Which keywords bring people to your website? Why? What was the page they saw you on when googling this or that? Which page did they land on?
As an example: a page has high bounce rate but you can't figure out why. See which keyword leads to this page. What does the user expect to see when he or she is googling it? Does it match the information on your page?
When you know what sort of traffic each page of your website attracts, you can influence it in order to get more traffic, less bounce rate and improve your purchase funnel.
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