Site search analytics ‘can uncover user needs’
Website search analytics can help businesses to find out exactly what potential customers want from them, an expert has said.
Speaking in an interview with E-consultancy, Lou Rosenfeld of publishing company Rosenfeld Media said that analytics can identify key search trends and provide organisations with the data they need to improve their websites.
This information can be used in a number of different ways - Mr Rosenfeld cited the Financial Times as an example, which keeps an eye on spikes in queries for specific company and person names.
"They check to see if these suddenly popular queries correlate with their recent editorial coverage; if not, a spike might indicate a breaking story and the paper’s editors are informed," he explained.
A number of search engines offer website search services that can be tailored to individual sites and blogs, such as Google’s Custom Search Engine.
