I’m only on page 88 of my Advanced Web metrics with Google Analytics book. (Still over 250 pages to go). Here’s an interesting quote from page 84:
Site Search Usage
The Site Search reports contained in the Content section of Google Analytics are dedicated to understanding the usage of your internal search engine (if you have one). For large, complex websites with thousands, and in some case hundreds of thousands, of product pages, having an internal site search engine is critical for a successful visitor experience - no navigational system can perform as well as a good internal search engine in these cases.
At the very least, site search reports are a form of market research - every time visitors enter a keyword into your search box, they are telling you exactly what they want to find on your website. Marketers can use this information to better target campaigns. Product managers can use this as a feedback mechanism for designing new features or adding new products.
A report on the search terms used by visitors on your website is clearly powerful information for your organization. However, understanding where on your website a visitor reaches for the search box, what page they go to following a search, how long they stay on your site after conducting a search, whether they perform further search refinements, whether they are more likely to make a conversion, and whether their average order value is higher are also vital clues that can help you optimize the visitor experience.
Good points. I’m in fact using this blog’s search box to do this very analysis, though I can see one can get much more information by using GA and Google’s internal search engine. Fortunately there is a MediaWiki extension for this, which should be quick to implement. I’m so busy with testing right now that I haven’t yet had a chance!