Ever since Google made the move to encrypt all searches, marketers have been searching for alternative ways to glean keyword referral data — and many have turned to Google Webmaster Tools (WMT) data as a replacement source.
To be clear, the data from Google Webmaster Tools is limited. You can only see your top 2000 terms, your data only goes as far back as 90 days, and the information is related to user interaction with the SERPs rather than with your site.
But, while you can’t use WMT data as a true replacement data source for keywords, you can use it as a proxy.
In my article on Marketing Land today, I share some tips for how you can effectively use WMT to glean keyword insights:
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