Site search analytics data lends itself to qualitative and quantitative analysis-which makes it a prime
starting point for qualitative and quantitative researchers within an organization to work together.
For qualitative researchers understanding user intent and what information people want from your
site can help you evaluate and improve the quality of the site search results. For those who prefer
quantitative data most search data will immediately revealia a Zipf distribution-a small of
search teams that represent the overwhelming statistical majority of all search activity within a
given time frame. A Zipf distribution pinpoint exactly which search terms should be optimized for
greatest impact. More often than not this data can be acted om quickly and both the qualitative and
quantitative experts at your organization can agree on results.