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What is Keyword Analytics?

Amy Hunter
Amy Hunter

Keyword analytics is the study of particular keywords and how they direct traffic to a website. Using keyword analytics allows a website developer to choose the best keywords for a particular website, depending on the aim of the website. It is possible for a layperson to analyze the keywords of a website, hire a consultant to conduct the keyword analysis, or to use online tools to analyze keywords.

Keyword analytics can be simple or extensive. A variety of search engines and websites provide analytical tools to help website owners determine what searches are popular within a particular category. This is a good choice for many people. They allow the user to enter various words and phrases, and then see what searches are associated with those terms.

Woman doing a handstand with a computer
Woman doing a handstand with a computer

Generally, the best keywords for a website to use are ones that include words that are often searched, but do not deliver a huge number of pages to compete with for results. This combination makes it possible for a website to rank high on the search engine results page. Website owners aim for their websites to land on the first page of search results.

Keyword analytics has other benefits for website owners, as well. Analyzing keywords and phrases tells the analyst what words are bringing traffic to the site. Aside from helping achieve front-page status, it can also give the website owner ideas for new products, by letting them know popular searches related to their product or content.

Keyword analytics helps the website owner determine the best phrases for use on the site as well. A successful website is constantly updating with new content, so knowing what words to include in the content is a valuable use of keyword analytics. Generally, keywords that consist of two to four words make better keywords than single keywords.

Using keyword analytics also helps the website owner understand what people are looking for when they reach his site. Seeing the actual words or phrase that the searcher typed in can help the website owner determine whether the website is answering the question asked by searchers. If he finds a number of off target searches reaching his page, reworking the content of the page, as well as the keywords targeted can help provide better focus to the website.

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