Google Webmasters tools has added charts and graphs in the “Top search queries” interface and now you can see detailed data for individual search queries. Earlier, the top search queries section used to display the number of click throughs and the average position in Search result pages. But now it’s a different story as evident from the following screen shot:
The top search queries are shown just as the data shown in Google Analytics and you can click on a search query to see the eventual breakdown within a specific date range. You also get to know about how many impressions a particular search query had received on any given day and what was the expected click through rate (how many visitors visited your site from the search engines).
Google has also increased the number of queries in the “Top search queries data”. Earlier, only 100 top queries were shown but now if your site ranks for more than 100 queries, you can see the additional details by clicking through the paginated buttons.
Here are some noteworthy points regarding Google webmaster tools search query data and how you can use them to find out how search engines see your site:
1. Find how much impressions a keyword is getting:
Clicking on an individual query, you can find out how many search impressions the single keyword is getting on search result pages. You will also find out which pages of your site are ranking for that specific search query or phrase.
In the following example screenshot, you can see that the specific keyword has got 22,000 impressions for a period of 1 month. Against that keyword or phrase, 4 pages of this site got ranked on search result pages
Interestingly, only one of the pages among the 4 pages got the maximum number of impressions and clicks. So this data helps you to find out which pages are performing well for the keywords or phrases you are targetting.
2. Find the average change in search result positions for specific pages
The “Change” column shows how the search ranks of your site’s internal pages has changed over the course of time. In the above example screenshot, you can see that the first page has got a huge boost (529%) in SERP’s.
This means that the example page in question is getting a lot of impressions on the first page of Google and this page is responsible in bringing targetted visitors to the site. The second page has also received a large change but since it’s impression count is small, there is not a major difference in traffic on the second page.
3. Find the average SERP position of a page against a specific query
Another very useful metric is to find where a specific page of your site is ranking on search results. We have discussed about siteseeker – a simple tool which lets you check the average serp position of a page but if you don’t want to use a third party program, Google webmaster tools data can be very useful here.
Want to organize your Google webmaster tools data more effectively with Microsoft Excel? Check the following video tutorial:
Tip: Use Google webmaster tools to find your site’s loading time.