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How to use Google Search Console and Google Analytics in SEO optimization?

7 minutes of reading
How to use Google Search Console and Google Analytics in SEO optimization?
Category SEO

Google Search Console and Google Analytics are important tools in your search engine optimization toolbox. They help you understand how search engines rank your site, and they also help you understand what keywords your users are searching for and where they come from, giving you valuable insights into how to optimize your content to better target that audience and rank higher in search results. To get the most out of these powerful tools, follow these tips.


How search engine works?

In the same way people might search for information on the internet, web crawlers also visit pages across the web to create a database of information about those pages. When somebody performs a search in a search engine, it checks its list of pages against what the user typed into the search bar and then returns to that person’s results page with links to pages that are most likely related to their query.

With this understanding, you should know how important it is to rank well in search engines so that you can be found by your potential customers. Fortunately, there are two tools available from Google – one is called Google Search Console and the other is called Google Analytics – which can help you achieve this goal through a number of different optimization strategies.

Google Search Console

The Google Search Console is a powerful tool that helps you monitor how your site is indexed in the SERPs. It tells you the keywords people are using to find your site, what kind of competition you have for those keywords, how many impressions you got, how many clicks (and on which pages), and it even let’s you know what parts of your site caused it to not rank as well. You can see when sites might be linking to yours or blocking yours.

In Google Search Console, you’ll find a report that outlines important information on the success of your SEO strategy. Utilize the insights it provides to better optimize your web presence.

What data can be obtained from GSC?

You can find some useful reports there:

  • Performance – the number of impressions, clicks, and CTR generated by the website as a whole and by individual URLs.
  • Status – provides information about the indexing status of the website (notifies about which subpages are indexed by Google and which are not, as well as about any errors that may affect indexing and the effectiveness of the website).
  • Basic Web Metrics – refers to adapting your website to Core Web Vitals.
  • Sitemaps – a place where you can add a sitemap to help the page get indexed, or review or update an existing map.
  • Operation on mobile devices – regarding the mobile-device user experience (how the website looks and behaves when viewed on a smartphone or tablet).
  • Links – a list of external and internal links leading to your website.

In addition, in the admin panel you can:

  • submit your sitemap;
  • add URLs to the Google index;
  • check the indexing status of your website / pages;
  • find out if there are technical errors on your website;
  • are you struggling with the problem of duplicate content;
  • find out if you have been fined by Google for violating the rules;
  • find out what the user experience level for mobile devices looks like;
  • improve page loading speed;
  • analyze organic results (impressions, clicks, ranking position);
  • find out if your content matches audience searches;
  • collect demographic data about them;
  • support your link building strategy on a basic level.

How to use them?

Google search console provides a lot of information about where your site appears in Google SERPS. This data can help you determine whether to pursue a white hat or black hat strategy, and to identify which keywords are working best for you. You should also use this information to see how often people are visiting your site by checking the number of sessions per day. You will be able to compare this figure with Google Analytics reports so that you can optimize based on keyword popularity.

Google Analytics

Google Analytics is a tool that can be installed in your website which provides a detailed report on your website’s performance. The analytics program tracks visitor traffic, what they do while they are on the site, which pages they view, and how long they spend on each page. In short, it gives you an in-depth look at how people interact with your website. It helps you determine what parts of the site need attention in order to improve conversion rates for visitors.

Differences between those tools

Google Search Console is a place where you can create or import XML sitemaps, verify your site ownership, diagnose crawling issues, explore search queries that led people to your website, compare your site’s search performance to that of competitors and more. Google Analytics allows you to track the digital behavior on your website, such as which pages are most popular among visitors, which devices they’re using (mobile vs. desktop), what they’re clicking on the page (links vs. images) and much more. We recommend tracking both these tools to get the full picture of how your site is performing in organic search results.

What data can be obtained from GA?

Google Analytics is a tool that tells you how people are viewing your website on the internet. It monitors the number of visitors, their locations, devices they used to view your site, what they do while they’re on your site, and more. In the panel you have access to several very important reports:

  • Recipients – a wealth of information about visitors, such as their interests, location, language, behaviour, and the type of device or web browser used.
  • Acquisition – these reports let you learn everything you need to know about traffic, such as its overall overview, advertising campaign statistics, or the impact of social media and Google Ads.
  • Behavior – know more about what users do on the site, for example, whether they browse different products before checking out, or what page they usually go to when they first visit the site.
  • Conversions – the purchase conversion rate is one goal that many sites would love to achieve. Other types of reports will help you analyze the buyer’s experience on your site and gauge your goal completion rate.

How to use the collected data from Google Analytics in planning an SEO strategy?

Google Analytics gives you a detailed look at how many visitors are coming to your site, where they are coming from, and what they are searching for. With this information in hand, it’s easy to plan an effective SEO strategy. You can use GA to see which keywords people are using when they search for something related to your business or industry. You can then use that data in the next step of the process: analyzing and tweaking your content so that it matches those keywords as closely as possible. Once you’ve done that, you can start setting up campaigns to try and rank high on Google SERPs for those keywords. All the while, keep monitoring your rankings on SERPs and tweak accordingly to make sure things stay on track.

In conclusion

Make sure you’re getting the most out of your search engine optimization efforts by optimizing the content on your site to attract clicks from targeted keywords. With the right tools, you can get more out of your marketing efforts, making it easy to promote your site in a cost-effective way.

When you use Google Search Console and Google Analytics, you’ll be able to see where people are clicking on your website, what they’re looking for when they visit your page, how many visitors your website is receiving per day, which pages are converting best for traffic acquisition or sales conversion goals. It’s an easy way to know what’s working so that you can spend time promoting those pages instead of wasting time guessing which pages will work best.

Aleksandra Pietrzak
Curator at the National Museum in Poznań, graduate of Art History at the Jagiellonian University and Contemporary Art at the Pedagogical University of Krakow, curator of exhibitions and author of scientific and popular texts. A lover of contemporary art, literature and travel.
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