The search statistics

Listing of new products / brands

If search terms for certain product topics/brands are entered frequently, but hardly any or no matching articles appear, this could be a sign that products/brands are missing from the range.

Creating synonyms

Creating synonyms helps customers to find exactly the product they are looking for. For example, if colloquial product names appear that are not in the product title orproduct description, these can be shopd as synonyms for the correct technical term.

Setting up forwarding

It makes sense to set up redirects if there are suitable category pages or landing pages for the respective search term that represent a better alternative to the hit list and focus on the relevant products or present the content more optimally.

Optimization of product data

The search statistics can also provide information on whether there is still potential for optimization in the product data. If certain products are frequently searched for but rarely purchased, this may be a sign that the product data has not been prepared to a high standard, e.g. unfavorable product title, incomprehensible product description, missing images, etc. Intensive quality control can be worthwhile here.

Ensuring the availability

If search terms for certain products are often searched for, this is an indication that these are popular products. Conversely, the demand for them is high. Therefore, high availability should always be ensured for these products.

Customization of zero hit lists

For the most popular search terms, a zero hit list should be avoided at all costs, as there is a high risk that customers will leave the online shop frustrated because they have not found what they are looking for. In any case, it should be ensured that zero-hit lists - if they occur - offer alternatives, e.g. by displaying the available product categories or offering a way to contact customer service.

Customization / renaming of categories

If customers repeatedly use a different name for some categories, you can check whether it makes sense to rename the category, for example from swivel chairs to office chairs.

Adjustment of ranking / weighting factors

If the search statistics show a large number of hits for some frequently searched search terms, it should be ensured that the most relevant products are also displayed at the top. Ranking and weighting factors help to prioritize the most important products according to various criteria.

Implementation of new landing pages

If brands or product lines often appear in the search results for which a landing page is more suitable than a hit list, for example because further context is required for the products in order to make a purchase decision, this can be an indication that new landing pages are being implemented to which the respective search terms are then forwarded.

Derivation of promotions

Strong search terms can also provide information for the marketing department as to which products are worth advertising further, e.g. in the newsletter, on the homepage of the online shop, for the offer of the month, etc.

Adjustments in the area of SEA / SEO