Today I’ll be talking about the addition of advanced search query data to Google Analytics
To start, let’s go over what advanced search query data is now available in analytics. For those of you who check in on your Google Webmaster Tools account, you’re probably already familiar with much of the data that is now available in analytics. The information you can see includes the following – all related to Google organic positioning:
- Total search queries – or the total number of search queries that returned pages from your site results over the given period.
- Specific query data – or a list of the top search queries that returned pages from your site.
- Impressions: The number of times pages from your site were viewed in search results, and the percentage increase/decrease in the daily average impressions compared to the previous period.
- Clicks: The number of times your site’s listing was clicked in search results for a particular query, and the percentage increase/decrease in the average daily clicks compared to the previous period.
- Avg. position: The average position of your site on the search results page for that query, and the change compared to the previous period.
- Through rate: The percentage of impressions that resulted in a click to your site, and the increase/decrease in the daily average CTR compared to the previous period.
In order to get access to this data, you must have a verified Google Webmaster Tools linked to your account, and you must have administrator access to Google Analytics.
Once you’re in analytics – the data is available in the “Traffic Sources” section of the analytics interface.
Now that this data has been tied into analytics, you can now filter the data in a variety of new helpful ways, including landing page data filtering which was not previously available in Webmaster Tools
To list all the specific way in which this data can be utilized is not possible here – but at a top level – this data is very valuable to webmasters and business owners because as it relates to search engine optimization and Google organic visibility, it provides a level of transparency, reporting and insight that is incredibly helpful in tracking SEO performance, diagnosing possible issues and strategizing future SEO efforts.