Masters of Marketing -- 5 Things To Look Out for in Google Webmaster Tools
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In the March 19, 2015 Masters of Marketing webinar, SEO Coordinator Darmini Kara discussed the five key items you should know about in Google Webmaster Tools.
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Masters of Marketing -- 5 Things To Look Out for in Google Webmaster Tools
- 1. 5 Things to Look Out For in Google Webmaster Tools By Darmini Kara SEO Coordinator
- 2. What is Google Webmaster Tools? Using Google Webmaster Tools helps you keep track of the health of your website. • Are Google's crawlers able to visit your website? • What kinds of websites are linking to your site? • How can you use Google to best showcase your website? You can find answers to all of these questions and more with the help of Google Webmaster Tools.
- 3. 5 Easy Tools in Google Webmaster Tools 1. Data highlighter 2. Search queries 3. Links to your Site 4. Site links 5. How to link with Google Analytics
- 10. Links to Your Site
- 11. Sitelinks
- 12. Link Google Analytics to Google Webmaster Tools
- 13. Thank you! Check out our blog for more information on Google Webmaster Tools at http://www.getitc.com/blog/marketing/
Notas del editor
- If you want to present the information on your website more effectively to Google, you can do so with the Data Highlighter. This allows you to tag certain elements on your website so that Google can present your data more attractively and in new ways in the search results. From the dashboard, select Search Appearance, then select Data Highlighter. Once you click on the blue Start Highlighting button, a box will pop up asking you to fill in your website address and to choose a category. For insurance agents wanting to have a strong presence in their local area, select Local Businesses from the drop down. Choose Tag this page and others like it. After you hit OK, Google will pull up your site, and you can begin tagging.
- Google will present your homepage as the first page and use that as an example for other pages on the site. Start by selecting your agency name and address. On your website, select or highlight your agency with your mouse. As soon as you do this a menu will pop-up, allowing you to choose how you want to tag that particular piece of data. In this case The K Group is the Name, the full address, including state and zip code is the address, and the phone number is the Telephone. These three, name, address and telephone are required for the Local Business category. You also need to select the category of the website. The word insurance will do. When selecting tags make sure that they appear in the same place on every page, so that the Google program can easily fill in this data for the rest of the pages. The data highlighter is a great tool to use if you’re not very good with writing HTML, so this provides an easy click and select method of tagging. Also note, that this only works for Google. If you want it to apply to multiple search engines, then use HTML markup.
- There are two more pieces of data you can tag. You can tag your logo and homepage url. The easiest way to do that would be to select or highlight the preheader as the image, and select the home page link in the navigation bar. Make sure that the home link does point to the homepage by checking the url in the right hand panel. Once you’re finished tagging everything you need to, click the red done button. Google will then gather a set of similar pages, which you will have to go through, one by one, and make sure all the information is selected correctly.
- Once you’re done, a summary page will be shown with all the pages you’ve tagged. Check the status bar at the top of the page for any warning icons. If there are, navigate back to the page and make any changes necessary. Sometimes Google will suggest another address tag be added, or they tag something else unnecessarily. Just make any changes that match the first page. Once you’re satisfied with the tags, publish the set to Google!
- A confirmation page is displayed notifying you that the page set has been published. Once Google recrawls your site, your data will be available in the Google results page.
- The second tool you should look out for in GWT is search queries. You can find this under Search Traffic in the navigation menu. The Search Queries page shows the keywords and urls that have been used to find your website. You can also see information about the pages on your site that were seen most often in search results (in the second tab labeled top pages). The last 30 days of data are shown by default, but you can set the date range for the report using the calendar selectors above the graph. You can view up to 90 days of historical data. Let’s go through all the main elements on this page. Queries are the unique different keywords that were used to find your website within the past 30 days Impressions the number of times your website appeared in the search engine results Clicks are the number of times someone actually clicked on to your website CTR which stands for click through rate) which is the percentage of impressions that resulted in a click to your site. This is the average position is the ranking on the results page You could see stats for just this month, or you can compare the changes in clicks and impressions compared to last month. You can filter queries by specific media like image or video, device like mobile or web, location by specifying a country, and whether you only want to see queries with more than 10 impressions or clicks. So how do you use all this information to your advantage? Check the query list to if the keywords you’re optimizing for are appearing on the list. If not, you should adding more relevant content to your website. You can also compare your click through rate to the number of impressions your keywords you get. If there are a lot of impressions but a low click through rate, then consider editing your website title and description, as this is used to entice prospects to click on your site. If you sort by number 6, with change, you can see if there’s been any recent increases for certain keywords. You can also compare mobile hits versus desktop hits, just make sure to change the filters in number 7.
- Still under Search Traffic in the navigation menu we see the Links to your site page. Google webmaster tools is a great way to check what kinds of backlinks you have on your website. You can see the domain that links to your site the most, which page is the most popular in terms of the most links to that page, and what keywords are being used to link to your site. Click on more to see the full list. Clicking on those domains will allow you to see the different pages that are being linked to your website. How can you tell if you have bad backlinks? Some of them are pretty to easy to spot. Some of them are nice enough to have the word directory in the domain name. That should be a clear flag to at least investigate that domain further. If that website has a lot of low quality, duplicate content, if they have a page for every city of every state in the country, then it’s most definitely a directory website. If you see sites coming from other countries, chances are those are bad backlinks too. So what do you do with all these bad backlinks? You can contact the webmaster asking them to remove your link. It might take them a while, but sometimes they will eventually remove the link. Sometimes they wont, in which case you’d have to use Google’s disavow tool. This is where you can submit a text file to Google and Google review the file and may decided not to take those links into account when assessing your site. This is not a fool-proof way of removing links, as ultimately it is up to Google whether they want to remove those links from your backlink profile. We are merely suggesting the domains for consideration by uploading the text file. This would also be a good place to check what your anchor text profile is like. Make sure your links have a good variety of anchor text. That means for example your main keyword is dallas auto insurance. Your anchor text should many different types of related keywords for example: dallas auto insurance quotes, auto insurance in dallas texas, dallas auto insurance policies. Using the exact same anchor text may end up looking suspicious to the search engines.
- Sitelinks are the extra links Google provides in the search engine results page. We don’t have any control over what Google chooses to add a sitelink, they add links that they think are relevant to the user. In this case Insurance Agent Darrell Fisher is an agent in Plano which is about 15 miles away from our offices. However Google does give us the option to remove any links that we don’t like. You can find this under Search Appearance in the navigation menu. Once you've demoted or undemoted a sitelink, it can take some time for search results to reflect your changes. You can demote up to 100 URLs, and demotions are effective for 90 days from your most recent visit to the Sitelinks page in Webmaster Tools.
- By linking analytics and webmaster tools, you’ll be able to see some GWT data in Analytics reports. To do this log in to Analytics, go to the Admin side and under Property, click on Property Settings. At the bottom of that page, you’ll see a section for Webmaster tools. Click on the Edit link, which will take you to a page that will allow you to enable webmaster tools data in Google analytics. Simply select the site and save. A window pops up warning that You are about to save a new association. Any existing Webmaster Tools association for this web property will be removed. Click OK. This will allow you to see not provided/not set information in analytics. You can read more about this in my blog http://www.getitc.com/blog/marketing/2014/10/20/how-to-get-around-not-provided-in-your-insurance-website-analytics.
- As you’ve seen, Google makes it easy for novices to improve their site, by highlighting data specifically for local business, finding out what kind of keywords are being used to find your site, what kinds of websites are linking to your site and what to do if you don’t want Google to show a particular link. I recommend following my suggestions for these tools if they are relevant to your site. If you’d like find out more about Google webmaster tools or Google analytics then feel free to visit our marketing blog for more information.