The Swiftype Blog

How We Use Swiftype to Understand our Customers

Paul Graham’s advice to entrepreneurs is simple – “Make something people want.” Make being the easy part and what people want being the much harder part. In the startup world, there are several interesting techniques for figuring out what people want. Customer Development, User Surveys, Crowdsourced idea generation etc. However my recent favorite is Swiftype’s weekly analytics email. Let me explain.

Quickly See What People Are Searching For

The following screenshot is from Swiftype’s sample report:

Top searches by number of queries

The first section of the email let’s you see at a glance what your users are searching for. We use Swiftype to power our documentation search, so our search terms tell us what our users most need help with. The top search for us right now is “email.” This make senses because our users typically want to know how to setup email. The top few keywords gave us a good sense of what our users are looking for right after signing up and have helped us shape up our product tour.

Figure out What New Stuff to Build

The second section of the email is more interesting. You can see which searches returned no results at all:

Top searches with No Results

In our case, the missing searches could mean one of the two things: * A feature/functionality that we have but which is missing documentation. * A feature that we don’t have.

For us it’s mostly the latter. For example the top result for us in this category is “reports”, since we don’t have reporting yet (our early adopters did not care for it but we are working on it now). Using this feature we also realized that people are looking for integrations like Pivotal, JIRA etc. Based on this, we decided to work on a hosted app platform that we will be rolling out in a few weeks.

Either way, we learn exactly where we need to improve. It could be improvements to an existing feature (adding documentation, improving the UX) or ideas for new features. Used with other techniques like user interviews and analytics, Swiftype has really helped us improve our app. In the future, we plan on using Swiftype to power our app directory search so we can find out ideas for new apps. The same technique can be applied to your marketing site as well.

Sitemap.xml Support for Swiftype

At Swiftype we’re always working on new ways to improve the quality of the crawl of your website, and today we’re announcing Swiftype crawler support for the Sitemap.xml protocol.

The Sitemap.xml protocol is a well-documented and widely implemented standard for specifying exactly which set of URLs you would like web crawlers to index on your website, and if your website supplies a sitemap.xml file to our crawler we will dutifully follow your specifications as our crawler builds a search index for your website.

If you aren’t familiar with Sitemap.xml files, we’ll take you through a quick tutorial here, and there is additional information in our documentation section as well as the official protocol page.

To get started, create a simple sitemap.xml file. An example sitemap.xml that specifies 3 URLs might look as follows:

<?xml version="1.0" encoding="UTF-8"?>
<urlset xmlns="">

Next, you’ll put the sitemap.xml file on your web server at a location that is accessible by our crawler. Many sites place the sitemap at the root of the domain (i.e., but any location is fine. Whatever location you choose, you should specify the location in your Robots.txt file as follows:

User-agent: *

If you’re unfamiliar with the Robots.txt file, you can find more information at the official Web Robots page.

Once your robots.txt file is updated and your sitemap.xml file has been uploaded you’re finished. The next time the Swiftype crawler visits your website we’ll recognize your sitemap.xml file follow the links you specify.

As always, if you’re having trouble or want more information, feel free to get in touch. Also, don’t forget to follow the blog so you don’t miss out on great content from our friends like Bob Hiler from Mixergy.

Exclude Unwanted Content with Swiftype

Are there parts of your site you won’t want indexed? We’ve got you covered.

To exclude parts of your website by path, you can use Path Exclusions. You can exclude pages starting with, containing, or ending with the text you specify. For advanced users, we also support regular expression matches.

To add a path exclusion, click on a crawler-based engine, then select the Domains tab, then the domain to which you want to add path exclusions.


As you type your exclusion, we’ll show you a sample of the pages that will be removed from the index.

Once you’re happy with the exclusions, hit the Recrawl button to put them into effect.

On an individual page, you can exclude content (for example, your header or footer) by adding the data-swiftype-index attribute set to false.

Here’s an example:

An example page with content exclusion


This is your page content, which will be indexed by the Swiftype crawler.This content will be indexed, since it isn’t surrounded by an excluded tag.


By combining Path Exclusions and Content Exclusion, you can precisely control how your website is indexed by Swiftype.

As always, if you have trouble, please reach out.

Announcing Swiftype: Modern Search for Sites and Apps

Swiftype founders Matt Riley and Quin Hoxie

Today we are announcing Swiftype, the best way to add search to your site or app. Quin and I have long been frustrated by how hard it is to add good search to web sites and apps, so we decided to do something about it.

Swiftype has an API you can use to index arbitrary content, but we also can crawl your site so you can get started in minutes. We’ll create a search engine literally while you watch. You can install it on your site using a simple JavaScript embed and your users will enjoy great, fast search results and autocompletion. In addition, Swiftype lets you customize search results with drag-and-drop and gives you detailed analytics about the queries your users are making.

Swiftype is already powering search for customers like Twilio, TwitchTV, Listia, and Fastly.

If you’d like to hear more or discuss adding Swiftype search to your site or app, please reach out. Also, be sure to keep an eye on the Swiftype blog – we’ll be releasing frequent updates.

You can read more about our launch on TechCrunch, or give us a try.

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