Those people at Google working on Webmaster Tools have been keeping everyone pretty busy recently with new toys to play with and now they’ve announced an exciting update to the Top Search Queries report.
When you export, you only get the total figures for each keyword but it’s not really a problem as the interface is pretty easy to use.
Using the date selection tool you can quickly establish that the data is included up to the last 2 days which makes it pretty useful for all except the fastest paced industries like new publishing.
What Can You Do With It?
Here are a few quick ideas about how you can actually put this new information to good use.
Before you get carried away with the data, it’s worth considering the accuracy.
Looking at a scattergraph plot of clickthroughs against actual visits from analytics shows very little correlation.
The Clickthrough data for landing pages looked more promising. The chart below shows the Clickthroughs for top landing pages for a main brand phrase against analytics data and the fit looks pretty good.
By examining the data for key brand terms and comparing to the data from analytics, we were able to establish that the Clickthrough figure includes data from the Sitelinks. However, the impression share figures do not appear to include the Sitelinks data and are only including the impressions of the alternate and double listings. Magnus Nilsson has reported that the click data from Social search is also being included but the impression data is probably not included. This makes the clickthrough% figures for landing pages to be particularly inaccurate.
Unfortunately it appears that the impression figures are too inaccurate to be of any use and this also then applies to the clickthrough %.
This is a most promising update to Webmaster Tools which shows a positive change towards developing tools that are genuinely useful but unfortunately it has been spoiled by poor quality data.
Edit: Tom at Distilled agrees with us about the accuracy issues.