After receiving requests from webmasters and search marketers worldwide, Google has finally released a pilot integration of its Webmaster Tools and Google Analytics services. The integration will incorporate SEO reports into Google Analytics to provide both webmasters and marketers with a single interface to view data and perform deeper data analysis. The new report will enable Webmaster data, e.g., query information, clicks, impressions, CTR, and average position, to be viewed in dynamic Analytics charts and will take advantage of Google Analytics filtering and visualization capabilities for deeper analysis.
The following screenshot shows the main Webmasters interface in Google Analytics pilot:
By offering more insight into what is driving traffic, both pre- and post-click, Google’s integration will provide SEOs with a more thorough picture of website performance. Webmasters will be able to view which search queries have generated more than 100 clicks and how these queries impacted the site’s overall click-through-rate. Webmasters will also be able to leverage search query data to optimize keyword selection and employ average position and click-through-rate data to improve the quality and the content of a landing page.
This is the first of several updates to come. Google’s official statement, announcing the integration, stated, “We hope this will be the first of many ways to surface Webmaster Tools data in Google Analytics and give you a more thorough picture of your site’s performance.” In the future, Google has suggested it will add “top pages” and “links to your site” features from Webmaster Tools to Google Analytics, which would further help SEOs analyze landing pages and referral traffic.
Google has invited webmasters to test and provide suggestions on how to improve its new integrated analytics platform. If you are the admin of your Google analytics account or you own a Google webmaster account, you can sign up for the pilot here.