What customers type into your own site search bar is some of the most accurate keyword data you'll ever get, and most sites never look at it.
Review Site Search Queries Regularly
Recurring searches for products or terms you don't currently have well-optimized pages for point directly to content gaps.
Fix Zero-Result Searches
A search that returns nothing is a lost sale and a missed content opportunity; track and address these terms specifically.
Feed Findings Back Into Keyword Research
Site search data often surfaces the exact phrasing customers use, which is valuable input for external keyword targeting too.
Next step: Use the Keyword Typo Generator to catch common misspellings your site search should also account for.