A couple years ago Google rolled out a major change to their free Analytics platform. Previously, website owners were able to view keyword data from search engines. You could view, analyze and report on the data that was driving your website through search Engines like Google Yahoo and Bing.
The change in policy left a number of website owners dumbfounded, as SEO was difficult enough as it is Losing insights from those valuable data sets made running a successful SEO initiate even harder. We connected with Ryan Stewart, owner of the best SEO company in Miami, Webris.
Ryan wrote in and explained exactly how website owners can get around this issue:
While Google covered up this data with the ever frustrating “None” keyword, which accounts for over 80% of organic traffic keywords, they recently added a feature in Google Analytics that allows you to hook up with Google WebMaster Tools.
This new feature allows for some very powerful segmentations and pivots on the already valuable data. This allows website owners to combine the power of the data from WebMaster Tools with the amazing UI and reporting suite from Google Analytics.
By heading to the report: Acquisition > Search Engine Optimization > Queries, you can view an extremely powerful report. This report shows you all of the impressions that your website received from Google, based on keywords. For example, if someone searches for “Widgets in New York”, and your website receives an impression from the SERPs, it will show up in the report.
This report also tells you what position your website shows up in, amount of impressions received, clicks and click through rate. While many still complain about the loss of data from before, this report is actually 10 times more powerful.
Because you can see exactly how your website is performing in the SERPs. By looking at number of clicks, you are getting the exact same data from before. However, this report goes 2 steps further. By adding impressions and clicks, you can get insights on how your website is performing verses the competition. If your website is getting a low CTR, then you need to experiment with page titles and meta descriptions. These are two great ways to improve click through to your website.
If you are interested in hearing more about how Ryan Stewart leverages the power of Google Analytics for search engine optimization, you can visit his website or click here.