Friction signal
Many rapid reformulations can indicate poor ranking, missing results, or unclear customer language.
Glossary
Search Reformulation
A search Reformulation is a custom follow-up search after the first query did not help enough or is consciously further refined.
Not always negative
A visitor can also go from a wide to a more specific query.
Analyze patterns
Look at first query, follow-up query, clicks, and result quality to understand the cause.
Optimization
Use recurring reformulations as input for product data, synonyms, filters or ranking.