2. Generally…
Free service by Google that provides data on how
search engines crawl and index the content of a
website.
Helps optimise site’s visibility in search results.
Allows webmasters to:
Check Google’s view of a site
3. Generally…
Free service by Google that provides data on how
search engines crawl and index the content of a
website.
Helps optimise site’s visibility in search results.
Allows webmasters to:
Check Google’s view of a site
Diagnose site issues
4. Generally…
Free service by Google that provides data on how
search engines crawl and index the content of a
website.
Helps optimise site’s visibility in search results.
Allows webmasters to:
Check Google’s view of a site
Diagnose site issues
Share information with Google
5. Generally…
Free service by Google that provides data on how
search engines crawl and index the content of a
website.
Helps optimise site’s visibility in search results.
Allows webmasters to:
Check Google’s view of a site
Diagnose site issues
Share information with Google
Check crawl statistics, recent queries,
errors and other info that Google collects
about websites.
6. Getting
Started
• URL Upload
• Website Verification
Site Configuration
14. Site Configuration
Sitemaps
Sitemaps are a way to tell Google about all the pages on your site to make sure Google
knows where they are.
X M L S i t e m a p — is a list of all the pages on your website.
Sitemaps could also be used to provide Google with info about specific content on your
site (video, images, news, software source code and geographical KML) but also info
such as last update, etc.
Sitemaps are particularly helpful if:
o Site has dynamic content
Webmasters will benefit from Sitemap submission
15. Site Configuration
Sitemaps
Sitemaps are a way to tell Google about all the pages on your site to make sure Google
knows where they are.
X M L S i t e m a p — is a list of all the pages on your website.
Sitemaps could also be used to provide Google with info about specific content on your
site (video, images, news, software source code and geographical KML) but also info
such as last update, etc.
Sitemaps are particularly helpful if:
o Site has dynamic content
o Pages aren't easily found by Google during the crawl process (AJAX or images)
Webmasters will benefit from Sitemap submission
16. Site Configuration
Sitemaps
Sitemaps are a way to tell Google about all the pages on your site to make sure Google
knows where they are.
X M L S i t e m a p — is a list of all the pages on your website.
Sitemaps could also be used to provide Google with info about specific content on your
site (video, images, news, software source code and geographical KML) but also info
such as last update, etc.
Sitemaps are particularly helpful if:
o Site has dynamic content
o Pages aren't easily found by Google during the crawl process (AJAX or images)
o Site is new and has only few links.
Webmasters will benefit from Sitemap submission
17. Site Configuration
Sitemaps
Sitemaps are a way to tell Google about all the pages on your site to make sure Google
knows where they are.
X M L S i t e m a p — is a list of all the pages on your website.
Sitemaps could also be used to provide Google with info about specific content on your
site (video, images, news, software source code and geographical KML) but also info
such as last update, etc.
Sitemaps are particularly helpful if:
o Site has dynamic content
o Pages aren't easily found by Google during the crawl process (AJAX or images)
o Site is new and has only few links.
o Site has a large archive of pages not well linked to each other, or not linked at all.
Webmasters will benefit from Sitemap submission
18. Site Configuration
Crawler Access
Preventing or restricting Google or other search engines from accessing your pages or their
content.
P a s s w o r d P r o t e c t e d D i r e c t o r y - to keep confidential content on your server.
(recommended)
R o b o t . t x t F i l e - to control access to files and directories on your server.
o Tells Google and search engines which files on your server should not be crawled.
N o - i n d e x M e t a T a g - to prevent content from appearing in search results.
19. Site Configuration
Crawler Access
Preventing or restricting Google or other search engines from accessing your pages or their
content.
P a s s w o r d P r o t e c t e d D i r e c t o r y - to keep confidential content on your server.
(recommended)
R o b o t . t x t F i l e - to control access to files and directories on your server.
o Tells Google and search engines which files on your server should not be crawled.
o Search Engines may find a way to access pages and their content (e.g. links on
other pages)
N o - i n d e x M e t a T a g - to prevent content from appearing in search results.
20. Site Configuration
Crawler Access
Preventing or restricting Google or other search engines from accessing your pages or their
content.
P a s s w o r d P r o t e c t e d D i r e c t o r y - to keep confidential content on your server.
(recommended)
R o b o t . t x t F i l e - to control access to files and directories on your server.
o Tells Google and search engines which files on your server should not be crawled.
o Search Engines may find a way to access pages and their content (e.g. links on
other pages)
o Can be set up and tested through G.W.M.T. and used to remove pages. (use
Remove URLs tool to immediately remove)
N o - i n d e x M e t a T a g - to prevent content from appearing in search results.
21. Site Configuration
Crawler Access
Preventing or restricting Google or other search engines from accessing your pages or their
content.
P a s s w o r d P r o t e c t e d D i r e c t o r y - to keep confidential content on your server.
(recommended)
R o b o t . t x t F i l e - to control access to files and directories on your server.
o Tells Google and search engines which files on your server should not be crawled.
o Search Engines may find a way to access pages and their content (e.g. links on
other pages)
o Can be set up and tested through G.W.M.T. and used to remove pages. (use
Remove URLs tool to immediately remove)
N o - i n d e x M e t a T a g - to prevent content from appearing in search results.
o Pages are dropped out search results even if other pages link to it.
22. Site Configuration
Crawler Access
Preventing or restricting Google or other search engines from accessing your pages or their
content.
P a s s w o r d P r o t e c t e d D i r e c t o r y - to keep confidential content on your server.
(recommended)
R o b o t . t x t F i l e - to control access to files and directories on your server.
o Tells Google and search engines which files on your server should not be crawled.
o Search Engines may find a way to access pages and their content (e.g. links on
other pages)
o Can be set up and tested through G.W.M.T. and used to remove pages. (use
Remove URLs tool to immediately remove)
N o - i n d e x M e t a T a g - to prevent content from appearing in search results.
o Pages are dropped out search results even if other pages link to it.
o There is a small chance that Google overlooks the no-index meta tag.
23. Site Configuration
Site Links
Automatically generated links that may appear under your search result.
o Help users navigate the site.
Change of Address
When moving your site to a new domain:
Use a 301 Redirect
24. Site Configuration
Site Links
Automatically generated links that may appear under your search result.
o Help users navigate the site.
o Google chooses to show site links depending on sites’ structure.
Change of Address
When moving your site to a new domain:
Use a 301 Redirect
25. Site Configuration
Site Links
Automatically generated links that may appear under your search result.
o Help users navigate the site.
o Google chooses to show site links depending on sites’ structure.
o Can be demoted if inappropriate
Change of Address
When moving your site to a new domain:
Use a 301 Redirect
26. Site Configuration
Site Links
Automatically generated links that may appear under your search result.
o Help users navigate the site.
o Google chooses to show site links depending on sites’ structure.
o Can be demoted if inappropriate
Change of Address
When moving your site to a new domain:
o Manage the amount of changes
Use a 301 Redirect
27. Site Configuration
Site Links
Automatically generated links that may appear under your search result.
o Help users navigate the site.
o Google chooses to show site links depending on sites’ structure.
o Can be demoted if inappropriate
Change of Address
When moving your site to a new domain:
o Manage the amount of changes
Use a 301 Redirect
o Check all internal and external links
28. Site Configuration
Site Links
Automatically generated links that may appear under your search result.
o Help users navigate the site.
o Google chooses to show site links depending on sites’ structure.
o Can be demoted if inappropriate
Change of Address
When moving your site to a new domain:
o Manage the amount of changes
Use a 301 Redirect
o Check all internal and external links
o Tell Google through Change of Address Tool
29. Site Configuration
Site Links
Automatically generated links that may appear under your search result.
o Help users navigate the site.
o Google chooses to show site links depending on sites’ structure.
o Can be demoted if inappropriate
Change of Address
When moving your site to a new domain:
o Manage the amount of changes
Use a 301 Redirect
o Check all internal and external links
o Tell Google through Change of Address Tool
o Create and submit a new Sitemap
30. Site Configuration
301 Redirect
Tells users and search engines that your site
has moved.
Use it if:
• People access your site through several
different URL (consolidate site)
• Merging two websites and want to redirect
users to the correct pages.
Don’t do a single redirect. Page-per-page
redirect will help retain your site ranking.
31. Site Configuration
Settings
P r e f e r r e d D o m a i n (http://example.com or http://www.example.com)
o Specify which Domain to appear in search results.
G e o g r a p h i c Ta r g e t
Crawl Rate
32. Site Configuration
Settings
P r e f e r r e d D o m a i n (http://example.com or http://www.example.com)
o Specify which Domain to appear in search results.
o Tells Google which Domain to index for.
G e o g r a p h i c Ta r g e t
Crawl Rate
33. Site Configuration
Settings
P r e f e r r e d D o m a i n (http://example.com or http://www.example.com)
o Specify which Domain to appear in search results.
o Tells Google which Domain to index for.
o Use the 301 redirect to redirect traffic from your non-preferred domain.
G e o g r a p h i c Ta r g e t
Crawl Rate
34. Site Configuration
Settings
P r e f e r r e d D o m a i n (http://example.com or http://www.example.com)
o Specify which Domain to appear in search results.
o Tells Google which Domain to index for.
o Use the 301 redirect to redirect traffic from your non-preferred domain.
G e o g r a p h i c Ta r g e t
o Tell Google the geographic location your site is targeting to improve search results.
Crawl Rate
35. Site Configuration
Settings
P r e f e r r e d D o m a i n (http://example.com or http://www.example.com)
o Specify which Domain to appear in search results.
o Tells Google which Domain to index for.
o Use the 301 redirect to redirect traffic from your non-preferred domain.
G e o g r a p h i c Ta r g e t
o Tell Google the geographic location your site is targeting to improve search results.
o Sites with country-coded top-level domains (such as .ie) are already associated
with a geographic region.
Crawl Rate
36. Site Configuration
Settings
P r e f e r r e d D o m a i n (http://example.com or http://www.example.com)
o Specify which Domain to appear in search results.
o Tells Google which Domain to index for.
o Use the 301 redirect to redirect traffic from your non-preferred domain.
G e o g r a p h i c Ta r g e t
o Tell Google the geographic location your site is targeting to improve search results.
o Sites with country-coded top-level domains (such as .ie) are already associated
with a geographic region.
Crawl Rate
o Speed Google crawls websites.
37. Site Configuration
Settings
P r e f e r r e d D o m a i n (http://example.com or http://www.example.com)
o Specify which Domain to appear in search results.
o Tells Google which Domain to index for.
o Use the 301 redirect to redirect traffic from your non-preferred domain.
G e o g r a p h i c Ta r g e t
o Tell Google the geographic location your site is targeting to improve search results.
o Sites with country-coded top-level domains (such as .ie) are already associated
with a geographic region.
Crawl Rate
o Speed Google crawls websites.
o Google aims to crawl as many pages as possible without affecting bandwidth
38. Site Configuration
URL Parameters
When sites make available content through different URLs it is often the case of Duplicated
Content.
o Crawling and indexing duplicated content is not efficient for page ranking
o Tell Google which parameters you are using to let Google crawl and index pages
efficiently
o For more info visit:
https://support.google.com/webmasters/bin/answer.py?hl=en&answer=1235687
Canonicalization
Pick a canonical (preferred) URL as the preferred version of the page to gain control over
how your URLs appear in search results and to consolidate properties, such as link
popularity.
To indicate your preference to Google:
o Set Prefer Domain
39. Site Configuration
URL Parameters
When sites make available content through different URLs it is often the case of Duplicated
Content.
o Crawling and indexing duplicated content is not efficient for page ranking
o Tell Google which parameters you are using to let Google crawl and index pages
efficiently
o For more info visit:
https://support.google.com/webmasters/bin/answer.py?hl=en&answer=1235687
Canonicalization
Pick a canonical (preferred) URL as the preferred version of the page to gain control over
how your URLs appear in search results and to consolidate properties, such as link
popularity.
To indicate your preference to Google:
o Set Prefer Domain
o Specify the canonical link for each
version of a page.
40. Site Configuration
URL Parameters
When sites make available content through different URLs it is often the case of Duplicated
Content.
o Crawling and indexing duplicated content is not efficient for page ranking
o Tell Google which parameters you are using to let Google crawl and index pages
efficiently
o For more info visit:
https://support.google.com/webmasters/bin/answer.py?hl=en&answer=1235687
Canonicalization
Pick a canonical (preferred) URL as the preferred version of the page to gain control over
how your URLs appear in search results and to consolidate properties, such as link
popularity.
To indicate your preference to Google:
o Set Prefer Domain
o Specify the canonical link for each
version of a page.
o Use 301 redirects
41. Site Configuration
URL Parameters
When sites make available content through different URLs it is often the case of Duplicated
Content.
o Crawling and indexing duplicated content is not efficient for page ranking
o Tell Google which parameters you are using to let Google crawl and index pages
efficiently
o For more info visit:
https://support.google.com/webmasters/bin/answer.py?hl=en&answer=1235687
Canonicalization
Pick a canonical (preferred) URL as the preferred version of the page to gain control over
how your URLs appear in search results and to consolidate properties, such as link
popularity.
To indicate your preference to Google:
o Set Prefer Domain o Include preferred URLs in Sitemap
o Specify the canonical link for each
version of a page.
o Use 301 redirects
42. Site Configuration
URL Parameters
When sites make available content through different URLs it is often the case of Duplicated
Content.
o Crawling and indexing duplicated content is not efficient for page ranking
o Tell Google which parameters you are using to let Google crawl and index pages
efficiently
o For more info visit:
https://support.google.com/webmasters/bin/answer.py?hl=en&answer=1235687
Canonicalization
Pick a canonical (preferred) URL as the preferred version of the page to gain control over
how your URLs appear in search results and to consolidate properties, such as link
popularity.
To indicate your preference to Google:
o Set Prefer Domain o Include preferred URLs in Sitemap
o Specify the canonical link for each o Tell how to handle dynamic parameters
version of a page.
o Use 301 redirects
43. Site Configuration
URL Parameters
When sites make available content through different URLs it is often the case of Duplicated
Content.
o Crawling and indexing duplicated content is not efficient for page ranking
o Tell Google which parameters you are using to let Google crawl and index pages
efficiently
o For more info visit:
https://support.google.com/webmasters/bin/answer.py?hl=en&answer=1235687
Canonicalization
Pick a canonical (preferred) URL as the preferred version of the page to gain control over
how your URLs appear in search results and to consolidate properties, such as link
popularity.
To indicate your preference to Google:
o Set Prefer Domain o Include preferred URLs in Sitemap
o Specify the canonical link for each o Tell how to handle dynamic parameters
version of a page.
o Use 301 redirects o Specify canonical link in HTTP header
44. Data
A N A L Y T I C S A N D C O M P E T I T O R R E S E A R C H
50. Data
Search Queries
Q u e r i e s : The total number of search queries that have returned pages from your
site results plus a list of the top search queries.
I m p r e s s i o n s : The number of times pages from your site were listed in search
results.
C l i c k s : The number of clicks for a particular query
C T R ( c l i c k t h r o u g h r a t e ) : How many times listed pages have resulted in a
click to your site
A v e r a g e p o s i t i o n : The average position of your site on the search results page
for that query.
How to use data:
• Review the Query list for expected keywords.
51. Data
Search Queries
Q u e r i e s : The total number of search queries that have returned pages from your
site results plus a list of the top search queries.
I m p r e s s i o n s : The number of times pages from your site were listed in search
results.
C l i c k s : The number of clicks for a particular query
C T R ( c l i c k t h r o u g h r a t e ) : How many times listed pages have resulted in a
click to your site
A v e r a g e p o s i t i o n : The average position of your site on the search results page
for that query.
How to use data:
• Review the Query list for expected keywords.
• Compare Impressions and CTR to identify how to improve content.
52. Data
Search Queries
Q u e r i e s : The total number of search queries that have returned pages from your
site results plus a list of the top search queries.
I m p r e s s i o n s : The number of times pages from your site were listed in search
results.
C l i c k s : The number of clicks for a particular query
C T R ( c l i c k t h r o u g h r a t e ) : How many times listed pages have resulted in a
click to your site
A v e r a g e p o s i t i o n : The average position of your site on the search results page
for that query.
How to use data:
• Review the Query list for expected keywords.
• Compare Impressions and CTR to identify how to improve content.
• Review the Query list for keyword ideas (if you also have Google Adwords)
53. Data
L i n k s t o Yo u r S i t e
I n b o u n d L i n k s : Pages of your site linked to from other site
Most common link sources.
Pages on your site with the most links.
Most common anchor text found by Google.
Pages reached by clicking a link with the 301 redirect.
Not all links to your site may be listed:
• If a page is blocked with Robot.txt.
54. Data
L i n k s t o Yo u r S i t e
I n b o u n d L i n k s : Pages of your site linked to from other site
Most common link sources.
Pages on your site with the most links.
Most common anchor text found by Google.
Pages reached by clicking a link with the 301 redirect.
Not all links to your site may be listed:
• If a page is blocked with Robot.txt.
• If the link is broken.
55. Data
L i n k s t o Yo u r S i t e
I n b o u n d L i n k s : Pages of your site linked to from other site
Most common link sources.
Pages on your site with the most links.
Most common anchor text found by Google.
Pages reached by clicking a link with the 301 redirect.
Not all links to your site may be listed:
• If a page is blocked with Robot.txt.
• If the link is broken.
• If Google consolidate links
56. Data
L i n k s t o Yo u r S i t e
I n b o u n d L i n k s : Pages of your site linked to from other site
Most common link sources.
Pages on your site with the most links.
Most common anchor text found by Google.
Pages reached by clicking a link with the 301 redirect.
Not all links to your site may be listed:
• If a page is blocked with Robot.txt.
• If the link is broken.
• If Google consolidate links
• If the site is indexed under a different domain
To find inbound links you can also perform a Google search using the “link:” operator
(link:www.yourwebsite.com)
57. Data
Keywords
The most significant keywords Google found when crawling your site.
o The significance of each keyword reflects how often it's found on your pages.
o Keywords are listed in order of frequency of appearance
o If unexpected keywords (such as "Viagra“) appear, this could be a sign that your site
has been hacked.
If expected keywords are missing from the data:
o Bad crawling by Google.
o Considered as boilerplate text or common words by Google.
58. Data
Internal Links
Pages from your site linking to other pages of your site.
o The number of internal links pointing to a page is a signal to search engines about the
importance of that page.
Subscriber Stats
Data on Feeds
o Subscriber stats display the number of Google users who have subscribed to your
feeds using any Google product (such as Reader, iGoogle, or Orkut)
59. Other Data
A N A L Y T I C S A N D C O M P E T I T O R R E S E A R C H
60. Other Data
Diagnostic
Malware:
Problems with hacking and malicious software on your site.
61. Other Data
Diagnostic
Malware:
Problems with hacking and malicious software on your site.
Crawl Errors:
Pages that Google was unable to access (not found, URLs not followed or restricted by robots.txt, soft
404s, etc.)
62. Other Data
Diagnostic
Malware:
Problems with hacking and malicious software on your site.
Crawl Errors:
Pages that Google was unable to access (not found, URLs not followed or restricted by robots.txt, soft
404s, etc.)
Crawl Stats:
Stats on all content types (CSS, JavaScript, Flash, AdSense, etc.)
63. Other Data
Diagnostic
Malware:
Problems with hacking and malicious software on your site.
Crawl Errors:
Pages that Google was unable to access (not found, URLs not followed or restricted by robots.txt, soft
404s, etc.)
Crawl Stats:
Stats on all content types (CSS, JavaScript, Flash, AdSense, etc.)
HTML Suggestions:
Title problems, Meta Description problems, non-indexable Content
64. Other Data
Diagnostic
Malware:
Problems with hacking and malicious software on your site.
Crawl Errors:
Pages that Google was unable to access (not found, URLs not followed or restricted by robots.txt, soft
404s, etc.)
Crawl Stats:
Stats on all content types (CSS, JavaScript, Flash, AdSense, etc.)
HTML Suggestions:
Title problems, Meta Description problems, non-indexable Content
Sitemap Errors:
Problems with sitemaps
65. Similar Tools
A N A L Y T I C S A N D C O M P E T I T O R R E S E A R C H
66. Similar Tools
B i n g M a s t e r To o l http://www.bing.com/toolbox/webmaster/
S E O A d m i n i s t r a t o r http://www.seoadministrator.com/
SEOMOZ http://www.seomoz.org/tools
67. The End
A N A L Y T I C S A N D C O M P E T I T O R R E S E A R C H