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Internal site search can give you so many great insights. Remember, this is how your users are searching your site. I can see you reading this saying, “Duh. Thank you, miss obvious!” Think about it, though. What does that tell you? What does it scream?

Pay attention! That’s what it tells you. Internal site search is like a mini usability test. Instead of formally asking users what they are looking for on your website, they’re telling you … in their own words … without you asking them!

Let me expand.

Take a look at the top internal keyword phrases your users are searching for on your website. What type of terminology do your users use? Is that same terminology used on your website? Now take a look at how many of those keyword phrases bring back *zero* results? Why are they bringing back zero results? Are your users searching for something that isn’t on your site? Are you using the word “cost” when your users are searching for the word “tuition?” Looking at this specific report can give you so many instant insights.

Looking at it from another angle. Let’s say your top internal keyword search term/phrase is “tuition.” Look further. What pages are your users on when they search for “tuition?” Hmmm … is tuition located on that page anywhere? Should it be? Is it buried four paragraphs deep and users are missing it? Looking deeper into your internal keyword reports can give you key insights into not only the terminology of your users but also *where* within your site your users are searching for certain topics. Where do your users *think* these terms should logically be found within your site?

When users search for phrases using your internal search engine, pay attention to where they go after they land on your results page. Do they leave your site? Do they go back to the site search?

Your internal search engine reports tells you exactly *what* your users are searching for and *how* they are searching. Instant insights. Instantly actionable.

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