• Search Engine Land, Friday, November 13, 2009 1:16 PM

Ben Gott tells us how to analyze keywords in Google Analytics. First, he attempts to dispel misconceptions and cut through the confusion by defining such terms as "long tail" vs. "longer keyword."

A few graphs and charts help to put the process in perspective, and step-by-step instructions provides insight into building a custom report to analyze the data.

Gott also provides a list of ways to look at the data to get the imagination pumping. For example, segment the longer and shorter keywords to analyze the performance of major search engines to determine the one that does the best job bringing in traffic on longer keywords.

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