[Web attracting customers] Googleanalytics Let's check the keywords for organic search

June 19, 2015 May 12, 2022 Tool introduction , Google Analytics , access analysis

This time, we will introduce how to analyze the keywords of organic search using Googleanalytics. Let's find out what keywords you have visited on your site.

Preparation: How to check keywords

You can check the keywords you used when the visitor visited the site.
There are two steps.
Procedure
①: attracting customers → Summary → Organicsearch → Keyword
②: attracting customers → Campaign → Organic search traffic

Preliminary knowledge: "Not Provided" is encrypted information

Not Provided is a search visit from Google.
In fact, Google search has been encrypted to prevent search content and search results from a third party called SSL communication. Therefore, all keywords searched by SSL communication are counted in Not Provided.

Let's take a look at the behavior of the user from the keyword

Let's actually look at the keywords next time.
Check out what keywords you are visiting and what keywords are characteristic.

Let's know the characteristics of the site from the keywords with many sessions

What is the keyword with the largest number of sessions other than Not Provied?
The keyword is most likely to be searched and matches the content of the site, and it is a part that shows the characteristics well depending on the site.
What I would like to check here is "Is it searched by the target keyword?"
If you include the target keyword, you can say that you are approaching your target.
If the keywords you aimed for are included, but the number of sessions is small, you need to improve the content, such as enhancing content or launching advertisements.
Conversely, if you have a lot of keywords you did not expect, that's a chance.
It will be a hint to consider how to attract customers by taking advantage of the keywords.

The keywords with high bounce rates have many hints for improvement

If you list the keywords, you can see the one with a high bounce rate and a low.
Explore each cause and make it a hint to improve the site.

When the bounce rate is low
, the relevance to the inflow keyword is high, the content that attracts users is on the site
・ The site is good.

In this case, it is highly likely that the searched keywords and sites match well.
Please make sure that the keyword that did not return is converted as expected.

When the bounce rate is high
・ Low relevance between the page that the user lands and the keywords
・ The user has no content that the user wants to know,
the first view (when the page is opened, the part displayed without scrolling ) The impression is bad
, and I was satisfied with seeing only the information I wanted to know

There are various things that can be thought of, but there should be some cause of going back.
Let's review the page again and consider if there is a place to fix it.

Relationship between bounce rate and stay time

Similarly, staying is one of the indicators that shows how much user is interested in the page. Let's judge the state of the page together.
If the bounce rate and staying time are severe, you may think that the page itself is defective.
By judging both the bounce rate and the stay time, you can assume what is missing on the page, or if the relevance to the keyword is sparse, and improve the inflow into the site. 。

Let's see which page is landing

Procedure

Candy Dimension → Landing Page If you find a keyword you are interested in, let's actually look at the landing page.
When flowing into the page, you can see which page the user actually landed (landed) using the corresponding keyword.
Once the landing page can be identified, it is important to actually check the page.
Search for search and make sure that the page corresponds to the keywords that have flowed in, or whether there is a keyword in an easy -to -understand place.
Please note that if you do not have content that is difficult to understand or the content that contains keywords, you will be more likely to leave.

Let's find the cause by pursuing the page transition

Procedure

(1) Candardi Dimension → Previous page transition
(2) Candidalidimension → You can fly from the second page transition to the next page in the procedure of the next page transition. This reveals which pages you have seen before and after the user visited with the keyword.
By actually checking the previous page transition and the next page transition, you can see which page you were interested in in the inflow of that keyword. You can also consider the relevance of the transition page and the landing page you first visited in the keyword search.
For example, the following can be considered.

If the stay on the transition page is longer than the page landed by the user first,
there are many contents related to the keywords on the transition page.

In the case of the next page set,
if you aim for inquiries, it is highly likely that the page you saw just before was the key.

In this way, it is important to check the transition page along with the landing page because you can consider the situation.

summary

The site operator is worried about what keywords the user actually visited on the site.
Googleanalytics shows user data to the site for each keyword, so you can see the user's behavior pattern.
It is very convenient to be able to analyze for each keyword and is also useful when content is improved. For example, Googleanalytics can take concrete measures against keywords that users are actually searching, such as being able to judge that the bounce rate is high and does not fluctuate. It is the strength of keyword analysis.
Knowing the relevance of keywords is important not only in SEO but also in overall web marketing, so be sure to use it.

Tool introduction , Google Analytics , access analysis

Posted by LSD_ADMIN