What data is provided in the Search Analytics tool?

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Raven's Search Analytics tool is broken up into four different sections: Queries, Pages, Countries and Devices. Each section displays Google search data for your website, broken up by a particular theme. In this article, we'll discuss exactly what you're seeing in each part of Search Analytics.

Metric Definitions

The same four metrics appear in all four sections of Search Analytics. Before you dive in, you'll want to know exactly what each metric refers to:

  • Clicks: The total number of clicks onto your website from a Google search result.
  • Impressions: How many links to your site a user saw in Google search results, even if the link was not scrolled into view. If a user views only page 1 and the link is on page 2, the impression is not counted.
  • CTR: The click count divided by the impression count. If a row of data has no impressions, the CTR will not be displayed.
  • Position: The average position of the topmost result from your site. So, for example, if your site has three results at positions 2, 4, and 6, the position is reported as 2. If a second query returned results at positions 3, 5, and 9, your average position would be (2 + 3)/2 = 2.5.

Not familiar with Google's Average Position? Take a look at the differences between this data and the SERP data that you may already be accustomed to. And don't forget about filters! All Search Analytics data is filterable using the three filter buttons for Web, Image and Video.

Queries

The Queries section is the default keyword view for Search Analytics (and the most familiar, if you've viewed Google Webmaster Tools keyword ranking data in the past). This view lists all of the keyword searches that your website made appearance in over a given time period.

Pages

Similarly to the Queries section, the Pages section displays which landing pages are ranking for search terms in Google, along with details on the position position, clicks, impressions and CTR. This is the workhorse of determining of your pages are optimized, with the goal being the highest CTR that you can possibly manage.

Countries

Unlike Queries and Pages, the Countries section deals with the actual searcher finding your website in organic search. This breaks down all of the people who have at least seen your website in organic search listings by the country their search occurred in.

Devices

Finally, the Devices section display data broken up by what kind of device was in use when someone found your website in an organic search. You can view this data for three device types: Desktop, Mobile and Tablet.

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