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Using Google Webmaster Tools to Optimize your Site

Analyzing SEO - Search Optimization Engine - Data - Multicolor Concept with Doodle Icons Around on White Brick Wall Background. Modern Illustration with Elements of Doodle Design Style.

Google Analytics helps you see how people are interacting with your site, but that’s only half of the SEO data that you need to make improvements. The other half is getting a better understanding of how search engines view your site.

This is where you use Google Webmaster Tools. You’re able to access detailed reports about how well your site is performing on search engines, in the eyes of Google. And, with this information, interpret and use the data to make sure your site is optimized.

This is an excerpt from a chapter of our latest eBook, “The Marketer’s Guide to Google’s Product Suite.” In this piece we discuss Google Webmaster Tools, including important metrics, what the data means, and how you can use it to improve your site’s SEO. After reading, we encourage you to check out our eBook to read the full chapter. 

What the Tools Tell you

HTML Improvements

You can see if you have any issues with your site, like duplicate meta descriptions and title tags. Make sure each page on your website is unique.

Search Analytics: Queries

You can see exactly what people are typing into Google when they come to your site. Looking at the impression and CTR data, you can see what queries are effective at getting people to visit your site. To improve your ranking in these queries, you can adjust your keywords and focus your blog posts and other forms of content on these topics.

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This image shows the clicks we’ve gotten today to from these search queries.

Internal Links

Internal links can help you direct traffic to certain pages on your website. In Google Webmaster, you can see which pages have the most links, and therefore the most authority on your site. You can use this data to determine if your internal links are targeting pages that are converting site visitors into leads.


IMPORTANT: You need to submit your sitemap (both for your website and blog) to Google Webmaster Tools. This helps bots crawl and navigate through your pages to find rich content and keywords to index.

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The data that you interpret from your Google Webmaster tools helps you optimize your site so that you can rank higher on the first page of organic search results, with the best in the industry. These are just a few of the metrics you need to look at. But you can read about the rest in our free eBook, “The Marketer’s Guide to Google’s Product Suite!” You don’t want to miss the tips we have to offer.

Google tools for marketers

Samantha Leonard
Samantha is a Digital Marketing associate at Boston Logic, who works closely with the Marketing and Sales teams to create engaging and valuable content, with the goal of educating leads and guiding them through the buyers journey.