Detect commercial opportunity gaps
Posted: Thu Feb 13, 2025 8:39 am
What can you actually do with GA4 search terms data?
Knowing what visitors are searching for on your site or web shop dentist data can reveal insights about several aspects of your site.
Detect content gaps
If many visitors are searching for a specific term that isn’t covered on your site or blog, you may create content for it.
Of course, this only makes sense if it is related to your business or organization.
On-site searches give an obvious hint about what visitors actually want to buy from your web shop. If your ecommerce site doesn’t offer the brands or products that are collected in the search terms report, you may consider selling them.
The same applies to businesses that offer services or sell digital products.
The Data Driven Insiders program, for example, gives digital marketers like you access to learning resources. It also has a great community of experts like Fred and Alina, who both contributed to this article.
Detect user experience issues
Everyone believes their site is user friendly and assumes visitors can easily find information or products without doing an on-site search.
GA4 site search terms data can reveal a completely different reality.
Users may find it difficult to get straight to the information or product they want.
Your site search result page or functionally may suck. The faster people find what they need, the more likely they will stay on your site.
To illustrate that you can really go deep, Alina gave another example of how search terms can help you detect user experience issues.
Knowing what visitors are searching for on your site or web shop dentist data can reveal insights about several aspects of your site.
Detect content gaps
If many visitors are searching for a specific term that isn’t covered on your site or blog, you may create content for it.
Of course, this only makes sense if it is related to your business or organization.
On-site searches give an obvious hint about what visitors actually want to buy from your web shop. If your ecommerce site doesn’t offer the brands or products that are collected in the search terms report, you may consider selling them.
The same applies to businesses that offer services or sell digital products.
The Data Driven Insiders program, for example, gives digital marketers like you access to learning resources. It also has a great community of experts like Fred and Alina, who both contributed to this article.
Detect user experience issues
Everyone believes their site is user friendly and assumes visitors can easily find information or products without doing an on-site search.
GA4 site search terms data can reveal a completely different reality.
Users may find it difficult to get straight to the information or product they want.
Your site search result page or functionally may suck. The faster people find what they need, the more likely they will stay on your site.
To illustrate that you can really go deep, Alina gave another example of how search terms can help you detect user experience issues.