We get two major things out of this data: SESSIONS and FREQUENT QUERIES
Start with AIGA via Google AnalyticsThen move to MSU via Excel spreadsheetThen show WW Norton session table
But first, a little quiz: 1) How many know who their primary audiences are? 2) And, how many know what the main tasks and topics those audiences need to get from your site?If not, then… what’s the point?
Deleting term may come back to bite you
Augment with SSA
Field study example: use clothing retailer that found SKUs in its logs when SKUs didn’t appear on its ecommerce site
SEO benefits: Local queries might serve as predictors of future keywords