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Keyword information from search referrers is in particular very important as we want to know not only where our visitors came from, but what was their intent, intent indicated though the keywords they use to express their need or desire while searching.
In three short years 1 Google Analytics has become an important tool for many companies looking to get more out of their presence on the web. Google Analytics’ wide range of website reports, from traffic sources to conversion rates, provide invaluable insight into a site’s business performance for an initial cost which is difficult to beat.
One particular report, the Search Engine report, is of particular interest to companies looking to optimize their organic search engine marketing activity. This report identifies sources of search traffic that brought visitors to the website.
For each search engine source, a drill-down feature shows the keywords people used – the very keywords which express a visitor’s intent as they came to your website.
Just to clarify, for the purpose of this article, by search engine or search engine source, we mean search driven traffic – whether it be from a pure search engine like Google, or from an ISP portal which offers a search function, such as Earthlink or Virgin Media.