Is WebMaster Tools a Secret?

Recently I gave a talk at a conference, eMetrics, in Boston. I was talking to Web Analytics people who were in my session to gain insight into reporting on Organic Search traffic, trends and issues. While I did show some information from Google analytics that could be useful, I primarily talked about Google WebMaster Tools. I got this tweet that day: 

#emetrics Another year, another great presentation by @webmama TA: Webmaster tools is your friend.
(Thanks to @ToddSchauman)

I stressed that the person looking at Google Analytics should be the same person that is deep into the data of Google WebMaster Tools. No longer should WebMaster tools just be the realm of webmasters and techie SEO people, but should be elevated to the level of Analytics – a way of determining how people are finding your products and services. WebMaster tools provides the ‘not provided’ information that disappeared from Google Analytics. 

Bottom line – as Todd said – it is time to incorporate information from Google Webmaster tools: keyword queries (impressions) and clicks with associated landing pages.