‘5 Actionable Analytics Reports for Internal Site Search’ – MOZ Blog
Ryan Stewart says, “I was furious when keyword data disappeared from Google Analytics (GA).
I mean, how could I possibly optimize a website without keyword data?!?!
It didn’t take me long to realize I was overreacting. In fact, I quickly realized how trivial keyword data was.
Search engines are pretty damn good at what they do. If you properly optimize your content, people will find it with the keywords you intended. (You should set up an SEO dashboard in GA to verify your results.)
The truly valuable keywords are the ones visitors use within your site.
When mined correctly, internal terms uncover how and why users engage with content. These insights provide clear direction to improve content, SEO, and the user journey (resulting in increased conversions, leads, and sales)“.
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