Raven's Keyword Insights tool leverages keyword data from Google Analytics to inform users on the best places to focus their efforts on when managing their marketing campaigns. Items with high engagement or conversion rates relative to traffic (termed opportunity in the tool) are ranked higher in the table. Users must have Google Analytics authorized in order to see Insights data.
A Case Study
For example, let's say that one of your clients is managing a mobile technology blog. The blog has Google Analytics installed and has some traffic being driven to it for a handful of different posts. A user can then look at their Keyword Insights tool to see not only what keywords are driving readers to their website but what keywords are encouraging site engagement.
In this case, perhaps the phrases "usb 3.0" and "backup macbook" are highly ranked in the tool. This means that the website could increase site engagement by targeting those keywords in an advertising or content campaign.
Set-Up and Settings
The data in Keyword Insights is pulled directly from Google Analytics. In order to view data in the tool, you'll first need to authorize Google Analytics, either through the Setup Wizard or in Campaign > Google Analytics.
Setting Up Google Analytics
Here's how to add a new Google Analytics account to Raven:
Navigate: Click through the menus in Raven to Campaign > Google Analytics. On this page, if you do not have any Google Analytics tokens listed in your account, you'll be presented with a link reading Authorize a New Google Account. Click this link. This will begin the process to link your Google Analytics account with Raven.
Grant Access: After clicking Authorize a New Google Account, you'll be directed to a Google page asking if you would like to grant access to your account. Click Grant Access to do so.
This page may include a warning message, reading "This website has not registered with Google to establish a secure connection for authorization requests." The reason why this message appears is because of the flexibility we offer with custom naming. It isn't feasible (or possible) for us to register each domain with Google. Your data is secure in Raven< – this warning is just asking if you are familiar with the application requesting access.
Choose a Profile: Once you've successfully authorized your account, if you have multiple Google Analytics profiles in your Google account, you'll be prompted to choose one profile to associate with your website.
To view conversion data in Insights, you'll also need to sync your Goals data from Google Analytics. Goals are targets that you'd like for your users to hit, whether that is signing up for a newsletter or visiting a particular page on your website. When a user accomplishes a goal, that data is collected as a conversion.
Here's how to connect your Goals in Raven:
Navigate to Campaign > Keyword Insights and click the Customize Tool icon in the Tool Options bar.
Select the checkbox under Goals to enable Goals.
Save your settings to automatically import your Google Analytics Goals, assuming that they have been setup in your account. If you are unable to see any Goals, either click the Refresh Goals button or enter your goals manually in the GA Settings page.
Once Google Analytics has been authorized in your Raven account, you should be able to see Keyword Insights data. This data is organized by opportunity, which is calculated by considering your bounce rate in relation to your percentage of visits. If you're viewing conversion data, this is also factored into the keywords with the most opportunity.
Keyword Opportunity: A keyword that either has high site engagement or converts well in comparison to its share of the traffic.
#: The rank of an item based on high engagement or conversion rates relative to traffic.
Visits: The total number of Visits to your Website via a keyword.
Percentage: A keyword's percentage of visits that make up the total visits for all keywords currently listed.
Bounce Rate: Percentage of visitors who used that keyword to visit your site, then left after viewing one page.
Goals: The number of times a particular goal has been accomplished for a given keyword.
Conversion: The percentage of goal conversions as compared to the number of visits for a given keyword.
Manipulating Data in Insights
Each entry in Keyword Insights can be researched or archived in your Raven account. Click the gear icon next to the keyword that you're interested in to bring up a menu with options for interacting with two tools: Research Central and Keyword Manager.
Click the Research Keyword option to perform keyword research in Research Central. This will bring up data from AdWords, MajesticSEO and more, giving you in-depth information about how the keyword performs and the competition that you would be up against if you were to pursue that keyword in a campaign.
Click the Add to Manager button to add the keyword to Keyword Manager. Keyword Manager allows you to keep a listing of the keywords that you're most interested in, whether they're actively being used in campaigns or are just phrases that you'd like to keep an eye on.
Like Google Analytics, users can filter data from Keyword Insights on several different levels. By default, you'll see data from the previous 30 days, focusing on all traffic being driven through total site engagement. Users can further filter this data by changing the date range, the search type and if any goals should be taken into account.
Users can choose the range of days that their data is pulled from by clicking the date range in the top right corner of Keyword Insights. After clicking the date range, you're given 10 preset options to choose from:
This Week (Sunday - Today)
This Week (Monday - Today)
Last 7 Days
Last Week (Sunday - Saturday)
Last Week (Monday - Sunday)
Last Business Week (Monday - Friday)
Last 14 Days
Last 30 Days
If these options don't suit your needs, choose the Custom Date option to choose a custom start date and end date.
Once you've chosen the appropriate date range for your data, you can change the sources from which your data is being pulled. To modify your sources, click the Sources button next to the Branded Keywords selector. On this window, you can change two different settings:
Search Type: Display traffic from paid search, non-paid (organic) search or a combination of the two.
Site Engagement: Only display keywords that are associated with a successful conversion for a particular Goal in Google Analytics. The default is Site Engagement, which takes into account all traffic, regardless of whether or not it included a goal completion.
If you've set up Branded Keywords in Campaign > Campaign Settings, you are able to filter your listings in Keyword Insights by Branded or Non-branded. For more information on how to set up Branded Keywords, see the How Do I Set Up Brand Segmentation? page. To view Branded keywords only, click the Branded button. For keywords not covered in your Segmentation options, click Non-branded.
When viewing keywords in Keyword Insights, you are able to filter keywords based on search criteria. Using the search bar, you can, for instance, only view tags that include your brand name. The search field is not able to conduct boolean searches, but can be used to find keywords containing a particular word or exact phrase. Just enter your phrase and click Search to filter your results.
To return to the original listing, click the black X next to your search phrase.
Display Options Icon
Several of the columns in Keyword Insights can be toggled on or off. If you would prefer to not see certain sections, click the Display Options icon and select or deselect the checkboxes next to #, Visits, Percentage and Bounce Rate.
Similarly to the rest of the tools in Raven, users are able to filter their data in Keyword Insights based on Keyword, Visits, Percentage and Bounce Rate. This allows users to focus specifically on keywords of a certain type, avoiding the need to sift through all of your keywords manually. To create a new filter, click the Filters icon and choose Create New Filter.
Reporting and Exporting
Exporting to CSV and PDF
All of your data in Keyword Insights can be exported to a CSV file or PDF report. There are two ways a user can accomplish this task: using Tool Options button or the Table Options icon.
The final option is to include Keyword Insights as a section in a report built in Report Wizard. To add Keyword Insights data to your report, navigate to Reports > Report Wizard and either create a new report or edit an existing one. You can find the Keyword Insights module in the listing on the left under Campaign. Choose the Keyword report by clicking it, then drag and drop it to the position you would like for it to appear in.
Once you've added the report module, you are able to modify several fields:
Columns: Rearrange or disable table columns in the report. In this report, you can modify the appearance of #, Keyword, Visits, Percentage and Bounce Rate.
Title: The title of the report section.
Max Results: The maximum amount of results that you'd like to see in your report.
Summary: A block of text that can be displayed at the top of the report.
Filters: To apply a saved Filter Set to your report, choose the Filter Set from the dropdown menu here.