Читать книгу Search Analytics for Your Site - Louis Rosenfeld - Страница 25

SSA is unique: there truly is nothing like studying what people want from your site. It should be in your research toolkit—not by itself, mind you—but there’s no reason for it not to be there, unless your site somehow doesn’t have a search system.

There are plenty of ways you can track and learn from users’ behaviors aside from SSA. For example, if you’re a web analytics person, you might rely on clickstream analysis; if you’re a user researcher, perhaps you perform eye-tracking studies. They’ll all tell you something about user intent.

But none of these methods will tell you what users want in their own words. SSA provides an unmatched trove of semantic richness—not just what users want, but the tone and flavor of the language they use to express those needs. And it’s without the biases introduced by testing and a lab environment. Plus, you have the data already. You certainly won’t find it anywhere else or acquire it any other way.