Search Engine Analytics

SERP (Search Engine Result Page) analytics help you measure how users interact with the search results on your site, which gives insight to how your search engine is functioning. This gives you important data points about where to improve the search experience.

Most site search engines and product search engines return low quality results and without search analytics it is hard to know where the biggest pain points are for users. No-result pages are very common even when the content exists on the site. The search results many times are shown in the wrong order and users struggle to find what they are looking for.

In order to collect Search analytics you should implement Prefixbox Page Events on your website (Page Events Reference).

Search Result Page analytics are calculated daily.

SERP Usage report

The SERP Usage report gives you a high level overview of the SERP page view, click and no-result page count trends. We should aim to reduce the No-result pages and increase the Click count without compromising relevance.

  • Searches with Results

    The Search Result Page count where results were found. Navigating (paging) within the same Search Result Page is not counted as a new search.
  • SERP Clicks

    Click count on the Search Result Page.
  • Searches with No-Result

    The number of searches which did not return any search results.
Page Results Diagram
  • SERP No-result rate

    The proportion of No-result pages out of the SERP pageview attempts (pageviews + No-result pages).
Page No Result Rate Diagram

SERP – Popular searches

The Popular searches report helps you analyze the most frequently searched keywords, understand how many times people clicked on the results, and which search results were the most engaging.

If a search keyword is popular, but there are not many clicks on the SERP for this keyword it indicates that the results are low quality. One of the reasons for this occurrence is that the search engine ranking of results is not optimized.

You can select a date range to analyze search trends over a period of time.

The following information is available in the report:

  • Search keyword

    The search keyword executed by the user.
  • Search result page

    The number of times a SERP was shown for this search keyword. When the user navigates to the next page on the SERP it is counted as a new search result page.
  • Search result clicks

    The total number of clicks on the search results. E.g.: the user viewed the product or document returned by the search.
  • Search result count

    The average number of results returned for this keyword.
  • Click per search

    Search result click count divided by the Search result page count.
  • No-result page

    The number of no-result pages returned for this keyword. This can happen for several reasons – the most obvious is that if the product being searched for is out of stock.
No-result Page Diagram

Top clicked positions

For each search keyword you can see which search result position was clicked the most.

In the example below the 8th result of the SERP was clicked most often, so it would be a good idea to adjust the ranking, so that one is in the 1st position.

Clicked Positions Diagram

Top clicked titles

For each search keyword you can see which titles and URLs were clicked the most.

Clicked Titles Diagram

SERP – No-result pages

The engagement report also contains important information like paging count per search and clicked positions, which tell you how accurate the product ranking is on the SERP. If both paging and clicked position are low (1-5) then the search results are relevant and well ordered. You can also see data about clicks per result; a low rate indicates that your results are not so relevant.

The 0-result page report helps you analyze the popular keywords for which your site search engine does not return any results. There could be multiple reasons for this: the content is not available on your site, the user made a spelling mistake in the search keyword, there are some defects in your search engine, or some of the content is not indexed or indexed incorrectly.

Some site search engines can’t find results 15-20% of the time, which means that a lot of people can’t find what they are looking to purchase. Analytics reports that show you which search terms yield no results are invaluable. With this data you can find the terms you should optimize for and products you should add synonyms to.

The following information is available in the report:

  • Search keyword

    The keyword people searched which resulted in no-result pages.
  • Search result pages

    The number of times this keyword was searched.
  • No-result pages

    The number of times a no-result page was shown. The Search result page count and the No-result page count can be different, for example if you fix the reason for the no-result page, then that page will start being counted as a Result page.
No-result Page Diagram