A mere 4 percent of all unique search queries accounted for more than half of all site searches - and for e-commerce sites, just 2 percent of search queries comprised more than half of searches - according to a Patricia Seybold Group study using WebSideStory clients' anonymous data from April, writes ClickZ. E-commerce, lead-generation, and media sites were equally represented.

Marketers "should address site search tuning by looking at the top keywords first," according to Steve Kusmer, SVP and general manager of WebSideStory's search and content solutions division, who suggests that marketers pay particular attention to not just paid search but also site optimization.

Searchers who arrive at a site are 2.7 times more likely to convert than the average for all site visitors, according to Kusmer, in part because they are in effect pre-qualifying themselves as being interested in specific on a site.