Google Webmaster Tools provides an extremely useful set of information under Top search queries (find it under “Your site on the web”). It provides a sanity check to ensure site content matches the searches that visitors are using to get to the site.

This tool has two statistical tables: Impressions and Clickthrough. Impressions lists the top Google searches where the site appeared combined with the site’s average ranking in those search results. Clickthrough lists the top Google searches where visitors clicked through to the site.

The following information is available in the two tables:

#: The ranking for the query
%: The percentage of the top 100 queries represented by the listed queries
Query: The keyword used
Position: The highest position any page from the site ranked for the query. Note that this data is dynamically averaged over the past week.

After comparing the two tables, consider the ways to make site content more compelling so users click through to the site in search engine results pages. This is where page title and meta description are critical, since this content will appear in search results.

Google also notes that this data may differ from Google Analytics since Webmaster Tools processes data to eliminate duplicates and visits from robots. Google Analytics will also only track traffic from users with JavaScript enabled in their browser.