Supercharge Your Insights with Google Search Console and Analytics

The online world is a make-or-break area where your dreams can either soar to incredible heights or tumble to incredible lows. Your venture can evolve and expand beyond your wildest expectations, or it can remain stagnant for years — or worse, it could slowly devolve and drift into obscurity. You could find incredible success or incredible struggle online.

So, how can you better your odds in this arena? How can you boost your chances of success? One thing that you can do is invest in your website’s performance.

Your website’s performance is essential for achieving online success. A low-performing website will certainly sabotage your plans for progress, whereas a high-performing website is bound to bring positive results, like increased profits and larger audience reach. To improve your website’s overall performance, you will need some help. This is where Google Search Console and Google Analytics come in. These aren’t just tools – they’re crucial assets that reveal previously hidden insights about your online presence, which you can use to your advantage.

In this upcoming exploration, we won’t waste any time. We’ll jump right into the history of these two particular applications and their transformative abilities. Soon enough, you’ll be equipped with the tools to gain a deeper understanding of your online presence and decipher the complex language of user behavior.

No fuss — just the key to promoting online success. Let’s dive in.

Google Search Console: A Direct Line to Google

Google Search Console (GSC) is the first tool that you should have in your digital toolbelt. The tool was previously called Webmaster Tools until 2015, when the name was changed to Google Search Console. Since then, the tool has gone through many small updates to improve existing features and introduce brand-new features. The biggest update to the service happened in 2018, when Google rolled out a new version for users to explore.

What does GSC do? GSC is your direct connection to comprehending how Google, the digital giant, perceives and engages with your website. With the help of this tool, you can gain exclusive access to essential insights. You can see how your website performs in search results, identify and address those sneaky technical glitches that might be sabotaging your performance, and receive timely heads-up on potential roadblocks ahead.

Screenshot of Google Search Console overview page showing charts for performance and Indexing.

If you’re wondering how to make this tool work for your website, these are some features that will undoubtedly come in handy.

1. Keyword Insights for Strategic Content

Google Search Console offers a wealth of keyword data. It reveals which keywords drive traffic to your site, their search frequency, and your site’s average ranking for specific keywords. This information can guide your content strategy, allowing you to focus on keywords that are proven to attract traffic. You’ll be able to use this information to optimize your content accordingly and position your website competitively in a notoriously crowded scene.

This isn’t just data – it’s your secret weapon for crafting a content strategy that will help you aim for your target goals and hit the bullseye. When you’re armed with the knowledge of which keywords are the gatekeepers to your traffic, you can fine-tune your content to highlight the keywords that matter most, establishing your website as a tough competitor in the digital landscape.

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2. Indexing Information for Efficient Crawling

Google Search Console provides insights into how Google indexes your site. You can monitor indexed pages and identify popular pages, so you will know exactly which pages are performing the best via search results. But it doesn’t stop there. GSC is your reliable assistant for dealing with crawl errors, ensuring that each page gets its fair share of attention.

This comprehensive view of your pages can give you the strategic edge that you’ve been looking for. It enables you to refine your optimization efforts with the utmost precision, ensuring that the most important pages from your website receive the attention that they deserve.

3. Mobile-Friendly Analysis

Core web vitals graph for mobile showing 145 good URLs and 0 URLs that are poor or need improvement.

Not all users will be viewing your website on a desktop computer. Some users will be viewing it while scrolling on mobile devices, like their smartphone or tablet. You will want to know whether your website pages are converting well to these mobile devices so that you’re not sabotaging your search traffic and alienating a key part of your audience.

Thankfully, Google Search Console provides a Core Web Vitals report. It’s a specialized tool designed to pinpoint and resolve mobile user experience problems, guaranteeing that your website serves mobile users efficiently.

In a world where mobile is king, this report can help you make sure that your digital kingdom is fully accessible and user-friendly to all, no matter the device that they’re wielding.

Google Analytics: Uncovering User Behavior

Google Analytics is the other tool that should be nestled firmly in your digital toolbelt. The tool is paramount for understanding online user behavior. This isn’t just about revealing numbers and charts – it’s about revealing a profound dive into the psyche of your site’s visitors. It’s about understanding what lights their fire, where they hail from, and how they prefer to digest your content. With Google Analytics, you have the power to refine and elevate the user experience, ensuring that every visitor leaves your site not just satisfied but genuinely impressed.

Google Analytics has been providing this beneficial service for almost two decades now. The tool was first introduced to the public by Google in 2005 and has since undergone three major version updates. In 2012, Google launched a new version of the service, calling it “Universal Analytics.” In 2016, the version “Google Analytics 360” was released, and, finally, in 2020, “Google Analytics 4” was announced. Google Analytics 4, often called GA4, is the latest version available for use.

Google Analytics 4 is officially replacing all the previous versions of the tool. In July 2023, the previous version of Universal Analytics stopped collecting any new data. Google also announced that by July 2024, users would lose all access to Universal Analytics and Google Analytics 360, fully phasing out these versions of the service for GA4. This current transition has not been completely seamless. Some users have been reluctant to accept the change, while others are excited for the new features to delve into.

There is no reason to be intimidated by this change to GA4. Anyone can adapt to this updated platform and use it to benefit their website’s overall performance. Find out what current features you can adopt to make this happen for your website.

1. User Demographics for Targeted Strategies

User demographics screenshot from Google Analytics 4

Who is visiting your website? Analytics can provide essential visitor data, including demographics, location, and device preferences. This information can play a critical role in how you shape your content and form your marketing strategies. You can tailor everything to your target audience.

By understanding your audience’s age, gender, location, and preferred devices, you gain the ability to create content and marketing campaigns that resonate on a personal level. It’s like having a personalized invitation to every visitor, saying, “We understand you, and we’re here to meet your needs.”

2. Behavior Flow for User Navigation

Google Analytics 4 empowers you to understand user behavior on your site. Similar to the  Behavior Flow report in Universal Analytics,  which not only highlighted where users entered and exited your digital space, but provided a clear picture of their interactions along the way, in GA4, there are two ways to track visitors’ journeys through your site.

Using the Path Exploration report, you can either track how many visitors followed a desired user flow, i.e., a product landing page > product page > checkout page, or simply see what users did and where users went before or after visiting a specific page or performing a specific action on your site (called “nodes.”)

To do this, click on Explore on the left, select the Path Exploration template and edit the sample implementation that pops up by clicking on Start over in the top right and changing the STARTING POINT.

Use the view type selector to track user movement between Pages, Content Groupings, Events, or both Pages and Events:

Path exploration in Google Analytics 4 screenshot

3. Conversion Tracking for Business Success

Analytics boasts a powerful feature known as Conversion Tracking. This tool enables you to set up goal and e-commerce transaction tracking, offering a crystal-clear view of your website’s contribution to your business’s overall success.

Credit: Support Google Analytics

Linking Search Console with Analytics

While Google Search Console and Google Analytics are exceptional tools on their own, they work even better together. Synergy is the secret ingredient for success. By combining these tools together, you will gain a more thorough understanding of your online presence than if you’d only used one of them.

Now, let’s get straight to linking the two tools together:

  1. Access your Google Analytics account by visiting the Google Analytics website.
  2. Choose your website property (property) from your Google Analytics account.
  3. Navigate to the ‘Admin’ section, typically located at the bottom of the left sidebar.
  4. Under the ‘Property’ column, click on ‘Property Settings.’
  5. Scroll down to the ‘Search Console’ section and toggle on ‘Adjust Search Console’ to enable data sharing.
  6. Click on the ‘Adjust Search Console’ link after enabling Search Console data sharing.
  7. Select the appropriate Search Console property that corresponds to your Google Analytics property.
  8. Confirm your selection by clicking ‘Save.’
  9. Google Analytics will now work on verifying the link, which may take some time. Once verified, you’ll have access to Search Console data within your Google Analytics account.
  10. To view Search Console data in Google Analytics, go to your Google Analytics property, select the ‘Reports’ tab, and find ‘Acquisition’ > ‘Search Console.’

This article focuses on Search Console integration within Universal Analytics. For information regarding Search Console integration in Google Analytics 4, visit [GA4] Search Console integration.

Comparative Analysis

Alright, so you’ve optimized your website based on insights from Google Search Console. Now, it’s time to embrace your inner Sherlock Holmes and start doing some detective work. You’re going to need to investigate all the evidence closely to deduce what it really means. 

1. Compare the Data

Start by comparing the data. Look for changes in conversion rates, goal completions, and revenue. Did those optimized keywords lead to more cash in the bank?

If you see positive results, that’s great! This is evidence that you should keep doing what you’re doing. It’s clearly working in your favor.

And if you don’t see positive results? Don’t sweat it. Adjust your strategy and remember that even Sherlock Holmes had his off days. You can still crack the case.

The key here is not just to gather data but to understand what it’s telling you. Are your efforts moving the needle? Are you getting the results you wanted? Use all of these digital clues to detect what’s going on with your website’s performance and to determine what needs to change.

So, don’t give up. Analyze, adapt, and keep refining your strategy. It’s the best way to find the path to digital success, my friend.

Acquisition report comparing two time periods with user increase by 57.2% to 5.3K and new users increase by 56.3% to 5k

2. Identify Keyword Gaps

So, you’ve been digging around in Search Console and uncovered some hidden gems – keywords you’re not ranking for yet.

It’s not enough to know that these keywords exist. You need to know whether they’re worth using. And how do you find that out? Start by navigating to your Analytics reports. Look at ‘Behavior’ and then ‘Site Content.’ This is where you’ll see how your content is performing. Pay close attention to the pages optimized for those newfound keywords.

Then, compare the data from before and after optimization. Are you seeing more traffic? Are visitors spending more time on those pages? Are they converting into customers?

This is where you can separate the gold from the fool’s gold. If you’re getting positive signals, then congratulations! Those keywords might just be the materials you need to build up your digital success.

If the results are a bit lackluster, don’t lose heart. Digital success isn’t always instant. Sometimes it requires time and patience. You might need to keep digging for a while to strike pure gold. So, adjust your content, improve your strategy, and keep optimizing.

3. User Behavior Post-Search

You’ve optimized your website based on Google Search Console insights, but now you need to see whether that optimization is actually working.

Are your users sticking around? Or are they bouncing off like they’re on pogo sticks? It’s time to figure that out.

Start by navigating to your Analytics dashboard. Head over to the ‘Behavior’ section and click on ‘Site Content.’ This is where the magic happens! Look at the pages that you’ve optimized based on your Search Console insights.

If the data shows positive signs – users are hanging around, engaging with your content, and maybe even converting – then you’re onto something good. Keep doing what you’re doing and maybe even ramp it up.

But, if the data isn’t showing positive results, don’t get down on yourself. This isn’t a failure. It’s a clue! It’s a clue that maybe it’s time to tweak your content strategy or revisit those keywords.

Remember that in a competitive digital world, you have to adapt and evolve in order to survive — and eventually, thrive. Use Analytics to decode the behavior of your digital visitors, and let that insight catalyze your content evolution.

GA4 Monetisation overview chart

4. Conversion Insights

Now, it’s time to bring out the big guns – Google Analytics – to track user journeys and conversions.

Here’s how you do it: Head over to Google Analytics and dive into the ‘Conversions’ section. You’ll find the ‘Goals‘ or ‘E-commerce‘ reports, depending on your setup. This is where you’ll get the juicy details.

Now, look at the user journeys. Are they following the path that you intended, from discovery to conversion? Is there a correlation between the search queries that led them to your site and their conversion actions?

This is where you’ll need to become a digital detective once again, connecting the dots between user behavior and search queries. If you see that certain queries are consistently leading to conversions, you’ve cracked the case. You finally have the answer to your mystery. So, you can keep optimizing for those keywords and enhancing the content that’s performing well.

The In-Depth Dive into Search Console

We’ve only scratched the surface of what Google Search Console can do for your website. There’s a wealth of other exciting features that are just waiting to be explored.

1. Pages indexing

Pages indexing enables you, with Google’s help, to know if pages on your site are being indexed by them – essential to your website’s (and potentially your business’s) revenue ceiling. 

Ensuring pages of your site are found by Google means they must have a log entry of your web page’s existence, aka, that your page is indexed in their log – so that they are able to serve it up in search requests. Google recommends that if your site has more than 500 pages, you should pull this report, but it’s a good idea regardless of your website size. The Pages Indexing Report allows you to filter out website pages not being indexed by Google based on parameters including: a random sample, by subject matter, and by specific URL. There are also numerous tools and resources for finding and resolving any indexing-related website issues, ensuring optimal performance of your site and resources.

Have indexing or other technical issues on your website? We can help!


2. Rich Results Reporting

Rich results, such as structured data, can significantly enhance how your website appears in search results. With Search Console, not only can you see how often these rich results appear, but you can also identify any potential issues that might be preventing them from showing up.

By leveraging this data, you can make your website more visually appealing and informative in search listings, ultimately driving more traffic.

3. Core Web Vitals

User experience plays a pivotal role in SEO and website performance. Google’s Core Web Vitals metrics assess aspects like page loading speed, interactivity, and visual stability.

Google Search Console provides detailed insights into these vital performance metrics, helping you pinpoint areas for improvement. Prioritizing these aspects can lead to better rankings and user satisfaction.

4. Security Issues Detection

Online security is no laughing matter. You want your website to be as safe as possible. Search Console has your back with its Security Issues report. It scans for cybersecurity threats like malware and phishing, keeping your site protected and helping you steer clear of any search engine penalties.

5. URL Inspection Tool

Ever wondered how Google sees a specific page on your website? The URL Inspection tool in Search Console allows you to examine individual pages. It provides details about indexing status, crawl errors, and any enhancements applied to the page. This granular insight can be invaluable for optimizing your most critical pages.

6. Sitemap Submission

A well-structured sitemap can help search engines navigate and index your website efficiently. Search Console allows you to submit and monitor your sitemap’s performance. You can also see which pages have been successfully indexed and identify any issues with URLs included in your sitemap.

Analytics: Beyond the Basics

Google Analytics is a treasure trove of data. There are plenty of advanced features that can take your understanding of user behavior to completely new heights. These are some features that go beyond the basics:

1. Event Tracking

While page views and bounce rates are essential metrics, they don’t tell the whole story. Event tracking allows you to monitor specific user interactions on your website, such as downloads, video plays, and button clicks. By setting up event tracking, you can gain better insight into how users are engaging with your content and make data-driven decisions to improve their user experience.

2. Custom Reports and Dashboards

Google Analytics offers the flexibility to create custom reports and dashboards tailored to your unique business goals. You can choose the specific metrics and dimensions that matter most to you and visualize them in a way that makes the most sense for your analysis. These custom reports provide a streamlined view of your website’s performance, simplifying complex data analysis. They can also save you time and effort which could be put towards other important goals.

DimensionExample dimension values
Stream<stream ID>
PlatformAndroid, iOS, Web
CountryArgentina, Germany, Japan
AudienceAny audience you have defined

3. Ecommerce Tracking

Are you running an online store? Then, e-commerce tracking in Google Analytics will be a game-changer for you. This feature allows you to monitor sales, revenue, and product performance in real-time. With this data, you can optimize your product offerings, marketing strategies, and user experience to boost your online store’s profitability.

4. Custom Channel Groupings

Understanding where your traffic is coming from is essential for effective marketing. Google Analytics offers custom channel groupings, which enable you to categorize traffic sources according to your business needs. Whether you want to track the performance of paid advertising, organic search, or social media, custom channel groupings make it easier to focus on what matters most to your marketing efforts.

Search Console and Analytics Together

We’ve talked about how Google Search Console and Analytics are like two sides of the same coin, and now let’s explore their seamless integration. Here’s how you make the most of this partnership:

1. Content Optimization

By combining data from both tools, you can identify content on your website that performs well in search results (Search Console) and keeps users engaged (Analytics). Use this information to refine and expand your content strategy. Are there specific keywords that consistently drive traffic and engagement? Focus on creating more content around these topics to solidify your online presence.

2. Local SEO Insights

Paul Teitelman SEO Consulting - Google My Business Profile Screenshot

For businesses with a local presence, the integration of Search Console and Analytics can be a goldmine for local SEO. You can uncover valuable insights into how users in specific locations find and interact with your website. This data can inform your local marketing efforts, from optimizing Google My Business listings to tailoring content for regional audiences.

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3. User Intent Analysis

Understanding user intent is at the core of successful digital marketing. Combining data from Google Search Console and Analytics can help you decipher user intent more effectively.

For instance, Search Console can reveal the keywords that drive users to your site, while Analytics can shed light on what users do when they actually arrive at your site. This combined insight enables you to align your content with user intent, delivering a more satisfying user experience.

4. Conversion Funnel Enhancement

One of the ultimate goals of digital marketing is conversions. By analyzing data from Analytics alongside search queries from Search Console, you can refine your conversion funnel.

Are there specific search terms that consistently lead to higher conversion rates? Optimize your landing pages and content to better cater to users searching for these terms. This will ultimately increase your conversion rates.

5. User-Centric SEO

In an era of user-focused SEO, integrating Search Console and Analytics empowers you to prioritize user experience. Use insights from Search Console to find out what users come to your site and then use Analytics to track those users’ behavior.

Are users finding the information they need quickly? Or are they bouncing off? You can adjust your website’s content and structure to align better with user expectations and keep them engaged.

Check out our official blog to learn more about website optimization!

Empower Your Online Success

In closing, think of Google Search Console and Analytics as essential tools to have on hand, not just fancy gadgets that you can do without. These two tools are here to help you navigate the digital world effectively.

By mastering these tools and combining their data findings, you’re not just getting a close look at your online space; you’re getting a wide view of your digital territory. You’re understanding how users interact with your content, what keeps them interested, and what motivates them to take action.

But keep in mind that digital success isn’t achieved by making a one-time change; it’s an ongoing process. It’s about adjusting, improving, and using the insights from these tools to guide your way in the ever-changing digital landscape.

In the digital world of pixels and algorithms, information is your greatest asset, and action is your greatest strategy. With Google Search Console and Analytics by your side, you’ll have the ability to steer your online presence toward new avenues of growth and user engagement.

Your journey doesn’t stop here. It’s just getting started. So, keep exploring, keep optimizing, and watch your digital presence rise to heights that you’ve only dreamed of.

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