4 Useful Tools in Google Webmaster Tools

April 17, 2015

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Have you ever wondered if Google's crawlers have visited your insurance website? Do you know which websites are linking to yours? Google has a tool that can answer these questions.

Google Webmaster Tools helps you track the health of your insurance agency website. Today I'll break down how to set up four specific tools in Google Webmaster Tools to help you answer the above questions and more. I've also listed the navigation trail for each section so you can easily find them in Google Webmaster Tools.

1. Data Highlighter

Navigation trail: Google Webmaster Tools > Search Appearance > Data Highlighter

The data highlighter feature allows you to tag certain elements on your insurance website. This can include your agency name, address, phone number, logo and homepage URL. Google can then present your agency data more attractively in search results. To tag this info, select Start Highlighting. A pop-up box will ask you to fill in your agency information and choose a category. For insurance agents who want a strong local presence, select the category Local Businesses from the drop down. Next, choose Tag This Page And Others Like It. After you hit OK, Google will pull up your website, and you can begin tagging.

Data Highlighter

For example, I've highlighted the agency name, full address including state and zip code and the phone number. The local business category requires this information. You will also need to select the category of your website. Using the word Insurance will do.

Data Highlighter

When selecting tags make sure they appear in the same place on every page so Google can fill in this data for the rest of your pages.

The data highlighter is a great tool to use if you're not well versed in writing HTML. Once you're finished tagging, click Done. Google will gather your similar pages and allow you to go through each to make sure all the information is correct. Once you're satisfied with the tags, publish the set to Google. A confirmation page will display notifying you that the page set has been published. Once Google recrawls your insurance website, your data will be available in the Google results pages.

2. Sitelinks

Navigation trail: Google Webmaster Tools > Search Appearance > Sitelinks

Sitelinks are extra links Google provides on each search engine results page. Google chooses the sitelinks they think are relevant to its users. Sometimes Google will allow you to remove links you don't feel are pertinent to your agency.

To remove sitelinks, select Search Appearance in the navigation menu and enter in the sitelink you want to demote. Once done, it can take some time for search results to reflect your changes. You can demote up to 100 URLs which are effective for 90 days from your most recent visit to the Sitelinks page in Google Webmaster Tools.


3. Search Queries

Navigation trail: Google Webmaster Tools > Search Traffic > Search Queries

This page shows the keywords and URLs used to find your website. You can also see the pages on your insurance website that display most often in search results. By default, it shows the last 30 days of data but you can set the date range for the report.

Let's go through all the main elements on this page.

  1. Queries are the different keywords used to find your website within the past 30 days.
  2. Impressions are the number of times your website appeared in the search engine results.
  3. Clicks are the number of times someone actually clicked on to your website.
  4. CTR (click-through rate) is the percentage of impressions that resulted in a click to your website.

search queries

How do you use all this information to your advantage? Check the query list to see if the keywords you're optimizing for are appearing on the list. If not, you should add more relevant content to your insurance agency website.

4. Links To Your Site

Navigation trail: Google Webmaster Tools > Search Traffic > Links to Your Site

This section allows you to see which domains link to your website the most and what keywords they use to link to your site.

link to site

To see if you have bad backlinks, analyze your entire link profile. Investigate any links that have the word directory in the domain name. If a website has a lot of low-quality duplicate content, it's considered a bad backlink. If you see websites coming from other countries, chances are those are bad backlinks too.

To remove bad backlinks, contact the website's webmaster asking them to remove your link. If they don't, you can use Google's Disavow Tool (use with extreme caution).

Links To Your Site also allows you to check your anchor text profile. Your anchor text should include different types of related keywords. Say your main keyword is Dallas auto insurance. Some variations could be Dallas auto insurance quotes, auto insurance in Dallas Texas, Dallas auto insurance policies. Failing to differ up your anchor text can look suspicious to the search engines.

Google makes it easy to improve your insurance agency website. I recommend using these tools in Google Webmaster Tools to help keep your website working at its best.

Be sure to check out our other articles on Google Analytics and Webmaster Tools. If you have any questions, let us know in the comments below.


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