Which Search Analytics KPIs really tell something?

Search volume

How many visitors use search and which terms are most common? Search volume helps determine priorities but is not in itself a quality measure.

No-result percentage

A high percentage of searches to no avail may indicate missing products, poor product data, customer language that is not recognized or erroneous filters. Take a look at the biggest individual terms.

Click-through rate

CTR Shows whether results are attractive and relevant enough to look further. A low CTR in a lot of search volume deserves attention.

Reformulations

When visitors search directly again in other words, that could be a signal that the first results did not match their expectations.

Product Clicks

See not only how much is clicked, but also in which positions. If relevant products are found structurally only low in the results, ranking can be improved.

Conversion after search

Search users often have strong intentions. By tracking conversion after searches, it becomes visible which terms are commercially important and which queries generate a lot of traffic but little result.

Revenue contribution

Turnover makes prioritization more concrete. A relatively small search term can be more important in business than a high-volume term when order value or conversion is much higher.

Use KPIs together

No metric gives the full picture. Combine volume, zero-result searches, CTR and conversion to determine where optimization has the greatest impact.

More: Search Analytics and Search Optimization.