Search analytics

Search analytics is the use of search data to investigate particular interactions among Web searchers, the search engine, or the content during searching episodes.^[1] The resulting analysis and aggregation of search engine statistics can be used in search engine marketing (SEM) and search engine optimization (SEO). In other words, search analytics helps website owners understand and improve their performance on search engines based on the outcome. For example, identifying highly valuable site visitors^[2] or understanding user intent.^[3] Search analytics includes search volume trends and analysis, reverse searching (entering websites to see their keywords), keyword monitoring, search result and advertisement history, advertisement spending statistics, website comparisons, affiliate marketing statistics, multivariate ad testing, et al.^[4]

^ Jansen, B. J. 2006. Search log analysis: What is it; what's been done; how to do it. Library and Information Science Research, 28(3), 407-432.
^ Ortiz-Cordova, A. and Jansen, B. J. (2012) Classifying Web Search Queries in Order to Identify High Revenue Generating Customers. Journal of the American Society for Information Sciences and Technology 63(7), 1426 – 1441.
^ Rose, D.E., & Levinson, D. (2004). Understanding user goals in web search. In S. Feldman, M. Uretsky, M. Najork, & C. Wills (Eds.). Proceedings of the World Wide Web Conference (WWW ’04) (pp. 13–19),. New York: ACM
^ Felix, R., Rauschnabel, P.A.; Hinsch, C. (2016). "Elements of Strategic Social Media Marketing: A Holistic Framework". Journal of Business Research. 70: 118–126. doi:10.1016/j.jbusres.2016.05.001.{{cite journal}}: CS1 maint: multiple names: authors list (link)

[1] Jansen, B. J. 2006. Search log analysis: What is it; what's been done; how to do it. Library and Information Science Research, 28(3), 407-432.

[2] Ortiz-Cordova, A. and Jansen, B. J. (2012) Classifying Web Search Queries in Order to Identify High Revenue Generating Customers. Journal of the American Society for Information Sciences and Technology 63(7), 1426 – 1441.

[3] Rose, D.E., & Levinson, D. (2004). Understanding user goals in web search. In S. Feldman, M. Uretsky, M. Najork, & C. Wills (Eds.). Proceedings of the World Wide Web Conference (WWW ’04) (pp. 13–19),. New York: ACM

[4] Felix, R., Rauschnabel, P.A.; Hinsch, C. (2016). "Elements of Strategic Social Media Marketing: A Holistic Framework". Journal of Business Research. 70: 118–126. doi:10.1016/j.jbusres.2016.05.001.{{cite journal}}: CS1 maint: multiple names: authors list (link)

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