Using Google’s New Search Report to Drive Web Traffic

by Christy Rakoczy on November 4, 2013
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Are you using search-engine optimization and sponsored links to drive traffic to your company’s website? If so, Google has a new report for you.

Small-business owners who have an AdWords and a Webmaster Tools account can now generate a paid & organic report, which provides insight into how people find your company’s site while using Google’s search engine. The information can help you identify SEO and pay-per-click marketing opportunities you may be missing.

What’s in the Report

To demonstrate how Google’s new report could help your business, let’s consider how a hypothetical pet-supply store might make use of it.

The company targets search keywords such as “dog toys,” “dog clothes,” and “dog chew toys.” It puts both (free) SEO content on its website and pays for sponsored links through AdWords featuring these terms.

Later, the company accesses the paid & organic report from within its Webmaster account.

The report shows:

  • the number of paid clicks for each keyword that the company has bought sponsored links for
  • the number of organic clicks for its keywords
  • the percentage of website traffic derived from paid keywords
  • the number of times someone clicked an ad when it showed for a particular search query
  • how often people who saw your ad ended up clicking on it

How the Data Can Help You

Using this information, you can see which keywords are performing the best for organic searches and which are performing the best for sponsored links.

Imagine, for example, that the company is getting a lot of clicks on a sponsored link after people search for “dog training toys.” If the company doesn’t already target these keywords in its SEO content, this is a missed opportunity. The company could then decide to generate SEO content around “dog training toys” to attract more organic visitors. Google also suggests that a company use the report to identify new keywords to target in AdWords.

Finally, if the company gets most of its clicks on a given keyword through organic searches — and is dominating the competition for that keyword — spending money to buy sponsored ads for that particular search term may not make good economic sense. A site that already ranks #1 for “durable dog toys,” for example, doesn’t necessarily need to buy ads on “durable dog toys,” because it will likely get most of the traffic anyway.

Christy Rakoczy is a business writer for Intuit and is passionate about solving small business problems.

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