下文由译者肖庆摘译自这篇文章，主要介绍了字词云是什么，怎么使用，利用谷歌新版中的字词云，如何更好地指导SEO（搜索引擎优化），方便直观地识别高质量关键词、低质量关键词，网站SEO的表现情况。

Now, in Google Analytics Version 5 there is a new report view called “Term Cloud“, which is easily accessible within almost all of the “Traffic Sources > Incoming Sources” reports.

在最新版的谷歌分析（第五版）中有一个新的报告视图，叫做“字词云”，在几乎所有的流量来源>入站来源报告中都可以轻松查看。

Wait…What the Heck is a Term Cloud?!?

等等…字词云到底是什么东西?!?

Term Clouds, commonly referred to as Word clouds, display words based on their frequency. Basically, words that are bigger in the cloud appear more often. Check out the examples below that make this much easier to understand.

Term Clouds，通常称作Word clouds，基于频率展示字词。基本上，更大字体的字词出现频率更高。请看下面这些例子，可以更容易理解。

How to Access the “Term Cloud” View

如何使用“字词云”视图

Within the “Search” reports and the “Adwords > Keywords” reports you can change the view from the default “Data” view to the “Term Cloud” view.

在“搜索”报告和“Adwords>关键字”报告中，你可以把默认的“数据”查看方式切换成“字词云”查看。

After you change the view from the default “Data” view to the “Term Cloud” view, it is recommended that you change your date range to 90 days for improved data analysis reliability.

 在完成上述切换之后，建议把日期范围扩展到90天以提高数据分析的可读性。

选择90天的日期范围以提高数据可读性 

Term Cloud SEO Analysis Examples

字词云SEO（搜索引擎优化）分析示例

How well is your site driving non-branded, targeted keywords?

你的网站获取非品牌目标关键词的能力如何？
The ultimate goal with Search Engine Optimization (SEO) is to increase the top of your sales funnel by bringing new visitors to your site. After you perform keyword research to determine where the search query opportunities exist based on volume and relevancy, you will have a target list of primary and secondary keywords.

SEO完美的目标是通过引入新访客到网站以提升销售漏斗的顶部。在基于数量和相关性对关键词进行研究并找到搜索查询机会在哪里之后，你会得到一个目标主要关键词和次要关键词列表。

Before you optimize your site, and at least on a monthly basis as you optimize, it is a good idea to measure how well your site is or isn’t driving people to your site via these targeted terms. The “Term Cloud” view is a perfect tool to analyze and share this data with management and other non-technical users.

在优化网站之前，以及优化过程中的至少每个月，评估你网站是否通过这些目标字词带来访客是一个不错的主意。“字词云”视图是一个绝佳的工具来，可以用来分析数据和与管理者或者其他非技术用户分享数据。

Term Cloud Analysis showing Good SEO

字词云分析显示不错的SEO

If your website SEO is working well, then you should be receiving a large volume of broad to long-tail keyword traffic that doesn’t include branding like your company name, as in this example below.

如果你的网站SEO表现不错的话，那么你应该会获得大量宽泛长尾关键词带来的流量，其中不包含如果公司名字的品牌关键词，如下图所示。

Term Cloud Analysis showing Weak SEO

字词云分析显示很烂的SEO

In this example, Branded keywords are the only terms that have prominence in this Term Cloud used to analyze the organic keywords that are driving traffic to this site. Even if your brand awareness is extremely strong, you should still see targeted keywords stand out from the keyword noise.

 在此例中，通过字词云分析自然关键词带来的网站流量，品牌关键词是唯一突出的关键词。即使你公司的品牌认可度非常高，你仍然应该看到目标关键词从关键词噪音中突出显示出来。

表现很烂的目标关键词 

Which Keywords are Bouncing?

哪些关键词造成蹦失率提高？

Below is an example of using the “Term Cloud” view to identify your worst performing keywords. Just change the Keyword drop-down (highlighted below) from “Visits” to “Bounce Rate.” Then you can find your worst performing keywords like we did which is highlighted in red below.

下面是一个通过使用“字词云”视图查看以确定表现最差关键词的一个例子。只需把关键词的下拉菜单（下图高亮显示的绿色方框）从访问改成“蹦失率”即可。然后你就可以发现表现最差的关键词（红色方框标识）

Be aware that low visit keywords can throw off the quality of your analysis so we recommend that you use the search filter to include visits with a significant volume. In this example, we only included visits greater than 100.

Which Keywords are Driving the Highest Quality of Visitor (measured by pages/visit)?

 哪些关键词引入最高质量的访客（通过页面/访问评估）

识别引入最高质量访问的关键词