Analyze search statistics in Serena and optimize your recruitmentsite in 2025

What are search statistics and why are they important?

Search statistics provide valuable insights into how visitors interact with the search feature on your website. They reveal the search terms users enter, how frequently certain terms are used, which search results are clicked on, and more. This data can help you improve your search functionality, refine your SEO strategy, and enhance the overall user experience.

Understanding search statistics also offers important information about user behavior. What are they looking for? Where do they drop off? And how can you ensure your visitors find what they need without unnecessary effort? All of this contributes to higher conversion and improved website performance.

Knop met Hover Effect Plan a demo now!

The importance of search terms and synonyms in search statistics

It's obviously important to know what your visitors are searching for on your website. By understanding what your target audience is searching for and the terms they use, you can ensure they receive the most relevant search results.

For example, if you run a supermarket and list job titles as "fillers," but your audience searches for "stocker" instead, it's a missed opportunity if they get zero results instead of the relevant positions.

To gain insights into this, you can use the search statistics feature in Serena. These statistics provide detailed information about the searches made on your website and whether those searches led to the desired results. This data can help you refine your content and search functionality to ensure users find the information they are looking for.

Need help using search statistics? Reach out to one of our partners for support.

Long-tail keywords: Targeting specific search terms

A crucial aspect of search terms is long-tail keywords. These are longer, more specific search phrases that tend to be less competitive than shorter, broader keywords. Long-tail keywords can help increase your visibility to a specific group of visitors looking for detailed information.

For example, instead of targeting the broad and competitive keyword “SEO,” you could use a long-tail search term like “how to optimize SEO for recruitmentsites” which can attract more targeted visitors. Long-tail keywords are often easier to rank for, and they can help you attract a more engaged audience.

By analyzing your site's search statistics, you can identify these long-tail keywords and use them to better target your content. Add them to your blog posts, product pages, and meta descriptions to improve your visibility in search engine results.

Read the SEO starter guide here!

Click-Through Rate (CTR): How can you leverage it?

The click-through rate (CTR) is another important search statistic. It shows how often people click on a search result compared to how often it’s displayed. A low CTR could indicate that your search results are not compelling enough, even if your website ranks well in search engines.

Optimize your titles and meta descriptions

One effective way to improve your CTR is by optimizing your titles and meta descriptions. Ensure they are not only informative but also engaging and relevant to the user’s search query. This is where your keywords and long-tail keywords come into play.

For example, if you're writing a blog about improving corporate , make sure your title includes both the search term “improve search results” and the environment “recruitmentsites.” This tells users immediately that your article is aligned with what they’re looking for.

Using rich snippets

Consider using rich snippets, like ratings, reviews, or key data points, to visually enhance search results. This added information can make your search result stand out and increase the chances that users will click on it, ultimately boosting your CTR.

Search behavior and devices: Understand your visitors

Search statistics also provide valuable insights into your users’ search behavior. For example, are they more likely to visit your website via mobile, or do they primarily use desktops? By understanding which devices are most commonly used by your audience, you can optimize your website’s design and search functionality for the best possible user experience.

Optimize for mobile

If it turns out that many of your visitors are searching via mobile, it’s crucial to ensure that your search functionality performs well on mobile devices. Serena CMS offers tools to help make your website mobile-friendly, but it’s also important to ensure the search bar is easily accessible, that search results load quickly, and that text is easy to read on smaller screens.

The impact of search engine algorithms on search statistics

Search engines like Google use sophisticated algorithms to determine which pages are most relevant to a given search query. This means that your search results depend not only on the terms users search for but also on how well your website is technically optimized.

Search engine optimization (SEO) and search statistics

A strong SEO strategy is essential for improving your search statistics. Search engines evaluate factors like loading speed, mobile-friendliness, and backlinks to determine which pages should rank highly for specific searches. By analyzing search statistics, you can identify which pages are performing well in search engines and which may need additional optimization.

Use tools like Google Search Console to gain insights into your website's search performance and pinpoint areas that need improvement.

Check out the Google Search Console tool here!

Internal search and the user experience

Another key aspect of search statistics is your website's internal search function. The search bar on your site is often the quickest way for users to find the information they need. Serena offers various features to enhance internal search functionality, including filters, suggestions, and a quick overview of search results.

Optimize search results

Leverage search statistics to identify which search terms are frequently entered without yielding results. This could indicate that you need to update or expand content to better meet your visitors' needs. Ensure your search results are relevant, well-organized, and easy for users to access.

Start with Serena yourself? Plan a demo now!

Analyzing search statistics with Google Analytics

One of the best ways to collect and analyze search statistics is by using Google Analytics. By tracking the search terms users enter into your website’s internal search function, you can gain valuable insights into what your visitors are looking for.

Google Analytics can also help you assess the performance of your search pages, such as average time on page and bounce rate. A lower bounce rate typically indicates that the search results align better with the user's expectations.

A/B testing to improve search results

Once you identify which search terms are performing well, you can conduct A/B tests to determine which search results generate the most engagement. This could involve testing different search results or experimenting with various ways of presenting search results on your website.

By running regular A/B tests, you can continuously improve your search statistics and further optimize the overall user experience.

Check out the Google Analytics here!

Synonyms and adjustments to search results

If, while analyzing your search statistics, you discover that your target audience uses different terms or speaks a different language than expected, there are several actions you can take to improve your search results:

Adjust your job titles and/or descriptions to better align with the terms your target audience is searching for.
If making adjustments to job titles or descriptions isn’t possible, you can add job synonyms in Serena.
Ensure that the searchable fields in Serena are as comprehensive as possible. This allows the search engine to pull information from a wider range of fields.

By implementing these changes, you can make sure your search results are more relevant to what your audience is looking for, ultimately enhancing the user experience.

Need help using search statistics? Reach out to one of our partners for assistance.