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# Your Search Analytics Are the Best Content Strategy Tool You're Not Using

RT

Rachel Thornton

Head of Content, Keyspider

January 2025

9 min read

Every content strategy document produced for a government agency or university begins the same way: a stakeholder workshop, a survey of what communications teams think users want to know, and a review of website analytics that tells you which pages people visited — not which questions they were trying to answer. There is a better starting point. It has been sitting in your search logs, largely unexamined, for years.

AI Search analytics — the record of every query typed into your site's search box, the results that were returned, the results that were clicked, and the queries that returned nothing — is among the most unfiltered and actionable data a digital team can access. It bypasses the layers of institutional assumption between a policy team and a citizen. It shows you exactly what people want to know, in their own words, in the moment they need it.

Most organisations have this data. Very few have built the disciplines to use it systematically. This article is a practical guide to doing exactly that — with specific reference to the patterns and use cases most relevant to state and local government, education, and healthcare organisations.

## What Search Analytics Actually Tell You

A search analytics dataset has several distinct layers, each with different strategic value:

### Query volume and frequency

The basic layer: what are people searching for, and how often? This is your user demand signal. In a local government context, the top 20 search queries on any given week will tell you, with remarkable accuracy, what services citizens are trying to access, what processes they're confused about, and what seasonal pressure points are building (rubbish collection queries spike before public holidays; rates queries spike in the quarterly billing cycle; parking permit queries spike in January when university terms start).

For content strategists, query frequency is a direct proxy for content priority. If 'how do I apply for a disability parking permit' is the third most searched query on your website but the disability parking permit application page ranks poorly in internal search results and scores 23 on PageSpeed Insights, you have a clear, data-driven case for prioritising that page.

### Zero-results queries: your most valuable data

Queries that return no results — or results with no clicks — are the highest-signal data in your entire search analytics dataset. They represent the specific gaps where your content either does not exist, exists but is unfindable, or exists but is so poorly written that it doesn't match what users are looking for.

> When we reviewed our zero-results report for the first time, I found that 'apprenticeship wages' had been searched 340 times in the previous quarter and returned nothing. We had a full page on apprenticeship programmes. It never mentioned wages. We added a single paragraph. The enquiries for that topic dropped 60% in the next quarter.

> — Content Manager, State training and employment agency

Zero-results queries are not evidence of search failure. They are evidence of content failure — and they are precise, prioritised, and actionable. A content programme built around systematically addressing zero-results queries is a content programme built on actual user need, not editorial assumption.

### Click-through and abandonment rates

A high-volume query where users consistently do not click any result — or where they click the first result and immediately return to search — signals that the search is returning the wrong results, or that the right page exists but its title and meta description don't communicate its relevance clearly enough for users to recognise it as the answer.

This is particularly common on government websites with formal page titles. 'Residential Waste Management Services — Application and Eligibility Framework' will be ignored by a citizen searching 'bin replacement'. The semantic content of the page is exactly right. The page title is not written for the human searching for it. AI search resolves the retrieval problem; but the click behaviour data tells you that the page title itself needs work for SEO and for users who see the title in a results list.

### Query reformulations

When a user searches, finds nothing satisfying, and searches again with different terms in the same session, you have captured the vocabulary gap directly. If a user searches 'bus pass pensioner', then 'senior transport concession', then 'free travel elderly', then 'concession card public transport' — that sequence tells you that your concession transport content is not surfaced by any of the natural language terms a senior citizen would use. It is a direct brief for a content update.

## Building a Search Analytics Practice in SLED Organisations

The gap between having search data and using it systematically is an organisational and workflow gap, not a data gap. Building a genuine search analytics practice requires three things: regular rhythm, clear ownership, and action mechanisms.

### Weekly zero-results triage

The most effective starting point is a weekly review of zero-results queries — the top 20 queries from the previous seven days that returned no clicked results. Assign this to a single content owner. For each query, the task is simple: is this a content gap (we don't have this information), a discovery gap (we have it but it's not findable), or a terminology gap (we have it but it's titled differently)?

Each type of gap has a different resolution: content gaps require new pages or updated pages; discovery gaps require internal linking, meta description updates, or synonym configuration in the search platform; terminology gaps require page title and heading updates that align institutional language with user language.

### Monthly top-queries content audit

Once a month, review the top 50 queries by volume against the pages they're landing on. Ask two questions: is the highest-ranked result actually the best answer to the query? And is the page that is the best answer appearing in top results? Where the answer to either is no, you have an internal search optimisation task — or, more commonly, a content quality task.

### Quarterly content strategy review

Search analytics should be a primary input into quarterly content strategy sessions. Topic clusters that consistently generate high query volume with low click satisfaction represent areas where a concerted content investment — new landing pages, content consolidation, improved information architecture — will have measurable user impact.

In government, this quarterly review should explicitly map high-volume search topics to the communications calendar — upcoming budget announcements, service changes, policy updates, legislative amendments — to get ahead of the search demand spike before it hits, rather than responding reactively.

## The AI Search Analytics Advantage

Traditional site search analytics — Google Site Search reports, SharePoint search logs, basic CMS analytics — provide query strings and result clicks. AI search analytics provides a richer signal because the AI answer layer generates data that basic search cannot:

- Confidence scores: the AI generates a confidence level for each answer. Low-confidence answers on high-volume queries flag specific content areas where the source material is ambiguous, inconsistent, or insufficiently detailed.
- Answer quality feedback: where users can rate AI-generated answers, the feedback directly identifies specific policy areas where the AI answer is not meeting user needs — typically because the underlying content needs clarity.
- Unanswerable query tracking: queries where the AI correctly declines to answer (because no relevant content is in scope) are a precise zero-results equivalent for content gap identification.
- Multi-turn conversation analytics: in AI Assistant deployments, the sequence of questions in a single conversation reveals the information journey users are trying to complete — and where that journey breaks down.

Top 20

Zero-results queries reviewed weekly will identify 80% of your highest-priority content gaps

60%

Of content created without search analytics input fails to address documented user needs

3 months

Typical time to measurable improvement in search satisfaction after analytics-driven content programme begins

40%

Average reduction in zero-results rate achievable in first 6 months with systematic analytics use

## Sector-Specific Patterns Worth Knowing

### Local government

The most consistent finding in local government search analytics is the dominance of service-process queries: how do I apply for, how long does it take, what do I need to bring, when does it close. Citizens do not primarily visit council websites to learn about council — they visit to complete a task. Content strategies that prioritise corporate information over service process information are consistently misaligned with search demand.

Seasonal patterns are strong and predictable. Rates, permits, green waste, holiday services, events — the search calendar in local government is remarkably consistent year on year and can be planned against with precision.

### State government agencies

State agency search analytics typically reveal a significant gap between the language agencies use to describe their services and the language citizens use to find them. A housing agency might describe its service as 'rental bond loan facility'; citizens search 'help with bond money'. An employment agency might offer a 'workforce reintegration programme'; citizens search 'job help after prison'.

The vocabulary gap is especially pronounced in agencies serving disadvantaged populations — people in crisis, people navigating the justice system, people with low literacy. These are also the populations who most need to find information and are least able to navigate complex website structures if search fails them.

### Universities

University search analytics are dominated by three topic areas: enrolment and fees, assessment and results, and graduate outcomes. The third is routinely underrepresented in university content strategy discussions, despite consistently generating high search volume: students and prospective students want to know where people who did this degree ended up, and they are searching for that information in ways that most university websites do not surface it effectively.

### Healthcare

Patient-facing search analytics on health organisation websites consistently show high demand for appointment and referral process information that healthcare organisations often deprioritise in content strategy in favour of clinical content. 'How do I get a referral to a specialist' and 'how long is the wait for this service' are among the highest-volume queries on most health network websites — and among the most poorly answered.

## Making the Business Case for a Search Analytics Programme

For digital teams seeking budget and organisational support for a search analytics practice, the case is straightforward:

- Every content investment made without search analytics data risks misallocation. Every content investment informed by search analytics data has documented user demand behind it.
- Contact centre calls that result from citizens failing to find information on the website have a direct cost — typically $15–$40 per call in government contexts. Search analytics identifies the specific content gaps generating those calls. Closing those gaps reduces call volume in a directly attributable way.
- AI search platforms generate richer analytics than traditional search — confidence scores, unanswerable query tracking, conversation analytics — that extend the value of the analytics investment beyond basic query logs.
- The marginal cost of a search analytics practice is low relative to the cost of content creation based on editorial assumption that later proves to be misaligned with user need.

## Getting Started: A 30-Day Plan

1. 1 Week 1 — Baseline: Export the last 90 days of search query data from your current search platform. Identify the top 50 queries by volume and the top 50 zero-results queries. These two lists are your content strategy starting point.
2. 2 Week 2 — Gap analysis: For each zero-results query, classify as content gap, discovery gap, or terminology gap. Build a prioritised action list based on query volume.
3. 3 Week 3 — Quick wins: Address the top 10 terminology gaps (page title and heading updates) and the top 5 discovery gaps (internal linking and meta description updates). These require no new content and can be done in hours.
4. 4 Week 4 — Content brief: Write content briefs for the top 5 content gaps — the high-volume zero-results queries where the information does not currently exist on the website. Brief these into your content calendar with documented user demand figures.

Related reading

Keyspider AI Search — analytics features The search analytics dashboard built into every Keyspider deployment.
AI Search vs. Keyword Search Why AI search generates richer analytics than traditional search.
Why Government Departments Are Replacing Their Intranet Search How analytics drives content governance in government environments.
AI Search for Government & Public Sector Search analytics in the context of citizen-facing government digital services.
AI Search for Higher Education Using search data to improve student self-service outcomes.

The most important habit change

Before any content brief is approved, require the answer to one question: how many times was this topic searched for in the last 90 days? If the answer is 'we don't know', the content strategy process is disconnected from user need. Search analytics should be a required input for every content decision — not an optional add-on reviewed twice a year.

### Ready to see it in action?

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