This document discusses search analytics and best practices for improving search experiences. It begins by distinguishing between web analytics, which shows what users do, and search analytics, which shows their intent. The document then outlines various challenges with search like inability to find information, outdated content, and poor user experience. It recommends monitoring search logs to understand frequent and unique queries as well as those with no results. The rest of the document provides tips for tuning relevancy, defining search goals and scope, applying filters and boosts, and establishing a search team for ongoing maintenance. It emphasizes the importance of search analytics for understanding users and improving search quality.