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The Best Ways to Utilize Google Webmaster Tools for Backlink Analysis and Reporting

Google gives us a nice toolbox to work with for free.

It’s something that every good webmaster has utilized for SEO and linkbuilding purposes.

A companion piece to Google Analytics, Google Webmaster Tools gives users a glimpse into what Google’s bots see when they crawl through our sites, uncovering errors and HTML problems we probably wouldn’t have found all on our own.

This collection of free tools is useful for anybody working in SEO—whether they’re responsible for one website or twenty. But as the backlinks nerds we are, we have to ask: Is Google Webmaster Tools effective for backlink monitoring and analysis?

Let’s take a look at how Google Webmaster Tools backlinks works, how it compares to our own backlinks tool, Monitor Backlinks, and how the two tools can work together to take your SEO to the next level.

First, Here’s How to Get a GWT Account

For the unanointed, signing up for Google Webmaster Tools—which is actually now called Google Search Console—is only slightly more difficult than signing up for a Gmail account.

1. Go to Google Search Console.

2. Log in. You can use the same info you provided to set up your Google Analytics account.

3. Once you’ve confirmed your identity and logged in, click the “Add A Property” button at the top of the page.

4. Enter the URL of your website, then hit “Continue.”

5. Next, you’ll be asked to verify that you own your website by adding an HTML tag to your homepage or signing into your domain name provider’s site.

Once you’re in, I’d recommend uploading a sitemap. One of the main benefits of using Search Console is the fact that the tool crawls your site and indexes relevant pages.

Google Webmaster Tools Features

  • Crawl — Having any issues with indexing? Find out and solve them here.
  • Keywords — GWT is the only place you can find out which keywords are actually generating traffic.
  • Sitemap — Tell Google what pages are on your website directly by uploading your very own sitemap.
  • Inbound link checking — View new link data, download backlinks. Unfortunately, the web-based app functions only as a preview.
  • Disavow backlinks — Google scans your site for negative SEO, low-quality links and more. The disavowal tool gives users the chance to disassociate with the websites bringing them down.
  • Penalties — If you’ve gotten a Google penalty, you can find out here.
  • Spotting errors — If there are any sort of HTML errors or other backend problems, GWT can pick up on them.

The Best Ways to Utilize Google Webmaster Tools for Backlink Analysis and Reporting

Google Webmaster Tools for Backlinks: What It Can and Can’t Do

In looking at the items listed above, Google Webmaster backlinks are definitely “a thing.” But, maybe not a good thing?

It kind of feels like the search behemoth left a few things unfinished.

Let me elaborate: GWT gives you a lot of information. You can view click-through rates, identify the keywords people use to find you, and take advantage of the crawl feature.

Additionally, GWT displays links that aren’t live. These are the links on your website that aren’t connected to the public-facing internet.

There are tons of metrics at your fingertips, and it’s free—which of course sounds fantastic.

The problem is, Google Webmaster Tools looks inward. It’s a reflection on how things work within this one, small corner of the web, not so much how it relates to the rest of the internet’s wide world.

Based on my experience with the tool, it’s best described as a way to find and fix SEO errors as well as issues with your site’s functionality. Emphasis on your site, as there’s no competitive analysis to speak of.

Now, how about when it comes to backlinks?

Unfortunately, GWT’s backlinks feature only really works for those who want a snapshot of their own website. It’s not really designed to help you see all your links, no less scoop your competitors’ backlinks or develop a linkbuilding strategy.

GWT only shows a sample of your links, while Monitor Backlinks shows a comprehensive list. Reason being, Monitor Backlinks is a backlink-specific tool and GWT is not.

How to See Backlinks with Google Webmaster Tools

Backlinks (often called inbound links) are a huge part of SEO, and Google would be remiss if it left them out.

GWT does show you links from third-party websites and blogs, but you can only view a small sample of your links while inside the program.

google-webmaster-tools-backlinks

While Google tracks all data going to and from your site, they like to hold such data close to the chest. That said, Google does make some backlink data available through the dashboard.

To access this, simply click the “search appearance” button on the left-hand side, then click “search traffic” then “links to your site.”

google-webmaster-tools-backlinks

When you’ve opened the “links to your site” page, you’ll have the option to view your latest links. ” This page shows you a sampling of new links, who links to you most and how the data is related.

You’ll then have the option to download your links as a CSV. Your data is presented as an Excel sheet sorted by date. To make the most out of your data, you’ll need to make a pivot table to sort accordingly.

google-webmaster-tools-backlinks

Do note that there are quotas, so you might not be able to download the entire backlink list.

google-webmaster-tools-backlinks

While you’re getting some good information about who’s linking to you, you can see that the tables are sparse in terms of data. You’ll basically only be able to see quantity, the source and anchor text (though that’s only visible in a separate area of GWT).

Monitor Backlinks, by contrast, allows you to view all backlinks with an wealth of data by clicking the “Backlinks” tab in the dashboard.

google-webmaster-tools-backlinks

You’ll not only see who’s linking to you and how many links you have in total, but you’ll get to see key SEO metrics for each backlink, such as Google indexing status, Trust Flow, Citation Flow, Spam Score, MozRank, Domain Authority, Page Authority and number of visitors to your site from the page.

You can do the same for your competitors. Competitive analysis is such a major part of building an SEO strategy, and it’s a real shame Google doesn’t provide this feature.

google-webmaster-tools-backlinks

If you wish to export the links into a CSV, you may, but the in-app report allows you to see backlinks in even greater depth, disavow them if necessary and more.

What Can Monitor Backlinks Provide That GWT Can’t?

Look, it’s hard to compare a free tool like GWT to the paid services used by the pros.

But, it does feel like Google is withholding an awful lot of information that you can easily find on Monitor Backlinks.

For starters, Monitor Backlinks shows how you rank for specific keywords from the platform. And, right when you look at your dashboard, you can quickly view new competitor links. Or, learn of old links falling into disrepair.

google-webmaster-tools-backlinks

The interface allows you to view low-quality links versus the good ones, as well as spot errors without needing to download a sheet and comb through it from Microsoft Excel.

There’s also the disavow tool. Disavowing backlinks from Monitor Backlinks involves nothing more than clicking “disavow” from the backlinks tab. All users need to do is check the box on the left-hand side and choose the disavow option in the drop-down menu.

google-webmaster-tools-backlinks

Google, on the other hand, requires users to download a list of links and create a disavow file of those they wish to remove. Monitor Backlinks = much easier.

google-webmaster-tools-backlinks

Is GWT Enough to Analyze Your Backlinks?

The short answer: Not exactly. Google Webmaster Tools’ backlinks feature comes up short, especially when compared to Monitor Backlinks and other backlink-specific tools.

But, GWT is a vital piece of the puzzle for helping you improve your search rankings, by highlighting exactly what’s wrong with your website. In looking at Monitor Backlinks and GWT, it quickly became clear that these aren’t competing tools. Instead, you should consider how they can work together.

Google Webmaster Tools’ backlinks part of the suite isn’t exactly the reason one might use the tool. This is evident upon doing a quick Google search–there’s not really anyone out there using this as their primary source of backlink data.

The tool is better used for exposing problems. Adding a sitemap, for example, makes it easy for Google to crawl through your content.

Wrapping Things Up

Skipping out on Google’s intel is a mistake—SEO is no one-tool job. There’s this real yin and yang aspect of pairing Google’s offering with a tool like Monitor Backlinks.

The former forces you to take a long look in the mirror. GWT explains what’s going wrong on your end with your UX and SEO. MB, by contrast, focuses outward. You’ll see who is linking to you, how your keywords are doing, and how you stack up against the competition.

If you’re looking to get serious about backlinks, you’ll definitely benefit from using Monitor Backlinks to dive in a little deeper. Yes, Google has features like the disavow tool and the option to download links. The problem is, they make it far more complicated than need be.

MB and GWT can work together to create a complete SEO snapshot. Together they’ll take on everything from competitive analysis to how you can tighten up your site and improve your rankings.

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