Google Webmaster Tools Blog
Google Webmaster Tools provides a useful way to monitor how well your site is performing in search engines and to track a range of statistics. It’s a useful tool to show whether an SEO campaign is effective and which content on your site draws the most attention. It can also be used to measure the click-through rate (CTR) which can help identify whether your metatags could be improved.
This blog introduces you to the new Search Analytics Tool and provides some tips on how to get the most out of it.
** You may also wish to view our guide on How to View Keywords for Individual Pages in Search Analytics. **
Zineb Ait Bahajji, a Webmaster Trends Analyst at Google recently announced:
“We’ve made the new Search Analytics report available to a random sample of our users.
Some of you might notice that they now have access to it in their Google Webmaster Tools account, under Search Traffic in the left navigational menu. If you’re among the new testers, I hope you’ll enjoy using the report.”
In my opinion the new Search Traffic interface is vastly more user friendly than the previous one and gives you access to a wider range of SEO data in a visual format far more easily.
To use it, you need to register for a free Webmaster Tools account (which involves verifying you own the website, but not adding code to every page, unlike Google Analytics).
Webmaster Tools – What’s New?
If you’ve been randomly selected for the new interface then when you first login to Webmaster Tools you’ll notice that instead of a graph showing impressions, the summary graph shows the number of clicks through to your website. This information is more useful, as it tells you how many visitors visited your site directly from Google over the last month (it ignores visits from other search engines, links from other sites, direct visitors, etc.) This makes it useful when measuring SEO, but not the traffic to your site as a whole (a good SEO campaign will also drive traffic to your site from articles, infographics, etc. as well as helping boost your position with Google).
To access the new Search Analytics tool, click ‘Search Traffic’ in the left-hand menu, then click ‘Search Analytics’.
What Keywords to Target?
Arguably the most useful SEO Chart to identify which keywords to target is if you tick 'Clicks' and 'Position'.
This shows a table like the one below (we've blurred the keywords for confidential reasons):
This shows you the keywords on your site that receive the most clicks along with their average position in the search results. If you have keywords that receive a large number of clicks but aren't in the top few positions, it suggests that improving their position is likely to give you a great return on investment.