The Ultimate Guide to the Google Search Console in 2018

The Ultimate Guide to the Google Search Console in 2018


At any time, SGC is open in two to ten tabs. It's useful at macro and micro levels – both when I have to understand what has become of a very popular blog post that has suddenly plummeted and see how many HubSpot impressions wins month after month.  Click here to get everything. your site must be ranked in the search results.

I am a content strategist within HubSpot's SEO team, which means that GSC is especially useful to me. But whoever owns a website can and should dive into these waters. According to Google, whether you're a business owner, SEO specialist, marketer, site administrator, web developer or application creator, Search Console will help you.

I remember the first time I opened GSC – it was overwhelming. There were tons of labels I did not understand (index cover?!?), Hidden filters and confusing graphics. Of course, the more I used it, the less confused he became.

But if you want to avoid the learning curve (and why not you), good news: I will reveal everything I've learned. about using the Google Search Console as a professional.

This guide covers:

  • Adding Your Website to Google Search Console
  • Configuring Owners, Users, and Permissions
  • Submitting a Site Map
  • Description of the Site Use of dimensions and metrics
  • Addition of filters
  • Use of GSC (23 cases of use)

First of all. If you have not registered with GSC yet, now is the time to do it.

Google starts tracking your property data as soon as you add it to GSC, even before. it is verified that you are the owner of the site.

Checking Your Site on GSC

Because GSC gives you access to confidential information about the performance of a site or application (and also influences how Google searches this site or this app!), check first that you own this site or this app.

Verification allows a particular user to control a specific property. You must have at least one owner verified by CSS property.

Note also that checking your property does not affect PageRank or its performance in Google searches. Of course, the more information you have, the easier it is to rank higher – but simply adding your website to GSC will not automatically raise your rankings.

GSC Verification Methods

  1. HTML File Upload: Download an HTML verification file to a specific location on your website.
  2. Domain Name Provider: Log in to your domain registrar (such as GoDaddy, eNom, or networksolutions.com) and verify your site directly from GSC or add a DNS TXT or CNAME record. .
  3. HTML tag: adds a tag to the section of the HTML code of a specific page.
  4. Google Analytics tracking code: Copy the GA tracking code you use on your site. (You must have "edit" permission in GA for this option.)
  5. Google Tag Manager Container Extract Code: Copy the GTM Container Extract Code Associated with Your Site . (You must have container-level view, edit, and management permissions in GTM for this option.)

Sites hosted by Google, including Blogger pages and Sites , are automatically checked.

The WWW domain or not?

True or false: hubspot.com and www.hubspot.com are the same domain.

The answer? False! Each domain represents a different server. These URLs may look very similar, but from a technical point of view these are two unique domains.

However, if you type "hubspot.com" in the browser bar, you will go to "www.hubspot.com". .

HubSpot chose "www.hubspot.com" as the preferred or canonical domain. This means that we told Google that all our URLs should appear in the search as "www.hubspot.com/……". And when third parties point to our pages, these URLs must also be treated as "www.hubspot.com/……"

If you do not do not tell the GSC what area you prefer, Google You can treat the www and non-www versions of your domain separately – by splitting all these page views, back links, and engagement into two. Not good.

(At this point, you should also set up a 301 redirect from your non-preferred domain to your preferred domain, if you have not done so already.)

Users, Owners, and Authorities of the GSC [19659036] There are two types of GSC roles. I know you may be eager to get the right information (cough in the data) but it's important to do it right.

  1. Owner: An owner has full control of his properties in the GSC. They can add and delete other users, change settings, view all data and access all tools. A verified owner has completed the property verification process, while a delegated owner has been added by a verified owner. (Delegated owners can add other delegated owners.)
  2. User: A user can view all data and perform certain actions, but can not add new users. Full users can see most data and perform certain actions, while restricted users can see only most data.

Think about who should have what permissions. Giving everyone the full property can be disastrous – you do not want anyone accidentally changing an important parameter. Try to give members of your team as much authority as you need and no further.

For example, at HubSpot, our SEO technical manager, Victor Pan, is a verified owner. I am an SEO content strategist, which means that I use GSC intensively, but that I do not need to change the settings. I am therefore a delegated owner. Members of our blog team, who use GSC to analyze the performance of blogs and publications, are full users.

Here are detailed instructions on adding and removing owners and users in the Search Console.

There is a third role: a partner. You can link a Google Analytics property to a Search Console account, which will allow you to view GSC data in GA reports. You can also access GA reports in two sections of the Search Console: links to your site and sitelinks.

A property of GA can only be associated with one GSC site, and vice versa. If you own the GA, follow these instructions to link it to the GSC website.

Need a site map?

You do not need to display a sitemap in Google search results. As long as your site is organized properly (so the pages are logically related), Google indicates that its website crawlers will normally find most of your pages.

There are four situations in which a site map improves the crawlability of your site: [19659044] It's really big. The more pages you have, the easier it is for Googlebot to miss changes or additions.

  • It contains many "isolated" pages. Any page with few inbound links from other pages is harder to detect for a web crawler.
  • The most recent sites have few back links (links to other sites), which makes them less easy to discover.
  • It uses rich media content and / or displays in Google News. In these cases, your sitemap allows Google to format and easily display your site in searches.
  • Once your plan is created, send it with the help of the GSC Site Mapping Tool.

    GSC Site Map Report [19659025] After Google processes and indexes your site plan, it appears in the Site Maps report. You will be able to know when Google has read the map of your site for the last time and how many URLs are indexed.

    Dimensions and Metrics of the GSC

    Before using GSC, you must understand a few terms.

    What's a Google search? Query of the console?

    This is a search term that has generated impressions of your site's page on a Google SERP. You can only find the query data in Google Analytics, not in Google Analytics.

    One Imprint

    Whenever a link URL appears in a search result, it generates an impression. The user does not need to scroll the screen until see the result of your search for the print to be counted.

    What's a click?

    When the user selects a link that goes outside of Google Search, it counts as one click. If the user clicks on a link, press the Back button, then click the same link again – one more click. If they then click on a different link – in two clicks.

    When a user clicks on a link in the Google search that is running a new query, it is not a click.

    this does not include paid Google results

    What is the average position?
  • This is the average ranking of your page for one or more queries. Suppose our guide to SEO tools places rankings # 2 for "SEO Software" and # 4 for "Keyword Tools". The average position for this URL would be 3 (assuming we rank for literally nothing else).

    What is the CTR?

    The CTR, or clickthrough rate, is equal to the number of clicks divided by Impressions, multiplied by 100. If our publication appears in 20 searches and generates 10 clicks, our CTR would be 50%.

    Filtering in Google Search Console

    GSC provides various methods for viewing and analyzing your data. These filters are incredibly convenient, but they can also be confusing when you become familiar with the tool.

    Type of research

    There are three types of search: Web, image and video. I usually use "Web" because that's where most of the HubSpot blog traffic comes from, but if looking for images and / or videos generates many visits, be sure to adjust this filter accordingly.

    You can also compare two types of traffic. Just click the "Compare" tab, choose the two categories that interest you, then select "Apply."

    This can lead to interesting results. For example, I discovered that this type of publication 101 gets more impressions from the image search than from the Web (although it generates even more clicks!).

    Date Range

    GSC now offers 16 months of data (90 days). You can choose from a variety of predefined periods or define a custom range.

    As for the type of search, you can also compare two date ranges in the "Compare" tab.

    Queries, page, country, device, search appearance

    Click "New" next to the Date filter to add up to five other types of filters: query, page, country, device, and appearance of research.

    These filters can be superimposed. For example, if I wanted data related to referencing queries to appear in mobile search, I would add a filter for queries containing "SEO" on mobile devices. If I only wanted to further limit the results to the posts on the marketing blog, I would add another filter for pages containing the URL "blog.hubspot.com/marketing".

    You can be very precise here – I recommend playing with different combinations of filters to see what is possible.

    Index Coverage Report

    Each page is assigned to one of the following four statuses:

    1. Error: Unable to index the page.
    2. Warning: The page is indexed but has a problem.
    3. Excluded:

    Site map submitted

    How to use Google Search Console

    1. Identify your most visited pages
    2. Identify your most recent requests (CTR)
    3. Find your average CTR [19659009] Monitor your CTR over time
    4. Monitor your impressions over time
    5. Monitor your average position over time
    6. Identify Rank Increases and Decreases
    7. Identify Your Most Busy Queries
    8. 19659009] Compare the search performance of your site on the desktop, mobile, and tablet
    9. Compare the performance of your site in terms of research in different countries
    10. Discover the number of pages indexed
    11. . Indicate which pages have not been indexed and why.
    12. Watch the total number of indexed pages and indexing errors
    13. Identify the problems of using the mobile
    14. Discover the total number of backlinks of your site
    15. . Identify the URLs with the most backlinks
    16. . Identify the sites that bind you the most
    17. . Identify the most popular anchor text. for external links
    18. Identify the pages with the most internal links
    19. Find out the total number of internal links on your site
    20. . Find and correct AMP errors
    21. . See Google for which a URL is displayed
    22. . old version of Search Console

    Can you see why I like the GSC? Let's explore each use case.

    1. Identify your most visited pages
    2. Click on Performances
    3. Click on the "Page" tab (next to Queries).
    4. Change the date range to "Last 12 months". . (A full year gives you a complete overview of your traffic, but feel free to adjust the period.)
    5. Make sure to select "Total clicks".
    6. Click the small downward arrow next to "Clicks" to sort from highest to lowest.

    1. Identify Your Higher CTR Queries

    1. Click Performances
    2. Click the "Queries" tab
    3. Change the date range to "Last 12 months". (A full year gives you a complete overview of your traffic, but feel free to adjust the period.)
    4. Be sure to select "Medium CTR".
    5. Click the small downward arrow next to "CTR" to sort from highest to lowest.

    Note: It is helpful to look at this issue at the same time as "Impressions" (check the "Total impressions" box to display this information side by side). A page may have a high CTR but low impressions, or vice versa – you will not get a full image without the two data points.

    2. See the average clickthrough rate

    1. Click on the performance.
    2. Click the date to adjust the period. Choose the range you are interested in (you can also click "Compare" to analyze two date ranges at once.)
    3. Check the "Average CTR".
    4. Click on Performance.
    5. Click the date to adjust the time period. Choose the range you are interested in (you can also click "Compare" to analyze two date ranges at once.)
    6. See "Total Impressions".
    7. Select Status> Performance.
    8. Click on the date. to adjust the period. Choose the beach that interests you. (You can also click "Compare" to analyze two date ranges at once.)
    9. Examine "Average Position".

    3. Watch your CTR over time

    I recommend keeping an eye on the CTR. Any significant movement is significant: if it is dropped, but impressions have increased, you are only classifying for more keywords, so the average CTR has been rejected. If the CTR has increased and the number of impressions decreased, you have lost the keywords. If the CTR prints and both increased, congratulations – you are doing something good!

    4. Monitor your impressions over time

    The more content you create, the more you optimize existing pages, the more pages are added. (As always, there are exceptions – you may have decided to target a small number of keywords generating a high conversion rate rather than a large number of keywords generating an average conversion rate, to focus on other channels, etc.)

    5. Monitor the average position over time

    The average position is not very useful at the macro level. Most people are worried about the rise, but it's a short-term vision. If a page or a set of pages begins to be ranked for additional keywords, the average position generally increases; after all, unless you rank exactly in the same location or better than your existing keywords, your "average" will increase.

    Do not pay too much attention to this measure.

    6. Identify Your Top Ranked Pages

    1. Click Performances
    2. Click the "Page" tab.
    3. Change the date range to "Last 28 days". (You want an accurate and up-to-date snapshot of your pages.)
    4. Be sure to select "Average Position".
    5. Click the small upward arrow next to "Position" to sort from the smallest (good) to highest (worst).
    6. Click on Performance.
    7. Click the "Page" tab.
    8. Change the date range to "Last 28 days". (You want an accurate and up-to-date snapshot of your pages.)
    9. Make sure "Average Position" is selected.
    10. Click the small downward arrow next to "Position" to sort from highest (bad) to lowest (good).

    Because you look at the average position per URL, this number is the average of all pages. rankings. In other words, if the ranking concerns two keywords, it may be that it is # 1 for a high volume query and # 43 for another at low volume – but the average will still be of 22.

    Keep this in mind. "Do not judge the success or failure of a page solely by the" average position ".

    Identify your lowest ranked pages

    8. Identify increases and decreases in storage

    1. Click on the Performance tab
    2. . Click on the "Query" tab.
    3. Click "Period" to change the dates, then select the "Comparison" tab.
    4. Select two equivalent periods. , then click on "Apply".

    At this point, you can view the data in GSC or export it. For a thorough analysis, I highly recommend the second solution, which will make your life a lot easier.

    To do this, click the down arrow under "Search Appearance" and then download it in CSV format or export it. to Google Sheets.

    After entering this data as a spreadsheet, you can add a column for position differences (Position of the last 28 days – Position of the last 28 days), then sort by size.

    If the difference is positive, your site has been moved for this query. If the result is negative, you have dropped.

    Identify your most visited queries

    1. Click Performance
    2. Click the "Query" tab
    3. Click "Date Range" to choose a period.
    4. Make sure the "Total clicks" option is selected. [19659009] Click the small down arrow next to "Clicks" to sort from highest to lowest.

    It is certainly useful to know which queries generate the most search traffic. Consider optimizing ranking pages for conversion, periodically updating them so that they retain their rankings, leaving behind paid promotions, using them to create links to less relevant pages. well rated (but equally important, etc.).

    ten. Compare the search performance of your site on desktops, mobile devices and tablets

    1. Click Performance
    2. Go to the "Devices" tab.
    3. Make sure the "total clicks", "the total number of impressions", "average CTR", and "average position" are selected.
    4. Compare your performance on desktop, mobile and tablet computers.

    11. Compare the search performance of your site between different countries

    1. Click Performance
    2. Go to the "Country" tab.
    3. Make sure the "total clicks", "total impressions", "average clickthrough rate" and "average position" are selected.
    4. Compare your performance across countries.

    12. Find out how many of your pages have been indexed

    1. Start with "Preview".
    2. Scroll to the summary of the index cover.
    3. Check the number of "Valid Pages".

    13. Find out which pages have not been indexed and why

    1. See Preview> Index Coverage.
    2. Scroll down the list to the Details box to find out what errors are causing problems with indexing and how often.
    3. Double-click on any Type to display the URLs of the page.

    14. Monitor the total number of indexed pages and indexing errors

    1. . Click Preview> Index Cover.
    2. Make sure that "Error", "Valid with warnings", "Valid" and "Excluded" are all selected.

    The total number of indexed pages on your site would normally increase over time as you:

    • post new blog posts, create new landing pages, add additional site pages, and so on.
    • Correct the indexing errors

    significantly, a modification of your site's template may be causing the problem (since a large number of pages was touched simultaneously). You may also have submitted a sitemap with URLs that Google can not parse (due to noindex, robots.txt, password-protected pages, etc.).

    If the total number of pages indexed on your site falls without a proportional increase in the number of errors, it is possible that you block access to existing URLs.

    In any case, try to diagnose the problem by looking at your excluded pages and looking for clues.

    15. Identify the problems of using the mobile

    1. Click on the usability of the mobile
    2. Make sure that the option "Error" is selected.
    3. Scroll down to the Details area to see which errors are causing problems with the use of the mobile and their frequency.
    4. Double -Click on any type of error to display the URLs of the page concerned.

    16. Discover the total number of backlinks of your site

    1. Click on the links
    2. . Open the report on the first linked pages.
    3. See the box titled "Total External Links".
    4. Click the downward arrow next to "Inbound Links" to sort the lowest back links.

    Each link returned tells Google that your content is trustworthy and useful. there are backlinks, better of course!, of course, quality is essential: a link from a high authority site is much more valuable than two links from low authority sites. sites are linked to a specific page, simply double click on this URL in the report

    17. Identify the URLs that have the most backlinks

    1. Click on the links
    2. Open the report on the first pages
    3. Click the downward arrow next to "Inbound Links" to sort the most important backlinks.

    If you wish to help a page at the top rank, add a link. a page with a ton of backlinks is a These backlinks give this URL a lot of authority over the pages, which it can then forward to another page of your site with a link.

    18. Identify the sites that interest you most

    1. Click on links.
    2. Scroll down to select "Top Link Sites"> "More".

    It is extremely useful to know your main areas of reference for promotions. with these sites every time you make a link building campaign. (Just be sure to use a tool such as Moz, SEMrush or Ahrefs to filter out those that are poorly controlled.)

    They can also be good candidates for comarketing campaigns or campaigns. partnerships with social media.

    19. Identify the most popular anchor text for external links

    1. Click the links.
    2. Scroll to "Link text at the top"> "More".

    The anchor text should be as descriptive and specific as possible – and in the best case, include your keyword. If you find websites that link to your pages but use anchor text such as "Click here," "Learn more," "Check it out," etc., consider sending a mail e-mail asking them to update the hyperlink.

    20. Identify the pages with the most internal links

    1. Click on the links
    2. Scroll to "Most related pages"> "More".

    It is normal for some URLs to contain more inbound links. For example, if you operate an ecommerce site, each product page in your "Skirts" category will be linked to the "Skirts" page. That's good: it tells Google that your top-level URLs are the most important (which helps them to rank higher).

    Cependant, un rapport de distribution de liens fortement asymétrique n’est pas idéal. Si un petit pourcentage de vos URL reçoivent beaucoup plus de liens que les autres, il sera difficile pour les 95% de recevoir du trafic de recherche – vous ne leur donnez pas assez d'autorité.

    Voici ce qu'une distribution fortement asymétrique se présente comme suit:

    La ​​dispersion optimale se présente comme suit:

    Utilisez les données de lien de la CGC pour savoir comment vos liens sont distribués et si vous devez vous concentrer sur l'amélioration de la distribution de votre lien.

    21. Pour en savoir plus sur le nombre total de liens internes sur votre site

    1. Cliquez sur les liens
    2. Faites défiler la liste vers le bas pour "Top des pages liées"> "Plus".
    3. Regardez la case "Total des liens internes".

    22. Recherchez et corrigez les erreurs AMP

    1. Cliquez sur AMP.
    2. Assurez-vous que l'option “Erreur” est sélectionnée.
    3. Faites défiler la liste jusqu'à la zone “Détails” pour voir les types de problèmes rencontrés et leur fréquence d'apparition.

    Google recommande de corriger les erreurs avant de consulter les pages de la catégorie "Valable avec avertissements". Par défaut, les erreurs sont classées en fonction de leur gravité, de leur fréquence et du fait que vous les ayez résolues ou non.

    23. Voir Google comment Google affiche une URL

    1. Cliquez sur la loupe blanche en haut de la page.
    2. Entrez l'URL de la page. (Assurez-vous qu’il appartient à la propriété affichée.)

    Voici comment interpréter les résultats. Si l'URL est sur Google, cela signifie qu'il est indexé et que peut apparaître dans la recherche.

    Cela ne veut pas dire que sera – s'il est marqué comme spam ou si vous " Si vous avez supprimé ou bloqué temporairement le contenu, il n'apparaîtra pas. Google l'URL; les visiteurs peuvent le trouver s'il est affiché.

    Ouvrez la fiche de couverture de l'Index pour en savoir plus sur la présence de l'URL sur Google, notamment sur les sitemaps qui pointent vers cette URL, la page de renvoi qui a conduit Googlebot à cette URL, la dernière fois que Googlebot l'a été. a analysé cette URL, que vous ayez ou non autorisé Googlebot à l'exploiter, que Googlebot puisse ou non extraire cette URL, que cette page n'autorise pas l'indexation, que l'URL canonique que vous avez définie pour cette page et que l'URL choisie par Google comme étant canonique

    La section Améliorations vous fournit des informations sur:

    • La version AMP de cette page, si elle existe, et toute question sp cifique à AMP
    • Statut pour la publication d’offres et / ou données structurées de recettes

    24 Accédez à l'ancienne version de Search Console

    Le nouveau CGC, bien que intuitif et bien conçu, ne possède pas toutes les fonctionnalités de l'ancienne version. Si vous souhaitez utiliser ce dernier, cliquez sur "Aller à l'ancienne version" dans le menu de gauche.

     

     marketing

      Cliquez ici pour obtenir tout ce dont vous avez besoin pour que votre site soit classé dans les résultats de recherche.

  • Leave a Reply