2. Poll
• Have
you
used
webmaster
tools
before?
– 89%
Yes
/
11%
No
• How
long
have
you
been
using
webmaster
tools?
– 50%
under
1
year
/
50%
1-‐3
years
• How
would
you
rate
level
of
experience?
– 63%
beginner,
25%
intermediate
/
12%
advanced
3. What
is
Webmaster
Tools
• Free
Tool
from
Google
• Designed
for
webmasters
• Used
by:
– Webmasters
– SEO
Professionals
– AnalyUcs
&
AdWords
Professionals
4. Why
Use
Webmaster
Tools
• To
help
improve
visibility
in
search
engines
• Ensure
the
website
is
healthy
• Understand
&
improve
how
the
website
is
found
– Search
queries
– Who
links
to
your
website
• Improve
the
user
experience
(UX)
5. Tools
for
Different
Purposes
• Tools
for
site
visibility
– Site
map,
structured
data,
robots.txt
• Tools
for
Website
health
– Broken
links,
crawl
errors,
site
errors
• Tools
to
improve
how
the
website
is
found
– Search
queries
&
CTRs
– Links
to
your
site
• Tools
to
improve
UX
– Broken
links
&
site
errors
6. Key
Features
• Sitemap
submission
• Fix
crawl
errors
&
set
crawl
rate
• Site
health
&
messages
• See
which
websites
link
to
the
site
• See
what
searches
people
type
into
Google
when
people
find
the
site
– Can
the
CTR
be
improved?
27. Sneaky
Trick
To
Get
Keyword
Data
Back
• Free
(with
ads)
• Without
ads
28. SeMng
Up
Page
Owners
&
Users
• Three
levels
of
access
– Owner
– User
–
Full
Access
– User
–
Restricted
Access
• Users
with
full
access
can
not
add
new
users
or
link
to
Google
AnalyUcs
• Users
with
restricted
access
can
generally
only
view
data
h"ps://support.google.com/webmasters/answer/2451999
29. Fix
Important
Crawl
Errors
• Really
common
in
ecommerce
sites
• PrioriUse
the
important
URLS
(the
404’s)
• If
it’s
a
big
list,
download
– Work
out
where
old
URLs
should
point
to
– Do
a
301
redirect
(server
side)
• Mark
as
fixed
in
WMT
33. Fetch
As
Googlebot
• What
is
it?
– Lets
you
see
a
page
as
Google
sees
it
– NoUfies
Google
when
there
are
new
pages
or
changes
to
a
page
• Why
Use?
– Troubleshoot
page’s
poor
performance
in
search
results
– Helps
get
new
pages
or
changes
to
pages
indexed
quickly
– Check
crawl
errors
and
redirects
are
fixed
34. HTML
Improvements
• What
is
it?
– Shows
potenUal
issues
when
Google
is
crawling
&
indexing
site
• Why
Use?
– Improve
user
experience
– Drive
traffic
to
your
site
– Helps
idenUfy
problems
with
Utle
tags
or
non-‐indexable
content
35. Sitelinks
• What
are
sitelinks?
– AddiUonal
links
to
your
website
that
appear
underneath
the
main
URL
in
the
organic
lisUng
– Auto
Generated
36. Demote
Sitelinks
• Give
you
extra
real
estate
under
your
brand
name
• Site
links
can
be
demoted
in
Webmaster
Tools
• Why
demote:
– InformaUon
is
incorrect
– Don’t
want
a
parUcular
page
appearing
as
a
sitelink
37. Other
Features
• Rich
snippets
/
data
highlighter
– A
way
of
summarizing
content
on
a
page
to
make
it
easier
for
users
to
understand
what
the
page
is
about
• Page
speed
insights
– Enables
you
to
test
speed
of
website
which
is
now
considered
a
factor
that
impacts
search
engine
rankings