Google Search Console performance report

Google Search Console (GSC) is a tool from Google that provides insights into how the search engine renders a Web site. It also displays performance in search results. This data is very valuable to marketing managers and CMOs. Using this information, they can optimize their websites and they can rank higher in Google.

The Performance Report within the Google Search Console analyzes a website’s performance when it comes to search traffic, frequently used searches and content performance in different regions and on different devices.(1)

What is the Google Search Console?

The Google Search Console is offered for free by Google. The tool helps monitor, maintain and troubleshoot a website’s presence in search results. Google Search Console provides insights into how Google indexes a Web site and shows any problems. This information is useful for improving a website’s visibility. In this way, Google Search Console contributes directly to SEO optimization. (2)

What is the performance report

The performance report in Google Search Console provides detailed information about a website’s performance in Google’s search results. Among other things, it provides data on the number of clicks, the CTR the impressions and the average position of a website in search results.

The performance report shows which user search terms lead to a site. It also shows which pages are displayed and clicked the most in search results. This data is indicated by country, device and time period.

Using the information from the report, a plan can be created to adjust any areas of improvement of a website.

Read more about the Google Search Console

• Deploy functionalities report within the Google Search Console
• Verifying your site ownership in the Google Search Console
• The indexing section of the Google Search Console
• The Google Search Console guide to 2024
• What is the Google Search Console?
• Linking the Google Search Console with Google Analytics
• Add new user Google Search Console

Access to Google Search Console

A Google account is required to access Google Search Console. Don’t forget to register a website. Verify website ownership. This can be done through various methods. For example, it is possible to upload an HTML file to the server. Another option is to add a meta tag in a website’s home page. Verification can additionally be done via Google Analytics or Google Tag Manager account. Once a website is verified, the administrator gets full access to all Google Search Console features and reports.

Performance report in navigation menu

The performance report can be found in the left navigation menu when logged into Google Search Console. By default, this report shows the data for the past three months. However, it is possible to adjust the period.

The report offers several tabs and filters. These include “Searches,” “Pages,” “Devices,” “Countries” and “Search Type. This makes it possible to dive deeper into the data. SEO specialists analyze specific aspects of a website’s performance in this way. This provides insight into how visitors find a Web site and what content they are most engaged with.

Some key metrics

• Clicks: the number of clicks indicates how many times visitors clicked on a website from Google Search. This indicates how much traffic comes to a Web site.
• Impressions: this shows how many times a page of a website has been displayed in search results. A high impression with lower clicks may indicate that some aspects need to be improved in titles or meta descriptions.
• CTR: CTR (or Click Trough Rate) is the percentage of impressions that result in a click. The CTR indicates effective title and description are in terms of attracting visitors.
• Position: position deals with the average ranking of a website in search results for a specific query. The higher the position, the higher the visibility often is.

Date and filter settings

It is possible to set your own date range in the performance report. This makes it possible to compare the performance of different periods.

Filters allow you to go deeper into specific searches, pages, devices, countries or search types. In this way, the website can be analyzed in a more targeted way. It also allows professionals to gain insight into specific segments.

Different search types

• Web: this is where traditional search traffic through Google’s web search function comes in. Analyzing this data provides insight into the performance of content in standard search results.
• Image: this provides insight into how professionals should rank images in Google’s image searches.
• Video: this segment can provide insight to websites that contain video content. It shows video search results from Google.(3)

Analyzing trends

To properly assess the effectiveness of the SEO roadmap, it is necessary to look at trends over a longer period of time. It is important to pay attention here to seasonal changes, changes in search algorithms or the impact of certain campaigns.

Long-term trends also show whether a Web site’s visibility in search engines has increased or decreased over a period of time. Adjust the SEO strategy based on this data. The information below will help:

Analyzing top search queries

To understand the audience and its search intentions, it is important to analyze the top search queries. These direct traffic to a Web site. Google Search Console shows which search terms generate the most clicks and impressions.

This provides insight into what content is relevant to users. Focus on these search terms to improve SEO strategy. Optimize already existing content or create new content that matches these searches.(4)

Understand Performance of Specific Pages

Also analyze the performance of individual pages. See which pages attract the most visitors and how long they are there. Also examine user interaction with a Web page.

By identifying high-performance pages, professionals gain insight into what works and what still needs improvement. The latter is especially true for lower-performance pages. This page needs content revision or a faster loading speed. Sometimes it is necessary to adjust SEO tactics, see image below.

Analyze performance by country

Google Search Console offers valuable insights to organizations operating internationally. The tool shows in how a Web site performs in different countries. Use this data to assess the effectiveness of international SEO strategies. This tool also reflects cultural or regional differences in search behavior. This provides valuable information to improve SEO.

More insight into country-specific data also helps in seeing new market opportunities or optimizing the local user experience. This can be done, for example, by targeting content to one specific language (see image below).

Analyzing the devices used

Analyze on which devices a website is used most often. Make sure a website is optimal for all these devices. Nowadays, many people surf on their cell phones. A good mobile display is therefore essential.

Google Search Console displays data that provides insight into specific behavior by device. It shows the performance of loading speed, conversions and bounce rates, among others. Use these insights to optimize a website on any device. This maintains engagement and drives conversions. Do this according to the example below:

Comparing data

Google Search Console has the ability to compare data across different time periods, searches, pages, or countries. This allows it to assess the impact of changes in SEO or marketing campaigns.

For example, compare the performance of a website before and after a major update and evaluate the effectiveness of that update. In this way, it is also possible to identify seasonal trends and patterns. These help in planning future marketing strategies.(5)

For example, I do this:

Click “Compare” in the performance report.

Now select which period to compare with which period in the past (see image below). Then click apply.

The use of filters

Use filters in Google Search Console to segment the data for more detailed analysis. Apply filters based on searches, pages, devices, countries and even search appearance.

This makes it possible to go deep into specific aspects of a Web site’s performance. For example, filter by a specific search term and analyze the effectiveness of content for that term. It is also possible to filter by device type to see if a website performs better on mobile devices or desktops. Using this information, determine the strategy for technical SEO.

Common problems and their solutions

The ability to identify and fix problems on a Web site is one of the most valuable aspects of Google Search Console. Some examples of common problems include 404 errors, mobile display issues and structured data issues.

Google Search Console not only identifies these problems, but also provides options to fix them. Check regularly for problems and get them fixed quickly. This ensures that a website remains well indexed and visitors do not drop out.

How to improve search performance?

• Proper mobile display: A website must function properly on all devices, especially cell phones.
• Fast load time: A faster load time can significantly improve the user experience. This ensures a higher ranking.
• Relevant and quality content: Content should be relevant to both users and search engines.
• Structured data: Structured data helps improve the way pages are displayed in search results.
• High-quality backlinks: Backlinks from reliable and relevant websites improve a website’s authority and ranking.

Monitor and analyze a website regularly and make changes as needed based on the insights gained from Google Search. This improves SEO performance as well as the user experience.

Summary

Google Search Console is an indispensable tool for marketing managers and CMOs who want to optimize their websites for better performance in search engines. The tools provides key insights into search queries, page performance, and user behavior across devices and countries.

Analyze this data effectively and customize a page based on the information obtained. The insights also make it possible to solve problems quickly. This makes for a better overall user experience.