Search analytics is the analysis and aggregation of search engine statistics for use in search engine marketing (SEM) and search engine optimization (SEO). Search analytics includes search volume trends and analysis, reverse searching (entering websites to see their keywords), keyword monitoring, search result and advertisement history, advertisement spending statistics, website comparisons, affiliate marketing statistics, multivariate ad testing, et al.

Search analytics accuracy depends on service being used, data collection method, and data freshness. Primarily following items affect the result:

  • Data collection
  • Accuracy
  • Market conditions