Google Search Console (GSC) is designed to help website owners understand how their site is performing on Google Search.
This free online tool provides insights on how a website is crawled and indexed. It also identifies any issues that may affect the website’s performance, such as 404 errors.
GSC provides valuable marketing data, such as your website’s average position on the search engine results page, as well as information on the numbers of users clicking through to your website.
With this information, you can identify which of your website’s pages are performing poorly or which pages people are viewing on the search engine results page but aren’t clicking through to.
When a page receives thousands of impressions but very few clicks, it may indicate that the content of the page doesn’t match the intent of the searcher, which is why people aren’t clicking through to the website.
This information is telling us that the content on this page may need to be optimised to help improve its performance on the SERPS.
Google Search Console is not only useful for tracking page performance, but it can be utilised to discover entirely new content ideas worth including in your marketing campaign.
The ‘Performance on Search Results’ tab shows all the search queries that your website is ranking for, regardless of their relevancy.
By analysing this data, you can find keywords that are driving clicks or impressions to your website that you’re not currently optimising for. By focusing your resources on these keywords, you can easily capitalise on terms that you’re already ranking for but may not have otherwise considered.
For example, let’s say you own a carpet cleaning business in Chester. You may target keywords such as “carpet cleaning Chester” or “rug cleaning Chester” within your online marketing strategy, and in doing so, have dedicated landing pages focusing on these services. That’s great! You’ll hopefully be ranking for these terms and driving the relevant traffic to your site.
What you may not be aware of is that your website may be ‘accidentally’ ranking for keywords that you’re not targeting. This means that Google is showing your website in a search for this term because it thinks it’s relevant to the user.
Let’s say that GSC is showing that your website is appearing in searches for the query “carpet cleaning in Ellesmere Port”.
This means that although you’re not optimising your website to target “carpet cleaning in Ellesmere Port”, people are finding your site on Google when searching for this term.
With Ellesmere Port 20 minutes down the road and your website already ranking for “carpet cleaning in Ellesmere Port”, if business resources allow you to provide this service, it makes sense to create a dedicated landing page targeting this term. Why not capitalise on something that you’re already ranking for?
If you’re looking for new content ideas, one of the first places to look is Google Search Console. Take the guess work out of what people will need to search to find your website by using the queries you’re already ranking for.
Need some help using Google Search Console to come up with some new content ideas for your website? Contact the friendly team at Engage Web today.
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