Search keyword Analysis of web analytics

Summary: Usually search keywords can reflect the purpose of site visitors to visit the site, for example, in the Search key column to enter the rental apartment visitors, on behalf of their search for some apartment rental information related. If you put your site visitor's search keyword into

Typically, search keywords can reflect the purpose of a site visitor's visit to the site, for example, by entering a "rental apartment" visitor in the Search Key box, representing the information they want to search for "apartment rentals." If the site visitors to the Search keyword classification, and analysis of visitors "number of visits", "bounce rate", "conversion number" and other key web site analysis indicators, to optimize the site will be a great help.

If the content of the site does not match what the visitor expects, it is easy for visitors to open the site, not to mention the transformation. Therefore, the following conclusions can be drawn:

(1) When visitors stay in the site for a long time, the conversion number is very high, indicating that the content of the site and through the Search keyword to enter the purpose of the match.

(2) Conversely, when the visitor's stay in the site is too short, jump out rate is very high, indicating that the needs of visitors have not been met. In this case, we need to optimize the site, add some content to meet the needs of visitors, and add some search keywords to improve the transformation.

Basic principles for searching keyword partitioning:

The first step is to filter out the search keywords that are the object of analysis and to focus the analysis of the top 10 hits, then expand the scope of the analysis object to the top 100.

If you can analyze all the search keywords is very good, but medium-sized site search keywords will generally have tens of thousands, large-scale sites even 100,000, millions. It is impractical to analyze these search keywords, and it is impossible to analyze them.

In the actual analysis of the keyword process, the general focus of analysis is "Top 10 keywords" and "Top 100 keywords". Also sometimes according to the amount of information on the site's actual situation analysis of the "Top 25 keywords" and "Top 50 keywords", so in the end to analyze the number of keywords appropriate need for specific Web site business and historical analysis experience to judge.

(1) Analysis of "Top 10 keywords"

First you need to master the search keywords in the top 10 hits. In e-commerce (EC) website or marketing website, the number of visits to the site through the "Top 10 keywords" search is probably the 30%~50% of the total number of visits and conversions. Therefore, analysis of these keywords is equivalent to nearly half of the visitors to the purpose of analysis, the site optimization has a great help.

The following figure is the entry ratio and conversion ratio of the search keywords for a hotel reservation site (e.g. "Good again"). From the figure below can be seen, ranked in the top 10 key words into the total number of entry accounted for more than 50%, conversion accounted for more than 40%.

Hotel Reservation Site Search keywords to enter the proportion and conversion ratio:

Next, we'll look at these search keywords and the relevant metric values for each keyword.

A hotel reservation site "Top 10 keywords" Related indicators:

According to the characteristics of the search keywords in the table above and each indicator value can determine what is "good keyword", which is "General keywords."

(2) The representative of excellent keywords: "Brand keyword" Analysis

Typical excellent keywords are "brand keywords" (company name • site name • Commodity name/service name). The average number of page reads, average stay time, and reservation rate (conversion rate) of the brand keywords "good again" and "good to make a reservation" ranked in 2nd and 7th above are above average in the table above. In fact, many websites have similar situations.

The above situation is the inevitable result, because most of the people search through the "brand keyword" in the search before the company, the site's products or services have a certain understanding, rarely appear to the site after the discovery of "not what I need" situation. Many people visit the site with a clear purpose.

As the number of "brand keywords" goes up, the number of conversions will increase. Therefore, while it will take some time and effort to broaden the popularity of the "brand key" word, it is worth it.

The following measures are generally more effective in response to the above:

(1) The use of easy to understand, easy to remember the "brand keywords";

(2) Making a trademark which can impress people;

(3) Add "brand keywords" to the title of the website;

(4) Add "Brand keywords" to the URL.

In addition, if the budget is adequate, the use of media to promote, although the effect is good, but this situation for the general site is not realistic.

Through the "brand keyword" to reach how much is reasonable? This problem does not have an accurate answer, it needs to be based on the purpose of the site and the company's strategy to decide. According to the author's experience, if the "Brand keyword" entry number accounted for the total number of 1/3, indicating that "the brand has been known to everyone."

(3) "Brand keywords" other than the top of the keyword analysis

It will take money and time to increase the "brand keyword" entry. Therefore, in order to improve the overall transformation number, it is also necessary to analyze the "brand keyword" outside the ranking comparison of the top keywords.

"Brand keywords" other than the ranking of the previous keyword also includes "excellent keyword" and "General keywords" two. From the website Analysis index, the conversion rate is low, jump out rate high search keyword is "general keyword". For such keywords we have to analyze their "general" reasons and to optimize. From the above hotel reservation site can be seen "hotel", "Hot Springs", "sightseeing" are "general keywords."

Some special keywords are considered "generic keywords" because "the content of the site does not match the purpose of the visitor". For example, a visitor wants to search "famous hot spring Places in China", but the site only records the "Spa accommodation Information", in general, such visitors will not complete the transformation, or even directly out of the site. If the site has a "map of famous hot spring places all over China", we can meet the needs of visitors. Although this content is not directly related to the transformation of the website, once the visitor's attention is aroused, it is likely that the next time visitors will need to book a stay and visit the site again to reach a transformation.

However, not every "generic keyword" needs to be optimized. In practice, there are situations that cannot be optimized at all. For example, visitors want to "travel overseas", and the company only for "domestic travel", so it is difficult to meet the needs of visitors. Even if the company starts to respond to new overseas travel, it should not be discussed here.

(4) Analysis of the top 100 keywords

The top 100 keywords are analyzed not for "Discovering existing problems", but for discovering "potential keywords" that can be used consistently. "Potential key word" refers to the current number of entry and conversion is very small, but the conversion rate is very high search keywords. Search keywords that have a high average number of reads are also available as "potential keywords". As the entry of such keywords increases, so does the number of conversions. We need to improve the frequency of such search keywords (SEO strategies), through electronic magazines and marketing campaigns that contain relevant keywords.

The analysis of the top 100 keywords is essentially the same as the previous 10 keyword analysis method. Through the 5 metric values of each search keyword (see the analysis of the website in the first vein of this breakdown series), the search keywords above the average are filtered out. If you add content that meets the needs of your visitors, you can expect to increase the number of conversions. However, there is no need to analyze those search keywords that are in the top 100, but are listed below 200. If the total number of entry is small, we increase the accuracy by prolonging the statistical period.

In fact, there are some good keywords in search keywords that are out of 100. For these keywords we can use the "Long Tail Theory" method of analysis to filter, this article does not explain.

"Keyword Matrix" analysis

Finally, we introduce an analytic method of search keyword partitioning: "Keyword Matrix" analysis method. The keyword matrix refers to using scatter or bubble charts to parse search keywords.

As shown in the figure: the x-axis represents "bounce rate" and the y-axis represents "conversion rate". The intersection of "average bounce rate" (vertical bar) and "average conversion rate" (horizontal line) will be divided into 4 quadrants by "entry through search engine", which we use to filter the characters of keywords and explore the optimization methods. Each of these points represents a search keyword.

Keyword matrix (top 50 keywords):

① Excellent keywords

The search keywords in the ① quadrant above are called "good keywords". This part of the keyword is characterized by high conversion rate, low bounce rate, contributing to the transformation of the site is very large. Typically, the "brand keywords" described above are distributed in this section.

At the same time we should make full use of this quadrant "brand key" word other than the search keyword. Use SEO strategies to increase the number of occurrences of these keywords within the site, and use such keywords in marketing campaigns and electronic journals.

②-induced keywords

The search key for the ② quadrant above is called the "induced keyword". Although the jump rate is very low, but rarely to achieve transformation. We can roughly infer that the majority of visitors through this part of the keyword are purely marketing-oriented content for the purpose of the site. It is difficult for these visitors to achieve the transformation in a short time, but it can be optimized. For example, in the more popular article content of the last add links to relevant pages, through the guide to improve the number of conversions.

It is also necessary to optimize pages other than landing pages because visitors entering through the "induce keyword" will continue to browse the site. Stand in the visitor's position, imagine the visitor in the website how will carry on the migration, optimizes the website to be able to guide the visitor to achieve the transformation the website.

③ Landing Page Keywords

The key word in the ③ quadrant above is called the landing page keyword. Although the jump rate is very high, but on the other hand conversion rate is very high, from which can be clearly identified "the content of the site to meet the needs of visitors." This part of the overall conversion rate is very high, once by optimizing the landing page content to reduce the visitor's bounce rate, the site's conversion number will be improved.

The following points need to be noted when optimizing landing pages:

(1) To add some content to meet the needs of visitors

When a visitor finds that the contents of the landing page do not match the content of the search, most visitors jump directly to the site. Adding more information that meets the needs of your visitors lowers your site's bounce rate, but the added content is within reach.

(2) Simple and clear navigation design

Many of the visitors jumped out because of "do not know how to do the next step" to cause the jump out, so it is too bad. Even though most of the visitors who have not jumped out have completed the transformation, we cannot ignore the problem of ' navigating difficult '. We need to discuss whether the landing page content and typography are problematic. The analysis method of landing page will be explained in detail later. For visitors to the site, landing page is the homepage of the site. Therefore, the landing page navigation should be as simple and easy to understand as the homepage navigation. In general, the bottom of the article set the "Back to the top" link, the navigation under the guidance of the set trace navigation effect is more obvious.

④ Creative keyword

The key word in the ④ quadrant above is called the "creative keyword." This type of keyword is characterized by high bounce rate, low conversion rate.

Because there is no effect, we should optimize it early. In particular, "Google's keyword Bidding ads (Adwords)", "Baidu promotion" and other advertising ads containing such keywords, we have to modify the content of the article or its source page. The cost of advertising, although the number of entry has increased but the transformation does not change the meaning of the loss.

AdWords Creative:

The title above and both of the following lines may need to be modified.

"Creative keyword" related content optimization takes money and time, to optimize all the keywords impractical, you should filter out those who effect more obvious (into a number of keywords) as the Optimization object. According to personal experience, the search keywords in the quadrant below 200 can generally be discarded.

Note：

(1) This article is a "bounce rate" for the x-axis, "conversion rate" for the y-axis of the keyword matrix, can also be specified as other indicator values. According to the author's experience, "bounce rate x conversion rate", "Bounce rate x Initial access rate", "residence time X conversion rate" of the combination of very analytical value.

(2) If you want to analyze the keyword matrix above the "page views" or "number of visits", we recommend that you do not use the "scatter map" instead of using "bubble chart", according to the size of the circle to represent these indicators to achieve better results.