It was not so long ago that Google’s Analytics was much more useful than it is today, for the simple reason that it showed you the keywords that people had searched for and that then led to a visit to your site. Vital information when you are trying to see what words you are getting ranked for and which ones seem to the best at holding the visitors attention and converting to sales etc.
In other words you could tell what phrases were REALLY relevant to your site and not the ones that you thought might be relevant. Thus this old data set has been sorely missed by all.
The only way around the problem as to fall back on the data in WebMasterTools (now Google Search Console). This gives you a better idea of what terms your site is being found for as well as giving you some data on the rankings for these words. It also shows the Click Through Rate for each of the terms, this being another set of really useful information (as if you are not getting clicks from very relevant terms, there could be an issue with your Meta Data, the words in the Google listings just not being ‘enticing enough’ to make people click).
The Impressions data and the number of queries (search phrases) a site is associated with are also really useful, as if the number of times your site is being included in Google’s listings is getting higher, then you must be doing something right and of course there is a better chance of getting a clicks and a sale. In a similar vein, if your site is being associated with more phrases, it’s ‘footprint’ on the web must be getting bigger and again this is good as it could lead to more sales. Unfortunately, Google have limited the reporting to the top 999 phrases, so once you get past that figure you cannot tell how much improvement there has been. But at least you can see the rise up to that point and that is useful (and very satisfying to see too from an SEO point of view).
Google has announced they have more deeply integrated the Google Search Console metrics into the Google Analytics reports. Under the Acquisition tab, you may now see a new section named “Search Console,” and this has replaced the “Search Engine Optimization” tab.
The new Search Console tab combines the data from both sources, i.e., Search Console and Google Analytics, into one report. Google will show you acquisition, behavior and conversion metrics for your organic search traffic directly in these reports. Previously, Google only showed the acquisition data in the old search engine optimization reports.
The Search Console section has four sections: Landing Pages, Countries, Devices and Queries. The first three give you the migrated experience, while the Queries report just gives you acquisition metrics, like the old report.
Here are the metrics one can get in the Landing Pages, Countries and Devices sections:
Courtesy of SearchEngineLand.com
Each of these new reports will display how your organic search traffic performs when measured by any of these dimensions, Google told us. As data is joined at the landing page level, Landing Pages, Countries and Devices will show both Search Console and Google Analytics data, while the Queries report will only show Search Console data for individual queries. The same search queries will display in Google Analytics as you see in Search Console today, Google added.
This feature is rolling out to users over the next few weeks, so keep checking for it in Google Analytics.
Note that there is also the standard three-day data delay in Google Analytics that you would see in the Google Search Console.