Chances are that your website has a search box. That box is a gold mine of data. It helps you learn what people are looking for and the actual words they use. With this information you can:
- Find new words for your paid search campaigns
- Get ideas for SEO keywords
- Learn what your visitors want and where your navigation falls short
If you use Google Analytics, setting this up is pretty simple.
- Login and find the profile you want.
- On the Analytics Setting screen, click "Edit" under the Settings column.
- Click "Edit" on the right side of the Main Website Profile Information
- Now, scroll down to the Site Search section and enable it "Do Track..."
- Enter the query parameter your site uses to note the search term in the URL.
For example, when you search for "multivariate" on my blog, the URL looks like this:
Thus, I use "s".
Now you'll be able to learn which terms people use when searching on your site. Google Analytics provides a whole host of other stats too. Don't be afraid to ask your analytics provider how you can get this data.