Keyword Research From Your Logs

[pratishtha]

Something I've been meaning to ask for a while and it's a bit of a basic question, but one that's never really been explained to me.

Quite a few articles I've read have recommended that you trawl through your visitor logs and ****ytics stats to find the keywords and phrases that visitors are using to get to your site. Easy enough to do, but what I've never seen explained is 'why?'.

I have a couple ideas...

- To find phrases that could be made more prominent or focused on particular pages to increase traffic and/ or increase conversion quality.
- To find phrases that you aren't optimising for, but which your page is ranking for, meaning if you use the actual phrase, you might rank higher in the SERPs.

Are they even close?