Google Search Console Guide to Powering Up Rankings

Ever felt like you’re always trailing behind competitors, even though you’re doing “all the right things” with your website? This is a concern many businesses face, and it often boils down to not leveraging the powerful tools at their disposal. Let’s dimensionalize this issue.

The Unseen Struggles of Not Knowing GSC

•  Wasted resources on ineffective SEO strategies.
• Frustration from not understanding the source of traffic drops
• Lost revenue opportunities from not targeting the right audience
• The emotional toll of seeing competitors consistently outrank you
•  Constantly playing catch-up without a clear roadmap

Diving into the Core Issues

Believe it or not, these challenges aren’t just because of poor SEO practices or bad content. No, it’s deeper than that.

Debunking Common Misunderstandings

Many think these struggles stem from not investing enough in SEO tools or not hiring the best SEO professionals. But, the truth?

The Actual Root Causes

It’s NOT about how much money you throw into your SEO. It’s about using the right tools effectively. And one of those underutilized tools? Google Search Console (GSC).

Why Traditional Methods Fail

The usual SEO tools give a surface-level overview. But GSC dives deep, offering insights directly from Google about how it views your site.

The New Way Forward with GSC

Embracing the New Solution

Instead of being in the dark, why not get information straight from the horse’s mouth? Google Search Console provides actionable insights, and you don’t need an SEO guru to understand them.

Benefits of Adopting This Approach

The following are the benefits of adopting this approach:

1. Improved Site Visibility

One of the core advantages of utilizing Google Search Console for your website is the enhancement in site visibility. Think of your website as a store in a vast digital mall. Without proper signboards or directions, potential customers might just walk past without noticing. The same principle applies to your website in the vast expanse of the internet. Google Search Console acts like neon signs and directions, ensuring that your website stands out and is easily discoverable in the crowded digital landscape. It offers insights into how Google views your site, ensuring that all your pages are indexed and highlighting any issues hindering your website’s visibility. With this data, you can make necessary adjustments to ensure that your website doesn’t just exist online but shines brightly for all potential visitors to see.

2. Direct Feedback on Site Performance from Google

Ever wished you could get feedback directly from the source? With Google Search Console, this wish is a reality. One of the platform’s unique features is its ability to provide direct feedback from Google about how it perceives your website. Instead of relying on third-party tools or guessing games, you receive firsthand information on aspects like indexing issues, mobile usability concerns, and security glitches. It’s akin to receiving a report card on your website’s performance, allowing you to understand areas of excellence and those needing attention. By addressing these areas promptly, you can ensure that your website always stays in Google’s good books, leading to better rankings and enhanced trust.

3. Informed Decisions Based on Actual Data

In the digital world, data is gold. And making decisions based on actual, tangible data can be the difference between a thriving online presence and being lost in the vast digital wilderness. Google Search Console provides a plethora of data, from click-through rates to impressions and the queries that brought users to your site. Imagine trying to catch fish blindfolded versus having a clear view of where the fish are; that’s the difference this data can make. Instead of implementing strategies based on assumptions, you can formulate plans grounded in real, actionable data. Whether it’s tweaking your meta descriptions to improve click-through rates or understanding which keywords are driving traffic, every decision becomes more precise, leading to better outcomes.

4. A More Streamlined SEO Strategy

The world of SEO can sometimes feel like navigating through a maze. With constantly changing algorithms and best practices, it’s easy to get overwhelmed. However, Google Search Console can be your compass in this complex maze. With insights into which pages are driving traffic, where your backlinks are coming from, and how well your site performs on mobile devices, you can focus your efforts on what truly matters. Instead of scattering resources in multiple directions, you can channel them to optimize areas that directly impact your site’s performance. It’s like having a roadmap that highlights the best routes, ensuring you reach your destination faster and more efficiently.

What is Google Search Console?

In the vast world of digital tools and platforms, there are few that can offer as much insight and value to webmasters and site owners as Google Search Console (GSC). Dubbing it a ‘backstage pass’ is quite apt, for GSC indeed offers a behind-the-scenes look into how the behemoth search engine, Google, perceives, interacts with, and evaluates your website. But let’s delve deeper into this analogy and truly understand why GSC isn’t just “a tool” but rather “THE tool” for anyone serious about their online presence.

1. The Spotlight on Your Website

Just like a spotlight reveals the star on a stage, GSC shines its light on your website’s performance metrics, offering an unadulterated view of its hits and misses. With GSC, you can see how many people clicked on your site’s listing in the search results, the keywords that drove them there, and even the countries they accessed your site from. This insight is invaluable in understanding how visible and appealing your “performance” (website) is to your “audience” (users).

2. The Director’s Feedback

When actors perform on stage, they rely on the director’s feedback to hone their craft. Similarly, GSC provides direct feedback from Google on various aspects of your website. Whether it’s about mobile compatibility, page loading speeds, or potential security issues, GSC is like that forthright director, pointing out areas that need fine-tuning or complete overhauls. It highlights any issues or challenges that might prevent your site from delivering its best performance in search results.

3. The Rehearsal Room

Before any grand performance, there are hours of rehearsals. GSC offers a similar ‘rehearsal room’ where you can test and tweak various elements of your site. Want to test how Googlebot views a specific page? GSC has you covered. Need to submit a new sitemap after updating content? GSC is your go-to platform. Just like an actor prepares in the rehearsal room, with GSC, you can ensure your site is primed for its best performance on the big stage of Google Search.

4. The Script’s Evolution

Every great play undergoes script revisions to better resonate with the audience. Similarly, the data and insights from GSC enable website owners to refine their ‘script’ – from meta descriptions and titles to content structure. You can understand which ‘scenes’ (or web pages) are the crowd-pullers and which ones need reworking.

5. The Sold-Out Shows

One of the main objectives for any website owner is to increase organic traffic. Think of this as ensuring every show is sold out. With the help of GSC, you can understand which ‘tickets’ (keywords) are in high demand and optimize your site to cater to that audience, ensuring maximum ‘seats’ (clicks) are filled.

How to get started with Google Search Console

The introduction of Google Search Console (GSC) was a game-changer for webmasters and SEO professionals. It provides unparalleled insights into how a website interacts with Google’s search algorithms. Starting with GSC might sound daunting, but in reality, it’s as simple as signing up, adding your website, and diving into the plethora of data it provides. Let’s break it down further:

1. Sign Up or Sign In

a. If you already have a Google account (like Gmail), you can use that to log in. If not, you’ll need to create one.
b. Once logged in, head to the Google Search Console homepage.

2. Add Your Property (Website)

a. Click on the ‘Start Now’ button if it’s your first time. If you’ve used GSC before, click on the ‘Add Property’ option.
b. Enter the URL of your website. Make sure to specify whether it’s ‘http://’ or ‘https://’, and whether it’s ‘www’ or ‘non-www’. This detail is essential as Google treats these as separate entities.

3. Verify Ownership

 

Google needs to ensure that you either own the website or have the requisite permissions to access its data. There are several methods to verify ownership:

a. HTML file upload: Google will provide a unique HTML file that you need to upload to the root directory of your website.
b. HTML tag: Add a meta tag to the homepage of your site.
c. Domain name provider: You can also verify through your domain provider (like GoDaddy, Bluehost, etc.).
d. Google Analytics: If you have Google Analytics set up with the same Google account, you can use it for verification.
e. Google Tag Manager: Similarly, having Google Tag Manager with the correct permissions can also be used.

Choose the method that’s most convenient for you and follow the on-screen instructions.

4. Set Up Your Preferred Domain

Determine whether you want Google to use the ‘www’ or ‘non-www’ version of your site in search results. This step ensures consistency in how your site’s URL appears in search results.

5. Submit Your Sitemap

A sitemap is a roadmap of your website that aids Google in crawling and indexing your pages. If you have one (which is advisable), submit it through GSC:

a. In the left sidebar, go to ‘Sitemaps’.
b. Enter the URL of your sitemap (usually in the format yourwebsite.com/sitemap.xml) and click ‘Submit’.

6. Familiarize Yourself with the Dashboard

Once set up, the GSC dashboard will become your go-to for all kinds of insights, from search analytics to crawl errors. Spend some time navigating through its sections to understand the treasure trove of data available.

7. Regularly Monitor and Optimize

GSC isn’t a set-it-and-forget-it tool. Regularly checking your dashboard will help you identify any issues with your site, understand user search patterns, and adjust your SEO strategies accordingly.

How to verify your website on Google Search Console

Verifying your website on Google Search Console (GSC) is a pivotal step. It ensures that only authorized individuals can access the data and settings of the associated domain. With verification, you will be able to use GSC’s tools and insights. Although it’s a brief procedure, the importance of securing and accurately setting up your site cannot be overstated. Let’s dive deeper:

1. Begin the Verification Process

a. Log in to your Google Search Console account.

b. Click on ‘Add Property’ and input your website’s URL.

2. Choose Your Verification Method

Google provides multiple verification methods, catering to different levels of technical expertise and access to the website’s backend:

HTML file upload: Google will provide a unique HTML file for you to download.

a. Download this file.

b. Upload it to the root directory of your website using an FTP client or your web hosting control panel.

c. Once uploaded, click the provided link in GSC to confirm that the file is accessible.

d. Go back to GSC and click ‘Verify’. If Google finds the file, and it hasn’t been altered, your site will be verified.

HTML tag: This method requires adding a meta tag to the homepage of your site.

a. Google will give you a meta tag.

b. Copy this tag and paste it into thesection of your website’s homepage.

c. Save and publish the changes.

d. Back in GSC, click ‘Verify’.

Domain name provider: This is an optimal method for those who have access to their domain’s DNS records.

a. Choose your domain registrar from the dropdown list or select ‘Other’ if it’s not listed.

b. Follow the on-screen instructions to create a DNS TXT record or a CNAME record.

c. Verification might take some time as DNS changes need to propagate.

Google Analytics: Use your existing Google Analytics tracking code for verification.

a. Ensure that your Analytics tracking code is in thesection of your site.

b. Your Google account should have “edit” permissions for the property in Google Analytics.

c. Select this method in GSC and click ‘Verify’.

Google Tag Manager: This method requires you to have a Google Tag Manager container snippet on your site.

a. The container snippet should be added to your site’s pages.

b. Your Google account must have ‘publish’ permissions in Google Tag Manager.

c. Choose this method in GSC and proceed with ‘Verify’.

3. Complete the Verification

Once you’ve implemented your chosen method, return to Google Search Console and click the ‘Verify’ button. If you’ve implemented everything correctly, you’ll receive a success message.

4. Multiple Verification Methods

It’s advisable to use multiple verification methods. This can act as a backup in case one method fails due to unforeseen changes to your website.

5. What if Verification Fails?

If the verification fails, ensure you’ve correctly implemented the chosen method. Double-check all steps and wait for any recent changes (like DNS alterations) to propagate. GSC will provide feedback on what might have gone wrong, aiding in troubleshooting.

Using Google Search Console features

Google Search Console (GSC) is a treasure trove of tools and reports that provide invaluable insights into your website’s relationship with Google Search. Its features can guide your SEO efforts, monitor site performance, and detect issues. Here’s a closer look at some of its most vital features:

1. Overview

 

Once logged in, you’re presented with an “Overview” that provides a snapshot of your site’s performance, including total clicks, total impressions, average click-through rate (CTR), and average position on Google Search.

2. Performance Report

 

This is arguably the heart of GSC.

a. Queries: Shows which search queries brought users to your site.

b. Pages: Indicates which pages on your site are the most visited.

c. Countries: Displays where your site’s visitors are geographically based.

d. Devices: Shows a breakdown of devices (desktop, mobile, tablet) that visitors use to access your site.

e. Search Appearance: Highlights special features your site might have in search results like rich results or AMP.

3. URL Inspection

 

This tool allows you to fetch and render a specific URL on your site to see how Googlebot sees it. It will show:

a. The last crawl date.

b. The sitemap that helped Google find this URL.

c. Any crawl or indexing issues related to the page.

4. Coverage Report

This report provides insights into the indexing status of URLs from your site. It flags errors, valid pages, and warnings, giving clear guidance on what might be keeping your page out of Google’s index.

5. Sitemaps

 

You can submit your XML sitemap here. It helps Google better understand the structure of your site and aids in indexing.

6. Mobile Usability Report

With the rise of mobile searches, this report is crucial. It identifies issues specific to mobile users.

7. Links

 

A comprehensive breakdown of sites linking to you (external) and the most linked content on your site (internal).

8. Enhancements

Depending on your site, you might see reports like:

a. Core Web Vitals: Metrics related to speed, responsiveness, and visual stability of a page.

b. AMP (Accelerated Mobile Pages): Shows errors, valid, and valid with warnings AMP URLs.

c. Rich Results: Information about structured data types that can be used for rich results.

9. Security & Manual Actions

If Google detects any security issues with your site or if there are any manual actions taken against your site due to guideline violations, you’ll find those details here.

10. Legacy Tools & Reports

Some older tools and reports are still available in this section, like the Robots.txt Tester, which helps you test robots.txt files.

11. Settings

Here you can add new users, verify your site, and see a list of all the domains added to your GSC.

Troubleshooting with Google Search Console

Google Search Console (GSC) is not only a tool for insights and analytics, but it’s also a powerful diagnostic platform that highlights potential issues with your site’s health, security, and indexing. When problems arise, GSC can be your first line of defense in identifying and resolving them. Here’s how:

1. Coverage Report Issues

a. Error Status: If GSC flags URLs with an “Error” status, this indicates pages that Google couldn’t index. The report provides specific error types, like “Server error (5xx)” or “Redirect error”.

Solution: For each error, GSC provides documentation on the nature of the error and how to resolve it.

b. Excluded Status: This section lists URLs that Google chose not to index. Common reasons might be “Crawled – currently not indexed” or “Blocked by robots.txt”.

Solution: Review the reason for exclusion. Some exclusions are natural, like pages you’ve deliberately blocked. For others, ensure the content is valuable and not duplicative.

2. Mobile Usability Issues

 

Error Types: GSC flags mobile usability issues like “Text too small to read” or “Clickable elements too close together”.

Solution: Using responsive design principles can help address these issues. Adjust font sizes, spacing, and design elements accordingly.

3. URL Inspection Tool

Crawl Issues: If a specific URL isn’t behaving as expected in search results, the URL Inspection Tool can provide real-time feedback, showing crawl status, indexing issues, or even mobile usability errors for that URL.

Solution: Address any flagged issues and request indexing once fixed.

4. Security & Manual Actions

a. Security Issues: GSC will alert you if your site is suspected of hosting malware or being involved in phishing activities.

Solution: Address the flagged content immediately. This might involve cleaning infected files or liaising with your hosting provider. Once resolved, you can request a review.

b. Manual Actions: Google may manually penalize sites that violate its guidelines. This section will specify the nature of the violation.

Solution: Rectify the problem, which could range from unnatural links to thin content, and then submit a reconsideration request.

5. Core Web Vitals Issues

Performance Metrics: GSC will highlight URLs that don’t meet Google’s performance standards in terms of Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS).

Solution: Optimize images, leverage browser caching, minimize JavaScript, and address any other recommendations provided.

6. Sitemap Errors

Sitemap Issues: If Google encounters issues while parsing your sitemap, they will be flagged here.

Solution: Ensure your sitemap is correctly formatted, free from errors, and updated. Resubmit once issues are fixed.

7. Enhancements Tab Issues

Rich Results, AMP, etc.: GSC will highlight issues related to any enhanced search features you’re utilizing.

Solution: Address the specific issues—like missing structured data fields or AMP validation errors—and then validate the fix within GSC.

How to use Google Search Console to improve your rankings and traffic

Google Search Console (GSC) isn’t just a diagnostic tool. When used strategically, it can significantly enhance your SEO game, driving more organic traffic to your website and improving your search rankings. Here’s how you can tap into its potential:

1. Review Performance Reports

Queries Report: Delve into the ‘Performance’ tab to discover which search queries are leading users to your website. Look at:

Total Clicks: Which keywords are driving the most traffic?

Impressions: For which keywords is your website appearing in the search results, even if not clicked?

Click-Through Rate (CTR): Which keywords have high impressions but low clicks? A low CTR can indicate a mismatch between user intent and your content or an unappealing meta description.

2. Optimize High-Impression, Low-CTR Pages

Identify pages with high impressions but low CTR in the ‘Pages’ report. Consider:

a. Revising the title tag and meta description for better appeal and relevance.

b. Ensuring that the content aligns with user intent for the associated queries.

3. Analyze Position Data

Pages ranking between positions 5-20 can be considered “low-hanging fruit”. These are pages on the cusp of achieving higher visibility. Optimize them by:

a. Enhancing content quality.

b. Incorporating more relevant keywords.

c. Boosting internal linking.

4. Address Coverage and Usability Issues

Ensure all critical pages are indexed. Fix errors flagged in the ‘Coverage’ report to guarantee that Google can crawl and index your content. Also, resolve any mobile usability issues, as mobile-friendliness is a ranking factor.

5. Leverage Core Web Vitals Data

With Google’s focus on user experience, Core Web Vitals have become essential ranking factors. Use GSC to:

a. Identify pages with poor loading speeds, interactivity, or stability.

b. Address these issues to improve user experience and boost rankings.

6. Enhance Content Using the Discover Report

If your website gets traffic from Google Discover, GSC will offer a ‘Discover’ report. Use this data to:

a. Understand the kind of content that appeals to Discover users.

b. Craft more such content to increase visibility in Discover and drive additional traffic.

7. Utilize the Links Report

Review your most linked content and the sites linking to you. This can inform:

a. Content strategies by understanding what is deemed valuable in your niche.

b. Outreach or backlink-building campaigns.

8. Submit Updated Sitemaps

Whenever significant content updates or site structure changes occur, resubmit your sitemap via GSC. This can expedite re-crawling and re-indexing.

9. Incorporate Structured Data

Use the ‘Enhancements’ tab to understand if your structured data (like reviews, recipes, etc.) is correctly implemented. Properly formatted structured data can lead to rich results in SERPs, which can improve CTR.

FAQs about Google Search Console

1. Why should I use GSC? For direct, actionable feedback from Google.

2. Is it free? Absolutely! No hidden costs.

3. How often should I check it? Regularly. It’s your SEO health check.

4. Does it help with site errors? Yes! It provides solutions too.

5. Can it boost my traffic? Directly, no. But using its insights can.

Conclusion:

Mastering the intricacies of Google Search Console is paramount for anyone aiming to bolster their website’s rankings in 2023. Our ‘Google Search Console Guide to Powering Up Rankings’ not only elucidates the fundamental steps but provides actionable insights to leverage GSC effectively. As the digital landscape continues to evolve, keeping abreast of tools like GSC becomes more crucial than ever. By harnessing its full potential, you’re setting your site up for heightened visibility, optimal performance, and unparalleled SEO success.”

Ready to elevate your site’s performance with our ‘Google Search Console Guide to Powering Up Rankings’ service? Contact us now, and let’s boost your rankings together.

• August 10 , 2023
• Rushik Shah