Designing Analytics Dashboards From Google Webmaster Tools Keyword Data

Ever since Google made the move to encrypt all searches, marketers have been searching for alternative ways to glean keyword referral data — and many have turned to Google Webmaster Tools (WMT) data as a replacement source. To be clear, the data from Google Webmaster Tools is limited. You can only see your top 2000 […]

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Ever since Google made the move to encrypt all searches, marketers have been searching for alternative ways to glean keyword referral data — and many have turned to Google Webmaster Tools (WMT) data as a replacement source.

To be clear, the data from Google Webmaster Tools is limited. You can only see your top 2000 terms, your data only goes as far back as 90 days, and the information is related to user interaction with the SERPs rather than with your site.

But, while you can’t use WMT data as a true replacement data source for keywords, you can use it as a proxy.

In my article on Marketing Land today, I share some tips for how you can effectively use WMT to glean keyword insights:


Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.


About the author

Benjamin Spiegel
Contributor
Benjamin Spiegel, Chief Digital Officer, Global P&G Beauty, has nearly 20 years of experience in the technology, advertising and marketing industries. He is known as an innovator, leading the development of strategic solutions that combine data, media, insights and creativity to create disruptive digital solutions that transform brands and businesses. Prior to joining P&G as Chief Digital Officer, Global P&G Beauty, he led the search practice across the GroupM agencies, the P&G business for Catalyst, and most recently served as CEO of MMI Agency. In his current role, Benjamin brings to P&G Beauty his digital expertise, leadership and passion for creating and building leading digital capabilities. He is known as an industry thought-leader. As such, he is a frequent contributor to and speaker at conferences around the world.

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