Expert’s Take: A Comprehensive Guide on Using Google Search Console for SEO Prowess
Emma Megan / March 19, 2019 | 7 Mins Read
While traffic might seem pretty annoying on the road, it does wonders for your website and can be the sole source that highlights your business as a hustling investment.
A website seems pretty good on the charts but right now, you require a few conversions to start with as well. Conversions just don’t happen overnight – while your website is rich in content, it is perhaps not optimized to drive you traffic in the first place.
Google is not just a search engine – it is a dynamic power tool for organic SEO and SEM purposes. Previously known as Google Webmaster Tools, Google launched Google’s Search Console that is unpaid and aimed to somehow, ‘fix’ your website according to the dynamics of the search engine.
Getting Started with Google Search Console
While most people address Google Search Console as the ultimate tool for establishing, monitoring and subsequently, fixing your website’s organic presence, we call it a lifesaver and sidekick to Google Analytics. Research in 2017, Google emerged as a gatekeeper to global search traffic that comprised over 79% -this was followed by Bing with 7.2%, Baidu with 6.5%, and Yahoo with 5.06%.
It is basically a dynamic tool for webmasters, web developers and search engine optimizers to find out exactly what’s wrong with their website’s search optimization. If your content has a lot of spam in it, Google Search Console will help you remove it and replace it surplus, new content that will be optimized according to Google’s needs.
Google Search Console is data heaven – it digs deep into your website and brings out the dirt such as spam, redirect issues and site errors that might have played a role in diverting traffic from Google. It also lets you understand the outreach of your website by bringing up site rankings and the performance based on your search results on Google.
Setting Up Google Search Console for Your Website
Head over to Google Search Console and enter the URL of your website into the bar that is shown on the homepage. Click on ‘Add a Property’ that is right next to the bar to confirm using the tool as you go. After this, you’ll be required to verify your website’s URL which you can do easily. All you need to do is link your website to a working Google e-mail address after which your account will be verified and created in a jiffy.
Google Search Console Dashboard
The dashboard is divided into a comprehensive menu pertaining to sections and sub-sections, all of which are necessary for you to understand the glitches and errors in the optimization of your website.
Mentioned below, is an expert guide to four specific outlooks on Google Search Console that can help you understand the dynamics and importance of SEO for your website.
Want to follow the SEO trends this year? Click here to read further.
1. Search Appearance
This section helps you to understand the representation and visualization of your website in the Google search results. It is divided into six sub-sections, all of which consist of rich codes that are advantageous for SEO. This section also helps you to entertain and test live data to understand better and consequently, improve your content with each change as you go on.
I. Structured Data
Structured Data helps you program the rich snippets of selective data such as movies, TV shows, recipes, etc. that is not only exhaustive but also covers all parameters of the inclined search. This rich snippet can be added in advance to your website’s HTML code by your website’s developer so that Google can index it to categorize ‘extensive’ and ‘rich’ results.
Since you can add rich snippets of your local business, try to add content that will help garner maximum attraction from users. For instance, users prefer to read testimonials from clients and dig up relevant information about a specific business before working with them. Most people tend to verify businesses online with the information displayed on Google so make sure your webpages are exhaustive and authenticated to deliver a prompt and accurate response.
II. Rich Cards
Google introduced Rich Cards as an addition to Rich Snippets since they are visually appealing and help to leverage content better. Since this a latest addition, Google is currently employing this feature for content related to Recipes and Movies.
III. Data Highlighter
You need a web developer to write the codes for Rich Cards and Rich Snippets in HTML for Google to follow? Data Highlighter aims to get rid of this hassle in the first place. It works as a manual tool and allows you to personally highlight the data you’d want to appear as Rich Cards in search results. This too has limited options and can be used only for recipes, movies, local businesses, etc.
Since you’re highlighting data manually, you’d have to take each URL of your website into consideration, albeit separately.
IV. HTML Improvements
Indexing your website on Google isn’t child’s play – you’re not only dealing with content but also with titles, meta-titles, descriptions, and meta-descriptions. Google Search Console takes the chance to crawl through your website while indexing and walk you through the errors (spam or duplicate content and titles tags or meta descriptions) that might come across during the process.
Sitelinks are usually generated from a website’s displayed categories. If your website hasn’t achieved the desired critical acclaim, then Google’s algorithm will come up with relevant sitelinks to redirect users to specific (or most searched) pages on your site. The power to change sitelinks is invested in Google, and you can only improve your content for better structure and display.
VI. Accelerated Mobile Pages (AMP)
AMP helps improve mobile usability of your website by rendering your web pages with fast-loading mobile specifications. This feature allows web developers to develop extensive yet easy-to-load webpages in HTML and JS and consequently remove those that are sluggish and bad for the website’s user performance.
2. Search Analytics
This is perhaps the most valuable and dynamic section of Google Search Console for optimum SEO prowess. It comprises of reports that not only cater to your website’s rankings but also to that of your keywords as well. It also reports website penalties that are imposed by Google and encourages actions for maximum mobile-friendliness for users.
I. Search Analytics Report
This exhaustive report touches geographic bases as well as covers the leverage and rankings pertaining to several other categories. The report comprises of categories and filters that can be broken down and leveraged through optimally for the improvement of SEO.
a. Clicks per Keyword
The first category in this report helps you to classify the ranking of each keyword in the SERPs according to the clicks it received. In order to improve the number of clicks per keyword, you can either add backlinks to your website or create specific landing pages with rich, optimized content.
b. Number of Impressions per Keyword
It helps you analyze the way users interact with your website in response to a specific keyword. For instance, if your website has higher impressions but a much lower number of clicks per keyword, then chances are that the content of your displayed meta title or description has failed to do justice to garner traffic.
c. CTR (Click-Through-Ratio)
Expressed in percentage form, the CTR aims to specify the ratio between the clicks and impressions per keyword on your website.
d. Search Position per Keyword
This category helps you to analyze the ranking of your desired keyword on a respective SERP. For instance, if the position of a particular keyword is #120, your users might find the relative content on page #12 on the search results on Google. In order to rank higher, you need to optimize keywords in relevance to the targeted landing pages.
The Search Analytics Report tool consists of a few filters that help you compare keywords with one another and with a respective audience. For instance, the Queries Filter helps you to compare varied sets of keywords for better ranking and deeper insight. The Pages filter helps you to analyze different URLs in accordance with the number of clicks per page.
II. Miscellaneous Reports
The Search Analytics tool also consists of reports pertaining to the performance of a website in response to external links or backlinks and internal links as well. These tools help to analyze your content deeper so that you can remove backlinks that are either spam or irrelevant.
Usually, your website’s quality is decreased due to Black Hat SEO-performing websites that have been linked externally to reduce user engagement. This calls for an extensive action other than an automatic backlash when Google’s algorithm penalizes your web page for black hat SEO spam. So, you have to fix your website for subsequent ranking on Google’s SERPs.
Here are some tips to create link-worthy content for your brand.
3. Google Index
Google Index looks into the ranking of your web pages in correspondence to optimized content keywords for SEO such as titles, tags and web content. In addition, it requires access to every page of your website in order to rank it accordingly. For instance, if your website consists of blocked resources, then this section will help you address and remove the targeted hosts for maximum ranking.
4. Google Crawl
Crawl has introduced Googlebot that literally crawlsover your web pages to bring up site errors and various factors aiding to the indispensability of your website. It can, therefore, analyze working pages, irrelevant pages and soft 404 error pages that contribute to slowing down your website.
The Final Word:
In order to escape the uncertainty of waiting months after months for your website to attract organic traffic, it is time you take Google by the reins and understand what a gem it actually is.
Google has taken the opportunity to maximize your SEO prowess by enabling you to take care of all parameters through its Search Console. In order to analyze the ROI of your company with optimum Feedback and a working logistical platform, you can refer to this site here for maximum input and references.
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Emma Megan is a passionate marketing and business blogger. She loves to engage with readers who are seeking B2B and B2C marketing related information on the internet. She is a featured blogger at various high authority blogs and magazines in which she shared her research and experience with the vast online community.