Analyzing your visitors' search terms can help you better understand their needs. It can provide valuable data about the content and organization of the content on your site. But if you’re new to looking at search data, it can be overwhelming to figure out where to start and how to make sense of it all. This presentation explores how to create a semi-automated report for analyzing large amounts of search data on a regular basis. It’s semi-automated because a human still needs to review the data for changes and new trends, but this process can save a lot of time once you have a solid understanding of the data and the spreadsheet functions in place. Get your data nerd on and find out how you can save time while improving your site’s user experience. Learn more by watching a recorded webinar at http://youtu.be/x2_PhowP-DI

1. Mastering Your Search
Data: A Tool for Faster,
Smarter Analysis
Michelle Chronister
UX Team Lead, USA.gov
U.S. General Services Administration
michelle.chronister@gsa.gov
@mchronister

2. Why Look at Search Data

3. Why Look at Search Data
“Jobs” is always the #1 search term on USA.gov.
Learn what
visitors want

4. Why Look at Search Data
Visitors to USA.gov tend to look for passport information more in the spring.
Learn what
visitors want
and when
they want it

5. Why Look at Search Data
Identify pain points
Help-U-Sell Mobile App

6. Why Look at Search Data
Improve your content
Image from 10ch CC BY 2.0

7. The Tool

9. Steps to Creating Your Own Tool

10. Step 1: Export Your Data
Step 2: Review Terms
Step 3: Create Groups
Step 4: Write Magic
Formulas
Step 5: Test Formulas
Step 6: Repeat
Step 7: Analyze and
Share
Steps to Creating Your Own Tool

11. Step 1: Export Your Data

12. Export Your Data
DigitalGov Search
Analytics > Monthly Reports >
Download Top Queries

14. Export Your Data
Google Analytics
Behavior > Site Search > Search Terms
> Export
★ Make sure to change the number of rows or
the export will only show the top 10.

16. Step 2: Review the Terms

17. Review the Terms
● variations on a term - jobs and job openings
● synonyms - jobs, careers, and employment
● acronyms - FDA and Food and Drug Administration
● misspellings - passport and pasport
● meaning confusion - colonel and kernel
Look for

18. Step 3: Create Groups

19. Create Groups
Make a list of groups you noticed when reviewing
the terms.

20. Jobs
● jobs
● jobs openings by
state
● job openings

21. Travel
● passport renewal
● passport
● visa

22. Create Groups
Make a list of groups you noticed when reviewing
the terms.
Decide how broad or specific to make each group.
Think about the goals and purpose of your site.
Consider the number of searches for the topic.

23. U.S. Citizens Traveling Abroad
● passport renewal
● passport
International Visitors Coming
to the U.S.
● visa
● immigration

24. Create Groups
Make a list of groups you noticed when reviewing
the terms.
Decide how broad or specific to make each group.
Refine as you review the data.

25. Create Groups
Why create groups?
May 2014 - USA.gov
● “jobs” - 1,404 searches
● All job related searches - 5,549

26. Step 4: Write Magic Formulas

27. Write Magic Formulas
This is the faster, smarter part.

28. Write Magic Formulas
This is the faster, smarter part.
Once you have groups, you can write formulas to
automatically add up queries that meet the group’
s rules.

29. Write Magic Formulas
For a passports group
=sumif(A:A,"*passport*",C:C)
If column A includes the word “passport” anywhere
in it, add up the number in column C.

30. Write Magic Formulas
For a passports group
=sumif(A:A,"*passport*",C:C)
If column A includes the word “passport” anywhere
in it, add up the number in column C.
The * around the word says look for this word
anywhere in the cell. This counts “passport,”
“passports,” “passport renewal,” and “passport
application download” in a single formula.

31. Write Magic Formulas
For a jobs group
=sumif(A:A,"*job*",C:C)+
sumif(A:A,"*employment*",C:C)+
sumif(A:A,"*career*",C:C)
Add up all searches that include the
word “job,” “employment,” or “career.”

32. Write Magic Formulas
For an immigration group
=sumif(A:A,"*green card*",C:C)+
sumif(A:A,"*immigration*",C:C)+
sumif(A:A,"*visa*",C:C)
Add up all searches that include the
word “green card,” “immigration,” or
“visa.”

33. Step 5: Test Formulas

34. Test Formulas
Double check the formula for each group and
refine it until the result matches a manual check.

35. Write Magic Formulas
For a passports group
=sumif(A:A,"*passport*",C:C)
=2,091
Manual check
=C3+C4+C21+C31
=2,091

36. Test Formulas
For an immigration group
=sumif(A:A,"*green card lottery*",C:C)+
sumif(A:A,"*immigration*",C:C)+
sumif(A:A,"*visa*",C:C)+
sumif(A:A,"*green card*",C:C)
=2,680

37. Test Formulas
For an immigration group
=sumif(A:A,"*green card lottery*",C:C)+
sumif(A:A,"*immigration*",C:C)+
sumif(A:A,"*visa*",C:C)+
sumif(A:A,"*green card*",C:C)
=2,680
Manual check
=C11+C12+C17+C20+C23
=1,832

38. Test Formulas
For an immigration group
=sumif(A:A,"*green card lottery*",C:C)+
sumif(A:A,"*immigration*",C:C)+
sumif(A:A,"*visa*",C:C)+
sumif(A:A,"*green card*",C:C)
=2,680
This formula double counts rows 11 and 12.

39. Test Formulas
For an immigration group
=sumif(A:A,"*green card lottery*",C:C)+
sumif(A:A,"*immigration*",C:C)+
sumif(A:A,"*visa*",C:C)+
sumif(A:A,"*green card*",C:C)
=1,832
Manual check
=C11+C12+C17+C20+C23
=1,832

40. Test Formulas
Double check the formula for each group and refine
it until the result matches a manual check.
There may be times when the manual check doesn’
t match and there’s no way to fix it. Make a note.
Decide how important it is to you.

41. Test Formulas
Keep a record of each group and its formula.

42. Step 6: Repeat

43. Repeat
Now that you have a tool and a process, you can
analyze your search terms on a regular basis in less
time.

44. Repeat
Now that you have a tool and a process, you can
analyze your search terms on a regular basis in less
time.
Look over the terms each time you export the data
to see if you need to refine the formulas.

45. Step 7: Analyze and Share

46. Analyze and Share
Look at trends
over time

47. Analyze and Share
Look at trends
over time
Prepare for
seasonal
occurrences

48. Analyze and Share
Quickly gather historical
data
Large spike in searches for the
Consumer Action Handbook in
May. To see if it was an
anomaly, I went back and
applied the formula to other
months.

49. Tips and Tricks

50. Tips and Tricks
When creating groups, write down similar terms and name the
group later.
When writing magic formulas, it’s generally better to use a
singular term - like “job” instead of “jobs”. Be careful about using
the *. You don’t always need it.
You can use wildcard characters in your magic formulas. Some
tools handle these better than others.

51. Tips and Tricks
DigitalGov Search - You probably only want to look at the real
count.
Google Analytics - Change the rows shown before exporting.
Google Docs - There’s a limit to how much data you can have in
one sheet. If using a tab per month, try limiting to 1,000 rows of
search terms in each.

52. More Information and Help

53. More Information and Help
Building Your Own Tool
● Read Understanding Your Users' Needs By Analyzing Search
Terms
● Download USA.gov’s spreadsheet (MS Excel, 371 KB, October 2013)
● Contact me - michelle.chronister@gsa.gov

54. More Information and Help
DigitalGov Search
● Learn more at http://search.digitalgov.gov/
● For help, contact search@support.digitalgov.gov or 202-505-
5315
Digital Analytics Program (Google Analytics)
● Learn more at http://www.digitalgov.gov/services/dap/
● For help, contact DAP@gsa.gov

55. Questions?
Michelle Chronister
UX Team Lead, USA.gov
U.S. General Services Administration
michelle.chronister@gsa.gov
@mchronister