What is to be done then? The answer lies in a long term strategy. Along with these highly desirable phrases, there will be many that can be immediately optimized for. Phrases with a relatively low number of searches, but an even lower relative number of pages optimized for it. The two types of keywords require different strategies. One is long term, and one is short term.

One way is to incorporate the long term keywords into the main body of the site. The short term keywords can be added to an ongoing text addition such as a wiki, a blog or a forum. These posts will then link back to the main site with the long term keywords as anchor text – thereby improving the internal linking architecture and drawing more focus to the long term keywords.

Once this is implemented, you can measure the success of your keyword strategy in order to track your progress.

Google Analytics, in addition to allowing you to view where are your visitors coming from also allows you to monitor the best (and the worst) content on your website. This allows you to get a glimpse of what people like and dislike. Also, you can find out how they are coming to each page – is it through search, and if so which terms are being used, or are they being referred from another site?

The site tools also allow you to drill down your directory structure and explore each sub domain – for example, if you have a shopping site, you can see how visitors get funneled through the categories and then to the individual products. Finally, it gives you the power to see the top landing and exit pages. This way, you can find out if there is a problem with the site when there are a disproportionately large number of exits on a certain page.

Along with Visitor Statistics and Sources statistics, content analyzation tools give you the most powerful reporting capabilities at your fingertips.

There is a lot of complicated information in this module, but most people are going to use it to find out three things. Which sites are sending you traffic, how many direct hits to your site, and most importantly, which keywords are being used to send visitors to your site. The last one is is a real boon for SEO masters as they can also see how much time each visitor spends on the site broken down by keyword. You might suddenly find a niche that you haven’t explored yet by looking at what people are searching for.

Good SEO experts will also use this tool to find out commonly used variations of keywords that they have overlooked and optimize their pages accordingly. Really, with the wealth of data available the uses are only limited by your imagination. Along with Visitor Tracking information, Traffic Sources provides a rounded profile about your sites visitors.