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Step 5 - How to read and understand basic reports

Referrer - Search Engines - Search Keywords Details

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This report shows all the words your visitors entered in the search engine to reach your site. The first table shows the number of the search keywords listed in the table below, the number of visits they have generated and the percentage on the total visits generated by referrer.

- Select a period: it allows to filter the data in order to display only the data of a desired month.
- Search: you can quickly find the desired search keyword by entering its name or part of it in the available field.
- Search engine: you can display the search keywords of different search engines.

Each table row shows the following data:
  • the search keyword
  • the number of visits it generates
  • the percentage on the total visits coming from the selected search engine
  • the trend
  • the average ranking of your site on the selected search engine, in relation to each keyword
  • 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 selected keyword and search engine, that entered the site, viewed a single page and exited the website
  • Bounce Rate: it shows the percent of visits coming from the keyword and the search engine under examination, consisting of a single page view out of the total visits coming from this referrer
Clicking on the Pages (Landing Pages of each Referrer) icon for each keyword, you can access the report that shows the Pages, i.e. the referrer's landing pages where users have entered your site in the selected time period, while looking for a given keyword in the specific search engine.

“Not provided” keywords
"Not provided" keywords continue to increase. Since several months Google doesn’t provide keywords data any more.
Therefore all web analytics platform, including Google Analytics, cannot show the keywords used to reach web sites.
In fact each browser receives an empty search string which is defined as "not provided keyword" instead of the true keyword used to find the web site.
For more information, please visit the post on ShinyStat Blog.

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.

Search keywords & SERD™ (ShinyStat™ Business only)
To track your site ranking, ShinyStat has developed the SERD™.
The table shows the average ranking of your site on the selected search engine, in relation to each keyword.
The SERD™ is available for the following search engines: Google Arianna Excite Virgilio SuperEva Tiscali Yahoo Lycos KataWeb Msn Altavista Netscape
For each retrieved keyword, 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, instead of the page, you are shown the average ranking tracked during the current month. But this happens only for the keywords used in the first four search engines in the list: Google, Virgilio, Yahoo and Msn.
The single rankings can be viewed in the report 'keyword history' which can be accessed clicking on the icon on the right of the ranking.

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.

This value is the sum of the values in all the pages and not only of the value in the current page.

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