Using every available tool is important. Image: Flickr / ann-dabney / CC-BY
Google provides one of the most popular and most full-featured analytics programs available on the web, Google Analytics. More and more data is being blocked from Analytics, and only a Webmaster Tools account will provide the data.
The move to secure searching
As browsers, search engines and other web tools move toward more secure browsing, less and less information is being passed along to analytics tools of any kind. Logged in Google users are automatically opted out of passing along keyword data; Firefox has announced plans to cut out that same data. Google’s secure searching options also block that data from being passed along. The reason is that, combined, the IP data and keyword data together can lead back to individuals, revealing searching patterns. Secure browsing protects users from sharing personally identifiable information in these searches.
Why these keywords are important
The keyword data that secure searching blocks can be incredibly important information for anyone concerned with how their website is functioning. Keyword data can show the effectiveness (or not) of search engine optimization efforts. Keyword data can also help you target future blog posts. Keywords are the beating heart of effective search engine optimization, and that keyword data is important.
Getting your keyword data
Though the keyword data from secure searches is blocked from Analytics, there are still ways to access the depersonalized data. Google Keyword Tools, which provides services for Adwords customers, provides general search volume data on particular keywords, as well as suggesting related keywords. Keyword Tools is a tool that any good content creator should be using to inform their future searches anyway. Google Webmaster Tools is a tool that provides depersonalized search data that comes to your website. You can download this information and make use of it, even if you cannot combine it with funnel actions that Analytics may provide.
The other uses for tools
Google Webmaster Tools, along with Bing Webmaster Tools, provides a bevy of tools for website owners. The tools help webmasters optimize their websites to work within the best practices and procedures. Not signing up your website for webmaster tools is forgoing tools custom-built to help you optimize with the best possible information. Even if you do not use Webmaster Tools right away, getting your website hooked into the tools will provide a longer history of data from your website if and when you decide to utilize that data.