Alexi Douvas, from Google’s Search Quality Team, in this video shows an interesting feature of Webmaster tools that you can use to understand the kind of traffic Google is sending your way. Under the left menu item ‘Traffic’, the ‘search queries’ page of the Webmaster tools lays out some interesting data. This page can help website owners analyze search results – you can see data such as the number of times the website appeared in search results for various keywords, the number of clicks and the clickthrough rate (CTR) of the webpage through a particular search term.
This data can used to analyze how ‘search engine optimized’ your website is. For example, if the click through rate is very small, then your site is getting impressions through a ‘not so good’ keyword. In this case, if you are using this keyword for site optimization – then it may be best to leave it out of your SEO strategy. On the other hand, if you see a key term not a part of your target keyword list but having a high CTR, this is the one to include in the your SEO strategy.