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About three years ago, Google launched search query data within Google Webmaster Tools.
The reporting in the search queries data is one of the more value areas within Webmaster Tools, especially since Google defaulted SSL search years ago.
Maile Ohye from Google posted a 12 minute video going through all the ways SEOs and webmasters can use the search queries data to benefit their sites and conversions. Here is that video:
I recommend you watch it when you are not distracted. I think for most people, it will be a good 12 minutes spent.
Forum discussion at Google+.
Comments:
Guest
02/22/2013 01:52 pm
Watched this great video yesterday. Came away with a few things I could try out, test, improve, etc. Have already made a few changes.
Gridlock
02/22/2013 01:55 pm
*scurries off to set up 8,000 new goals in GA*
jeffyablon
02/22/2013 02:47 pm
This is a fascinating video ... at least in one regard: At a little past the two-minute mark, she says that only pages that ACTUALLY ARE SHOWN TO THE USER are counted as "queries". But since query records include information about WAY-HIGH (err . . . way low) rankings—like, #599—either this is wrong, or THERE ARE LOTS OF PEOPLE SCROLLING WAY DEEP IN RANKINGS, which flies in the face of conventional wisdom about anything past page 2 being essentially worthless. So I looked at my rankings, sorted by average position IN REVERSE. It turns out that I rank at #950 for the word "macintosh" (amazing, right?). Then again, it's all that "
Karla Koi
02/22/2013 03:37 pm
Great post. Nice that Google keeps the analytics very transparent.
John David
02/23/2013 04:00 am
Good informative video about how this works? thanks for this post..