Google recently released a long overdue redesign of their SEO monitoring tool, Google Search Console. In the newly updated interface, reports show a much longer history of data. Knowing how to use that data can assist you in specifying exactly where to spend your energy improving the performance of your site. There are two main reports I use that I will discuss here.
Clicks and Impressions
This report will show you how two metrics. First, how many times you’ve showed up as a potential result in a Google search (Impressions). Second, how many times showing up in the list resulted in a user clicking through to your website (Clicks). The new console will allow up to 16 months of data, as opposed to the previous limit of 90 days. While it’s great to show this trended data over time and see it grow, the data just below the trend lines is even more interesting.
The queries report shows exactly which words the user entered that resulted in your Impression. If you’re showing at all, that’s a step in the right direction. You can then spend time evaluating your performance on each of the keywords. It might be worth it to create some dedicated content targeting those words since. Google already considers your domain to be an authority on the subject. Creating targeted content can get you onto page one and drive significant traffic to your site.
The pages report shows exactly which pages of your site are showing up in Google searches. This can be good for two reasons. First, it shows you what your most valuable content is so you can spend your limited hours each day where it will count the most. Second, it might show you that some less-than-desirable pages are being hit most often from organic searches. Quick, fix these pages up! Make them good landing pages with calls to action to drive towards your goals.
If you’re having any trouble getting your Google Search Console set up, or just have some questions on how best to interpret the data you’re seeing, contact us today for an SEO evaluation.