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Google Analytics Essential Training (2010)

Analyzing the Search Terms and Search Term Refinement reports


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Google Analytics Essential Training (2010)

with Corey Koberg
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  1. 6m 2s
    1. Welcome
      1m 13s
    2. How to get the most from this course
      3m 11s
    3. What's new in this update?
      1m 38s
  2. 5m 19s
    1. The pitfalls of hit counting and turning data into information
      3m 6s
    2. Web analytics: A tool and a process
      2m 13s
  3. 15m 30s
    1. Defining goals and conversions: Why do you have a web site?
      5m 40s
    2. Understanding data: Averages, segments, trends, and context
      1m 51s
    3. Introducing segments
      2m 38s
    4. Understanding trends and context
      5m 21s
  4. 11m 25s
    1. How does Google Analytics work?
      2m 18s
    2. Setting up an account
      2m 49s
    3. Installing tracking code on a site
      6m 18s
  5. 24m 20s
    1. Understanding accounts and profile administration
      6m 59s
    2. Navigating the reports and the Data Over Time chart
      4m 45s
    3. Selecting and comparing date ranges
      6m 50s
    4. Using annotations to make notes in data
      2m 30s
    5. Using the help tools
      3m 16s
  6. 24m 20s
    1. Viewing data in different formats (overview, tabular, pie, bar, compare to site)
      6m 10s
    2. Navigating data with site usage, goals, and e-commerce metrics
      9m 20s
    3. Sorting data with inline and advanced filters
      8m 50s
  7. 10m 26s
    1. Understanding the importance of segmentation in data analysis
      4m 40s
    2. Slicing data with dimensions
      5m 46s
  8. 7m 38s
    1. Why share data?
      1m 10s
    2. Managing user accounts and profiles
      4m 8s
    3. Emailing reports
      2m 20s
  9. 29m 12s
    1. Understanding who is visiting a site
      1m 20s
    2. Analyzing location data
      4m 52s
    3. Using language identification to segment users
      1m 35s
    4. Differentiating new users from returning users
      2m 1s
    5. Understanding visitor loyalty vs. recency
      4m 25s
    6. Comparing data according to visits, visitors, and page views
      2m 10s
    7. Sorting data by browser capabilities
      3m 56s
    8. Analyzing data from mobile browsers
      2m 34s
    9. Using flow visualization to see common paths
      6m 19s
  10. 23m 50s
    1. Linking an AdWords account to Google Analytics
      2m 46s
    2. Identifying campaigns and segmentation options
      5m 55s
    3. Using keyword reports
      1m 31s
    4. Fine-tuning your match type with the Matched Search Queries report
      3m 44s
    5. Optimizing traffic by time of day
      1m 37s
    6. Using the Destination URL report to identify landing pages
      1m 45s
    7. Identifying the best placement options for ads
      2m 0s
    8. Keyword positions
      4m 32s
  11. 40m 3s
    1. Understanding where site visitors come from
      2m 32s
    2. Analyzing the All Traffic Sources report
      2m 4s
    3. Identifying direct traffic
      2m 20s
    4. Identifying users who were referred to your site
      3m 9s
    5. Viewing search engine reports (overview, organic, and paid)
      4m 52s
    6. Introducing campaign tracking
      11m 17s
    7. Planning, creating, and logging a tracking strategy
      2m 58s
    8. Tracking offline campaigns
      7m 11s
    9. Finding data in a Campaign report
      3m 40s
  12. 36m 43s
    1. Analyzing top content by metrics and the navigation summary
      3m 29s
    2. Sorting top content according to page title
      3m 57s
    3. Understanding when to use content drilldown
      2m 25s
    4. Measuring the importance of top landing and top exit pages
      3m 41s
    5. Identifying slow-performing pages with the Site Speed report
      4m 6s
    6. Understanding the Site Search and Usage report
      3m 29s
    7. Analyzing the Search Terms and Search Term Refinement reports
      4m 12s
    8. Using the Site Search Pages report to understand how users search
      5m 19s
    9. Configuring Site Search
      6m 5s
  13. 33m 49s
    1. Understanding the Goal reports
      4m 24s
    2. Configuring goals
      9m 55s
    3. Understanding funnel visualization
      9m 48s
    4. Identifying value through E-commerce reports
      4m 35s
    5. Using goal flow to find detailed insights
      5m 7s
  14. 24m 25s
    1. Real-time data for time-sensitive analysis
      4m 21s
    2. Using intelligence alerts to flag important events
      8m 59s
    3. Creating custom intelligence alerts
      5m 48s
    4. Creating and customizing dashboards
      5m 17s
  15. 43s
    1. Goodbye
      43s

Video: Analyzing the Search Terms and Search Term Refinement reports

When analyzing site search, the most important thing is, well, the actual terms that were searched on. But the search term report offers much more than just a list. We see several other metrics here that offer insight. Total Unique Searches, which is the number of visits that included search terms, Results Pageviews/Search, which is the average number of search results pages that were viewed. We see the percentage of search exits. This is the percentage of searches that resulted in a site exit immediately after the search. In other words, people did the search, they didn't find what they wanted, and they left the site altogether. Not a good thing.

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Google Analytics Essential Training (2010)
4h 53m Beginner Oct 08, 2010 Updated Dec 20, 2011

Viewers: in countries Watching now:

In Google Analytics Essential Training, Corey Koberg shows how to use the Google web analytics platform to generate and evaluate information about the visitors to a web site, including data on site traffic, user behavior, and marketing effectiveness. This course covers the out-of-the-box functionality, from account creation to reporting fundamentals, and explains how to glean insights from the vast array of data available.

Topics include:
  • Setting up an account
  • Installing tracking code on a site
  • Reading the dashboard and understanding high-level metrics
  • Understanding how visitors use and navigate web site content
  • Analyzing visitor and traffic source reports
  • Tracking AdWords and other marketing campaigns
  • Planning and configuring goals
  • Utilizing segmentation for deeper analysis
  • Understanding the raw data and how it's collected
  • Selecting and comparing date ranges
  • Using flow visualization to see how visitors navigate through a site
  • Identifying slow-performing pages
  • Performing real-time analysis
  • Using annotations and other best practices
  • Configuring and analyzing internal site search
  • Determining the best report view to use
  • Navigating reports with tabs
  • Cleaning up data with inline filters
  • Sharing data and reports
Subjects:
Business Online Marketing Web Data Analysis Web Analytics SEO
Software:
Google Analytics
Author:
Corey Koberg

Analyzing the Search Terms and Search Term Refinement reports

When analyzing site search, the most important thing is, well, the actual terms that were searched on. But the search term report offers much more than just a list. We see several other metrics here that offer insight. Total Unique Searches, which is the number of visits that included search terms, Results Pageviews/Search, which is the average number of search results pages that were viewed. We see the percentage of search exits. This is the percentage of searches that resulted in a site exit immediately after the search. In other words, people did the search, they didn't find what they wanted, and they left the site altogether. Not a good thing.

Percentage of search refinements, in other words, a percentage of searches that resulted in an additional search beyond that initial term. Time after Search, the time spent on the site after they did the search. And Search Depth, which is the number of pages they viewed after searching. Now when we set up site search, which we cover in another movie in this chapter, we have the option to set up categories as well. For example, on the Google Store site, next to their search box they have a dropdown that allows you to choose which category of items you want to see results for. So here a user could search for YouTube accessories rather than all of the YouTube items, including apparel, apps, kid's items, et cetera.

Now, when we go back to the report, if we select Site Search Categories, we will see a list of the categories of people searched within and the same metrics as we saw before. Now in the case of the Google Store the All category includes any searches users made within the store in All Products categories selected. Now the not set one here, that includes all searches made from the front page of Google Store where there isn't a category dropdown. So in the category field in that case is not set. And then the rest of these are categories that are available on the dropdown.

So see Wearables here. We see wearables there. We have got offers here. We have got offers there. These all match up with the appropriate category inside the report, that is, in the dropdown on the search box. In this viewing report, we can compare groups or products based on these categories offered by our internal search engine. Now if we drill into this Wearables category, it will show us the list of search terms within that category. And then if we drill into a search term from here, like Android, we will see a list of the destination pages that the searcher selected from the search results page for that term.

We can check this list to make sure the right pages are showing up for a given term. If we are seeing pages that shouldn't be there or pages missing that definitely should be there, we can use this to inform us when we need to adjust that site search tool. Or we can select Refined Keyword to see a list of search terms that these searchers entered after their first search failed to produce the results they were looking for. Here we can see a little more of that list zoomed in. Now at first that may seem like a very narrow thing to track, but it's actually becoming increasingly important, due to the trends and search behavior, as recent studies have shown that our search behavior is changing.

When the web first started we would do a search and then we'd page though results looking for what we want. However, search engines have gotten so good at figuring out exactly what we are searching for when we type a given phrase that we come to trust them so heavily, we expect the right results to be there right at the top of the page. What we are seeing is that if a searcher doesn't find the results at the top of the results page, rather than clicking onto the second, third, fourth pages of results hoping to find it, people actually assume that they didn't properly type in their search, so to be clearer in their request, they will search again and refine that search.

So understanding the relationship of the first search along with the subsequent refine search can give us great insight into our patterns and the intents of our users. In this example we can see the users who initially search for android within the Wearables category refine their search to things like hat, shirt, pillow, et cetera. This is a fantastic source of that user intent. Here people are basically telling us outright what kind of android apparel they want to see. We can also see that other users refine their search to include things like Linux or Google, so if we have products related to those terms, we might want to include these types of products and "you might also like these products" section on our android pages.

This is fantastic information for us to use when we update our pages, change the way we present the user the information, or maybe even change what items we stock in our store entirely. As we have seen here, the Search Term and Refinement reports are the foundation of the internal site search reports.

Find answers to the most frequently asked questions about Google Analytics Essential Training (2010).


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Q: The course was updated on 12/19/11. Can you tell me what's changed?
A: Many movies were updated to reflect the changes in the Google Analytics user interface and new movies were added to the course as well, with topics including using flow visualization to see common paths, identifying slow-performing pages with the Site Speed Report, using goal flow to find detailed insights on funnels and conversion paths, analyzing real-time data for time-sensitive analysis, and fine-tuning match types with the Matched Search Queries report.
Q: Where can I learn more about internet marketing?
A: Discover more on this topic by visiting internet marketing on lynda.com.
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