Google have added a new beta tool inside of the Google Webmaster’s panel, this feature, “Search Analytics” (Beta), brings back some functionality that had been taken away from Webmaster’s in the past few months, namely things like raw impressions and clicks.

This new panel brings with it some slightly tweaked filters and variable controls: Queries, Pages, Countries, Devices, Search, Type, Dates. And most importantly we once again have a bit more insight into keyword usage, which of late has been fairly locked down by Google for data protection/privacy reasons. We now have access to insights on search position for keywords, click through rates (CTR) on those keywords as well as drill down views for the above mentioned filters.

It’s nice to have some more in-depth control and granular sorting of the impressions and clicks via SERPs again. However it still has the inherent problem that has always affected the majority of Webmaster’s data, in that only the only the previous 90 or so days data is accessible.

Confusion?

However, as much as I like these new features, I can’t help but feel there’s a growing disparity and line blurring between Google Analytics and Webmaster’s. I feel Webmaster’s should be left to issues regarding site health, settings, localisation etc, and the actual data and analytics all left to be grouped into Google Analytics. I’m not sure what the long term plan that Google have for Webmaster’s/Analytics, but whatever it is, it doesn’t seem hugely structured currently.

What are your thoughts? Let me know on Twitter or via the comments.