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What is Search Analytics? Definition for SEO and Website Traffic
Search analytics is the analysis of search engine data such as queries, impressions, clicks, click-through rate, average position, landing pages, and organic traffic. It helps teams understand how people find a website through search.
Search analytics connects SEO work to real outcomes. It shows not only which queries bring visibility, but also what visitors do after they land on the site.
Search analytics data sources
Search analytics often combines:
- Google Search Console data
- Bing Webmaster Tools data
- Website analytics data
- Rank tracking data
- Landing page performance data
- Conversion data
Search Console can show query-level impressions and clicks. Website analytics can show sessions, bounce rate, conversions, funnels, and revenue after the click.
Search analytics metrics
Important search analytics metrics include:
- Impressions
- Clicks
- Click-through rate
- Average position
- Organic sessions
- Landing page conversion rate
- Branded vs non-branded traffic
- Search-driven revenue
The best insights usually come from combining metrics. A query with many impressions and low CTR may need a better title. A page with high clicks and low conversions may need better intent match.
How Swetrix supports search analytics
Swetrix includes SEO insights through Google Search Console integration and connects search data to website analytics. You can review top queries, pages, clicks, impressions, and on-site behavior in one place.
Related terms: organic search, search engine optimization, click-through rate, and landing page.
The web analytics your site deserves.
Tired of bloated dashboards, privacy concerns, and data you can't trust? Switch to Swetrix and get simple, powerful analytics that respects your users.