Yesterday the Google Webmasters Blog announced an exciting new update that will help businesses to make better use of their tracking data.  From now on website owners can link their Google Analytics and Webmaster Tools accounts.

In time this could give businesses a clearer picture of how visitors use their site – from viewing their organic listing in the Google SERPs right through to completing a conversion.  With this data at your fingertips you could hone your site to respond directly to your customers needs.

At the moment though the integration is limited to linking Webmaster Tools and Analytics so that it’s easier to switch between the two sets of data. And there is  the option to view your Referring Sites Reports from Analytics when looking at your Links to your Site data in Webmaster Tools.

Integrated Google Analytics Features in Webmaster Tools

Even this small change will be really helpful for businesses.

This will make it easier to establish whether the sites that link to you the most actually send you the most traffic.  And if you’re paying top dollar for paid directory listings or online advertising, this information could be vital in deciding whether you should spend your money elsewhere instead.

Integrating your sites is easy – log into Google Webmaster Tools and on the homepage, click “Manage” next to the site you want, then pick “Google Analytics profile”.

Manage Google Analytics profile in Webmaster Tools

Then choose the profile that you want to link to your website (at this time you can only choose one), and click “Save”.

Select the Google Analytics Profile and Save to Link it to Webmaster Tools

Search engine land has speculated about the possible future uses of this integration, and while at the present this feature is limited, the potential is enormous.  Forward-thinking business owners should start integrating their Google Webmaster Tools & Analytics now to stay ahead of the game.

Read the announcement on the Google Webmasters blog.

Recommended Reading:

Improve your Google Rankings: Speed up your website

Using Google Analytics to Improve your Business Results

3 responses to “Google Analytics & Google Webmaster Tools Integrate”

  1. Wayne Barker says:

    Great post Katie,

    Great point about paid directories, i think a lot of people will be able to see that their money isn’t getting them as much as they had hoped for.

    If you need the link for signing up for Webmaster Tools, here it is:

  2. Susan Hallam Susan Hallam says:

    So, if Google has your Analytics data integrated with your Webmaster tools data, will they be tempted to use this info as part of their SEO algorithm…

  3. Katie Saxon says:

    Very interesting point Susan.. I can see the potential here, but maybe indirectly. For example, the number of visitors sent by a link could become a measure of link quality?

    It makes sense – a spammy blog comment is unlikely to get any clicks, but a link in a good article on a highly used and highly relevant website is likely to get lots of clicks.

    And that’s just for starters… We’ll have to wait and see.

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