Using Google Webmaster Tools to boost search engine marketing

Using Google Webmaster Tools to boost search engine marketing

Google Webmaster Tools could help marketers looking to boost the search engine rankings of their website and the number of people clicking through to buy their products.

Writing on Practical Commerce, search engine optimisation expert Bill Hartzer said the applications bring together information on how Google crawls their website, what it sees on that site and the phrases that bring in visitors.

The search queries area is particularly useful to search marketers, as it allows them to check that the entries typed into Google by users are related to their website, as well as any "oddball keyword phrases" that highlight potential issues with the site itself, inbound links or content.

Impression and clickthrough lists are also useful, as they allow marketers to compare the phrases that bring visitors in with the ones that result in sales.

"If you can figure out why they're not clicking through, you may be able to fix it to attract more visitors and bring in more sales," Mr Hartzer said.

Elsewhere, the Google sitemap allows companies to check that all of their product pages are being tracked by the search engine when it returns results.

According to recent figures from comScore, Google accounted for 65.7 per cent of the US search market in December.

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