How did searchers find my website? What keywords did they use? And what made them click on my URL in the search results?

Questions like these used to have an answer in the keyword data that came from analytics tools. But Google’s recent decision to introduce secure searches came with the loss of organic search keyword data, leaving these questions unanswered.

Luckily, these answers can still come from other data sources. Take a quick look at this video and learn how to use broad keyword data from rank tracking and Google Webmaster Tools to understand what searchers like most about your site:

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Video Script

Hi everyone and welcome back to Advanced Web Ranking University. In today’s video, I’m going to show you how to use broad keyword data to understand what searchers like most about your website.

What do you think it’s more relevant for your visitors? Your website’s content or your brand awareness?

Recently we’ve talked about measuring the overall SEO progress of a campaign, by combining traffic metrics with rank tracking data in the AWR Cloud Dashboard.

This is very helpful when it comes to analyzing the impact of your website’s visibility in the search engines over your traffic and revenue, and further finding the keywords and landing pages that need to be improved.

But before you actually go out there and improve your website, first you need to understand what makes the searchers click on your website in browser. Is it your brand name, or your SEO efforts are paying off?

The solution is pretty simple! With the new section of the AWR Cloud Dashboard, you now have access to aggregated data which shows you the distribution of Branded versus Unbranded keywords in rankings and organic search data from Google Webmaster Tools.

Let’s see together how this works:

First, you need to mark your keywords in the AWR Cloud with the Branded attribute, and connect the service to your Google Webmaster Tools account.

To assign the Branded attribute, navigate to the Settings – Keywords menu and select your branded terms. Then click on the Manage button and simply mark these keywords as “branded”.

Now it’s time to connect the AWR Cloud to your Google Webmaster Tools account. To do this, you need to navigate to the Settings – Webmaster Tools menu and follow the step by step instructions in this screen.

Once everything is setup, you’ll be able to see the aggregated data in the new sections that were added to the AWR Cloud Dashboard.

Here, you can see the ranking positions distribution across a period of time, with the number of top 5, top 10 and out of top ten keywords for each day in the date range.

To the right, the rankings distribution is split by branded and unbranded keywords. For the website in this example, branded keywords are all on the first position. But if this were a car dealer website, for example, selling different car brands, in that case the branded keywords might be split across a wider range of search engine positions.

And here you can see the keyword data from Webmaster Tools, again split by branded and unbranded keywords. You can switch between Impressions, Clicks and Click Through Rate. The website in this example seems to have a lot of impressions for unbranded keywords, but the clicks and subsequently the CTR are not so great.

These charts tell you that searchers who come to the website are familiar with the brand, so the brand awareness strategy is working. But the content ranking in Google does not seem very appealing to the searchers. The SEO content strategy could definitely use some improvement. More articles and guest-posts, better targeted landing pages and a sustained link building strategy would be helpful.

That’s about it for now! I hope you have enjoyed this video. Thanks for watching!

  1. Thanks Aura. With the recent changes to Google removing organic keyword data in Analytics, information like this is extremely helpful for helping determine what keywords are performing best, and also demonstrating to clients the value we are providing as consultants.
    Regards, Steve

    1. Thank you Steve. I’m glad you like the new feature. We’re always happy to implement new functionalities that combine various data sources and make useful information more accessible.

  2. It’s a great article. It helps to make us more conscious about content. Thanks for sharing such useful things.

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