It’s understandable that any business online would like to know where its customers are coming from and how those customers found their website.  Unfortunately, up until now, that information has been a little bit ‘all over the place’ with Google, with the many pieces of data strewn in various parts of Adwords, Webmaster Tools, Google Analytics and Adsense etc.

Keywords are fundamental if your website is to be found

Making sure you’re making the best use of keywords for your business is incredibly important as it’s the only way people are going to find you through search engines. SEO has reached a peak in importance these days, especially with Google constantly updating and changing algorithms, so having a good keyword strategy in place can only be beneficial to your business. Previously, it was quite difficult to correlate information from your AdWords and Webmaster Tools accounts into understandable and actionable information, and many people gave up trying to make any sense of it.

Google Paid and Organic Report provides valuable information

However, Google have now introduced a new reporting system called the Paid and Organic Report that allows you to better understand the various ways in which people are finding and connecting with your online business through the Google search engine.

These reports are different because they give you valuable information on user behaviour when using specific search terms that lead them to your site. Previously, although paid performance and organic performance were reported, they were not in one easy to read, easy to understand document so that you could analyse and compare what may be performing well and what may not be doing so well.

Not only can you analyse the information in the report, you can also use it to optimize your SEO and marketing strategies, focusing on the results that are performing well while phasing out anything that is under-performing.

Discover new keywords that are working for you

You can also use the reports to discover new keywords that you perhaps didn’t know were actually working for you, as well as put more time and effort into focusing on the high value keywords that you are currently ranking for.

As an added bonus, you can also measure changes over a period of time as the reports will show you everything you need to know, so you can change your strategy with keywords and AdWords as you learn new information about your performance.

All you need to do to get started is have your site linked to your Webmaster Tools and AdWords accounts. Google will do the rest from there!