The What They Cannot Find panel on the Insights screen lists the searches that returned no results, with a count of how many times each was tried.
Why this matters:
Someone typed those words into your site expecting to find something. They wanted it enough to search for it. If nothing came back, you either do not have that content, or you have it under a different name.
Both cases are opportunities, and both are easy to fix.
What to do with each phrase:
- If the content exists under another name, add a synonym on the Rules screen. Fixed in seconds.
- If the content exists but ranks poorly, add a promoted result to pin it for that search.
- If a whole content type is switched off, turn it on in Content Sources.
- If the content genuinely does not exist, you have just been handed a validated idea for your next page, post, video or product.
A practical routine:
Check this panel once a week. Fix anything fixable with a synonym or a pin on the spot, and keep a running list of the rest as your content plan. It is the cheapest audience research you will ever do, because it comes from people who were already on your site trying to buy or learn.