Tracking Long Tail Keywords through Google Universal Analytics

Many SEOs agree that there is power in the long tail. There are also several solid stats to back up this claim.

Recently I was asked the following question on LinkedIn and I think the same question bothers you too:

There may be millions of ‘rare’ search terms in the tail, but the important things to ask are how much of the traffic they generate is relevant to a particular business and is there enough ROI to make it worth spending to chase those searches

Ivor Morgan(Head of Sales & Marketing at Morpheus Limited, UK)

You may have been waiting for reports like the one below for a long long time:

tracking long tail keywords

It is not very hard to conclude that majority of one word keyword phrases are brand terms.

It is also evident from the report that two words keywords phrases are driving more traffic, conversions and revenue for this website.

You can even go ahead and calculate the impact of 4 words, 5 words, 6 words (or even more) keyword phrases on website traffic:

tracking long tail keywords 3

 

Such type of insight becomes even more useful in case of PPC campaigns where you have to pay for each keyword:

tracking long tail keywords 2

This is a real life example of the power of tracking long tail keywords.

Now the question that arises is, how I generated these reports?

Answer is Universal Analytics Advanced Segments, Custom Reports and Advanced Regular Expressions:

universal analytics advanced segment

I created ten similar advanced segments using regular expressions.

Use following regular expressions to create such segments:

^[^\.\s\-]+([\.\s\-]+[^\.\s\-]+){0}$ =>Filter 1 word keyword phrase
^[^\.\s\-]+([\.\s\-]+[^\.\s\-]+){1}$ =>Filter 2 words keyword phrase
^[^\.\s\-]+([\.\s\-]+[^\.\s\-]+){2}$ =>Filter 3 words keyword phrase
^[^\.\s\-]+([\.\s\-]+[^\.\s\-]+){3}$ =>Filter 4 words keyword phrase
^[^\.\s\-]+([\.\s\-]+[^\.\s\-]+){4}$ =>Filter 5 words keyword phrase
^[^\.\s\-]+([\.\s\-]+[^\.\s\-]+){5}$ => Filter 6 words keyword phrase

^[^\.\s\-]+([\.\s\-]+[^\.\s\-]+){6}$ => Filter 7 words keyword phrase
^[^\.\s\-]+([\.\s\-]+[^\.\s\-]+){7}$ => Filter 8 words keyword phrase
^[^\.\s\-]+([\.\s\-]+[^\.\s\-]+){8}$ => Filter 9 words keyword phrase
^[^\.\s\-]+([\.\s\-]+[^\.\s\-]+){9}$ =>Filter 10 words keyword phrase

^\s*[^\s]+(\s+[^\s]+){3,}\s*$ => Filter 3+ Words Keyword phrases

Once you have created these advanced segments, apply them one by one to your analytics report.

 

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Himanshu Sharma

Certified web analyst and founder of OptimizeSmart.com

My name is Himanshu Sharma and I help businesses find and fix their Google Analytics and conversion issues. If you have any questions or comments please contact me.

  • Over eleven years' experience in SEO, PPC and web analytics
  • Google Analytics certified
  • Google AdWords certified
  • Nominated for Digital Analytics Association Award for Excellence
  • Bachelors degree in Internet Science
  • Founder of OptimizeSmart.com and EventEducation.com

I am also the author of three books:

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