The Search Analytics chapter from our forthcoming book, Understanding Audiences, Customers, and Users via Analytics, covers the following.
Search log analytics is a particular case of analytics that analyzes data from search logs. Using data stored in search logs of online search engines, Intranets search services, and online search sites can provide essential insights into understanding the information searching processes, needs, and tactics of people looking for information online.
Understanding people’s searching behaviors can inform search information system design, search interface development, and search information architecture construction for online content collections. This chapter reviews the foundation for conducting search log analysis, where a basic understanding of search engines and searching behavior is assumed.
The search log analysis methodology consists of three levels (i.e., collection, preparation, and analysis). These levels are presented in detail with discussions of each stage’s goals, metrics, and processes. Following this, the critical terms in transaction log analysis for online searching are defined.
Suggestions are provided on leveraging the strengths and addressing the limitations of transaction log analysis for online searching research.
Jansen, B. J., Aldous, K, Salminen, J., Almerekhi, H. and Jung, S.G. (2023). Understanding Audiences, Customers, and Users via Analytics – An Introduction to the Employment of Web, Social, and Other Types of Digital People Data. Springer Nature.