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Monitoring Search Analytics to Identify Useful Keywords

Jun 26, 2019 12:00:00 PM

As a digital marketer, you are locked in a constant struggle to find and optimize your website for the right keywords.

There will always be another keyword you could optimize or post you could write, but the way you stay ahead of the game is through information. You have to know where to look and why.

One of the best places to check for information is Google’s Search Console. It can provide a number of insights on issues such as mobile usability or Google’s index. Those are all useful, but today we’re going to focus on Search Analytics.

Search Analytics gives you a breakdown of how people are arriving to your website through Google. With it, you can monitor the success of your keyword campaigns or try to come up with new ideas.

Analytics Metrics Found in Search Console

Search Console offers you four pieces of quantifiable information when looking at Search Analytics.

  • Clicks: The number of times someone has clicked through to your website from a Google search.
  • Impressions: The number of times a link to your site appeared on a user’s Google SERP.
  • CTR: The click-through rate is the number of clicks divided by the number of impressions. It gives you a percentage of people who see your ad and then visit your website.
  • Average Position: The average highest position for your website on Google SERPs.

Sorting Your Data from Search Console

Different types of data give you new ways to look at your keyword strategy. What you originally thought was unsuccessful in one way may be wildly successful in another area. Search Console gives you five ways to look at data.

  • Queries: What keywords people are searching for. This is useful to look at if you are trying to determine what keywords are bringing people to your site.
  • Pages: Which pages users are landing on. The click-through rate for each page can give you an idea of what pages attract users to your site.
  • Countries: Where people are conducting searches that bring up your website.
  • Devices: How people are looking at your website. Low impressions for mobile compared to desktop could be an indication that your mobile site is not up to par.
  • Search Type: This shows you what kinds of searches you’re appearing under, whether they are for text, image or video.

Using Filters to Define Data in Search Console

Search Console also gives you the option of drilling down deeper once you’ve decided how you’re going to sort your data. Depending on the category, you can filter by location, keyword, or URL, or you can compare one result to another.

This gives you the ability to further investigate the success of your campaign. For example, if you were trying to increase the number of non-branded keywords you rank for, you can filter out the name of your brand. You could also compare keywords or landing pages to see what results resonate most with your audience.

Digging deeper into Google Search Console will give you the insights you need to figure out what people are looking for.

Ideas to Keep In Mind when Using Search Console

When dealing with Search Console it is important to remember a few things.

  • This is not a full representation of all data. Google will exclude searches that give personal information or that are too few. It also can’t track searches from users who don’t have JavaScript enabled in their browsers. This causes an incomplete picture, which is always important to keep in mind.
  • Search Console is for Google only. It does not track data from other search engines. This shouldn’t affect your data too much because Google is far and away the most used search engine.
  • Search Console reports are not up-to-the-minute. Search Console takes two to three days to update the data you see. If you want to make a change, spend some time with Search Console to make sure you understand what it’s reports are really telling you..

Want to Learn About More Keyword Research Tools?

There are plenty of tools across the internet that help you with SEO strategy or keyword research. Google’s Search Console is one of the best, and it is something you’re going to have to familiarize yourself with if you really want to understand digital marketing.


Jeremy Smith

Written by Jeremy Smith

Digital marketer with a penchant for dance; helping clients see the light through the jungle of tweets since before Twitter was cool.

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