Also see,
Introduction to Search Engine Optimisation
Beyond SEO – The right traffic to your site
An Introduction to Google Webmaster Tools
Introduction to Google Analytics and other website analytical tools
Introduction to Pay Per Click Campaigns
PPC Pay Per Click Marketing and purchase process
Integrating online video into your digital marketing strategy
Webmaster tools provides a window into how google sees your site. Webmaster tools shows you how many pages in your sitemap are indexed in the Google directory, if your site and it’s pages contain errors, internal and external links, site crawls, page rank etc. Use this set of information for constant monitoring of your site especially if your websites information changes on a regular basis. Also use it to continually improve your sites Search Engine Optimization and improve the page rank.
Site Configuration
Sitemaps are your list of sitemaps that you have under that webmaster tools account, URL’s Submitted are all the URL’s in you sitemap that have been submitted to Google and URL’s indexed are the pages that have been submitted by Google to their directory.
Your site on the web
A very powerful tool is the search terms and positions you achieved that didn’t necessarily lead to a hit Top search queries. This adds a new dimension allowing you to see the search terms that are performing well and the pages that might need attention in order to entice visitors. There are other powerful tools on the Internet that provide similar information but webmaster tools are easy and accessible. Links to your site provide a quick snapshot of the links in the Google directory that link to your pages, note: this will not include every site on the Internet as you will see by having a look at you traffic sources in Google Analytics. Keywords is a quick look at what the Google Bot has picked up as your most frequently used words and terms on your site and should reflect the content you wish to promote. Internal links should include the majority of the hyperlinks that link to pages within your site.
For SEO improvements the Diagnostics Crawl errors are useful to identify dead links, page errors, not founds, unreachables etc. Always try and keep these down to zero if it’s possible on your website.
As I mentioned, there are many detailed softwares and sites that perform these functions, see my links page under SEO for more details.
Sitelinks are established by google, you may have seen them under the brief description in search listings. Once established you have the option to remove the irrelevant links, for example, your contact us may be identified as one of your sites most frequently visited page but is not necessarily the landing page you want listed in your sitelinks.
