Thread by @SkroutzSEO

Internal Search is a powerful tool for both users and #SEO professionals, especially for large #ecommerce sites.

(P.S. It is also one of our favorite keyword data sources)

Unleash the Power of Internal Site Search for Better UX & Conversions with these 5 Tips🧵

✔️Tip 1: Check for Content Topics that users are searching for (a lot) but you don’t have a specific Landing Page for. This can improve UX and your chances to rank with that page on Google Search.

Bonus: Blend your internal searches with your search console data to find if there are quality and high-volume searches that have little to no organic clicks.

✔️Tip 2: Group your internal searches into keyword clusters by

- using a tool with SERP Data (e.g. @keywordinsights) or

- building your own tool using similar results data (if 2+ searches return a large number of identical products, they might be synonyms or related).

✔️Tip 3: If you have created a quality landing page for a particular keyword cluster, you can redirect all these searches to the dedicated page.

Users and Google will love it!

Plus, it works like a charm for seasonal queries & special sales events like Black Friday.

✔️Tip 4: A high refinement rate after a particular search (when the user performs another search right after the first one) is a strong signal that your results might need improvement.

✔️Tip 5: Searches with more than one dominating destination page might be a signal of duplicate content or landing pages that serve the same user intent and might be good candidates for merging.

Internal Search is a goldmine for UX & SEO teams, and you can use the data in many more ways.

At Skroutz, we use #Kibana (from @elastic) as our internal search monitoring tool. You can always use the free @googleanalytics Search Reports.