The Swiftype Blog / Tag: analytics

How to Win at Business With Real-time Search Analytics


Big Data has definitely grown up and shed its “buzzword” status. The fact that Google processes more than five billion searches every 24 hours is just the tip of the iceberg when it comes to the reams of data flying around at any given minute, and it explains why real-time search analytics are rapidly gaining importance.

What exactly is Real-Time Analytics and How Does It Relate to Search?

Real-Time Analytics, at its most basic, is knowing—and acting upon—events happening in your business when they are occurring. In the good old days, consumer data was parsed, processed, stored, and analyzed well after the fact. The data was still good; it was just old.

Couple that with the fact that today’s searchers expect immediate results. They want an organization to be proactive rather than reactive. Real-time search analytics allows you to accomplish that by providing a “real-life/real-time” picture of how your users engage with your site and your site search platform.

And since search is one of the clearest ways to determine exactly what your audience wants, having access to measurable and actionable search data, trends, pain points, or issues—in real time—brings huge value to businesses and drives increased, timely competition. Organizations are able to drive new business opportunities and revenue streams  as well as increase profits, grow customer bases and improve overall customer service. So how do you put real-time search analytics to use?

Ensure the Right Content is Reaching Your Customers

With 200+ million people using ad blockers today, getting your messaging to the right eyeballs has never been more difficult. And as for business decision makers? Eighty percent of them prefer to learn about you via content versus ads. Real-time analytics allows you to immediately track what people are searching, and then identify gaps where users are searching but not finding. This info provides insights around what content you should—and shouldn’t—be creating and shows you immediately if information is resonating (or not).

Track Clickthroughs and Conversions

Any good, real-time site search solution should provide you with analytics to track clickthroughs and conversions. This helps you understand what your users are searching for, clicking on, and engaging with—while they are still on your site—and exactly which of those actions leads to conversions.

Here at Swiftype, as you can see in the image below, you can also track which autocomplete queries are most popular, and what content was most commonly chosen from the autocomplete suggestions:


Analyze Patterns and Predict Interest

Real-Time Analytics allows you have the data you need, at your fingertips, while those searches, clickthroughs, and conversions are actually happening. This affords you the opportunity to more accurately and rapidly tease out trends, set business goals and benchmarks, and develop laser-focused articles, white papers, eBooks, or case studies. Setting this trend for proactivity rather than reactivity helps businesses stay ahead of the competition.  

There’s a great quote that tradesmen use: “Measure twice, cut once.” Speed is a wonderful thing, but accuracy is even better. And now, with technology, we can have both. Having access to real-time search data not only helps you get the right content in front of the right eyeballs, resulting in satisfied customers and searchers, but it also helps your teams know what content to produce, when to produce it, and why it’s important to customers. The end result? Greater productivity and efficiency, and content creators have the information and guidance they need to get it right the first time.

Learn more about what Swiftype analytics can do by digging in and starting a free trial today.

Analytics Update: Insights

For long time users of Swiftype, our analytics dashboard has been one of the best places to go to learn more about what users are searching for, finding, clicking on, and even what they’re not able to find. While this information is all important, our latest update to analytics is designed to provide more actionable recommendations through what we call the Insights tab.

The Insights tab is located below the regular analytics tab within your Swiftype account, and some of the information available on the insights page is also surfaced on the main analytics page where relevant.

insights tab

The main goal of this page is to point out key areas where your search can be improved, including our traditional list of “top searches with zero results,” along with some new signals we’ve built in, such as “results with no clickthroughs” and “searches resulting in multiple clicks.” By presenting these new instances where search can be improved, along with a direct comparison to how these figures correspond to the time period that precedes it, the Insights tab emphasizes the value of steadily improving the performance of your search engine over time. With this intel in hand, you can take advantage of Swiftype’s core customization tools, including Custom Result Ranking, Synonym Sets, and algorithmic adjustments in the Weights tab.

insights on main analytics page

no results

While the specific meaning and importance of each of these insights will vary from site to site, our primary hope is that by presenting search analytics with a focus on steps for improvement rather than just a static data dump, we can make this section of the dashboard a page that you will continue to revisit on a regular basis. This update, along with a redesigned and improved weekly analytics email, should help our users keep a closer eye on what their users are searching for, how search is performing, and how search can be improved.

We encourage you to take a look at the Insights tab today, and as always, if you have any questions or feedback, please let us know.

Parse.ly and Swiftype Partnership

Swiftype is excited to announce a new partnership with Parse.ly

In our continued efforts to better serve online publishers and media companies, we are excited to announce a new partnership with Parse.ly—a leading provider of analytics and audience insights for digital publishers. Since hosting our first joint webinar in August, we have been continually impressed by the people, research, and insights that Parse.ly brings to the publishing space, and we’re excited to join forces with a clear industry leader.

As we’ve worked with the Parse.ly team, they have helped us better understand the publishing space and improve our product. At the same time, we’ve given Parse.ly an enriched perspective on the value of powerful site search for publishers. Through the collective power of our broad client base, this partnership will help both companies improve their offerings and keep our digital publishing companies happy.

“Partnering with Swiftype means that we’ll be even better equipped to help our clients meet the needs of their readers, whether through content analytics, recommendations, and now through a great search experience.”

Sachin Kamdar, CEO, Co-Founder, Parse.ly

With a wide range of product developments, joint research projects, and events planned, we’re excited for what this partnership will bring in the coming year. To learn more about Parse.ly’s unique analytics platform, visit their website.

New: Knowledge Base Guide to Search Analytics

While personal customer support remains an essential ingredient for attracting, retaining, and creating loyal customers, this level of individualized attention is expensive to support difficult to scale as your company grows. In response to this challenge, creating a comprehensive user-facing knowledge base that enables customers to resolve support issues without contacting your team can save companies time and money while also improving the overall user experience.

Read Swiftype's new knowledge base guide to search analytics.

Once in place, any steps that a customer support team can take to optimize this knowledge base and create a more efficient user experience can substantially decrease inbound support volume. In this pursuit, creating a centralized search experience that allows support center visitors to quickly and easily find the content they are looking for is vitally important.

Still, while the importance of search across knowledge bases is fairly self-explanatory, customer support teams often overlook the valuable insights available from user search behavior—insights which include:

  • What are the most pressing issues my customers are facing?
  • What issues are users unable to resolve on their own?
  • What new support content needs to be created?
  • How relevant are the results for users who search across my knowledge base?

To give support teams a clearer sense of precisely what information they should be looking for from their search analytics and to provide actionable recommendations about how they might improve their on site search, Swiftype has created the Knowledge Base Guide to Site Search Analytics.

To access this guide and learn how customer support teams can leverage knowledge base search analytics, follow the download link below.

Analytics is changing how editors and publishers build experiences for their audience online. Check out this webinar to learn why.

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Creating an engaging user experience is paramount to the success of digital publishing. A primary component of any engagement strategy is helping your users find content that is timely, interesting, and relevant to their interests. But how can you do that? Your first consideration should be your data and analytics.

Join Ben Lack, Senior Director of Marketing and Business Development for Swiftype, and Clare Carr, Director of Marketing for Parse.ly, as they cover the best questions to ask of your data and analytics to find out what your readers want and how to get it to them. See how top media brands and digital publishers are using the answers they find about their audience to power their editorial and product strategies.

  • What metrics really mean and what they’re telling you about your audience
  • 5 Questions about what your readers want that anyone on your team should be able to answer
  • Examples of how premium publishers are using analytics to grow their loyal audiences
  • Insights from Swiftype’s billions of search queries and Parse.ly‘s billions of network page views about what audiences want from all publishing sites.

So sign up today, then tune in on August 19 for a deep dive on how your editorial and publishing teams can improve your users online experience. Invite your colleagues to join, too!

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