I love data. I really love turning data into information, going from columns of words and numbers into something that you can actually make sense of …
For example, here are the keywords that brought organic search traffic to my website in 2012 (excluding, of course the ubiquitous not provided and not set in GA)
It’s easy to see that Ask Joanne and other brand related keywords are the keywords with the highest search volume, but how else can we make sense of this data.
Here is a word cloud that excludes all phrases with “jo” in them – which covers most variations of my business name and website name. It also excludes all keywords that generated only one visit (to eliminate some of the more fringe words.)
In this word cloud, the size indicates the sum of visits to the site, the color indicates the bounce rate – orange is a higher bounce rate (only one page of site viewed), blue is a lower bounce rate. So, we can see that the phrase What is Yext brought in the greatest number of visitors, and that it had a high bounce rate. However, since it’s a blog post, it doesn’t bother me much that the page had such a high bounce rate. It would be good, however, to track if any outgoing links on that page were clicked (like to my Yext Affiliate link). I should know how to do this.. but with the asynchronous Google code, I actually have to research how to implement it.
You can also look at Word Clouds in other ways:
Data can further be refined, this cloud contains phrases excluding brand name with a bounce rate that is better than the average bounce rate:
Or phrases that brought traffic that visited at least 2 pages per visit: