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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.〔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.〕 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, for example identifying highly valuable site vistiors.〔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.〕 or understanding user intent.〔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〕 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.
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