As marketers, we all try to use the analytical tools available through Google to test the effectiveness of our online marketing strategies and website content. Not all the information we need while conducting keyword research used to be easily available—for a variety of reasons primarily described by Google as privacy concerns. Until now…
Google has recently announced that one key component of Webmaster Tools will be adjusted. Publishers seeking to discover keyword and search query data for a website will now be able to view data from a period of up to one year, rather than the standard of 90 days.
There has been a lot of controversy and frustration surrounding this aspect of Webmaster Tools. Concerns ranged from poor archiving solutions to incomplete information to an apparent lack of concern on Google’s part in response to user inquiries. This announcement has alleviated some, but not all of these concerns.
Keyword Research to Identify Industry Trends
So why does being able to find top search terms for a website for a year rather than 90 days matter? For one thing, it allows publishers to discover trends that may be seasonal. This gives them more forecasting time to adjust their SEO and marketing strategies accordingly. Additionally, discovering trends over the course of the year will also enable publishers to better fine-tune their SEO and website content.
Easier Means of Storing and Viewing Data During Keyword Research
The new change also means it will be easier for publishers to store and archive data if they so desire. The previous method of doing so wasn’t very user-friendly. Now, all that is required is for a publisher to sign up for an AdWords account and link it to the Google Webmaster Account. Naturally, there are people who think Google is attempting to promote AdWords and increase advertisers. However, chances are the majority of serious web marketers have an AdWords account and are already using it for keyword research.
While the change has been announced, Google did not yet offer any proposed date for exactly when it is supposed to happen. (However, it is likely that it may have occurred at the time that this post has been published, or it will in the very near future.)
Want to learn more about keyword research and the latest changes to Google’s Webmaster Tools? Join us at our next SEO Training Class and get up to date!