With so many website analytics tools available at varying price points, it can be difficult to assess which tools to take advantage of– and which to ignore. As digital marketing experts, we highly recommend taking advantage of Google Search Console (GSC), a free tool for anyone looking to understand and improve their website’s performance and organic search traffic. Here’s why:
What is Google Search Console?
Google Search Console is a free tool offered by Google that helps website owners and marketing professionals understand their site's visibility in Google search results. The program provides insights into your site's search traffic and performance, as well as issues that might affect your site's search rankings.
How is Google Search Console Different From Google Analytics?
While both Google Search Console and Google Analytics are great tools, they serve different purposes:
- Google Search Console focuses on the technical performance of your site in Google search results, helping you understand how Google views your site.
- Google Analytics can give you insight on your website's overall performance by tracking and reporting website traffic, such as how long visitors stay on your site, the pages they visit, and the actions they take.
The TL;DR: Google Analytics helps you analyze your site’s performance from the perspective of the user, while Google Search Console helps you analyze your site’s performance from the perspective of Google itself.
Understanding Your Site's Performance in Search Results
One of the primary functions of Google Search Console is to report on how your site performs in Google's search results, including information on:
- Search Queries: Learn about which search terms bring users to your site, how often your pages appear in search results, and the click-through rate (CTR) for those terms.
- Page Performance: Identify which pages on your site are most popular in search results. This allows you to understand what content resonates best with your audience for future content development.
- Device Breakdown: Learn how your site performs across devices, including desktop, mobile, and tablet, helping you understand potential UX/UI issues.
Managing Your Search Appearance
GSC allows you to manage how your site appears in search results, offering control over elements such as:
- Sitemaps: Submit and monitor sitemaps, helping Google more efficiently crawl and index your site's content.
- Robots.txt Tester: Test and verify your robots.txt file to ensure you're not unintentionally blocking important pages from Google's crawlers.
- Search Appearance: Optimize how your site's listings appear in search results through structured data and meta tags.
Your Site's Link Profile
Links are a foundational aspect of SEO. Google Search Console provides detailed reports on your site's link profile:
- Backlinks: See which sites link back to you, which can help identify opportunities for partnerships or content promotion– or simply see what content is resonating with users.
- Internal Links: Review your internal linking structure to ensure you're effectively distributing page authority and helping users navigate your site.
When used correctly, Google Search Console can help you identify opportunities for improvement, troubleshoot issues before they impact your rankings on SERPs, and develop a content strategy that works. With questions or concerns about using the tool, get in touch with our team.
