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  • And Cardinal Path’s very own Alex Clemmons – Senior Consultant Digital Intelligence

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Since PublicInsite became Cardinal Path a few months ago, you may have seen several writers from this blog contributing to the new Cardinal Path blog.

Well, the time has come to make the transition complete and put all out efforts into making our blog at Cardinal Path the premiere source for web analytics news and insights in North America.

That means that we will no longer be adding content to the PublicInsite blog, but you will still find many of the same writers and topics over at Cardinal Path.

Check out the Cardinal Path blog

See you on the other side!

More information about Cardinal Path:

Announcing Cardinal Path

A Message from Alex Langshur

When trying to make sense of a huge body of incoming search keywords found in log files collected by a web server or exported from Google Analytics keyword reports, we have traditionally found it incredibly useful to organize these keywords under themes. This helps our clients understand what types of content are in greatest demand and can help define their future content strategy to better align with the prevailing flow of the oft-mentioned ‘river of demand’.

Keywords categorization can give you a better view of what topics visitors are looking for from your website.

Depending on the particular services, information or causes a client is involved with, knowledge in various fields is required in order to effectively and accurately categorize keywords and place them into meaningful and useful buckets. By ‘meaningful and useful’, we can also infer ‘actionable’ – a term used to describe information or communication that is useful enough to drive and support a particular course of action. Sorting the keywords used by individual search users to arrive at your site in such a manner can help an organization make important decisions about the future direction of their website and the content that will best satisfy demand. Evidence-based decision-making at its finest!

The problem sometimes faced by web marketing consultants and business owners alike is that only an expert in a given field could understand the language used by visitors to find a website  that specializes in particular topics – be that health, technology, governance or products from any number of specialty e-commerce shops.

Who can accomplish this daunting task?

Therefore, the same sort of mindset that might win games of Jeopardy! or Trivial Pursuit might very well prove invaluable when making sense of a huge body of keywords. The ability to learn, retain and effectively recall (or at least recognize) a large variety of topics, themes and ideas referred to by a particular keyword is critical to quickly and accurately categorizing keywords, and in determining the categories under which they will necessarily fall.

Failing that, you’ll need someone who is incredibly quick and efficient using Google to find related information; an approach that will inevitably still take much longer and be much more cumbersome than actually possessing a general knowledge of a large number of fields.

It is because of this that experts in SEO or web analytics who rely heavily on keyword analysis for their business will, for the most effective and efficient discharge of their duties and contractual obligations, need to venture far afield of their specialty to dig deep into the peculiarities, unique language and different ways of thinking in which their clients are involved.

As a result, it could be argued that individuals with a diverse range of experiences, interests and education, or at least those who know or can quickly find out where to look, would be best equipped (and most cost-effective) to take on such tasks.

To fail to completely understand all of the relevant facets of a client’s business, mandate or cause, is to fail to provide the best possible service as an SEO or analytics consultant.

Read more about keyword research on PublicInsite.com.

Search analysis is a crucial method for understanding visitor intent and many of us have learned about the long tail and its implications on the overall analysis of search terms. The reality is, however, that many organizations are pressed for resources to do deep search analysis, so it would be valuable to know what benefit might be gained from digging past the top 25 or 50 keywords. To help answer this, we’ve conducted a data-driven study to understand what depth of keyword analysis is required achieve a solid representation of all the keywords that drive traffic to a site.

Having performed an in-depth study, PublicInsite has determined that analyzing the top 500 keywords can provide an accurate reflection of visitor intent. To demonstrate this concept we’ve focused on brand vs. non-branded search and after reviewing over 2.9 million keywords, it became evident that looking at the top 500 keywords yields a fairly representative sample. The table below summarizes the percentage of brand related searches in the Top 100 through Top 1,000 keywords relative to all visits from keyword driven traffic.

Table 1: Percentage of Brand Related Visits Based on Top Keywords

The data illustrates the difference between the percentages of brand related keywords from tier-to-tier in regards to depth. We see for example when comparing the top 400 vs. the top 500 that the difference is minimal (1.1%). The difference between the top 100 and top 200 is much greater (5.0%). As the analysis goes deeper in to the long tail, we see this difference changes even less with each 100 keyword increment.

In short, the data we’ve analyzed strongly supports the concept of analyzing the top 500 keywords as a generally accepted approach to understanding general visitor intent across all keywords to a site. In principle, it would be preferable to study all keywords to a site, but this can literally be hundreds of thousands of keywords, which makes it virtually impossible.

Given the results from this study, we strongly recommend that organizations develop a library of keywords and categories which can be used on a regular basis to understand visitor intent through the top 500 keywords; not less and not more. However, for content development and in-depth analysis, we strongly recommend considering the long tail.

Read more about keyword research on PublicInsite.com.

News

Learn About a Career in Digital! Register for UBC Continuing Studies Digital Analytics Webinar

Have you ever considered a rewarding career in the fast-paced field of Digital Analytics? If so, you can attend a FREE webinar on Thursday, June 2nd from 11- 12 pm PST, where you can learn all about this exciting and rapidly growing industry. Hear from a panel of experts and Program Administrators about the latest … Read Full Post

Klipfolio introduces KlipStart for Google Analytics

Cardinal Path is a Klipfolio Partner

You can now create powerful interactive dashboards for Google Analytics in less than three minutes with KlipStart from Klipfolio. Start customizing and integrating new data sources with a full-featured free trial of the Klipfolio.

We're Moving This Blog!

Cardinal Path blog post

Since PublicInsite became Cardinal Path a few months ago, you may have seen several writers from this blog contributing to the new Cardinal Path blog. Well, the time has come to make the transition complete and put all out efforts into making our blog at Cardinal Path the premiere source for web analytics news and … Read Full Post

Effective Keyword Categorization Reveals More About Your Visitors

Cardinal Path blog post

When trying to make sense of a huge body of incoming search keywords found in log files collected by a web server or exported from Google Analytics keyword reports, we have traditionally found it incredibly useful to organize these keywords under themes. This helps our clients understand what types of content are in greatest demand … Read Full Post

Keyword Analysis: How deep is deep enough?

Cardinal Path blog post

Search analysis is a crucial method for understanding visitor intent and many of us have learned about the long tail and its implications on the overall analysis of search terms. The reality is, however, that many organizations are pressed for resources to do deep search analysis, so it would be valuable to know what benefit … Read Full Post

Benchmark Your Marketing Analytics Maturity

See how your marketing analytics performs against thousands of organizations. (Approx. 5 minutes).