Touchline Marketing

An integral part of an internet marketing strategy is defining proper keywords that can be implemented throughout your site and pay-per-click campaigns. The process for optimizing these keywords can often involve a lot of trial and error and get very expensive.

Through the use of some internal site search traffic analytics inside Google Analytics, you can use the actual search history of your website visitors to determine which keywords can more effectively drive your pay-per-click campaigns.

Setup

1. Configure Google Analytics to collect information about your website.  You may wish to contact your webmaster and/or an analytics professional for assistance.
2. Configure the Google Analytics profile for which you want to set up internal site search tracking.
3. Select the radio button for ‘Do Track Site Search’.
4. Define the parameters in your site’s internal search query string that designate search criteria.  For example, if you type  ’widget’ into the search box at TouchlineMarketing.com, the search string shown would appear as ‘http://www.touchlinemarketing.com/?s=widget&x=0&y=0‘.  the ‘s’ would be your search parameter.

Reporting

1. Locate the Site Search reports inside the content area of Google Analytics
2. Select the Search Terms report.  This is the report that shows which keywords were used by visitors to search your site.   Analysis of this report can be useful in identifying new keywords that can be used in PPC campaigns, site pages, metadata, and blog postings.

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