Site Traffic Review
One of the most obvious places to look for data when designing a search engine marketing strategy is to review the site’s existing traffic. Assuming the site has a decent analytics program in place, we can review traffic data to see where visitors are coming from in terms of referrers, keywords, and search engines and how they are navigating through the site.
This information can help us to determine which keyword phrases currently generate the most visitors for the site, where people go once they get to the site, and how effective one’s existing online marketing efforts are. We also review existing rankings for important keyword phrases to determine what, if any, top rankings the site currently enjoys.
Sample Keyword Report
Reports like this from Google Analytics can help us determine which keyword searches are currently generating visitors for your site.