Utilizing Google’s “Search Engine Optimization” Reports



Once a Google Analytics account is linked to its matching Webmaster Tools account the new “Search Engine Optimization” Reports become available.  Each of these reports has useful information.  The data is usually a couple of days behind though so keep this in mind when looking for new data.


Queries shows keywords that your website appears for along with the number of impressions that the listing has received along with the click through rate.  This can be used to find keywords that have a good impression rate that can be improved on to increase click through.  Quick Sprout suggests looking for relevant keywords with high impressions and a click through rate under 7%.  These can usually be easily improved on to bring an increase in traffic.  They also suggest 20% as the goal for click through rate.

Landing Pages

Landing pages is similar and related to queries.  It shows how many impressions various landing pages receive along with their click through rates and their average ranking position for all the keywords they rank for.  Here we should seek to improve the pages with the highest impressions and the lowest click through rate.

Geographical Summary

This report shows you what countries you are getting traffic from.  This an be helpful in determining or refining audience and deciding what countries to invest time and money into pursuing.

Using These Reports

By looking at the Landing Page and Queries reports together you can quickly find pages that can be improved.  First, put the highest impression pages into a spread sheet and list out the highest ranking keywords with their stats for those pages.  Next you will be highlighting those number based on their value:

  • Highlight rankings of 1-4 in green (rankings should be considered based on a scale of 1 to 10 so 14 would be 4)
  • For rankings 7-8 highlight click through greater than 3% in green, less in red
  • For rankings 4-6 highlight click through greater than 8% in green, less in red
  • For rankings 1-3 highlight click through greater than 20% in green, less in red

This will provide a quick visual guide to what pages can be improved quickly.  For low rankings focus on ranking factors.  For low click through focus on title tag and meta description.


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