In digital marketing, the driving factor that helps in making the right decisions is correct data generated through analytics. Google Search Console is a very powerful tool for generating insights on website performance that is not possible to get with other software/tools. Google Search Console is a combination of different resources, tools, and complex metrics that assist you to understand and follow your page performance in search results and knowing how bots see your page. This post explains why every marketing professional should be using Google Search Console.
Search Appearance Resource Helps You Understand Site Appearance
The search appearance resource shows you the appearance of your site or post in various search results. Though there are dozens of factors that could influence how your page appears, Google Search Console gives you some tools to change the appearance and make it more impressive to visitors.
- Structured data: Structured Data/schema shows all structured data markup on the page. It contains additional codes that are included on your site to give search engines a better understanding of the site. The schema has a graphical representation to allow the site owner review historical trends and errors in the page.
- Data Highlighter: This resource is a useful tool that helps a user to add data and info into their website. For example, you can add a URL, select info to highlight an event, and tag the page with a unique markup.
- Html improvement: This resource is very critical because it provides insights on how to improve user experience and site performance. It outlines areas that are having problems with your meta description like lengthy meta descriptions, poor title tags, and challenges with non-indexable info/content. As an online marketer, these are the critical issues that you have to fix to enjoy higher traffic and conversions.
- AMP: AMPs (Accelerated Mobile Pages) are lightweight pages that utilise HTML subset with very few extensions. AMP tool helps to show errors and how they can be addressed on the page. Because more people are using mobile phones to browse, identifying these errors is very critical to ensure that every email, social media, or on-site campaigns are easily visible.
Google Index Helps You Diagnose Indexing Issues
This resource provides information about how Google is indexing your page using the following tools.
- Index status: This feature displays (in a graph) the pages that have been indexed by Google and those blocked by your website’s robots.txt file.
- Content Keywords: This feature is essential because it gives you a complete view of how Google views your site. You can tell how Google reads the page and review why specific keywords ranked very low on Google and what to do about them.
- Blocked resources: For your page to be ranked by Google, Googlebots must crawl through. This resource is beneficial in identifying what might be blocking Googlebots from accessing your page. For example, if your robots.txt file is blocking Googlebots to crawl the site and notify you.
Search Traffic Helps You Understand the Nature of Traffic on Your Site
- Search Analytics: This tool helps you understand information related to all searches on your page. The tool outlines the dimensions including queries, pages, dates, countries, and devices used to do searches. It also gives metrics such as impressions, clicks, click-through and overall position. If you realise that a particular keyword is generating more traffic, you might consider using it more for your online marketing campaigns.
Google Search Console is a helpful tool that gives more valuable insights about your site appearance, performance, and creates suggestions for improvement. In online marketing, these metrics are essential in outlining what areas need change and how to strengthen various campaigns for higher traffic and conversion.