- You first need to link your Google Analytics account to your webmaster tools account. Doing this is fairly simple.
- Just log into your Analytics account, choose the profile you wish to analyze. Now from the side bar, navigate to Acquisitions, and then Search Engine Optimization.
- From here choose Queries. This will prompt you with a screen that looks something like this. Click the Set Up Webmasters Tools button.
- Now scroll to the bottom to the Webmaster Tools Setting section and choose Edit link, which is kind of hidden down there. This will allow you to then choose which Webmaster Tools account to link to the particular Google Analytic profile. Choose save and you’re all set.
- Now back in your reporting dashboard, you have access to all three of the new reports: the Queries report, the Landing Page report, and the Geographical Summary report.
One thing to note is that the data in this report is delayed by up to 48 hours. So if you’re working on a brand new site, or if you’re trying to see very recent data, it won’t show up for up to two days.
OK so the report is cool and all, but how do you use it to improve the traffic to your website? The quickest way to do that is to increase your Click Through Rate. And your Click Through Rate is dependent on two main factors. Number one is your ranking in Google. If your top five keyword search terms rank on the 54th page of Google in the search results, you’re probably not going to get a lot of click throughs.
The second main factor is the Copy. What is the title, and what is the description that Google shows on people’s search for you? A well written copy can convert really well.
If it’s relevant to what they searched for they’re more likely to click on it. If it’s completely irrelevant, and it’s poorly written, then they’re probably not going to. If your click through rates are between 20 and 40 percent, you’re doing a great job. If they’re under seven percent, then you need to re visit these two things and improve them to increase your click through rate. And that is how you get around the dreaded “keyword not provided.”
Use the Queries report to identify what keywords people are using to find your site, and optimize around that.
Step one is to sync your Webmaster Tools account to your Google Analytics profile. Step two is to load your Queries report, and analyze it. And step three is to optimize your placement and copy to increase your click-through rates.