Afrin Mithee
Customer Engagement
31 January, 2024
When you own a business and manage a website, understanding your visitor’s needs is a must. The last thing you want is a decline in user engagement or conversions due to a poor grasp of what your users are searching for on your website.
You will want to be aware of the exact terms they use in your website’s search bar, won’t you?
This is where tracking customer search terms becomes an essential part. When you can monitor and analyze the search queries, you can gain insights into user behaviour, needs, and preferences.
And, here comes the main query- What feature is required to track customer search terms on a website?
There are different features such as Site Search, autosuggestions, user-generated content analysis, Google Analytics, and more. So, how to use the features to get the best of them?
Well, we’ve got you covered. Scroll down to learn about the excellent features used for tracking search terms, tools you can use to find keywords, things you need to consider when tracking search terms, and everything about the topic!
Contents
Site search is a feature that works as Google’s search option. Just like how you ask questions to Google, your customers can write anything on your site’s search bar to look for particular details.
The site search feature of your website gives you a clear indication of your users’ intent. By analyzing the search terms entered in the search bar, you can identify the topics and information your users are seeking.
Therefore, the site search feature improves your website’s user experience. It guides you in optimizing your website’s content and structure. This optimization ensures to meet customer context effectively.
To understand search activity on your site, go to the Site Search Usage report.
This report reveals the number of sessions included with and without search activities. Go to Behavior > Site Search > Pages in the report. This section shows where users start their search journey.
Customer search terms are the specific words and phrases that your customers type into the search bar on your website. The terms can be related to information, products, or services offered by your business.
But what does SEO mean and why is important for your online customer service? Here are the reasons:
By now, you already know that search terms are the words that people enter into a search engine (e.g. Google). They use the search terms when looking for a product, service, or information.
But a keyword is what you use to target your potential customers. So, keywords are utilized to make sure that your products or services are properly displayed for relevant search terms. Now, you can say that keywords and search terms are just the two sides of a coin.
Here’s a quick comparison between keywords and search terms for you.
Comparison Factors |
Keywords |
Search terms |
| Purpose | To optimize website content for search engines and improve SEO ranking. | To find specific information, products, or services online. |
| SEO Relevance | Highly important for SEO and it helps in ranking a website higher in search engine results. | It influences how effectively a website meets user needs and queries. |
| User Perspective | Keywords may not exactly match the user’s search intent as they’re more general. | Search terms directly align with the user’s immediate search intent or specific query. |
| Trends and Changes | Can be influenced by industry trends, but generally more stable. | Search terms are highly dynamic and often change with trends or user interests. |
Customer search terms mirror exactly what your customers are interested in or what they want to find. If you are aware of the customer search terms, here’s what you can do:
Now, let’s get into the details regarding the features required to track customer search terms.
Yes, Site Search always comes in the first place when talking about the features for tracking customer search terms.
You already know what it is and how it works. Make sure the Site Search on your website tracks everything that your users search for. It also should show you auto-suggestions to track the terms more effectively.
You can then analyze all the data as well as optimize your content according to the data.
Google Analytics is a powerful tool that helps you understand your visitors. It works like a boss when tracking customer search terms. The data you get from Google Analytics helps you understand customer service trends.
Best of all, it has both free and paid versions; so you can access it for businesses of all sizes.
To set up site search tracking using Google Analytics, you need to identify the query parameter your website uses for searches (like ‘q’ for query in www.example.com/?q=tennis+rackets).
Once you tell Google Analytics what to look for, it starts tracking all the search terms users enter on your site.
‘User-generated content analysis’ is another answer when you ask- What feature is required to track customer search terms on a website?
This is another way to get insights into the trending search terms and topics that your audiences are using outside your website.
Yes, outside your website. User-generated content can be a forum discussion, reviews, or comments by your users.
Let me give you a real-life example. Suppose, you own a customer service company and you’ve recently started implementing customer service bots.
You notice customers are leaving comments on your Instagram posts saying things like “Thank you customer service quotes” or asking “What other customer service platforms do you have?”
From these comments, you realize that ‘gluten-free’ is a key term your customers are interested in. This could be a term they use when searching for customer service tools online.
On-Site Behavior Analysis is like being a detective on your website. It requires you to watch and understand how visitors act when they’re on your site. This method helps figure out what customers are searching for.
For example, you have noticed many visitors navigate to the ‘FAQs’ or ‘Help Articles’ section immediately. This means that they’re looking for quick answers to common issues.
Again, if several visitors are clicking on articles about ‘how to improve customer service skills‘, it indicates a high interest or concern in this area. This behavior can guide the search terms they’re likely using.
Take advantage of advanced analytical tools to gain deeper insights into customer search behavior.
Tools like Google Analytics provide functionalities beyond basic search term tracking (e.g. user flow analysis and conversion pathways).
These tools can help identify patterns and correlations that might not be evident through simple observation. This is how you can make more informed decisions about content and SEO strategies.
Before you track customer search terms, you should consider the following points.
While tracking customer search terms, you must respect user privacy and stick to ethical standards.
Make sure that data collection and analysis are compliant with privacy laws like GDPR or CCPA. Also, be transparent with users about what data is collected and how it’s used. Respecting user privacy builds trust and enhances your brand’s reputation.
Customer search terms influence customer experience (CX) and user experience (UX).
If customers frequently search certain terms, consider making related content more accessible. This process can involve restructuring menus, improving navigation, or adding new sections or pages.
A user-friendly site structure based on customer search behavior can significantly enhance the overall UX and CX.
Cookies can effectively gather data about user behavior. The use of cookies includes tracking their search terms, and user sessions. It also helps understand long-term user interests and changes in search patterns.
However, be transparent about the use of cookies for tracking search terms. Provide clear information in your privacy policy and cookie consent banner.
It’s because, In light of privacy laws like GDPR, you must obtain user consent before tracking their search terms using cookies.
Creating a feedback loop can help in continuous improvement.
You can create this loop where search term analysis leads to content updates. This continuous cycle of analysis, implementation, and re-evaluation can refine your approach. It ensures that your website stays dynamic and responsive to the evolving needs and behaviours of your users.
Mapping the most-searched queries/keywords helps you organize related content or products for your customers.
By using keyword tracking tools, you can understand customer needs, improve content and resources, enhance SEO for support pages, and improve overall customer experience.
Let’s get to know about the 5 most popular and effective keyword-tracking tools you should try for your business.
One of the leading keyword-tracking tools is Ahrefs and it’s a fully-featured SEO tool. Ahrefs offers a simple setup and overall less complex usability compared to most keyword-tracking tools on the market. Below are the pros and cons of Ahrefs.
Pros
Cons
Although more expensive than Ahrefs, Semrush allows you to track numerous keyword rankings. It helps you analyze competitors, improve on-page SEO, build links and get valuable visibility in Google and other search engines.
Pros
Cons
Ubersuggest from Neil Patel is popular among most website owners.
The biggest reason for its popularity is that it’s free. Although Ahrefs is the most effective tool on our list, it comes with a price tag. If you want something close to Ahrefs and it has to be free, Ubersuggest is a go-to-way.
Pros
Cons
Mnagools is an effective and affordable option for small to medium enterprises. You need to pay only $29 per month to get the entry in Mangool’s world. Here’s what Mangools offers you.
Pros
Cons
SE Ranking is a mid-priced keyword tracker that’s best for small to medium businesses and agencies. This tool offers features such as content keyword rank tracker, content editor, backlink checker, content idea finder, and so on.
Pros
Cons
We are done discussing what feature is required to track customer search terms on a website. We hope that you got the proper guidelines you have been looking for.
No matter you own an e-commerce platform or affiliate website, you will want to know which products or services your customers are most interested in. Knowing the tips for tracking customer search terms will help you understand your customer needs. It will improve the overall user experience if you can optimize the pages accordingly.
Good luck with your new journey!
Afrin Mithee is a freelance writer who helps SaaS companies build an audience and get more paying clients online. Her SEO practices and digital marketing strategies help to show up businesses and reach a larger range of customers.
Afrin Mithee is a freelance writer who helps SaaS companies build an audience and get more paying clients online. Her SEO practices and digital marketing strategies help to show up businesses and reach a larger range of customers.
