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Step 5 - How to read and understand basic reports

Search keywords - Keyword details

 ShinyStat Pro  ShinyStat Business

This report shows the details about the data of the visits generated by the search keyword you selected in the 'Search keyword' report.

The first report shows the total number of referrers, the search engines in the list underneath and the corresponding percentage on the total referrers as well as the visits generated by the examined keyword and the corresponding percentage on the total visits by referrer.


- Select a period: it allows to filter the data in order to display only the data of a desired month.

The table lists the search engines where a particular keyword has been searched during the selected month.
Each row shows:
  • the name of the search engine
  • the number of visits
  • the trend compared with the previous period
  • the corresponding percentage on the total visits resulting from the examined keyword
  • the average ranking of your site per engine in relation to the examined keyword
  • the bounces: the number of times when the landing page was the only page viewed during a visit, that is the number of visits by browsers coming from the examined keyword, that entered the site, viewed a single page and exited the website
  • the bounce rate: the percent of visits, coming from the keyword under examination, consisting of a single page view, out of the total visits coming from this keyword
Clicking on the Pages (Landing Pages of each Referrer) icon for each search engine, you can access the report that shows the the Pages, i.e. the referrer's landing pages where users have entered your site in the selected time period, arriving from the specific search engine for the listed keyword.

Bounce Rate
The Bounce Rate, in connection with a traffic source, helps you in understanding the possible reactions of users when arriving on your site from a specific search engine or keyword.
A high Bounce Rate could be due to a gap between the landing page and the expectations that an ad in the site, in a search engine or in a promotional campaign has generated in the user.
The Pages report (Pages) lets you see in detail which pages have a higher "Bounce Rate" for a specific source, providing you with a useful set of statistics to figure out what are the problems for your visitors and optimize your investment.
For more information about Bounces, please take a look at the page called: Bounces - Bounce Rate
Attention! Bounces and Bounce Rate are available since July 2010.

SERD™ (ShinyStat™ Business only)
Thanks to the SERD™, the table shows the average ranking of your site per engine in relation to the examined keyword.

The SERD™ is available for the following search engines: Google Arianna Excite Virgilio SuperEva Tiscali Yahoo Lycos KataWeb Msn Altavista Netscape

For each engine, you are shown the search results page where your site is listed, for example 1-10 and 31-40 indicate page 1 and page 3, respectively, in the search engines with 10 search results per page.
When the number of visits is particularly interesting, for the first search engines in the list (Google, Virgilio, Yahoo, Mns), you will be shown the average ranking tracked during the current month instead of the page.
The single rankings can be viewed in the 'keyword history' report which can be accessed clicking on the icon on the right of the ranking.

Attention! In order to properly track the visits from sponsored links and their conversions, use the feature Campaign Conversions.

For easier reading, the last row in the list shows the total listed values.

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