Knowledge Base/SEO/Webmaster

Webmaster: Top Searches

Irene Phelps
posted this on February 12, 2013 01:34 PM

 

Webmaster: Top Searches

SEO > Google Webmaster Tools > Top Searches

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How It Works

Webmaster Tools in Raven provides information and data about the sites you have added to your Webmaster Tools account, which you can use this data to improve how search engines crawl and index your site's content. You can connect your Webmaster Tools account to Raven for easy access to your data and integration within Raven's Keyword Manager.

Raven integrates Google Webmaster Tools seamlessly into the platform. Here you are able to view your top searches, any keywords discovered for your website, crawl issues detected by Google, active sitemaps and any messages relayed to your account.

Although Google Webmaster Tools provides a range of different types of data, this is currently all of the data we can pull in from GWT. As they expand the API, we will grow along with it.

A Case Study

Let's say that you're working with a website that has been around for a while. You have a significant amount of pages and links which drive traffic, but your ranking in Google for some keywords isn't quite what you want it to be. Working with Google Webmaster Tools, you're able to identify crawl issues and fix problems that may be affecting your placement in Google results. Additionally, you're able to find any pages on your website that are dead and need to be either repaired or weeded out. Google Webmaster Tools provides data straight from Google to assist you in developing the most compliant website possible. The Top Searches page provides information about Google Web Search queries that have returned pages from your site and reports on keywords for which your site appeared in search results. This data is specifically pulled from Top Queries, under Traffic > Search Queries

Note: Once a GWT is authorize in Raven it can take up to 30 minutes for the Top Searches data to be retrieved.

Settings

Date Range

You can filter results to a date range to view your top searches. The results shown will be for the specified date range. Click the date picker to change it.

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Statistics

We will display the following statistics above the top searches results table.

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Query Count: The total number of search queries that returned pages from your site over the given period.

Clicks: The number of times a user clicked your site's listing in search results for a particular query.

Impressions: The number of times pages from your site appeared in search results.

Clickthrough Rate: The percentage of impressions that resulted in a click to your site.

Average Position

Google Webmaster Tools provides average keyword position data for your client's website. The average position is an average of the ranks of your client's results in SERPs for all searches for a particular keyword. It's an average because not every searcher sees the exact same results in the same exact order every time. A change percentage shows the average position change compared to the previous period, that being the last 30 days.

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To calculate average position, Google Webmaster Tools takes into account the top ranking URL from your site for a particular query. For instance, if your query returns your site as the #1 and #2 result, and my query returns your site in positions #2 and #7, your average top position would be 1.5. Here is how it is calculated: (Position #1 + Position #2) / 2 queries = 1.5. The percentage highlighted in green indicates that you are average position in improving, always for the date range specified. If you are viewing  data from the past two weeks, the comparison will be made against the previous two weeks.

Search Bar

When viewing top searches, you are able to filter specific keywords or keyword phrases based on search criteria. Using the search bar, you can, for instance only display keywords or keyword phrases that include the word "tool". Simply enter your phrase and click Search to filter your results.

Filter Sets

Users are able to construct more complex Filter Sets to show the exact data that they're looking for. Filter Sets in Google Webmaster Tools work exactly like they do in CRM and in Link Manager; they filter data in the tool based on the available table metrics.

Adding Filters

Like in many other tools in Raven, users are able to fiter the Top Searches data based on the table metrics.  To create a new filter click the filter icon located at the top right corner of the the table. This will pop up a filter box at the the top of the table with several different fields. Select filter criteria from the list and choose its modifiers to create your filter.

To filter by additional criteria, click the plust symbol to the right of your filter. A filter in the set can be removed by clicking the X next to the filter. You can remove all of the filters or exit our of the filter set by clicking the X next to the Save button.

As you select your filter criteria the table will automatically update with your choices. If you want to show multiple filter criteria, you can switch your matches from Match All Filters to Match Any Filter.

  • Match All Filters: All criteria must be true for keywords to be included in the filter.
  • Match Any Filters: At least one criteria must be true for keywords to be included in the filter.

Saving and Editing Filters

After creating a filter, it can be saved for reuse by clicking on the Save button. Any time you want to edit it, click the Edit button after it's saved. Additionally click the Delete button after it's saved to delete the filter.

When you save or edit a filter, you can modify the name and change the visibility. The three visibility options have the following scope:

Global Filter: All users can use this filter across all profiles and websites.

Profile-Only Filter: All users with access to the current Profile can use the filter.

Private Filter: Only the user who created the filter has access to it.

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Click X or Cancel to leave without saving changes or click the Save Filter button to save your changes.

Saved filter sets can be accessed using the filter icon that is used to create them.

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Manipulate Results

If you would like to research a keyword, you can do so by clicking the gear icon next to the keyword in question and select Research Keyword. Raven will take you to Research Central and provide you with a number for that particular keyword.

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Select Add to Keywords Manager if you would like to add a keyword to the Keyword Manager.

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If a keyword has already been added to the Keyword Manager it will be identified by a tag managed. You can then have the option to click the gear icon and select View in Keyword Manager.

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Brand Segmentation

Once you have added your branded keywords or keyword phrases you can filter your Top Searches data.  By default the system will display All Keywords, which include all branded and non-branded.

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To view the metrics for your branded keywords select Branded. Or Non-branded if you wish to view data related to non-branded keywords. Keywords or keyword phrases that have been added to the brand segmentation list in Campaign > Settings are labeled as "brand".

Reporting and Exporting

Export to CSV

To export data to a CSV from within Google Webmaster Tools:

  1. Click on the Tool Options button and select Export Data from the drop-down menu.

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  2. Select Save to CSV from the table options icon drop-down menu to automatically generate a CSV with the data you're viewing at the time your clicked the button.

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Build PDF Reports

The Top Searches section of Google Webmaster Tools is reportable in the app itself and through Report Wizard.

Tool Icon

To build a Top Searches report from within Google Webmaster tool:

  1. Click the Tool Options button at the top of the page and select Create PDF Report.

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  2. Select Save to PDF from the table options icon drop-down menu. that Raven Tools automatically generated with the data you're viewing at the time you click the button. 

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Report Wizard

  1. Go to Reports > Wizard.
  2. Add or edit a report.
  3. Add Webmaster: Top Searches reporting module.
  4. Edit the module. You can edit the module title, limit the number of results, add a summary and sort columns. Furthermore, you can generate a report on any of the filter sets you created and by Branded or Non-Branded results.

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  5. Click Save Changes at the bottom of the reporting module.
  6. Click the Run Report button at the top of the page to build a PDF report .
 
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