Google announced recently that they are giving webmasters a tool that can compare traffic between different platforms, countries, and even time frames. This tool is the next step in how webmasters will cope with the demands of modern search.

Search Analytics is a promise that webmasters will have a better picture of a site’s performance; so how does it benefit the user?

Mobilegeddon Wasn’t The End

One of the biggest problems webmasters had with the original search queries tool was that it was too restrictive. There was only one way to look at everything that was going on; it was up to them to make the necessary adjustments to make sense of everything. This wasn’t such a big problem for most experienced webmasters, but there were many angles missing.

The arrival of mobilegeddon was only the beginning of how Google sees the eventual dominance of mobile, now they want everyone to see the same thing as well. Search Queries may not handle such a demand. Although it is possible to find how many searches a site gained from mobile as opposed to desktops, it was unnecessarily tedious. The same goes for other metrics, such as which territories search for a site more and when.

Putting a Bulls-Eye on Search

Search Analytics

If you look carefully at the options of the analytics tool, there are as many as six different filters that webmasters can manipulate to get the specific data set they want. This allows webmasters to make more accurate calculations, better business decisions, and a greater return on investment by showing something they’ve never seen before – trends.

Analytics provides a bird’s eye view of the site’s performance in terms of how clicks, impressions, CTR, and position progress through time, as well as how they relate to each other. Seeing how everything interacts with each other will give webmasters a quick look at how a website stands. If 90% of the local traffic comes from a particular area, then perhaps the content can help target them more, and then track the effects over time.

Gone are the days when webmasters wasted precious hours trying to determine which page users are actually looking for, or where the biggest audience lives. Instead of webmasters having to use all their time in trying to come up with solutions, the new tool will do it for them. This means they can perform an even deeper analysis on the data at hand and create more in-depth strategies.

Are you using the new Search Analytics Report? How does it compare to Search Queries? Is there any immediate impact on the SEO strategy? Talk to us about your experience and how it can change the industry in the coming months.