What Feature is Required to Track Customer Search Terms on a Website

What Feature is Required to Track Customer Search Terms on a Website

When you own a business and manage a website, understanding your visitor’s needs is a must. The last thing you want is a decline in user engagement or conversions due to a poor grasp of what your users are searching for on your website.

You will want to be aware of the exact terms they use in your website’s search bar, won’t you?

This is where tracking customer search terms becomes an essential part. When you can monitor and analyze the search queries, you can gain insights into user behaviour, needs, and preferences.

And, here comes the main query- What feature is required to track customer search terms on a website?

There are different features such as Site Search, autosuggestions, user-generated content analysis, Google Analytics, and more. So, how to use the features to get the best of them?

Well, we’ve got you covered. Scroll down to learn about the excellent features used for tracking search terms, tools you can use to find keywords, things you need to consider when tracking search terms, and everything about the topic!

What is Site Search?

Site search is a feature that works as Google’s search option. Just like how you ask questions to Google, your customers can write anything on your site’s search bar to look for particular details.

The site search feature of your website gives you a clear indication of your users’ intent. By analyzing the search terms entered in the search bar, you can identify the topics and information your users are seeking.

Therefore, the site search feature improves your website’s user experience. It guides you in optimizing your website’s content and structure. This optimization ensures to meet customer context effectively.

To understand search activity on your site, go to the Site Search Usage report.

This report reveals the number of sessions included with and without search activities. Go to Behavior > Site Search > Pages in the report. This section shows where users start their search journey.

Customer Search Terms in SEO

Customer Search Terms in SEO

Customer search terms are the specific words and phrases that your customers type into the search bar on your website. The terms can be related to information, products, or services offered by your business.

But what does SEO mean and why is important for your online customer service? Here are the reasons:

  • SEO is the abbreviation of ‘Search Engine Optimization’. SEO is the way to make your website rank on search engines. Globally, the most popular search engines are Google, Bing, and Yahoo.
  • If you want to make your business appear on a larger audience base, you need to rank high on the search engines. To rank high, you must optimize your website based on the search engine’s algorithm.
  • Please note that SEO works with proper keyword research, on-page optimization, off-page optimization, content marketing, social media optimization, and link building.

Keywords vs. Search Terms

By now, you already know that search terms are the words that people enter into a search engine (e.g. Google). They use the search terms when looking for a product, service, or information.

But a keyword is what you use to target your potential customers. So, keywords are utilized to make sure that your products or services are properly displayed for relevant search terms. Now, you can say that keywords and search terms are just the two sides of a coin.

Here’s a quick comparison between keywords and search terms for you.

Comparison Factors


Search terms

Purpose To optimize website content for search engines and improve SEO ranking. To find specific information, products, or services online.
SEO Relevance Highly important for SEO and it helps in ranking a website higher in search engine results. It influences how effectively a website meets user needs and queries.
User Perspective Keywords may not exactly match the user’s search intent as they’re more general. Search terms directly align with the user’s immediate search intent or specific query.
Trends and Changes Can be influenced by industry trends, but generally more stable. Search terms are highly dynamic and often change with trends or user interests.

Importance of Tracking Customer Search Terms

Customer search terms mirror exactly what your customers are interested in or what they want to find. If you are aware of the customer search terms, here’s what you can do:

  • You can optimize and structure the content for search engines.
  • You can create or modify content to more closely align with what your customers are seeking. Thus you can improve the relevance and usefulness of your website.
  • Customer search terms also provide valuable insights into market trends, customer service statistics, and customer preferences. It enables you to structure your offerings and marketing strategies accordingly.
  • You can use the terms in targeted advertising and digital marketing campaigns to reach the right audience more effectively.
  • Analyzing search terms can also show you the path to what competitors are offering or what customers might be seeking from them. This knowledge helps in refining competitive strategies.

What Feature is Required to Track Customer Search Terms on a Website?

5 Feature Is Required to Track Customer Search Terms On A Website?

Now, let’s get into the details regarding the features required to track customer search terms.

1. Site Search

Yes, Site Search always comes in the first place when talking about the features for tracking customer search terms.

You already know what it is and how it works. Make sure the Site Search on your website tracks everything that your users search for. It also should show you auto-suggestions to track the terms more effectively.

You can then analyze all the data as well as optimize your content according to the data.

2. Google Analytics

Google Analytics is a powerful tool that helps you understand your visitors. It works like a boss when tracking customer search terms. The data you get from Google Analytics helps you understand customer service trends.

Best of all, it has both free and paid versions; so you can access it for businesses of all sizes.

To set up site search tracking using Google Analytics, you need to identify the query parameter your website uses for searches (like ‘q’ for query in www.example.com/?q=tennis+rackets).

Once you tell Google Analytics what to look for, it starts tracking all the search terms users enter on your site.

3. User-Generated Content Analysis

‘User-generated content analysis’ is another answer when you ask- What feature is required to track customer search terms on a website?

This is another way to get insights into the trending search terms and topics that your audiences are using outside your website.

Yes, outside your website. User-generated content can be a forum discussion, reviews, or comments by your users.

Let me give you a real-life example. Suppose, you own a customer service company and you’ve recently started implementing customer service bots.

You notice customers are leaving comments on your Instagram posts saying things like “Thank you customer service quotes” or asking “What other customer service platforms do you have?”

From these comments, you realize that ‘gluten-free’ is a key term your customers are interested in. This could be a term they use when searching for customer service tools online.

4. On-Site Behavior Analysis

On-Site Behavior Analysis is like being a detective on your website. It requires you to watch and understand how visitors act when they’re on your site. This method helps figure out what customers are searching for.

For example, you have noticed many visitors navigate to the ‘FAQs’ or ‘Help Articles’ section immediately. This means that they’re looking for quick answers to common issues.

Again, if several visitors are clicking on articles about ‘how to improve customer service skills‘, it indicates a high interest or concern in this area. This behavior can guide the search terms they’re likely using.

5.Use of Advanced Analytical Tools

Take advantage of advanced analytical tools to gain deeper insights into customer search behavior.

Tools like Google Analytics provide functionalities beyond basic search term tracking (e.g. user flow analysis and conversion pathways).

These tools can help identify patterns and correlations that might not be evident through simple observation. This is how you can make more informed decisions about content and SEO strategies.

Things to Consider When Tracking Customer Search Terms

Before you track customer search terms, you should consider the following points.

1. Privacy and Ethical Considerations

While tracking customer search terms, you must respect user privacy and stick to ethical standards.

Make sure that data collection and analysis are compliant with privacy laws like GDPR or CCPA. Also, be transparent with users about what data is collected and how it’s used. Respecting user privacy builds trust and enhances your brand’s reputation.

2. Optimize UX and CX

Customer search terms influence customer experience (CX) and user experience (UX).

If customers frequently search certain terms, consider making related content more accessible. This process can involve restructuring menus, improving navigation, or adding new sections or pages.

A user-friendly site structure based on customer search behavior can significantly enhance the overall UX and CX.

3. Use Cookies to Inform Customers About Tracking Their Search Terms

Cookies can effectively gather data about user behavior. The use of cookies includes tracking their search terms, and user sessions. It also helps understand long-term user interests and changes in search patterns.

However, be transparent about the use of cookies for tracking search terms. Provide clear information in your privacy policy and cookie consent banner.

It’s because, In light of privacy laws like GDPR, you must obtain user consent before tracking their search terms using cookies.

4. Create A Feedback Loop

Creating a feedback loop can help in continuous improvement.

You can create this loop where search term analysis leads to content updates. This continuous cycle of analysis, implementation, and re-evaluation can refine your approach. It ensures that your website stays dynamic and responsive to the evolving needs and behaviours of your users.

Top 5 Keyword Tracking Tools

Mapping the most-searched queries/keywords helps you organize related content or products for your customers.

By using keyword tracking tools, you can understand customer needs, improve content and resources, enhance SEO for support pages, and improve overall customer experience.

Let’s get to know about the 5 most popular and effective keyword-tracking tools you should try for your business.

1. Ahrefs

One of the leading keyword-tracking tools is Ahrefs and it’s a fully-featured SEO tool. Ahrefs offers a simple setup and overall less complex usability compared to most keyword-tracking tools on the market. Below are the pros and cons of Ahrefs.


  • You can work with not only your competitor sites but also more websites using Ahrefs
  • It offers a high percentage of data accuracy
  • Ahrefs continuously updates keyword rankings
  • You can track keyword rankings at any level (highly competitive to super-local level)
  • You can access 9 search engines including Google
  • It tracks mobile and desktop rankings across 190 countries


  • Ahrefs doesn’t let you have any free trial
  • No phone support is offered by Ahrefs

2. Semrush

Although more expensive than Ahrefs, Semrush allows you to track numerous keyword rankings. It helps you analyze competitors, improve on-page SEO, build links and get valuable visibility in Google and other search engines.


  • Semrush offers generous reporting limits
  • It allows you to get not only organic search results but also PPC
  • Semrush also allows you to collect backlink analysis, website audits, and competitor analysis
  • It offers excellent customer support
  • You can enjoy the longest free trial using Semrush


  • More on the expensive side
  • UX/UI is not that beginner-friendly

3. Ubersuggest

Ubersuggest from Neil Patel is popular among most website owners.

The biggest reason for its popularity is that it’s free. Although Ahrefs is the most effective tool on our list, it comes with a price tag. If you want something close to Ahrefs and it has to be free, Ubersuggest is a go-to-way. 


  • Ubersuggest helps you optimize your Google ranking by monitoring all broken links
  • It’s easy to use and beginner-friendly
  • You can track what keywords your competitors are ranking for and get the list of backlinks they receive
  • You’ll get error reports and suggestions on fixing them as well
  • It’s free!


  • It can get slower if you run two reports at the same time

4. Mangools

Mnagools is an effective and affordable option for small to medium enterprises. You need to pay only $29 per month to get the entry in Mangool’s world. Here’s what Mangools offers you.


  • This tool does the groundwork for your keyword research
  • It performs excellently in tracking website ranks and finding backlinking options
  • It analyzes the keyword strategy  that your competitor sites follow
  • It also gives you a complete report of SEO metrics for any site you want
  • It’s more affordable


  • It lacks high-end features such as Link Intersect and Content Gap

5. SE Ranking

SE Ranking is a mid-priced keyword tracker that’s best for small to medium businesses and agencies. This tool offers features such as content keyword rank tracker, content editor, backlink checker, content idea finder, and so on.


  • SE Ranking lets you enjoy a huge number of SEO features
  • If you’re a new user, you can have a 14-day free trial
  • The pricing plans are affordable in most cases
  • The interface is beginner-friendly
  • You can have detailed reports and analytics from the tool


  • As it’s a beginner-friendly option, you’ll miss advanced SEO features
  • Beginner users can struggle with the ‘a-bit-of-complicated’ setup.

Last Words

We are done discussing what feature is required to track customer search terms on a website. We hope that you got the proper guidelines you have been looking for.

No matter you own an e-commerce platform or affiliate website, you will want to know which products or services your customers are most interested in. Knowing the tips for tracking customer search terms will help you understand your customer needs. It will improve the overall user experience if you can optimize the pages accordingly.

Good luck with your new journey!

Afrin Mithee is a freelance writer who helps SaaS companies build an audience and get more paying clients online. Her SEO practices and digital marketing strategies help to show up businesses and reach a larger range of customers.

Afrin Mithee
Author’s Bio

Afrin Mithee is a freelance writer who helps SaaS companies build an audience and get more paying clients online. Her SEO practices and digital marketing strategies help to show up businesses and reach a larger range of customers.

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