I feel like more companies are more SEO and SEM conscious now days, and every year it seems like there are more awareness around the topic of search. When it comes to analyzing "keywords" against your website, you could probably look into two different areas of keywords analysis.
1. Keywords from search engines
2. Internally searched terms
For Optimizing Your Site from Search Engines Keywords
In terms of keywords coming from search engines, it is obvious that certain keywords are going to perform better. "Perform better" has several dimensions to its definition. Possible questions to ask yourself prior to looking at the metrics, following these kind of questions could guide you to the right direction:
- Which terms are converting or satisfying the goal?
- Are there any other keywords or phrases similar to those high converting terms?
- Why similar phrases exist, but perform differently?
- Which terms are generating a lot of referrals, but have a high bounce rate?
- Which terms are generating more page views per visit?
Once you arm yourself with these types of questions, you'll get a good sense of where to start in your analytics tool. Typically, referring keywords are located in the traffic source section. Depending on the analytics tool you have, you might need to segment your traffic source first, before analyzing various metrics.
Site Optimization
Most likely you'll be looking at reducing that bounce rate or increasing the retention, since your visitors will need to go to the next step to convert. Things to look at the landing page or pages causing high exists are:
- Call to action
- Engaging content or persuasiveness of the content
- Hyperlink allocation across the page
- Font color and size
- Too much ads
- Page required to scrolling
Check out the improvement points, modify the contents, and test it. Continuously improve and optimize to better meet the goal of your site. (You may want to use Google WebmasterTools to utilze the sitemap for better indexing and crawling.)
In Google Analytics, you'll find such helpful metrics under the "Traffic Source" tab. Don't forget to utilize the "views" functions to slice and dice the data.
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