Understanding customers' search intent is the most basic and important step in SEO. This article will introduce a new method that combines webmaster tools and Google Analytics tools to more accurately analyze Google search data and clarify customers' search intentions.
Knowing what people are actually searching for is the most fundamental and important step in SEO. No keywords means no intent,GoogleWe will put our keywords into Google Analytics (Google Analytics) and then provide us with relevant search data in Google Webmaster Tools (Google Webmaster Tools). Therefore, it is important to take advantage of this.
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In the past, generating reports using Google Analytics seemed like an impossible task. This has also led some SEO technicians to think that Google's keyword data is worthless. The general views are as follows:
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1. The data is rolling (the monthly data will keep changing).
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2. It will only provide the information of the top 2000 search queries per day (if your website query number is just within 2000, you can get relevant data. If your website query number exceeds 2000, the additional subfolder will also be verified by verification corresponding search query data is available).
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3. It is not clear how to match filters with related reports.
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This article will focus on what we believe to be the biggest problem, the third one above, matching filters and data resources.
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Commonly used Google query tools:
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1. Google Webmaster Tools Search Query Report
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2. Google Analytics custom report
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Step 1: Install Google Webmaster Tools Reporting
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Search traffic can be found through the website dashboard in Google Webmaster Tools, which in turn captures search queries. This way we can be clear about what needs to be done next.
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1. Specify the data range
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2. Filter 1: Search: Website
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3. Filter 2: Location: United States
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4. Specify the data range
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The following picture shows the complete data for the week from July 27th to August 2nd:


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Add filter settings:
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After adding filtering settings, only US users' search data can be displayed.
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1. Search: mobile data
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2. Location: United States
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3. Traffic: all


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Step Two: Create Google Analytics Reports
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The next step is to create a custom report that matches the Google Webmaster Tools filters. Here are a few simple steps to complete.
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1. Create or import custom reports
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2. Develop a specific data range
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If you want to create your own custom report, you can follow the steps below:
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1. (Inclusive) Source/Medium (exact): Google/Organic
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2. (Included) Country (exact): United States
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3, (not included) mobile (accurate): yes
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4. (Excluded) Source/Medium (Regular Expression): Image/Video
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Once a custom report is created, it must also have the same data scope.
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mobile data copy
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Combining mobile visitor and organic reporting works. The same approach can be used to create a custom report on US mobile data for Google Analytics.
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GWT filter settings:
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1. Search: mobile data
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2. Positioning: America
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3. Traffic: all
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GA custom report:
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1. (inclusive) country (exact): United States
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2. (Include) scrolling data (exact): yes
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3. (Excluded) Source/Medium (exact): Google/Organic
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4. (Excluded) Source/Medium (Regular Expression): Image/Video
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Results and Statistical Reports
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The examples above can serve as a reference for you to follow up on your findings. By tracking some eligible websites (average daily search queries less than 2000), we will find that these websites rank quite well, ranking in the top 10%. Comparing the homepage report of Google Webmaster Tools and the GA custom report, we can find that their rankings are very close. the


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Confusion of image vs. video search and landing page vs. organic ranking pages are two very common results. In order to further analyze these reports in conjunction, two things must be addressed:
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1. Correct time period for image and video search.
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2. Comparing the homepage report in Google Webmaster Tools with the results of the custom report created in this article, usually the landing page will be mistakenly identified as a natural ranking page.
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in conclusion:
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It turns out that Google Webmaster Tools search query data can be ranked by Google Analytics. This article provides a starting point to help you make good use of Google's tools to determine what customers are searching for us. Knowing how this data is applied to Google Analytics is a step toward rationalizing this data resource.