Search experience optimization starts with your own data


Search engine optimization (SEO) helps people find your website. Search experience optimization (SXO) focuses on what happens after they arrive.

Visitors who find your site through Google are often highly motivated to find specific information. Many will use your site's search feature to continue their journey. That's why site search data can be a valuable source of insight for content strategists, communicators, developers and leaders alike.

Site search terms can reveal:

  • Content people expect to find
  • Information that may be difficult to locate
  • Opportunities to improve navigation and information architecture
  • Topics that deserve greater SEO and content attention

For example, our site search data shows strong interest in student-related topics. Over the past year, some of the most frequently searched terms were:

  • PSEO (83 searches)
  • Tuition (76 searches)
  • Scholarships (73 searches)

When we filter to sessions that began with a Google search, we see a similar pattern:

  • PSEO (73 searches)
  • Calendar (54 searches)
  • Scholarships (52 searches)

This suggests that many visitors who arrive from Google continue searching for these topics after reaching our website. That behavior may indicate opportunities to improve landing pages, navigation, content organization or search visibility.

If site search tracking is enabled in your GA4 property, you can find this information using the Search term dimension. If you don't see search terms in your reports, review Andy Crestodina's guide, [Site Search Analytics and GA4: How to See What Your Visitors Are Searching for on Your Website].

Interested in exploring your own data? You can make a copy of the sample Looker Studio dashboard and connect it to your GA4 property.

Questions or ideas? Schedule an Office Hours meeting with the University Marketing Communications DAL-U leadership team.

Happy analyzing!

Topics: Digital Analytics