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To make search keywords report useful and bring value to the business, you really need to segment and apply that into different kinds of reports to find that golden nuggets.
Here are some example of segments that are helpful and insightful
From SEO stand point, you want to use keywords that are more relevant to what users are searching. You also want to consider choosing the right combination of terms to match the keywords that are searched more than other relevant keywords.
A 301 redirect is the most efficient and spider/visitor friendly strategy around for web sites. A lot of site lose out on valuable search engine traffic due to incorrectly configuring the redirects.
For Google Adwards highest bidder does not always rank higher than lower bidder. Ad Rank determines the position, and Bid Price and Quality Score determines the CPC.
Here are some steps I would use in approaching to gauge your initiatives in transforming non-branded referrers to your brand referrers.
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