Site search analytics can do much to increase website performance, an expert has said.

Lou Rosenfeld of Rosenfeld Media told E-consultancy in an interview that such analytics can do much to pinpoint the type of products and issues users most search for.

This can help companies to refine certain pages depending on what the most popular searches are – potentially improving visitor conversions as a result.

Mr Rosenfeld gave the example of the Financial Times as one company that is using site search data to improve its service by examining trends in queries for specific business and individual names.

He said: "They check to see if these suddenly popular queries correlate with their recent editorial coverage; if not, a spike might indicate a breaking story and the paper’s editors are informed."

The ideal site search service should come in the form of a clearly visible, blank box located on the homepage and should be long enough to hold typical queries, according to usability guru Jakob Nielsen.

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