What is the Relationship Between Google Search Console and Organic Traffic?

Google Search Console is a tool used by almost anyone who wants to review and improve the organic traffic of their website - in fact, it’s a must-use tool.

It's one of Google's most popular and free-of-charge services.

Any one of the following brands on the stickers, logs into Google Search Console at least once a day.

Google, DeepCrawl, and YouTube Macbook Stickers
Google, DeepCrawl, and YouTube Macbook Stickers

If You Haven't Used Google Search Console Yet...

If you haven't used Google Search Console before, the next stream of information is written especially for you. You can highlight important issues and when there are things you don’t understand, you can always get in touch with us.

  • You don't need to sign up for Search Console to have your site appear on the search results, but I recommend you to register anyway. The tool makes it very easy to review your site’s performance on the Google search results, as you can examine many performances and technical criteria - plus it is completely free.
  • Likewise, when you sign up for Google Search Console, the site's ranking on the Google search results will not increase. Anyway that wouldn’t make sense - it was also not allowed into Hogwarts.
  • Search Console delivers reports to you. These reports contain accurate information - unless there is an update from Google. However, after this step, you need your magic to analyze the data and take action.
  • “They always say it's free, but then they want a premium membership to access better features.” You won't have to pay to make any upgrades for Google Search Console.
  • You don't need to register for Search Console with different email addresses to track the performance of multiple sites. You can sign up with a single email address and add sites as separate properties.
  • You can analyze the past 7, 30, 90 day periods, examine the annual performance of the site, and compare the date ranges you want.
  • It is not enough to have a brand, service or an idea! In order to benefit from Google Search Console, your ideas need a website first.
  • To sign up for Search Console, you must have a Google account with an e-mail extension such as @gmail.com or @googlemail.com.

If you wonder how to connect your site with Google Search Console (GSC), unfortunately you won’t find the answer in this blog post - but, you can click on the link to visit a different page where I’ll explain to you exactly how that goes.

In addition, don't forget to integrate other important search tools such as Google Analytics and AWR Cloud to your Google Search Console. The more correct the information is, the better the optimization will be.

How Can I Improve My Organic Traffic by Analyzing Google Search Console Data?

1. Analyze Performance Data

How to analyze Search Console performance data to increase organic traffic?

  • Before you start examining your data, first select the “Search Type" and the date you want to review. While web searches provide the site's overall performance report, the visual and video searches provide a performance report of the images and videos on the site.

Note: If you're wondering how to make your images accessible to users, I'd suggest you to take a look at the detailed content I've written about image alt text optimization.

Google Search Console Search Type
Google Search Console Search Type
  • You can decide which steps to take to improve your organic traffic by looking at the number of clicks, impressions, average clicks, and average position in the performance report.
  • With the intersection of user searches and the pages listed on the Google search results, users visit your website. These search terms are listed in the GSC under the "queries" section.
  • Now you need to analyze these queries by looking at the performance report data. For example, you can start by sorting all queries by clicks. If you didn't include the URL of any specific page as a filter, you'll see the site's most popular user searches in the queries section. However, if you are optimizing your content, you need to provide a link of the page you want to analyze as a page filter, or by manually selecting it in the “page” results.
  • Of course, you should consider the average position, but in your analysis I suggest you to pay more attention to the CTR; a ratio between the impressions and clicks.
  • Scenarios expressing the update of the content:

Users may be doing relevant searches and see your page on the search results, but may not be clicking through because the content title or meta description is not answering their query. And also; the CTR (clickthrough rate) will be affected as other pages with similar content are listed along with your content in the search results (competitive environment). So you need to revise these contents. (Data scenario with a low number of clicks)

Users may have started searching for content with a different search query after a certain time. For example, everyone has learned that the correct discourse is “image alt text” instead of alt image alt tag, and users have started to search “image alt text" instead of “image alt tag”. So your content, that is focused on image alt tag, will drop in impressions and will no longer be clicked. Here you should optimize your content with the changing user searches. (Scenario with a gradual decrease in high impressions)

  • With device comparison included in the performance report, you can see which devices are mostly used by users who visit your website. You can work on the website's mobile and desktop design by reviewing the report in this table. In the following 3-month data scenario, users receive the most clicks from desktop devices. However, when we look at the number of impressions and clicks on the mobile device, we can say that this data shouldn’t be underestimated.

Google Search Console isn’t ‘just about’ how users interact with mobile and desktop devices. I would suggest you to also review the Google Analytics data. Looking at one tool and optimizing its data is no different than the story of the man who only read one book and shaped his life accordingly.

Google Search Console Device Performance Report
Google Search Console Device Performance Report
  • In the country section, you can see from which countries users visit your site. To be more accurate, add a "new" filter (like in the following image), where you can filter your data by choosing the country you want to see. This will give you important information about the user trends and how they interact with your site, per country.
Google Search Console Country Performance Report
Google Search Console Country Performance Report

2. You Can Explore Many Important Factors Using "URL Inspection"

To increase the organic traffic of the website, you can make improvements in many different areas - from content optimization to visual optimization. However, you should also check how the URL shows on the Google search results. In technical language, you should check the indexed version of the page. This audit is not a test that analyzes if the page is ranked #1 in SERPs; it is a check that analyzes the relationship between Google bots and the page.

Now tell me: Is your page indexed or not?

Click “URL Inspection" in the left corner of the Google Search Console interface, and run the URL you want to review in the field indicated by the arrow below.

Google Search Console URL Inspection
Google Search Console URL Inspection

URL Inspection Report Highlights

After running the URL in the checkbox, you'll see a 4-factor report such as the one in the image. How exactly do you analyze this page?

Google Search Console URL Inspection Report
Google Search Console URL Inspection Report
URL is on Google
  • The URL is on Google means that the page appears in Google Search results if Google didn’t take any manual action or you didn’t send a request for removing the URL.
  • When a "URL is on Google", it doesn't mean that your page is appearing on the search results. Actual appearance in Search results requires that the page and its structured data conform to the quality and security guidelines..." Google’s Support Team says that in order for the page to be listed on the search results, the page needs to be accessible to users and be open for improvement of organic traffic. What does this mean? If the Google team decides that the page does not meet the quality guidelines, it performs a manual action against the site. If you don't have a legitimate site, Google takes your statement and intervenes manually. (I haven’t checked the manual actions report as soon as I write here.)
  • Google bots will instantly see the changes you make on your page. Click the “Test Live URL” button to check when was the last time the bots visited the page. If the date of the visit took place before your updates, simply click "Request Indexing" to notify Google of the changes.

While they check your page manually, you can also click the following link: https://lmgtfy.com/

Disliked Report Sentences:

  • URL is on Google, but has issues: Your page appears in the index, but some items need to be fixed. You don't have to be afraid because Google conveys the problem as well as the solution. For example, the pages that have reviews (user-rated pages) on the Google search results do not show up without doing nothing. You must add some code to the source of the page, so that the user ratings of these pages can appear on the Google search results. And when you add these codes incorrectly or incompletely, your page may not be able to show up in the search results in the way you hoped for. (Also note, there is no guarantee that after you added the code to the page source, user-ratings are shown in the results, but the “possibility” is always there.)
Review Snippet
Review Snippet
  • URL is not on Google: Indexing errors: There is a critical issue that needs to be corrected here. Luckily, Google again brings you the solution. (You can review the following page for the answer.)

Source: https://support.google.com/webmasters/answer/7440203#status_types

  • URL is not on Google: The same explanation as above. However, the difference is that Google says that this time, you're doing it on purpose. For example, when you add noindex to the /thank-you page to accurate meter conversions, you let the bots know that you don't want this page to be included in the directory.
  • URL is an alt version: When you see this warning, 9 out of 10 times you do not need to do anything.
"This URL is one of a set of alternate versions of the same page. Pages in this group include AMP/canonical pairs or desktop version/mobile version page pairs. You can see the indexed URL in the Google-selected canonical value under Index coverage.” Google Support Team
Coverage

The answer to the question "Can my page be indexed by Google?", you’ll find in the usability report. You will see exactly when the bots crawl, whether the page is listed in the search results as a result of the crawl, and whether it fits in this report.

Google Search Console Coverage Report
Google Search Console Coverage Report

I should tell you that Google mentions: “... a positive result does not guarantee that the page will appear on the search results.” Because it has not been processed by manual actions, it has to fit the quality and safety regulations. You also shouldn’t have sent requests to remove this URL.

Mobile Usability

Is your image content visible on mobile searches to someone who is bored in the bus? Or to someone who is searching for something before going to sleep at night? 67% of the world’s population uses mobile. So you’d better read the statistics and listen to what Google has to say in this report.

Mobile Usability Report on Google Search Console
Mobile Usability Report on Google Search Console
Logo

Is the logo indexed and eligible to be shown on the search results? Is there any problem? The answer to your questions is in this report.

Logo Report on Google Search Console
Logo Report on Google Search Console

For other new features coming to the Google Search Console, you can check our blog content where we discuss the SEM and SEO developments in May.

3. Find, Review, Correct Technical Errors that Prevent Organic Traffic With The Index Coverage Report

In the index coverage report, you will see one of the following status values: "error", "warning", "excluded", and "valid". By following this report periodically, you can prevent organic traffic from falling due to technical errors.

Issues such as pages that give 404 error codes, which has been added by the developer to the noindex tag (for example, we experience this very often with our customers), are listed in the error report.

The warnings include pages that are blocked because they were added to the robot.txt folder, even though they were still being indexed. Google is forwarding this warning to you, thinking it may not be true. Maybe you would want to remove the page from the robot.txt folder? Or maybe you think that adding a noindex tag might make more sense? Anyhow, Google informs you about this issue by sending you the warning reports.

In short, Google suggests you to "take care of errors and warnings to prevent losing organic traffic". Organic traffic does not rise overnight. There's always a pre-study. Plan ahead, develop a strategy in advance and after a certain time, you can start following and noticing progress.

Excluded are pages that are blocked by “copy pages, redirected pages, manually removed pages, files added to the robot.txt folder, pages with noindex tag added".

Coverage Report on Google Search Console
Coverage Report on Google Search Console

In conclusion, you can prevent any danger that will possibly decrease your organic traffic by checking this report periodically.

For detailed information about the report, go here: https://support.google.com/webmasters/answer/7440203?hl=en

4. Sitemap

Sitemap (sitemap XML file) is the folder that transmits the scope of the site to Google bots. *There is no rule that Google will look at the sitemap with the rules you set.*

  • Each page you want your users to access must be included in the sitemap XML file; except for the pages where you added noindex, nofollow tags.
  • What is the importance of these pages? Depending on the level of significance, you should give priority values between 0 and 1 to each of them: “Yes, the importance of each page is different. I have to tell Google bots that. ”
  • How often do you update the pages? Are these pages static or dynamic? Optionally, you can pass the update frequency to the bots. “I update it once a year, bots don't need to visit my site weekly”. *Frequency statements include hourly, daily, weekly, monthly, yearly, and, never.

Source: https://www.sitemaps.org/tr/protocol.html

5. Mobile Usability

In this report, you can find errors and solutions that will cause the user to leave or never visit your page:

  • The page contains plug-ins such as Flash that are not supported by the mobile browser
  • The optimal size of the page is not adjusted
  • The font size on mobile is too small to be read or too difficult to read

Do a test now: https://search.google.com/test/mobile-friendly

Google Search Console Mobile Usability Report
Google Search Console Mobile Usability Report

6. Logo

One of the new reports on Google Search Console is for logo. You can use this report when you want to see if there is a problem with the logo structured data added to the source code of the pages.

Google Search Console Logo Report
Google Search Console Logo Report

7. Manual Actions and Security Issues

In the manual actions and security issues report, as I mentioned above, you can check whether Google has any actions for you to take on your site. If you're seeing an action in this report, I suggest you start fixing the issues in accordance with the Google guidelines to avoid blocking organic traffic.

Security And Manual Actions Report On Google Search Console
Security And Manual Actions Report On Google Search Console

8. Links

The Links report is an important report that will follow up on external or internal links to improve your organic traffic.

Links Report On Google Search Console
Links Report On Google Search Console

In the report you will find different sites that link to the page on your website (external links), see which texts are used to link to your site, and you can also look for internal links.

Internal Links Report On Google Search Console
Internal Links Report On Google Search Console

Internal links are created by linking relevant words/phrases of the pages’ content to another page within the same website. You'll see it in almost all of my blog content or on other pages.

What's the point of me doing this? Well, (1) I have added relevant content that you may not know yet and/or would like to read more about. Clicking or not clicking is your choice. So I'm bringing other relevant content to the right audience and increasing traffic. (2) When Google bots come to crawl my page, they will begin to make sense of the phrases that were added to the page and link.

For external links I can see which site, on which page, and with which phrase links to my content. Therefore, getting a link from a quality site/content, again with the same logic as above, increases the traffic of my page and my site is reaching more users.

Bonus: Useful Extensions - Search Analytics For Sheets

There is a limit to exporting reports in the Google Search Console. Therefore, the data you export is incomplete. You can use the Search Analytics for Sheets plugin to complete the entire transfer process.

Conclusion

Now let's go back to the title of this content: "What is the relationship between Google Search Console and organic traffic?"

After deciding on the subject of a post, I think about which topics I want, should and need to talk about. After I got my subject and topics, I begin to think of a title for the piece. But, if I can't come up with a good title yet, I let myself finish the content writing first, and then decide.

So what?

Before I started this blog post, I thought of mixing the H1 with Aşk-ı Memnu (a very popular Turkish series), Google Search Console, and Organic Traffic. Despite the fact that the final episode was aired in 2010, Aşk-ı Memnu continues to be rewatched each summer over and over again. So, I thought I could use the name of this show somehow in the title. Then I thought it wouldn't make much sense, and I gave up. (What is the point, right?)

5 seconds later, I also gave up on the title: "A Perfect Tinder Match: Search Console and Organic Traffic". Although I know what Tinder is, I could have made the wrong metaphors because I haven't used Tinder before. Besides, it would be hard to advance all the content with this analogy.

What does Irem like? Peanut butter, coffee, peanut butter, Justin Timberlake, coffee. Well, if I wrote an H1 with any of these, I could have kept the whole content with the most original metaphors, I wouldn't be forced at all - but you could get bored.

So you decide:

What is the relationship between Google Search Console and organic traffic?

Irem
11 Jun 2019

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