Search volume
Show me where question is. Use volume as context, not as a quality measure in itself.
Search volume →Academy · Lesson 5
Search Analytics makes optimization measurable.
Without consistent definitions for search behavior, you don’t know if a technical improvement also delivers a better customer journey and commercial impact.
Zero-result searches
Check out both the percentage and the concrete queries and their commercial relevance.
Zero-result searches →CTR
A result set is only usable when visitors actually recognize and click on relevant products.
CTR →Conversion
Link search behavior to orders only when the attribution is sufficiently reliable and explainable.
Conversion →Segments
For example, compare mobile, categories, markets or stores when data volumes allow.
Query segments →Data quality
Missing events, duplicates and wrongly linked context can distort all other KPIs.
Data quality →Prioritizing
Combine volume, quality and impact.
High-volume search terms with low CTR or many zero-result searches are often better candidates for analysis than incidental exceptions. Then determine what change you expect to improve and measure again.