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Keyword traffic is a valuable indicator of what content on your site is doing the most work, be it driving traffic or triggering conversions. Regular keyword traffic analysis can help you prioritize search marketing workflow, guiding decisions on when it's time to:
Build out dedicated web content or a PPC ad group for a given keyword
Update and tweak text ads and landing pages
Segment a keyword group into smaller subgroups
Designate negative keywords
And more
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