How to Make the Most of Google Search Console

Google Search Console (GSC) is an immensely insightful tool for businesses serious about improving their online presence.

As a free service from Google, GSC provides crucial insights into how your website performs in search, identifies any issues that could impact your rankings, and offers an array of features to help you fine-tune your SEO efforts.

But with so many features, how can you ensure you’re getting the most out of it?

Why is Google Search Console Important?

Before we dive into the finer details, it’s essential to understand why Google Search Console is vital for SEO success. Whether you’re running a small local business in Sussex or managing the digital presence of a multinational company, GSC allows you to:

• Track and improve search rankings
• Identify and resolve technical issues
• Monitor your site’s mobile usability
• Analyse user behaviour and performance metrics
• Optimise content to improve click-through rates (CTR)

It’s a powerful tool that can boost both your site’s visibility and functionality, helping you grow your business efficiently.

Setting Up Google Search Console

If you haven’t already, your first step is to set up Google Search Console for your website.

1. Head over to the GSC homepage and sign in with your Google account.
2. Choose the URL prefix option, as this gives you more verification methods.
3. Verify your site by connecting it with Google Analytics, uploading an HTML file, or using a domain name provider.
4. Submit a sitemap to ensure Google can effectively crawl and index your site pages.

Once set up, you’ll start gathering invaluable data on your site’s performance.

Essential GSC Features You Should Use

Now that you’re connected, it’s time to explore the most beneficial tools within GSC. Let’s look at the key features that will help you optimise your site and boost search rankings.

1. Performance Report

The Performance Report is the heart of GSC. It shows how your site is performing in Google Search, including metrics such as:

• Total clicks: The number of users who clicked on your site from search results
• Impressions: The number of times your pages have appeared in search results
• Average CTR: The percentage of impressions that have converted into clicks
• Average position: Where your pages rank for specific search queries

These metrics give you a clear picture of your organic SEO health. For example, a high number of impressions but a low CTR might indicate that your content, title tags or meta descriptions need refining, or that you need to consider conversion rate optimisation (CRO). By optimising these elements, you can improve CTR and drive more traffic to your site.

2. Index Coverage Report

The Index Coverage Report helps you see which pages Google has indexed and flags any that might be causing issues. Common errors include (but are not limited to):

• Crawled but not indexed: Pages that can be crawled by Googlebot but cannot be indexed for some reason
• 404 errors: Pages not found
• 5xx server errors: Server issues preventing pages from being accessed
• Redirect errors: Problems with page redirections
• Blocked pages: Pages that are blocked by a robots.txt file or contain a ‘noindex’ tag

By monitoring this report, you can fix issues before they negatively impact your search rankings. If a crucial landing page isn’t indexed, it won’t show up in search results, meaning you’re missing out on potential traffic.

3. Core Web Vitals

Google is red hot on user experience (UX), with it being a hugely influential ranking factor, and Core Web Vitals measure just that. These include:

• Largest Contentful Paint (LCP): How long it takes for the main content on your page to load.
• Cumulative Layout Shift (CLS): The visual stability of your site as it loads.
• Interaction to Next Paint (INT): How quickly your site responds to user interactions.

Improving these metrics not only enhances your search rankings but also leads to a better UX, which could increase conversion rates. For businesses focusing on local SEO strategies or e-commerce, optimising these metrics can give you a competitive edge.

4. Mobile Usability

With mobile searches now surpassing desktop, having a mobile-optimised website is essential. The Mobile Usability Report in GSC highlights any issues that could be affecting your site’s performance on mobile devices.

Common problems include text being too small to read, clickable elements being too close together, or content being wider than the screen, to name just a few. By resolving these issues, you ensure that mobile users have a seamless experience, which in turn helps improve your search rankings.

5. URL Inspection Tool

The URL Inspection tool allows you to check how Google crawls and renders any specific URL on your site. It’s an invaluable feature for troubleshooting, as it shows whether Google can access the page, if there are any errors, and whether the page is mobile-friendly.

You can also request Google to re-crawl and re-index a page after making changes, which helps speed up the process of getting new content or updates ranked.

Leveraging GSC for Growth

At Artemis Marketing, we believe Google Search Console isn’t just a tool for monitoring; it’s a growth driver when used correctly. Here are a few advanced tips to maximise the benefits:

Optimise Underperforming Pages

Look for queries where your site ranks just below the top results (positions 5-10). These pages are prime opportunities for optimisation. Tweak the content, enhance the internal linking, and focus on improving user engagement signals like time on page and CTR.

Backlink Insights

The “Links” report in GSC offers valuable data about your site’s backlink profile. Use this to identify high-quality backlinks, uncover potential opportunities for further outreach, and spot any spammy links that could harm your site.

Monitor Seasonal Traffic Shifts

GSC’s comparison feature allows you to compare traffic and performance over different time periods. This is particularly useful for businesses that experience seasonal fluctuations, helping you prepare for traffic peaks and optimise your content accordingly.

Google Search Console is a powerful tool that every business should use to enhance their SEO strategy. By regularly analysing performance data, resolving technical issues, and optimising for both mobile and desktop users, you can stay ahead of the competition and grow your online presence.

At Artemis Marketing, we’re experts in using GSC and a wide range of other tools to drive meaningful results for our clients. Whether you have built a website with our professional developers or you have entrusted us to build your organic traffic using a range of CRO and SEO services tailored to your industry, we know how to maximise the benefits of using GSC and other tools in the expanding Google Suite.

Get in touch today if you need help making the most of your organic traffic or developing a bespoke SEO strategy tailored to your business goals.