Keyword analysis refers to the practice of determining which keywords are working, or could possibly work, to attract and convert your target audience groups.
In order to perform keyword analysis, website tracking and analytics software, such as Google Analytics, has to be implemented on your web pages. Search engine marketing pay-per-click programs such as Google AdWords generally provide you with an ad and keyword tracking application that demonstrates performance on a keyword level, including the keywords that bring new visitors to the site, what they do once they arrive, and whether or not established conversion goals are met.
Keyword analysis typically begins with a benchmark report, which provides the point of reference for measuring the performance of keywords over a specified time frame and how that performance compares to a specified time in the past.
Keyword analysis is a component of on-going search engine optimization as well as campaign management for pay-per-click search engine marketing and other forms of online keyword advertising campaigns. Before a keyword is removed from a campaign altogether, typically adjustments are made to web content first to see if that doesn’t improve results.
Keyword analysis is always preceded by comprehensive keyword research and development to uncover the language used by your target audience groups to search for what you offer. Once the list of keywords and phrases has been uncovered, selected and implemented, then keyword analysis is used to measure overall effectiveness for the specific goals outlined in the campaign, which may be page one rankings in Google or an increase in revenue generated through a pay-per-click campaign.
