How Search Can Help You Understand Your Audience

Analysing search logs allows us to predict what those queries will be, and work out how best to answer these queries to fulfill the users requirements without the need for them to understand the naming conventions, departmental demarcation or strategic aims. Instead we can use the interpretation of their actions to shape a better interaction with the site for future visitors, and we can use that interpretation to influence the content and navigation of a site to better suit all visitors, not just those who have resorted to search.

Another great article from Martin Belam that is based on his experience on the BBCi search team.