Field note
What a solid search behaviour report should include
26 March 2025
A checklist for buyers comparing agencies or internal analysts—so the deliverable is usable, not merely decorative.
A useful report names the data source, the date range, and any known gaps. Without those, rankings of top queries are hard to defend in a planning meeting.
It should separate successful searches from failed ones, and say how success was defined—click, dwell, purchase, ticket deflection, or another event you actually track.
Priority recommendations need owners and effort bands. A list of thirty ideas with no sequencing tends to stall.
Include at least one example walkthrough: a real anonymised query path from typed words to outcome. Narrative examples help non-analysts trust the numbers.
Finally, state what the report deliberately does not cover. Clear exclusions prevent disappointment later and keep follow-on work scoped honestly.