A useful measurement you’ll find in most web statistics packages is keyword tracking. Most web statistics packages will track both paid and organic keywords. Which paid keywords are tracked depends on the stats package you use, but nearly all of them will track organic keywords.
The value of organic keyword tracking is that you can learn how your site is being discovered. The words and phrases that visitors use to find you gives you valuable insight into the way they think about and prioritize the subject of your business. For example, most people won’t search for ‘‘financial services.’’ It’s more likely that they’ll search for ‘‘money market account,’’ or ‘‘savings account,’’ or even ‘‘free checking account.’’ A stats package that tracks these words will help you monitor and analyze the keywords that work for your site and help you stay on top of cultural and linguistic shifts that reflect and change the way people think.
