Seo strategy

How to Use Google Search Console Insights for SEO Strategy


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There are many tools that can help you analyze your website audience data and improve your SEO strategy; in fact, you can use a combination of them and maybe even pay to use them.

Enter Google Search Console Insights (GSCI), one of Google’s newest and most requested SEO improvement tools.

Keep reading to find out how you can grow your brand using GSCI!

What are Search Console statistics?

Google Search Console Insights is a free platform that helps you optimize your SEO results using data collected from Google Search Console and Google Analytics.

It provides insight into website statistics and analyzes content performance from a technical perspective. It also allows you to identify problems with your web pages while helping you tailor the website to your users’ needs.

It’s a useful tool that web content creators, marketers, and SEO specialists need and tend to love.

Google Search Console Insights helps businesses and website owners on their search engine optimization journey. It’s a guide to improving metrics, such as…

  • Keyword placements
  • Average page view time
  • Content quality
  • Website usability

If you are still new to this topic and want more details to better understand the basics, check out this guide for Google Search Console.

How do I get started on Search Console?

To get started, sign up for Google Search Console, then add and confirm site ownership! It’s simple, but it’s done in a few steps:

  1. Login to Google Search Console with your Google Analytics account so that they sync. (As noted earlier, GSCI collects website performance data from both).
  2. Click on Add a property.
  3. To choose a domain or a URL (preferably a domain).
  4. To confirm you own that property, whether it’s a domain or a URL, from your DNS provider. However, the easiest way to verify your ownership (the URL option) is to use your Google Analytics account.

How do I access Search Console statistics?

  1. Click the Overview tab in Search Console and select Search Console Insights at the top of this page. In the Google app for iOS, click your profile picture and select Search Console Insights from the account menu.
  2. Access from Google search in search results.

Once you have access to this tool, you will need to log in once in a while to make sure everything is going well, once a month or whenever you post new content. If GSCI notices unusual activity on your website, you will receive an email alert.

How to transform GSCI data into SEO solutions?

Now let’s move on to using the data collected by GSCI to optimize your website’s organic ranking in search engines.

Instead of making you come to your own conclusions by looking at simple charts and graphs from the analytics, GSCI will automatically answer the important questions you’re probably asking about your website, including the following five.

1. What is your best performing content?

The “Your most popular content” report shows the best pages by performance. Based on this data, you can prioritize work on the pages. You can find out what type of content is getting the most attention and which ones are trending.

GSC uses three badges to help you identify relevant information for your content:

  • The top 5 results show the average organic search position of the content in the top 5 spots.
  • The x% trend compares the previous 28 days of your content with how content performed before that time.
  • A high average duration highlights long-form content over other content on the website.

2. How is your new content performing?

Google Search Console Insights is also useful for analyzing your new pages. Check which of the recently published contents are quickly receiving impressions in Google search results. Use the “Your New Content” report. It shows which new pages have received their first views in the last 28 days, sorted from most recent to least recent.

If tests or strategies worked well, you can extrapolate from the results. We now know which pages Google likes, so we can build hypotheses and develop strategies to keep delivering similar content.

3. How do people discover your content on the web?

By knowing where people are discovering your content, you can dramatically shift your marketing game to focus on those traffic channels. To understand how people get to your page, GSCI displays your three most popular traffic sources, such as organic search, paid search, direct, social, and referral.

google search console insights traffic sources

But to get the most detailed information, you should always check on Google Search Console, where in the “Performance” report, you can open the graph to show you metrics for impressions, click-through rate and dimensions for queries. and even countries.

You can browse the available filters to check your page’s performance in a specific area.

For example, you can determine where your traffic is coming from by entering a search type filter. If you want to know which pages drive traffic from image search results, select “Image” when browsing the filters. From the graph displayed, you will be able to see which queries, pages, and countries are driving the most traffic for that particular search.

4. What are people looking for on Google before viewing your content?

How visitors find your site on Google

Here you have access to the section that displays the top 50 search queries sending people to your site from Google’s search engine. Queries would be ranked based on the number of times they were clicked on in a Google SERP.

You have a ranking position under each query and by default the list shows “most searched queries”. You can also switch the list to “Most Popular Queries” to see which search queries have increased the most in terms of clicks in the current 28 days compared to the previous 28 days.

5. Which article directs users to your website and its content?

The GSCI has a report section called “Referrer Links from Other Websites” which tells you the number of entries on a certain web page generated by a specific referring page. There you can see which of the websites linked to yours are most relevant to your users. You can then decide whether you should always publish articles on this referring site or promote the page where the traffic is coming from.

Additionally, knowing which links are performing well can help inform your future link building strategy.

What else should I consider with GSCI?

Track data over time to see how your website has improved since using this tool. Constant tracking of growth is how you can maintain it, so keep the following in mind:

  • Confirm that Google associates your content with your target keyword. the SE Ranking Keyword Tool can help you choose the best keywords for your niche and optimize your content with those keywords. You can also find out which new pages you need to create using this keyword suggestion tool.
  • Prioritize important web pages. Check which ones are performing the best in terms of organic search growth and analyze which efforts bring the best SEO results.
  • Pay attention to how long visitors spend on your website (a measure of average page view time). If this metric is too low, check the relevance of your content and the structure of your website. (Keep in mind that Google Search Console Insights data is different than Google Analytics data. GSCI combines data such as pageviews and average time on page from Google Analytics with search statistics such as clicks and average position. Basically, one represents the activity that happens on the Google search bar, and the other what happens on your web page.)

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Ultimately, your audience decides whether your content and website strategy works. Google Search Console Insights helps you understand what your audience likes and dislikes about your website. It’s a great tool for beginners and marketing experts alike.

GSCI can help you improve your content strategy, increase your visibility in Google’s search engine and grow your audience.

More resources on SEO strategy

The Art of Being Found: SEO for (Non-Tech) Marketers | Master Class MarketingProfs

Eight SEO Strategies to Consider for 2022 [Infographic]

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