Google announced on Tuesday that it has enhanced its SEO reports to include more information about the search queries that are driving traffic to sites.
Marketers can now monitor the most frequently searched phrases on Google that return a site’s pages in the results. Users can sort the information regionally to adjust their campaigns to the behavior of local audiences they plan to target, Google product manager Christina Chen wrote for the company’s Webmaster Central Blog.
The update incorporates Search queries data that the company provides in Webmaster tools, and bringing this insight to Analytics could help marketers plan keyword strategies.
Google explains that Search queries data “provides information about Google Web Search queries that have returned pages from your site. In addition, you can also see information about the pages on your site that were seen most often in search results.”
Search queries metrics will help marketers measure interaction with landing page content, so businesses can see which of their informational pages draw the most traffic.
Brands may find landing page insights help not only SEO, but also PPC. Brafton reported on Tuesday that Google has adjusted its Quality Score to reward advertisers that maintain keyword-rich, high-quality landing pages.
