Search analytics is a common term in search engine marketing that refers to the collection and analysis of website statistics in order to deduce important results and findings. These findings can be of great value in both search engine marketing (SEM) and search engine optimization (SEO), facilitating website owners to find out more about their site’s performance as well as areas that require further attention. In other words, the results generated by search analytics can help website owners to assess how their site is performing overall on the web, and what steps they need to take to improve its rankings on search engines.
As mentioned earlier, search analytics are quite useful in SEO and SEM, and are widely adopted by webmasters and website owners to monitor their website performance. Search analytics normally encompass different aspects of a website such as monitoring of keywords, volume analysis, trend analysis, search results, history and spending on advertisement on a particular website, as well as statistics pertaining to affiliate marketing among various other components.
Search Analytics Tools for Your Site
There are free as well as paid analytics tools available for website owners to collect website data for the SEO and SEM purposes. The most popular is perhaps the Google Analytics, a free and powerful tool that boasts a wide range of features, allowing website owners to track their website performance to the extent of getting information regarding the ROI based on keywords for the position of each ad. For example, after tracking your website results, you might get to know which particular keywords are popular and are being mostly used by Internet users who are trying to access your site, i.e. which keywords are profitable and which are not. This way, you will be able to undertake efforts to rank well on the popular keywords, instead of wasting time and resources on those that are not used by visitors.
The data generated by such tools includes the queries typed in by Internet users when they try to access your website on search engines, the number of impressions and clicks your site URL gets in the search results’ page, the position occupied by your website’s URL in the search results page relative to competitors’ websites, as well as information regarding the ratio of clicks to impressions your website URL gets.
Piwik, Open Web Analytics, Stat Counter and Webalizer are some examples of other free search analytics tool that website owners can use to gather data regarding their websites. Apart from the free ones, there are paid search analytics tools available as well that offer many different features.
Accuracy of Search Analytics Tools