Google Webmaster Tools Launches Search Analytics Report

The wait is finally over. Google Webmaster Tools has finally launched the long-awaited Search Analytics reporting for webmasters, replacing the less-robust Search Queries report.

Google first began alpha testing a new search analytics – originally called Search Impact – earlier this year. It gives webmasters much more search query data than was previously available in the Search Queries report, and it is quite a nice addition for webmasters fondly remember receiving all the keyword data in Google Analytics before Google turned off keyword referral tracking and began showing “not provided”.

The new report has a ton of different options that can be narrowed down.  Just want to see mobile traffic and impressions?  Or CTR of desktop queries?  The new report supports all these types of selections.  Webmasters can now break down the search data in multiple different ways, with the options including:

• Queries
• Pages
• Countries
• Devices
• Search Type
• Dates

and then the webmasters can also narrow it down by

• Clicks
• Impressions
• CTR
• Position

The original Search Queries report will remain available within Google webmaster tools for the next three months. After that it will be removed. But it is nice they are retaining the original will people get used to the format of the Search Analytics reporting or discover it for the first time while looking at their account.

If you are comparing the old reports to the new reports, there will be differences, according to Google.

Data in the Search Analytics report is much more accurate than data in the older Search Queries report, and it is calculated differently.

The new Search Analytics is now available to all users within your Google webmaster tools account. Simply login and you will find the link to Search Analytics where you normally see Search Queries.

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Jennifer Slegg

Founder & Editor at The SEM Post

Jennifer Slegg is a longtime speaker and expert in search engine marketing, working in the industry for almost 20 years. When she isn't sitting at her desk writing and working, she can be found grabbing a latte at her local Starbucks or planning her next trip to Disneyland. She regularly speaks at Pubcon, SMX, State of Search, Brighton SEO and more, and has been presenting at conferences for over a decade.

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