"I love search engine keywords reports in web analytics tools. Depending on the tools it may be referenced as Search Engine's phrase, terms, or keywords reports. These keywords reports usually represents terms searched by users on Search Engines like Google / Yahoo! / Bing and reached your site after clicking on the link.
To make these keywords report useful and bring value to the business, you really need to segment and apply that into different kinds of reports to find that golden nuggets.
Here are some example of segments that are helpful and insightful:"
Turning Search Engine Keywords into Action - ZoomMetrix
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