Google Analytics Video Tutorial 5: Search Analytics

Ian Lurie

While we wait for my goal tracking data to percolate a bit, I’ve reviewed some of the practical ways you can use Google Analytics to measure search engine optimization & paid search efforts.

This lesson includes:

  1. Interpreting keyword data.
  2. Judging the value of keywords against each other.
  3. Placing keyword and search traffic in the context of individual pages.

Plus, I learned something new: My blog ranks #1 on Google for ‘internet marketing QA‘, and that generates traffic. Who knew…

Watch the video in Flash:

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Or in Quicktime format, full-sized (960 pixels wide).

Previous Sessions:
Google Analytics Tutorial 1: Setting Up
Google Analytics Tutorial 2: Essential Stats
Google Analytics Tutorial 3: Digging Deeper
Google Analytics Tutorial 4: Goals

Note: I apologize for the bad sound. You’ll need to turn your volume up. I’m still getting the hang of the iMic adapter, and for some reason my trusty Powerbook lowers the input volume automatically.

Ian Lurie

Ian Lurie is the founder of Portent. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). Ian's recorded training for, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing. Ian is now an independent consultant and continues to work with the Portent team- training the agency group on all things digital. You can find him at

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  1. Hi,
    Can you tell me please why some of the keywords lead to my site from organic traffic don’t appear in the keyword consideration report?

  2. Is the organic traffic show in GA pure organic? Say a vistor comes to my site through a mailer for the first time and the comes through google organic. does the GA mark it an organic visit or a mailer visit?

  3. Thank you very much for this tutorial! It was very well done. I was always wondering why I would get “google [referrals]” but there wouldn’t be any keywords listed. The reason was they were referred from google reader, not a search!

  4. i really enjoyed your tutorials it opened my eyes to some of the things i have been wondering about analytics. one thing i noticed is that your analytics dshboard is vastly different from mine. yours seems to have more options like the different views.

  5. I notice in your tutorials, you have different dashboard views (executive, marketing,etc.) which I don’t see as options in my reports. In my research I have not see a way to enable this. Can you give any advice?

  6. This is exactly what I needed. I have been using Google Analytics for a long time now and love it for all the data you can get out of it but have never been too good at putting that data together and to good use. My analytics accounts usually end up with poorly set up goals and I never know how to navigate the Google interface. I am about to install on my new wordpress site though so I will try using your tutorials to set everything up properly this time.

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