You might ask what dogs and show dogs have to do with search term analysis. That's a pretty fair question and we'll get to that in just a second. But before we get going, this article expects that you have a minimal understanding of your log file and a log file analyzer. We assume that you've already got your analyzer up and running and that you have a nice listing of the search terms that people are using to find your site. Now that we have that housekeeping out of the way, let's get into the details of search term analysis.
Let's start by having a look at what your top search terms are for your site. These search terms are listed when someone searches for that term, it shows up in the search engine's results and that person clicks on your link. What do you notice about these terms? Are they what you thought they were? Maybe the top few are something similar to what you expected, but are all of your major topics there? What other terms are there? What else is or isn't there?
Now on to the dogs and dogs shows. One of the first things we should be looking for are search terms that are a little bit off of what we expect. For example if one of your key search terms for a page is dog, but one of your top search terms it show dog. then you should probably create a page that targets show dogs. You might want to take some time to consider other minor derivations of this topic to try and pull in some of the traffic that's out there for your topic.