Defining Natural Search
‘Natural Search’ in Adobe Analytics is a term that refers to the web traffic that comes to your site through organic search results, rather than through paid advertisements. When someone types a query into a search engine and then clicks on one of the non-ad results, this counts as a natural search.
Role of Natural Search
Natural Search in Adobe Analytics plays an essential role in understanding how users organically find and interact with your website. It’s a key measure of your site’s visibility in search engine results and the effectiveness of your search engine optimization (SEO) efforts. Analyzing natural search data can provide insights into what search terms are leading people to your site, which pages they’re landing on, and which search engines they’re using.
For a referrer to be categorized as a search keyword, both of the following conditions must be met:
- The referring domain needs to be acknowledged by Adobe as a legitimate search engine.
- The referring URL must contain a keyword query string parameter. However, if the keyword query string is present but lacks a value, it is classified under the dimension item named “Keyword unavailable”.
How Natural Search Works in Adobe Analytics
Adobe Analytics captures natural search data by analyzing the referrer URLs of visitors. The main tool for analyzing natural search data in Adobe Analytics is the Natural Search report. This report provides a detailed breakdown of natural search data, including:
- The number of organic visits from each search engine
- The search queries that led to your site
- The pages that were landed on from natural search
Analyzing Natural Search Data with Adobe Analytics
The primary tool for analyzing natural search data in Adobe Analytics is the Natural Search report. This report gives you an in-depth breakdown of your natural search data. It tells you the number of organic visits your site has received from each search engine, the search queries that led users to your site, and the pages on your site that were landed on as a result of natural search.
Advantages of Analyzing Natural Search Data
There are several benefits to analyzing natural search data. First, it can reveal the search queries leading people to your site, providing valuable insights into user intent and helping to inform SEO and content strategies. Secondly, tracking visits from each search engine can show where your organic visibility is strongest and highlight areas for improvement. Lastly, identifying the pages users land on from natural search can help you understand which content is performing well organically and where optimization may be needed.
Applying Insights from Natural Search to SEO
The insights gained from natural search analysis can directly enhance SEO strategies. Say, for instance, certain search queries consistently lead people to your site. In such a case, it would be beneficial to create more content around these topics to further boost your organic visibility. Similarly, if particular pages perform well in natural search, you might analyze what these pages have in common, which could inform future content creation and SEO efforts.
Natural Search and Content Strategy
Natural search data can also significantly inform content strategy. By understanding the search queries leading users to your site, content creators can better align their efforts with what users are actively searching for. This leads to the creation of more relevant, engaging content, which in turn drives more organic traffic to your site.
The Bottom Line
In summary, natural search is a critical metric in Adobe Analytics, providing valuable insights into organic visibility and user behavior. By analyzing natural search data, businesses can fine-tune their SEO strategies, optimize their content, and ultimately drive more organic traffic to their website. It’s a powerful tool for any business looking to enhance its digital footprint and increase its visibility in the vast landscape of the internet.
