How to Use Google Webmaster Tools to Maximize Your SEO Campaign

For any business who wants to boost their success online, SEO is a vital part of their digital marketing. As with most things in life, it is almost impossible to make something work effectively without understanding firstly how it works, and secondly having updated information about how effective it is being.

And this is where Google webmaster tools come in. The advanced Google webmaster tools give you access to all the information that you might need to understand the state of your website in terms of SEO, giving you the data that you need to be able to understand the traffic which you are – or aren’t getting.

There are a number of features within the Google webmaster tools for traffic and SEO, giving you the power to understand what is and isn’t working and set about improving your website’s SEO.

Example of what the Google Webmaster Tools dashboard looks like for

Example of what the Google Webmaster Tools dashboard looks like for

Google Webmaster Tools

The first thing to remember when working with Google webmaster tools is that there is a ‘Help’ section – and it is very good, giving updated versions and links to suggested help articles. If you want a really good understanding of a particular feature the ‘Help’ section is excellent.

Some of the best Google webmaster tools for SEO features include:

Search Analytics Report – Tells you how often your site is appearing in the Google search results. You can filter the data to specify the date of the search, the device it is being searched on or what search query was used. This can help you to understand patterns of how and why people are coming to your site.

Free SEO Audit Tool

See how optimized a specific web page, landing page, or blog post is for an exact keyword or phrase

Structured Data – Structured data is data which has a high level of organization, but is informational and therefore easy for search engines to sort and then display in a more creative way. By providing structured data, you can help to ensure that your content is eligible to appear in two categories of the Google Search features –

  • Rich results

  • Knowledge Graph results

The Google webmaster tools Structured Data reports not only confirm that Google is picking up your structured data, you can also use it to spot mistakes and see what is being the most and least effective.

HTML Improvements – Can help you to improve how your listing looks on a Google search result. It can highlight when you have duplicate content and also if you have problems with keyword optimization.

Links to your site – This feature tells you which websites have links to which pages on your site. Back links play a vital role in SEO so it is important that you get this one right. It can also tell you which links are the most popular so that you can continue to work on getting better links.

Other reports include:

  • Mobile Usability – Shows you where you have mobile usability issues on your website.

  • Crawl Stats and Crawl Errors – Will help you to see if you have any problems with crawling.

  • Fetch as Google – Lets you check that Google can read your page.

  • Sitemaps – Sitemaps enable you to tell Google what pages you want to be crawled and indexed.

Using Google webmaster tools can give you an excellent all-round evaluation of how your website is performing in terms of SEO, which in turn is vital for the online success of any business. By continually monitoring the data on your site you can pick up and fix issues, meaning that you get the most effective results for your business.

Steven Matt

I am the Director of Digital Marketing at one of the world’s largest financial institutions. I teach Digital Marketing courses to small businesses on behalf of the NYC government and General Assembly in NYC. I am a graduate of Pratt Institute in Brooklyn with a Bachelors degree in Communications Design. I have a Masters degree in Management and Technology from New York University. In my spare time, I organize volunteer glass cleanups in NYC parks and I make jewelry out of the broken glass that I and the volunteers collect. I sell the designs at an artisan market in Brooklyn.