By Brian Pasch
Google recently published this video to help marketing professionals better understand how they can use Google Webmaster Tools (GWT) for their Search Engine Optimization (SEO) strategy.
Google Webmaster Tools is not just for webmasters! Marketing professionals must invest time to understand the data provided by Webmaster Tools because it will influence marketing investments. Webmaster tools will also report on the general “health” of your website which gives you an opportunity to make sure that your website hosting company, Webmaster, or content team are not doing things to negatively impact your website.
Google Webmaster Tools (GWT) should also be connected to your Google Analytics account, because it will allow you to create richer data reports inside of Google Analytics. I would be surprised if your website provider did not setup Webmaster Tools when they launched your website, so contact them to gain access if you don’t have a login.
If GWT was never installed, you configure the software easily with the assistance of your hosting company or through your domain registrar.
Using Google Webmaster Tools
As with any software, Webmaster Tools is not perfect but don’t let that stop you from gaining insights to your website. You should be checking GWT on a monthly basis and if you have an executive dashboard it will make it easy to check your data more frequently.
Here are a few reporting sections that you should be checking in GWT each month:
- Sitemap Data
- Site Messages
- Index Status
- HTML Improvement
- Search Queries
If you are not checking at least these five things each month, you should add some time to your monthly work plan. It is very important!