Google Webmaster Tools Search

Since May 6, the ‘search queries’ report in Google Webmaster tools (GWT) has been completely revampe. With the new SEO tool there are many additional possibilities that can provide new insights for webmasters and marketers. In this article, I’ll take you through the most important functionalities and show you how this new SEO report can help you gain new insights!

Statistics in GWT

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The search query report already had the functionality to map impressions, clicks, average positions and the CTR for the different search terms and pages. With the new search analytics report, these metrics can also be applie Founder Email Lists to different countries, devices, and even specific search types, such as images and video files.

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In order to be able to use the insights optimally in practice, it is good to first go back to the basics. Because the search analysis report allows you to view the different metrics from various angles, it is important to know how the calculations are made. The number of clicks and the CTR speak for themselves, but the number of impressions and the average position sometimes raise some questions.

Impressions

At first glance, the number of impressions seems like a self-explanatory metric. Still, it’s good to take a closer look at this, because when exactly do you have a screening? Google lets you know that it does not have to be the case that your website is actually visible to the user. The moment you appear in the search results on page 1, this falls under an impression.

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Average position

In GWT’s search analysis tool, you can view the average position per keyword as well as per specific page. But what exactly does that average position mean and what can you read from it? Google uses the top positions to calculate your average position. So if your website appears several times when searching for a relevant search term, only the best position will be include in the calculation. If your website comes up three times in the result page on positions 2, 4 and 6, the position is 2. If you rank with the same page on a second search term in position 3, the average position of that page in question (2+ 3)/2 = 2.5.