Search Analytics (Google)

Search Analytics (Google)

Search Analytics (Google) Overview

Search Analytics provides data based on Search Console producing a great insight into your SEO data and efforts. Syncing your GSC profile with seoClarity keeps all of your data in one spot for ease of use and viewing the data is broken down for easy understanding. The primary data points are Impressions, Clicks, Avg. Position, and Click-Through Rate. In addition we'll calculate the CTR per position based on the Avg. Position.

Watch this video for a quick overview of the capabilities of Search Analytics:


Background & Requirements for Search Analytics

Google Search Console must be integrated with account to view Search Analytics data. For more information on integrating GSC, please visit the integration document located here. The latest data in Google's Search Analytics can be 3-4 days behind, to account for this the platform is delayed an extra day. Learn more about the differences between Google Search Console and the seoClarity platform here.      


Search Analytics Use Cases

  1. Uncover the actual keywords that drive traffic to your site and real performance of pages on Google.
  1. Find growth opportunities by viewing pages with a lot of impressions but a low CTR.
  1. Breakdown search performance based on search intent (brand or nonbrand) and content page types.

Search Analytics

The Keyword+URL, Keyword, URL, and CTR tabs display data based on their respective element and will not match between each other as they are different Search Console API calls. The CTR tab is based on the Keyword tabs data. 



Custom Date Filters
In the Custom dropdown list, you will find a variety of date options to choose from:
  1. Most recent 7 days
  2. Most recent 30 days
  3. Last 2 days
  4. Last 7 days, etc.
The first two filter options will not show unfinalized data. If the Ignore fresh data option is disabled in the integration settings (as shown in the image above)  the rest of the date filters will show unfinalized data.



Date Ranges
  1. Date ranges over 90 days can have up to 5 Content Types/Search Intent Filters.
  2. Once Google Search Console is authenticated in your seoClarity domain, you will see an option in Settings > Integrations > Google Search Console to "Ignore Fresh Data." Enabling this feature will prevent unfinalized Google Search Console data from displaying in Search Analytics.


Please note, if the graphs show gray lines, it means that is fresh data. Each new data point will be replaced with the final data point after a few days. New data is expected to change a bit from time to time before it is finalized. 



Search Analytics charts


Search Analytics summaries            
Clicks: Displays the sum of clicks from Search Console for the date range selected. 
Impressions: Displays the sum of impressions from Search Console for the date range selected.
Wtd Avg Position: Displays the average position from Search Console for the date range selected. Search Console's documentation makes mention of how the position is calculated as an average. Most who have tested it (including ourselves) have found that when summarizing the raw data, it only matches with the summary Google themselves shows if we use Wtd Avg Position. So what we call Wtd. Avg Position in seoClarity is actually what Google displays as "Avg Position" in the Search Console interface. 
Info"The average position reported in the GSC interface is a weighted average, giving more weight to queries that have more impressions" - SearchEngineLand. 

Search Analytics views
Metrics: This displays data for Search Analytics metrics: Clicks, Impressions, Wtd Average Position, and CTR.
By Device: This displays the selected Search Analytics metric trended by device type: Desktop, Mobile, and Tablet.
By Country: This displays the selected Search Analytics metric trended by country. The default view displays the top 5 countries by clicks. 
By Profile: This displays the selected Search Analytics metric trended by profile.  The default view displays the top 5 profiles by clicks (GSC profiles can be added via the Search Analytics settings).
By Search Intent: Available on the keyword & keyword+URL tab, this displays data for the selected Search Analytics metric broken down by pre-defined keyword Search Intent. 
By Content Type: Available on the URL & keyword+URL tab, this displays data for the selected Search Analytics metric broken down by pre-defined page Content Types. 
By Folder:  Available in the URL & keyword+URL tab, this displays data for the selected Search Analytics metric broken down by pre-defined sub-folders.
By Position: Available in the URL & keyword+URL tab, this displays data for the selected Search Analytics metric broken down by ranking position. Customized rank ranges can be created for this trend chart.



Avg CTR: Available on the CTR tab, this displays the click-through rate for all Search Console queries.
CTR tab: Search Console data based on the Queries Performance report and pivoted by average position.
  1. The Average Position chart can be displayed by rank or by date.

  2. The Landscape chart displays data for individual keywords.


Total/View Toggle: By default Search Analytics shows the sum of the detailed data retrieved via the API from Google Search Console. This toggle provides the ability to show an exact match with the top-level view of GSC. It is available in the Keyword+URL, Keyword, and URL tabs.
  1. Total: same as the top-level summary view in GSC
  2. Details: The total of all the raw data available from GSC


The view for Search Analyrics charts and the Summary Box will now default to the Total view. Once a filter is applied, the chart will switch to "Detail" view. This will then revert back to Total view when filter is removed.

Search Analytics Filters

​
Profile: Select between "All" or select individual GSC profiles by using the dropdown (GSC profiles can be added via the Search Analytics settings).
Merge Profile:  Filter option that allows multiple GSC profiles, if available, to merge and compare GSC data.
Country: Select a single or multiple countries via GSC data from only those locations. This filter also includes an option to exclude countries.
Device: Choose between Desktop, Mobile, or Tablet data, default displays data for all devices types.
Keyword: Available on the keyword+URL, keyword, and CTR tabs, this allows for filtering of the keyword(s) based on the criteria: is, isn't, contains, does not contain, starts with, ends with, or a Regex pattern.
Avg Position: Available on the keyword+URL, keyword,  URL, and CTR tabs, this is the average ranking position with options for: Equals, Greater Than, Less, and Between. The date option for the Range 1 method aggregates ranking data across the first date range selected (comparison view provides the option for a second date range) to produce a single average rank. The Range option provides a more stable, summarized view of rankings across the time period. The date option for the Each Day method calculates the average rank for each individual day within the selected date range. The Each Day option gives a granular view of ranking trends and volatility on a daily basis.

Impressions: Available on the keyword+URL, keyword, URL, and CTR tabs when GSC is integrated using the API. Filter for the number of times pages from your site appeared in search results using equals, greater than, less than, or between. Also allows for selecting a date range of impressions. 
Clicks: Available on the keyword+URL, keyword, URL, and CTR tabs when GSC is integrated using the API. Filter for the number of times a user clicked your site's listing in search results for a particular query using equals, greater than, less than, or between. Also allows for selecting a date range of clicks.
CTR: Available on the keyword+URL, keyword,  URL, and CTR tab, it is the percentage ratio based on impressions and clicks.
Search Intent: Available on the keyword & keyword+URL tab, allows for nested filtering of keywords based on the criteria: is, isn't, contains, does not contain, starts with, ends with, or a Regex pattern using AND OR statements. Search Intent helps segment data by the underlying intent. This is most commonly used for Brand and Non-Brand analysis. Simply specify the patterns to match and the data is segmented on the fly immediately.
Tracked Status: Available on the keyword & keyword+URL tab, allows for filtering by keyword managed status. Choose between Tracked Keywords and Untracked Keywords.
Keyword Tag: Available on the keyword tab, choose a Keyword Tag from Rank Clarity to filter data in Search Analytics for the managed keywords.
Ranking URL: Available on the URL tab, this allows for filtering of the page(s) based on the criteria: is, isn't, contains, does not contain, starts with, ends with, or a Regex pattern.
Content Type: Available on the URL tab, allows for nested filtering of pages based on multiple criteria: is, isn't, contains, does not contain, starts with, ends with, or a Regex pattern using AND OR statements. 
Page Tag: Available on the URL tab, choose a Page Tag from Page Clarity to filter data in Search Analytics for the managed pages.
Search Appearance: The Search Appearance option is present only if there are impressions for at least one search result feature. Learn More
  1. AMP article rich results: A visually-decorated search result link, such as an image from the AMP page, plus a content summary. The result can be either free-standing in the results page, or embedded in a carousel of similar result types. All AMP article rich results are also rich results.
  2. AMP non-rich results: A basic, non-graphical search result pointing to the AMP page.
  3. Rich result: A rich card or rich snippet feature (breadcrumbs, stars, and so on), defined in structured data.
  4. Job listing: A job posting result that shows a summarized view of a job. Read about measuring clicks and impressions for jobs.
  5. Job details: A job posting result that shows an expanded description of a job. Read about measuring clicks and impressions for jobs.
  6. Google Play Instant: A mobile app designed to run in a trial form on a mobile device directly from Search results, without needing to be installed on the phone first.
  7. Media Actions: Actions for music, television, and movie structured data, such as listen or watch.
  8. Web Light results: A lightweight, transcoded version of a webpage, optimized for viewing over slow data connections.
Saved Lists: Available on the keyword & keyword+URL tab, this allows for filtering of keyword lists created in the platform. Keywords in lists do not need to be managed. Lists can be created and edited via the pencil icon. 

Filter Options

Saving Filters: Quickly load predefined scenarios with the save filters option. Each tab in Search Analytics (Keyword+URL, Keyword, URL, CTR) houses its own saved filters, to view the same filter in each tab simply recreate the filter options and save.


Search Analytics tables

Keyword+URL tab: Available on the keyword & keyword+URL tab, this displays the keywords reported by Search Console and their corresponding metrics.

Unique Keyword: Displays shared keywords within the domain profile as reported by search console with their corresponding metrics, with URL pairs in a separate column.

Unique Page: Displays shared pages within the domain profile as reported by search console with their corresponding metrics, with related URLs and Keyword pairs in separate columns.

Country: This displays the countries and their corresponding metrics.

Device: This displays the device types and their corresponding metrics.

Profile: Displays the integrated profiles from Search Console and their corresponding metrics.

Search Intent (URL & Keyword+URL tab): Available on the keyword & keyword+URL tab, allows for nested filtering of keywords based on the criteria: is, isn't, contains, does not contain, starts with, ends with, or a Regex pattern using AND OR statements. Search Intent helps segment data by the underlying intent. This is most commonly used for Brand and Non-Brand analysis. Simply specify the patterns to match and the data is segmented on the fly immediately.

Content Type (URL & Keyword+URL tab): Available on the URL tab, allows for nested filtering of pages based on multiple criteria: is, isn't, contains, does not contain, starts with, ends with, or a Regex pattern using AND OR statements.

Folders: You can reveal multiple levels of subfolders in one view in the table in Search Analytics.


Search Analytics Table Options

Table or tree view: Choose Tree view in the "By Folder" tab and click the triangle (▷) before a folder to reveal its subfolders. You can continue to drill down the levels of folders as deep as you need to go. Find subfolders that need your attention to improve larger sections of your site. 


Trended: Selecting the trend icon allows for a trend view display of the selected metric within the table.

Metric Selector: Select the Search Console metrics to be displayed in the table including: Impressions, Clicks, CTR, and Average Position.



Search Analytics Table  
Keyword (Keyword & Keyword+URL tab):  Available on the keyword & keyword+URL tab, displays the keywords pulled in from Search Analytics.
URL (URL & Keyword+URL tab): Available on the URL & keyword+URL tab, displays the pages pulled in from Search Analytics.
Related URLs: Available on the Keyword + Page and the Unique Page tabs. Displays the count of child URLs related to the URL.
Impressions: Displays the sum of impressions for the selected element.
Clicks: Displays the sum of clicks for the selected element.
CTR: Displays the click-through rate for the selected element.
Average Position: Displays the average rank for the selected element.
Keyword Count (CTR tab): Available on the CTR tab, displays the number of keywords from Google Search Console for each rank position and each occurrence of the keyword in every rank position it appeared.
Change (CTR tab): Available on the CTR tab, displays the percent of change when comparing date ranges in the date picker at the top of the page. 




Missing data for a period

There could be various reasons for missing data in search analytics. Here are some potential explanations:
Data processing delay: Sometimes, there can be a delay in data processing, and it may take some time for the platform to collect and display the latest search analytics data. In such cases, it is recommended to wait for a while and check again later.
Data filtering or exclusions: The search analytics data may be filtered or excluded based on certain criteria or settings. For example, you may have applied filters to exclude certain types of traffic or specific pages from the analysis, which can lead to missing data.
Data source limitations: The search analytics data may depend on the availability and accuracy of data from search engines or other sources. If there are issues with data collection or retrieval, it can result in gaps or missing data in search analytics. If you are experiencing persistent or significant gaps in search analytics data, it is recommended to reach out to support@seoclarity.net for further assistance.


Related Platform Sections

Dashboard Reports - Search Analytics widgets

Page Clarity - Page Tags

Rank Intelligence - Keyword Tags



    • Related Articles

    • Google Search Console Integration

      Google Search Console Integration Overview The objective of this integration is to authenticate a Google Search Console account within seoClarity. This integration takes the place of the previous Google Webmaster Tools integration. Background & ...

    • What is Estimated Traffic?

      Estimated Traffic Estimated traffic is a metric calculated by multiplying the click-through rate for that rank position by the average search volume for the keyword. This is the estimated number of clicks that a site receives for a keyword or set of ...

    • Google Search Console Data Differences

      GSC Data Differences Overview Google Search Console provides a wealth of data about how your website is performing in search results. However, when comparing data from the Google Search Console interface to Search Analytics in our platform ...

    • Google Analytics Historical Data Retrieval via Flat File

      Overview The standard Google Analytics integration will retrieve daily historical data for the last 13 months prior to the date of authentication. The integration requires that the Google Analytics view that is integrated does not contain a ...

    • How often are keywords in Google Search Console populated?

      Data from Google Search Console (GSC) is updated daily in seoClarity. However, due to a regular data refresh delay of 4 to 5 days from GSC, data for the most recent days will not be finalized in the platform. If the graph displays gray lines it is ...