If, like me, you’ve spent a large part of your career analysing search engine traffic, you will be constantly looking for new perspectives on your data which will help you gain more understanding and insight (and therefore improve your strategy and results).
For me, mainly focussing on PPC traffic, the common analysis I’ll perform is to look at keyword ‘segments’ – this is simply finding commonalities within keywords and slicing up the data to pick out trends or opportunities presented by looking at keywords in this format.