Andy_Langton - 11:56 pm on Apr 9, 2012 (gmt 0)

The first step is to look at little closer at the data - and if you don't have the data, then make sure you start collecting it!

There are five basic data points you need when it comes to analysing search traffic:

- Referrals (you'll be collecting this data already)
- Keywords
- Landing pages
- Rankings
- CTR

Armed with this data, you can start to pose much more specific questions, get a more accurate diagnosis, and start to take action.

Your question could become any of the following (and more!):

- The pages that rank in SERPs keep changing
- My rankings keep fluctuating for the same landing pages and keywords
- My CTR drops every few days

The more precise the problem, the more actionable the recommendation! :)