Google Analytics does a great job of providing standard web analytic reports that aid many sites. But custom reports are always needed by those that need to dig deeper. My top 2 custom reports revolve around what content brings in the most visitors and what keyword caused the best conversions (Outcome). As we know that there is a distince relationship between content and keywords and visitors.

(My custom report naming conventions leave a lot to be desired...)

Outcome by Source
Everyone's favourite report! This shows what traffic source caused the most preferred outcomes/goals. This is my overview report that I'd view each month, which would then lead me to create finer grain reports and segmentations to find why a particular source increased or decreased in outcomes.

Custom Report Outcome By Source

Dimensions
Source/Medium -> Keyword -> Referrer

Content by Keywords
This web analytics report could be used to look at the 'landing page' dimension just as much as the 'page'. This report identifies what page is linked to what keywords, and allows you to see what keywords the top content on your site is linked too.

These keywords, in theory, should also match what you see in Google Webmaster Tools.

Custom Report Content By Keywords
Page Keywords
Homepage Keywords

The benefit of this report is that you'll be able to see if your top content matches what you want people to be visiting your site for.

if you are using this page with the 'landing page' dimension you'll want to look at the 'exits' and 'bounces' metric as well.


Other Custom Web Analytics Reports
Content by Conversions - identify what keywords convert the most.

Keyword by Conversions - identify what content causes the most conversions.


Points to note
Unique pageviews is the preferred metric when dealing with 'page' level analytic.

Unique pageviews are counted once per 30 minute session.

Pageviews is amount of time people view/refresh a page(s).

Visits is number of individual sessions.

Visitors is number of people accessing the site.


"End to end has three pieces: Input. Onsite Activity. Outcome." - Avinash Kaushik

As stated by Avinash above, all reports should link to outcomes / goal conversions! that is after all what a website is about.

Recommendations
Configure 'Outcome by Source' custom web analytics report as standard.

Investigate what keywords are linked to what content, and what content is linked to which keywords. If there's an inconsistency, you'll need to re-write content or add new content.

Ready Web Analytics 2.0 book.


References
www.webanalytics20.com