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Viewing Your Keyword Search Data

If you have been tracking what search terms people have been using to find your site (something you should definitely be tracking) then you will be aware that from November last year this data started to disappear at a fast rate. Google has been encrypting searches for a while now, but they are stepping up this process and around 80% of the search times used to find your site will now be hidden in your stats.

What you may not realise is that Webmaster Tools – a part of Google designed to give site-owners information on how the Search Engine views your site – provides a rough version of this search data. It’s not as precise, and it’s provided on a two-day lag, but it’s definitely better than nothing.

When logged in to your Google account, you will need to go to the Acquisition > Search Engine Optimisation > Queries menu in Analytics. It will then ask you to link your Webmaster Tools account to Analytics in order to show you the data, so follow its instructions (or phone us and we can help you do this).

Once linked, you’ll get information on impressions (how many times your site was shown in the Google results page) and clicks for each keyword. It’s not 100% accurate, so take it as a guide, but it can still inform your marketing efforts.


Camilla Todd
Camilla Todd is Head of Digital Marketing at WNW Digital and manages Search Engine Optimisation, PPC, Social Media campaigns and Brand Awareness for WNW Digital SEO clients. You can follow her on Twitter @camilla_wnw, email her at or phone on 01392 349580

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