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Summary

  • SSA offers a unique treasure trove of data worth tapping because it’s the one place where users tell you in their own words what they want from your site.

  • SSA provides different information about users than insights you normally get from SEM (Search Engine Marketing) and SEO (Search Engine Optimization). Think of people searching the Web as people you want to attract to your site, while people searching your site are customers you want to retain. SSA is concerned with the latter.

  • Query data can be captured in search engine logs or by analytics applications that harvest information on users’ actions on your site.

  • When users search your site, they typically will have more specific needs (and queries) than when they search for information on the Web.


  

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