Google Webmaster Tools is the perfect Companion to Analytics. Webmaster Tools provides information such as Content Keywords, crawl statistics and errors that are not available through Google Analytics.

1. ©2013 Beth Browning - Discover Your Customers. 1
I HAVE GOOGLE ANALYTICS
Why Do I Need Webmaster Tools
By: Beth Browning
Discover Your Customers

2. 2
©2013 Beth Browning - Discover Your Customers.
What are Analytics Tools?
• Analytics tools provide the information you need to monitor the health of your
site from a marketing perspective and provide insights to who your visitors are,
what they are doing, and marketing campaign performance
• Information found in Analytics helps website owners analyze and optimize
marketing campaigns, landing pages, and content

3. ©2013 Beth Browning - Discover Your Customers. 3
Analytics Information
• Who’s coming to your site and where they are coming from
• How long are they staying and how many pages they are viewing
• What device they’re using and their technology platform
• How visitors are coming to your site: Direct, Organic, Referrals, Paid
• What content they’re viewing
• Advanced features like segmentation, conversion goals, social interaction,
blog dashboards, and more

4. 4
©2013 Beth Browning - Discover Your Customers.
What are Webmaster Tools?
• Google and Bing each have a FREE Dashboard that provides website owners
information about how the search engines “see” a website behind the scenes.
• The information found in Webmaster Tools help website owners troubleshoot
issues that could affect SEO, Customer Experience, and the success of your
online marketing efforts.

5. ©2013 Beth Browning - Discover Your Customers. 5
Webmaster Site Health Information
• Messages or warnings about the health of your site
• Crawl Errors – this tells you if have pages on your site that can’t be crawled
and which pages are the problem so you can fix them
• Crawl Stats – how many pages have been crawled on your site and when the
search engines crawled them
• Fetch as Google or Bing is a neat little tool that allows you to submit a URL
and see your site the way the search engines see it
• Index Status – the total number of URLs that have been added to the search
engine index
• Malware – the webmaster tools will let you know if any malware has been
detected on your site

6. ©2013 Beth Browning - Discover Your Customers. 6
Site Traffic Data
• Search Queries – the top keywords and pages for
your site (by search type)
• Links to your site – how many links you have,
who’s linking to you, and what pages they are
linking to
• Internal Links – how are your pages linked to
each other

7. ©2013 Beth Browning - Discover Your Customers. 7
Site Optimization Information
• HTML Improvements – this alerts you to issues with the
code on your site that may be adversely affecting your
SEO. It also helps you identify duplicate content issues
with meta descriptions and page titles.
• Content Keywords - a list of the most significant keywords
and variations Google found on your site. (note if you see
words like “viagra” or “payday” it’s possible that your site
has been hacked.)

8. ©2013 Beth Browning - Discover Your Customers. 8
Google WebMaster Tools Menu Options
Highlighted Options are included in the slideshow

9. ©2013 Beth Browning - Discover Your Customers. 9
HTML Improvements

10. Google Index
©2013 Beth Browning - Discover Your Customers. 10

11. Content
Keywords
Found under “Google
Index”
• List of the most
significant keywords
and their variants
• The significance of
each keyword reflects
how often it’s found on
your site’s pages
• Keywords and
variants are listed in
order of frequency and
appearance
• If unexpected
keywords such as
“Viagra,” “Payday,”
etc. it could be a sign
that your site has
been hacked
©2013 Beth Browning - Discover Your Customers. 11

12. Crawl Errors
Crawl Errors
• The number of
errors
• List of URLS
(hyperlinked)
• Date Error
Found
• Ability to mark
it as “Fixed”
©2013 Beth Browning - Discover Your Customers. 12

13. Submit XML Sitemap
• Sitemaps help to make
sure that search engines
can crawl all of the pages of
your site.
• There are two types of
Sitemaps
• HTML (for people &
search engines)
• XML (for search engines)
• Submit your XML Sitemap
to both Google and Bing
through Webmaster tools.
• Gives the search engines
a list of the pages you
want them to know about,
including how frequently
the pages are updated.
©2013 Beth Browning - Discover Your Customers. 13

14. ©2013 Beth Browning - Discover Your Customers. 14
Search Queries
• Top Searches
• Top Pages
• Filters
• Date Range
• Change Rate
• Search Type (Default is Web)*
• Impressions = your site shown in search results
• Average position = average top position for the query
• Clicks = user selected the result
• Click through rate = # of clicks/# of impressions
*Google Analytics defaults to All search types: Image, Mobile,
Web, Video

15. ©2013 Beth Browning - Discover Your Customers. 15
1. Search Type Filter
2.
3.
4.

16. ©2013 Beth Browning - Discover Your Customers. 16
Links to Your Site
• Total Links
• Who Links (and how many times they’ve linked to
you)
• Most Linked Content (what pages are they linking
to)
• How your data is linked (anchor/link text)

17. ©2013 Beth Browning - Discover Your Customers. 17
Bing Quick Overview

18. ©2013 Beth Browning - Discover Your Customers. 18
Reports and Data

19. ©2013 Beth Browning - Discover Your Customers. 19
Keyword Research

20. ©2013 Beth Browning - Discover Your Customers. 20
Key Take Aways
• Use all of the tools at your disposal
• Take time to understand the metrics
• Make adjustments to your site and monitor what happens
(keep a record of major changes)
• Think continuous improvement

21. ©2013 Beth Browning - Discover Your Customers. 21
Discover Your Customers
• Search Engine Optimization (SEO) Training and Consulting
• Provides search engine optimization (SEO) training for webmasters, marketing professionals, web
developers, web designers, SEO professionals or those looking to start a new career .
• Provides consulting services focused on the SEO and social media components of an Inbound
Marketing strategy.
• Key Services:
• Website Analysis and Competitive Intelligence
• Inbound Marketing
• Search Engine Marketing
• SEO Copy-writing
• SEO Training
• Customized On Site Corporate SEO raining
• Pennsylvania Search Engine Academy - SEO Workshops
• On-line SEO Training and Mentoring
Contact Beth at bbrowning@discoveryourcustomers.com for a free website evaluation.