“Out of the box” search applications such as Google Search Appliance or Microsoft Search Server 2008 can be remarkably effective. But they can truly transform how an organization reaches content only when they have been tuned to the real-world needs of their users. Using real data from search implementations, we will outline: • A search analytics approach that leads to actionable information • A set of best practices for defining synonyms or automatically augmenting search phrases • Metrics for determining the success of your tuning activities • How to avoid disaster by ensuring key documents are not indexed