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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.
Search engines are one of the most important traffic sources for many sites, and there is a wealth of information we can gain about how our visitors are using them to find our sites. Google Analytics has three reports dedicated to search: the Search Overview report, the Organic Search report, and the Paid Search report. Let's start with the Overview. Here under Traffic Sources, we see Sources and then Search and then the Overview. This report quickly lets us compare organic search and paid search traffic across all of our site usage, goals, and ecommerce metrics. Much like the All Traffic Resources, report, we can also change the dimension up here to view the data by Source, Keyword, Campaign, or any of the other dimensions that are available to us.
But the key difference here is in this report it will only show us data about paid and organic search traffic, no other traffic sources. The organic and paid traffic get their own dedicated reports, which function much the same way. Starting here with the Organic, we see the organic medium isolated so we have all the data in this report coming just from the organic searches. When we load the report, it starts with a default dimension here of keyword, or we can change to any number of other dimensions available to us. And of course, we can see all of our usual metrics by which we can evaluate each keyword. Keywords are listed individually here--well, except for these not-provided keywords.
These occur when a user is logged in to their Google account and does a Google search. In that case, Google uses the Secure Search which doesn't transmit the exact keyword that the user typed into the web Analytics tools such as Google Analytics. They submit "not provided" instead. However, we can get some information about the types of searches that are being done by the landing pages. So here if we click on not provided to drill down into there, I am going to see a report that's just about not provided. Now the keyword here, not provided, which is what we've drilled down into, and we can see here on the top in the breadcrumbs that we went from All to just the Keyword of (not provided), and so rather than repeating that here, we can switch to a dimension that's more useful.
In this case, let's take a look at the Landing pages. You won't get the exact keywords that the person did a search on, but by looking at the landing pages that were derived from the (not provided), we can get some insight into the types of things people were searching for and where they went on our page when there were logged into their Google account and thus directed to the Secure Search. It's certainly not the same as having a real keyword, but it's certainly better than no data at all. Let's go back out to our primary keywords report, click on the Organic, and we have our list of keywords again. One thing is don't forget to take advantage of secondary dimensions here, such as a landing page to see which landing pages the search engines are sending traffic to you for any of these given keywords.
To do that, we click on Secondary dimension here. I can just go ahead and type in landing page, click on that. What we are going to see is on the left- hand side, we'll see all of the keywords that are there. We are going to see them broken out into the individual landing pages in which there's sending it to. You can see that people who typed in Google Store to their search engines were being sent to this landing page, which is essentially the homepage. A homepage is the landing page for a lot of our keywords here. One thing to notice though is that these will be repeated. Google Store is actually sending people to do different landing pages. Some of the people who typed in Google Store got sent to the shopping homepage.
Some people got sent to the original homepage. Of course scrolling up here to the top, don't forget about your performance metrics, such as your Ecommerce and your Goal tabs, so we can see the actual value of each of these keywords. Here in let's site usage tab, we can sort by Pages/Visit and that will help us understand which keywords bring visitors that conduct in-depth shopping expeditions, or we can switch over to this Goal tab and see the performance based on the completed orders goal, and we can put in an advance filter to show five or more searches and see which keywords convert the best in that respect. Let's go ahead and do that. I am going to click on Completed Order here to sort by that particular column.
In this case, I can see that there are several keywords here and landing pages that have 100% conversion rates, but there's only one visit, so those aren't quite as useful to me. For these purposes I am going to go ahead and take the Landing Page secondary dimension off, so I can see my keywords here. I am going to click on Advanced, and I'm going to make sure that we have at least five visits, actually more than five visits, in each of these. Click Apply and we'll see that same list, keywords here sorted by the Completed Order column, with at least six or more visits.
This is going to give us a pretty good idea of which of these keywords have a high conversion rate. We see that most of these are branded, so we can take this one step further and strip out the branded as we've shown earlier. On the Paid report, we see all the search engine traffic that was paid for. Now keep in mind this isn't just Google, but all search engines. We also get an extra dimension here of Matched Search Query. This is the actual search term that the visitor typed in resulting in our ad being shown. This is highly useful data, but if you are looking specifically for AdWords data, you will get even richer data, such as cost and impressions, in the advertiser set of reports which are covered in another video.
Utilizing these reports properly can not only give you tremendous insights into paid and organic search, but make an incredible impact on any paid search engine campaigns you might be running as well.
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