What it is
If your site has a site-search feature, allowing visitors to search for content within your site, implementing site search tracking allows you to capture search data like queries and other useful values for analysis.
Why it matters
Recording what users are looking for using internal search tools can provide valuable insights into things users are struggling to find through main navigation, or themes they are interested in that are not currently dealt with on site.
What to do
In most cases internal search data collection can be set up through Google Analytics, under Admin -> View Settings. However, in some cases (where no parameter appears in the search results URL) a little more work needs to be done on site or through Google Tag Manager to capture the appropriate data.