Google Search Console has a feature called Search Analytics that is really helpful for webmasters. This post explains why you’d want to use Search Analytics, what it can help you find and what type of data it has.
On May 5th 2015, Google confirmed what we’ve been anticipating for years: mobile search has overtaken desktop search. On their Inside AdWords blog, they stated the following:
more Google searches take place on mobile devices than on computers in 10 countries including the US and Japan.
Let’s let that sink in for a moment, combining it in our heads with the recent Mobilegeddon roll-out. The question for most people and companies is: how does this affect my/our website? Luckily, Google’s Search Analytics report in Google Search Console (formerly known as Webmaster Tools) answers just that question (and many more) for you.
Other posts in this series
Using Search Analytics to measure impact
If you go to Google Search Console you’ll find a new report under Search Traffic called Search Analytics. For Yoast.com, it shows that the impact of the mobile update was absolutely negligible:
As you can see, this new report allows you to do a lot of awesome filtering. One of the features I like a lot is the ability to filter by a keyword, like “mobilegeddon”, compare it to a previous date range and also, filtering deeper on top of that. For instance, we can see how many people reached our site searching for that keyword, comparing desktop versus mobile search:
We could then filter these by country as well, should we want to.
Comparing brand versus non-brand searches
It’s obvious that when people use your brand name in their searches, they’re more likely to click on your site in the results than otherwise. Just how big that difference is something Search Analytics can make very clear for you. For instance, compare these results: [yoast seo] versus [wordpress seo]:
As you can see, the already high 10.62% for [wordpress seo] is completely obliterated by the 62.33% for [yoast seo]. This is why we focus on building a brand as a part of our holistic view on SEO campaign as much as we do.