This is the final installment of a three-part series about search keywords and
how they relate to your website. Today we will discuss how to use keyword data to make decisions that will improve your site.
Brian Chiou and Jillian Kuhn
will be hosting these collaborative screencasts regularly,
focusing on topics that are important to you and your website.
Keywords: Understand, Analyze, and Make Decisions
Part III: Making Data-Driven Decisions
Making data-driven decisions is a three-step process: Focus > Imitate > Predict
Start with problematic keywords and their corresponding landing pages, and then focus on tweaking one page at a time.
- Imitate users’ experience when they use a specific keyword to reach a page. What did they search for, what did they find on your site, and what do they want next?
- Predict the user’s next step, and make it easy for them to reach relevant content elsewhere on your site. Make sure their intent, landing page purpose, and site purpose all match.
Make sure to check out Part 1 and Part 2 of this series, and click our Related Content in the right sidebar for other Google Analytics resources. Please comment with any feedback or questions – and thanks again for watching!