New Data From Google Can Help You Optimize Your Site for Conversions

SEOs: Finally Some Data from Google We Can Use

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Google has just started sharing more detailed data for each individual search query in the Top search queries feature in Webmaster Tools.  Google used to just report the average position at which your site’s pages appeared in the search results for a particular query. Now users can click on a given search query to see a breakdown of the number of impressions (number of times your site’s pages appeared in the results for the query), as well as the amount of clickthrough (number of times searchers clicked on that query’s search results to visit a page from your site) for each position your site’s pages appeared at in the results associated with that query. Google also shows a list of your site’s pages that were linked to from the search results for that search query.

Is the new data being provided by Google of use to you? Tell us what you think.

How This New Data Can Help Site Owners

WebProNews spoke with industry veteran Jill Whalen of HighRankings about how this new data can help site owners. "In the past, I haven’t found the data in Webmaster Tools all that helpful other than the occasional finding of a crawl error," she says. "Some of the information they provide isn’t quite accurate, such as when they say that certain Meta descriptions are duplicates when they actually aren’t. These inaccuracies cause people to wonder what they’re doing wrong and in some cases they even panic or waste time ‘fixing’ things that were not broken in the first place, just because they believe everything that comes out of Google."

"This new data–assuming it’s accurate–provides a new layer of information beyond that which we can typically get elsewhere," Whalen continues. "As far as I know, there’s no other way to know the actual number of times an organic listing in Google is shown to people for a given keyword phrase. That’s pretty interesting and important information!"

Google Offers New Query Data for Impressions and Conversions

"Where I see some real value, however, would be in conversion optimization–trying to increase the clickthroughs for your existing organic listings. Just knowing what your clickthrough conversion rate actually is, is a whole new set of data that we never had before."

Another industry veteran, Aaron Wall of SEOBook, tells me, "For years Google has provided some mystery meat data of marginal value and so I typically have not recommended registering with their webmaster tools. But this is the first tool they have offered which flips that recommendation on its head, as these stats give you new insights into how you are doing in search – data that is not easy to get anywhere else." He’s got an interesting post up about it himself.

How Accurate is the Data?

Google’s addition of the new data has been met with a great deal of enthusiasm. Comments on Google’s announcement are overwhelmingly positive. That’s not to say, however, that there isn’t some amount of skepticism.

"As I said, this data will be very useful if it is indeed accurate. There’s been some Twitter buzz from other SEOs whose data doesn’t match up with their Google Analytics," says Whalen. "For our High Rankings website, the clickthroughs for any given keyword phrase didn’t exactly match what my Google Analytics showed for the same keyword phrases, but it was fairly close. For instance, my top two Google organic keyword phrases showed 3,020 and 1,193 visits when using Google Analytics. Via Webmaster Tools, the same keyword phrases show 2900 and 1300, respectively. That’s pretty close. Perhaps they’re sort of just rounding off (in a strange kind of way!).  Other phrases had similar differences in the numbers."

Regardless of how precise the information is, webmasters have some new numbers to sink their teeth into, and assuming that many more share similar views to Whalen’s this might make Webmaster Tools a great deal more useful to a lot of site owners. In fact, a lot more site owners may soon be using Webmaster Tools for the first time. Google also just announced a new deal that will insert Google Services for Websites into the latest version of the Plesk Panel, which is said to be used by millions of site owners. Webmaster Tools is part of that Services for Websites package.

Will you find this new data from Google useful? Let us know.

New Data From Google Can Help You Optimize Your Site for Conversions
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  • http://www.knowsem.com Paul

    Great data and interesting to compare CTR on organic listings against the same keywords on PPC.

    On one of my leading keywords: organic 66% CTR against PPC for the same keyword 4.6%. Same position in the search results.


  • http://www.webpro.in Bharati Ahuja

    The new data on webmaster tools for search queries is really helpful for SEO but I wish Google would mention the exact SERP for each query.

    I think major changes going on the cache server and indexing also . It seems like Google Caffeine will be live from all data centers very soon.

  • http://www.crossbowsforless.com Miles Hennis

    It’s probably just another way for Google to use the data against you. For instance if your CTR is low, they will just deindex your site (since its not relevant). I for one have stopped using google analytics and webmaster tools.

  • http://www.thestoneshopinc.com/ Denny

    It sounds like it will be very helpful. I agree that this is a great addition. I”m looking forward to using this! http://www.thestoneshopinc.com/



    The stone shop

  • http://www.thestoneshopinc.com/ Guest


  • http://hot4uonline.com/ Rayan

    Google new release is cool, as it clearly specifies difference of how many clicks the keys acquired. The position is also a great thing along with location based results being displayed.

  • http://www.siskiyouwebdesign.com Siskiyou Web Design

    I was not aware that was there, great to know! I looked at it, and it can be used for optimization efforts knowing if you are even showing up and where approximately in the results. I use tools to do some of this, but the impressions is also a good piece of data to have! Thanks Chris!

  • http://www.stategeeks.com alighouston

    if you look at add-words by Google that provide you almost the same results but just associated with the paid add words that you place 2nd thing is that it will provide you with data just associated with Google not from other engines analytics on the other hand can do some more stuff all comes down to either awstat or some other self installed server based stat calc to find the right results and source but this will provide low level or newbies with some insight about there website

  • http://freemoneycommunity.blogspot.com andy

    Well, I think all the new data from Google will help internet user especially the webmaster tool will be helpful for webmaster or blogger around the world. This can save time and track effectiveness about all aspect in the web. So we can choose and compete in the right and effective way to avoid bigger competition with track and choose all seo method that suitable with major search engine.

  • ballmdr

    It sounds like it will be very helpful. I agree that this is a great addition. I”m looking forward to using this!


  • http://thecomputergal.com Nora McDougall Collins

    Whether you originally found Google Webmaster Tools helpful or not, I found an unexpected benefit from installing them on a site. When we get a new client who asks for a moderate amount of SEO, the first thing we do is install Google Analytics and Webmaster Tools. The Analytics takes some hours to register anything, but the Webmaster Tools doesn’t. Imaging our surprise when two brand new clients placed very well for cialis and other irrelevant keywords. Both sites were infected with a Trojan horse.

  • http://geledek.com komputer

    The new abstracts on webmaster accoutrement for seek queries is absolutely accessible for SEO but I ambition Google would acknowledgment the exact SERP for anniversary query

  • http://www.orionicon.com Tahir

    the world

  • http://www.carstereomanufacturer.net Parveen Batra

    It sounds like it will be very helpful. I agree that this is a great addition. I”m looking forward to using this!


  • http://www.jaybellbooks.com/ Jay Bell

    I’m embarrassed to say that I hadn’t even heard of Google Webmaster Tools until now. Looks like I have a lot to catch up on.

  • http://search.engine-optimization.gr/ SEO Greece

    Great addition and help and i would like to see more piece of data in the future!

    The only thing that makes you more sceptic is the fact that the clickthrough is most of the times a very small percentage – which makes you feel that your website doesn’t perform good – even if you are placed no1!

  • http://www.melissasmobilenotary.com/ San Diego Mobile Notary

    Thanks for this article. I had not seen the additions in Google Analytics until afer reading your article. I am particularly interested in the Bounce Rate, as I haven’t seen this before and I think these numbers really summarize the content and organization of a site.

    Sure, I know bounce rate targets are different for each site but it really helps me understand a summary of what is happening quickly.

    Thanks for the article. I will have to spend more time reading it though.


  • http://www.digitalsources.com Digital Sources

    I didn’t know about this new feature, thanks for mentioning it!

    I see a lot of potential value from this data.

    Unlike other people’s comments I believe Google have always used this data to rank websites (CTR,Impressions). I am not aware of why releasing it to website owners could be “evil”.

  • James

    I don’t trust anything reported by Google and much less on Webmaster Tools. They have lost all trust by most webmasters is all I have read on the web. Those numbers are not even close to accurate. The site: command is a joke, the sitemap indexed urls # reporting is a joke. I don’t even pay attention to any of that crap anymore. I think they do it intentionally to confuse webmasters? A Url ranking 3rd you do further research and it appears on page 49. I’m sick of Google. I’m using Yahoo more and more.

  • http://upsmack.com Nate Schubert

    This new addition of data provides some useful insight that I can compare against the numbers from Google Analytics and I like that. As long as the numbers are close, I don’t see a problem with some discrepancy. I’m pleased to have multiple places where I can view this information and think it provides useful insight I haven’t had access to in the past.

  • http://seo.tolafamakinwa.net Tola

    I’ve never really been a great fan of Webmaster but I must say I was quite impressed with the data I found on the tool when I logged in the other day. Infact it was so interesting I had to make a post about it here http://seo.tolafamakinwa.net/2010/04/google-webmaster-for-keyword-research.html
    I think it can be a very useful tool. However, as all thing associated with Google I would take what it says with a pinch of salt…

  • http://asaprental.com Brian

    I have always wondered why people would use Google over something like AWStats. Now there may be a reason.

  • http://www.superfloorcoat.com Concrete Floor Coatings

    Combining the data from G webmaster tools & your own web data is the only way to have any idea if the data is accurate. More neat tools to check out.

  • http://www.rodrigo-silveira.com/design.php web design

    this is so awesome. i never knew or thought that people would search such random phrases… and so many of them…

  • http://www.searchengineoptimization.co.uk Mike

    I think this is nice option and like me, many other webmaster will like it. I have tested it for 4 websites and find it interesting and its may be one more reason to stick with webmaster tools

  • http://mabdulbasit.blogspot.com Abdul Basit

    This feature of Google WM Tool is really magnificent. It can give you an idea of conversion on particular position. By looking at CTR we can create new strategies more effectively.

  • http://www.tiprox.nl Sjoerd

    Very cool to use this new sort of information.
    Not only to check your own CTR and conversion, but also to get an better idea of what your competitors are doing.

  • http://www.sangnata.wordpress.com Sugiarno S

    Paman Google, terima kasih …

  • http://www.gteksoft.com Guest

    Certainly if is very useful data. If google can provide data for keyword pages beyond first page so that we can know where our page appears for the keyword and it will be useful to improve the quality of the our webpage to get better ranking.

  • http://www.prince.com.sg Stephen

    Google will never give accurate figure for a very good reason.
    Anyway great to know this information. Will spend some time check it out.


  • http://www.gemilang.tv Indovision

    very good information. Thanks

  • http://emexpress.com.hk E-Marketing Express

    Google provide more SEO information for our reference.
    Something that we may miss if we don’t read it carefully.

  • http://www.indiaseo.com sam

    very cool own google has it own SEO. Very helpful for the webmaster for optimizing the website as well as for improving the website web pages. great work google..thanks

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