- [Instructor] Keywords are the backbone of search engine optimization. And when we're measuring our SEO efforts, analyzing the different keywords that are bringing people to our websites is an excellent place to start. Again, there are many enterprise level analytics tools that you can use on your website that can help you accomplish your task. But or this video, we're going to use Google Analytics. The first thing to notice in this tool, or any other, is that there are some reports specifically dealing with organic keywords. In the case of Google Analytics, we're going to take an extra step of actually linking our Google analytics and Google Search Console accounts.
Once linked, if we go to the search console queries report from the Acquisition menu, you'll see the different keywords that have driven traffic to your site from Google in the the given period, with information around average positions, impressions, and clicks. One thing you might look for are keywords that have high impressions but low click through rates. This means that while you're showing up in the search results, nobody's clicking on your listing. This could indicate that you've got problems with your title or maybe your description, and it's probably worthwhile take a closer look.
To find some insights around what's happening after the click, we can head over to the all traffic channels report. Drill down to the organic search traffic, and you'll notice that the default primary dimension, keyword, has the bulk of the data in a bucket called, not provided. Unfortunately, Google doesn't provide much in the way of organic keyword data to web analytics tools. But you can change your primary dimension to source, and get a sneeze of which search engines are making up what percentage of your traffic. Adding a secondary dimension of landing page can give you some clues into your most successful content on each of these search engines.
Remember, you have data here that can help you understand user behavior and conversions, as well. If you're interested in only Google landing page data, you've got to report for that under the search console menu, as well. One fundamental thing to remember when you're looking at these kinds of reports, is that you're only seeing data for people who actually did find your website through a search where you ranked a page and they clicked on it in the search results. What that means is that while web analytics, or search console data is great for understanding traffic you're already attracting through search, it's not a very good indicator of what opportunities you're missing.
If you don't rank a landing page for a keyword, no one is going to be able to click on a search result for you, and no data for those missed opportunities will ever show up here. So make sure to continually look at data from your keyword research tools as well, to identify keyword opportunities. And once you do start getting traffic from them, you'll be able to analyze how they perform in your web analytics tools. With all of the data available through webmaster and analytics tools, analyzing keywords can be an intimidating task. But it's an extremely important one for anyone doing SEO.
Understanding how queries are performing in the search engines, and what happens after searchers discover the pages we've worked so hard to rank, is the key to driving value from all of our efforts.
- Define search engine optimization.
- Explore the fundamentals of reading search engine results pages.
- Examine the essentials of understanding keyword attributes.
- Break down the steps for optimizing the non-text components of a webpage.
- Recognize how search engines index context.
- Explore an overview of long-term content planning strategies and how they can help keep content on your site fresh.
- Define your website’s audience, topics, angle, and style when mapping out your long-term content.
- Identify the steps to take when building internal links within your website.
- Recognize how to analyze links in order to measure SEO effectiveness.
- Break down the necessary components for understanding local SEO.