Google recently provided a keyword statistics tool to support its “AdWords” program that conducts a deep evaluation of individual web sites. It provides detailed information on the keywords in the site and an index of monthly and average statistics for these keywords over the past year for users of the Google search engine. The data is intended to help with the design of internet sites and to support bidding for keywords that when purchased become AdWords that draw traffic through the sponsored links of Google search. This paper describes an analysis of the traffic, keywords, and search rank results for a sample of internet sites related to global environmental management for March 2007 and March 2008. Surprisingly, the analysis shows absolutely no correlation between changes in traffic and changes in keyword statistics. There is only weak evidence that the Google search rank affects traffic. One interesting result was that highly trafficked sites received less traffic while less trafficked sites received more traffic, a regression to mean traffic.
G. Kent Webb. "Using Google Keyword Statistics to Explain Changes in Traffic to Internet Sites Related to Global Environmental Management" Issues in Information Systems (2008): 111-116.