How To Utilize Google Search Console To Improve SEO- Best In 2021

How To Utilize Google Search Console to improve SEO?

Technology and the Internet have got the world hooked, and there are over 3 billion online users. All it takes is few keywords to get what you want. At the other end of the table, businesses and brands are contemplating how to increase awareness and visibility in the search engines. Several SEO services in London help resolve this predicament. Among the varied SEO services, Google Search Console or GSC merits consideration.

What is Google Search Console?

Google Search Console helps businesses monitor, maintain and troubleshoot their websites’ presence on the Google search engine. This service by Google is free of cost and hence appeals to all walks of life. First and foremost, companies should test whether Google can find and crawl their website. Only if Google can find and crawl the site will it appear in search results through PageRank. PageRank is a Google algorithm that ranks websites based on their importance and authority in search engine results.

Google Search Console came into being in 2015, a rebranding from its predecessor Google Webmaster Tools. Every passing year, Google puts forth new tools, analytics and data. So good news for businesses and brands. If you haven’t yet, Google Search Console offers an excellent way for getting an SEO health checkup for your websites.

What can Google Search Console do for you?

An all-in-one package, Google Search Console has a barrage of features to get your business website up and running. It helps rectify technical aspects such as indexing and reindexing and troubleshoot issues. It has tools that help sort the website SEO by tracking your website performance. GSC does this through analyzing specific keywords, web traffic and search appearances, among others. The GSC analyses these aspects through the Performance tab that features under its Overview Report.

Google Search Console Features for website SEO

The performance tab is a comprehensive section that enables you to see the pages and keywords ranked by the Google algorithm. The upgraded version is a virtue that stores data history for up to 16 months; the earlier version only availed data for 90 days. The lengthier timeline brings forth an extensive data pool that renders greater relevance and precision when studying websites and keywords.

If you are new to this and reading this for the first time, you are probably wondering where to begin. The performance tab comprises several headings such as queries, pages, location and devices. Studying and understanding these should make for an excellent starting point.

The end goal of the performance tab is to see which keywords and sites need improvement for enhanced visibility. That is, the performance tab takes care of SEO. This is taken care of by the “search appearance” tab that comprises the subsections – clicks, impressions, average CTR and average position.


The metric signifies the frequency of clicks awarded to your website in Google search queries. The number is integral as it enables businesses to know how their page titles and meta descriptions are performing in the search game. This directly correlates to the SERPS, that is, Search Engine Results Pages. More so, the position of the search result is paramount. For instance, a page appearing on the first page of the Google search stands to receive more clicks than a page appearing on the second page of the search results.


The impressions parameter denotes how often your business or brand website in general, or even a specific page, is displayed in search results. In simpler terms, it shows how often your page appears in the google search results for that particular keyword. However, the specific page that is ranked for the said keyword is not known.

To know which specific page is ranked, you should navigate to the “Pages” tab. The tab allows you to see what pages get tagged for keywords. A pertinent question you should ask is whether the intended page was ranked for the particular keyword. If not, then your business or brand website needs improvement. You can improve the page SEO by enhancing the content with the keyword or adding internal links from pages and posts.

Average CTR

CTR – or Click Through Rate – tells you what percentage of viewers have clicked on your website in the search results. It shouldn’t come as arevelation here that a higher ranking in the SERPS increases the probability of clicks, thereby increasing the Average CTR.

The good news – you can enhance your CTR by rewriting the meta description or page title. These are a play on the psyche of browsers that account for click-bait triggers. Negative connotations aside, such click-bait strategies help enhance the average CTR. However, before doing this, ensure that your site appears on the first page of the Google search results. If not, then making the changes will not have a considerable impact on the average CTR.

Average Position

The parameter entails the ranking that a specific keyword or page had at the time of selection. However, this position is not always reliable and keeps fluctuating based on the search results. The reason is that the google algorithm is advanced and can produce different search results for each visitor; the algorithm renders customised search as it understands what suits the visitor. This is the power of Artificial Intelligence and Machine Learning.


With over 3 billion users, businesses and brands have been in a rat race to increase visibility in the search results. The way to conquer this challenge is to use SEO optimisation. Among the several SEO services, Google Search Console or GSC is an excellent contender. GSC is a free service that enables users to maintain, monitor and troubleshoot their websites. It is an all-in-one solution that takes care of technical, SEO and other aspects. GSC comes to the rescue and helps optimise website SEO through its performance tab. The performance tab comprises the subheadings Clicks, Impressions, Average CTR and Average Position.

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