user error like misspelled words.

Frequently asked questions

What is internal site search and why is it important for my website?

Internal site search is a tool that allows users to search within a website to find specific content or products. Unlike external search engines, which bring people to your site, internal search helps visitors navigate once they’re already there. It’s valuable because it provides insight into user needs and expectations.

Folks who rely on internal search are often looking for something specific, and a well-functioning search feature can make the difference in whether they find it or leave disappointed. A good search tool helps you connect these people to relevant information faster, which can lead to longer visits and better engagement.

What are the key components of an effective internal search system?

A good internal search system needs to be fast, accurate, and easy to use. Visitors expect quick results, so speed is critical. Accuracy is equally important — search results should be relevant to what the user typed. If users frequently refine their searches, it could mean your system isn’t delivering what they expect.

Additionally, filters or sorting options can help users narrow down results, which is especially useful for site search on ecommerce sites or content-heavy websites. An effective search system adapts to user behavior, learns common terms, and can recognize variations in spelling or phrasing.

How should I handle searches that return no results?

Zero-result searches are a sign that something might be missing. To address this, start by looking at these terms to understand what users are trying to find. If there’s a pattern, consider adding content that fills this gap.

Sometimes, zero-result searches are due to misspellings or alternative terms, so adding common variations, correcting typos, or using synonyms can help your search tool provide results even if the original query wasn’t perfect.

Showing alternative suggestions or related results can also prevent users from reaching a dead end and encourage them to keep exploring.

What is the best site search tool or plugin for WordPress websites?

For site search on WordPress, Jetpack Search is the best solution. It goes beyond basic search by offering relevant, accurate results and features like filtering and sorting. These additions help users find exactly what they need faster, which can increase engagement and reduce frustration.

It’s built to work well with ecommerce stores and content sites, making it a reliable choice for all sorts of businesses. Overall, Jetpack Search combines speed, accuracy, and flexibility to meet a wide range of search needs.

Where can I learn more about Jetpack Search?

If you’d like to learn more about how Jetpack Search works and how it can improve your site’s search experience, you can find more information here: https://jetpack.com/upgrade/search/