For some time now, Google has offered the capability of accessing Webmaster Tools search engine optimization data directly from Google Analytics. By linking your Webmaster Tools site to a Google Analytics web property, you can now access additional insight into your site via Webmaster Tools data, including Search Queries, Landing Pages and Geographical Summary data. At the same time, you can now access Analytics reports from your Webmaster Tools sections of Links to Your Site, Search Queries, and Sitelinks.
Step by Step: Accessing and Merging the Data
- Login to your Google Analytics account and select the web property you’d like to focus on. Ideally, this will be the same account as you utilized for your Webmaster Tools account.
- Navigate to Traffic Sources>Search Engine Optimization. Click on “Set up Webmaster Tools data sharing” when you see the following:
- Under Property Settings, you’ll see “Webmaster Tools Settings”. Click on “Edit” and you’ll be able to select the verified site that you would like to merge with Analytics. If you don’t have a verified site in your Webmaster Tools account, you’ll need to verify your ownership using one of the options identified by Google.
- You’ll then be able to view and analyze the data in the Traffic Sources>Search Engine Optimization report.
How to Use Webmaster Tools data (Search Engine Optimization Reports) to Your Advantage
- Identify landing pages on your site that have good clickthrough rates (CTR), but have poor average positions in search results. These could be pages that people want to see, but have trouble finding.
- Identify search queries or keywords for which your site has good average positions, but poor click through rates. These are queries that get a good amount of attention, but by improving the content or call to actions could lead to more visitors.