As a website owner, did you know that you have a powerful tool without which it would be difficult to work effectively on your natural referencing : the Search Console (formerly the webmaster tool). Free service provided by Google to analyze the data of search results of your site , it allows thanks to its numerous data and reports to analyze your site and to considerably increase the power of attraction of your website and therefore your ranking in search engines.
However, it will be necessary to have previously installed Search Console . If this has not yet been done, MavenUp Creatives provides special SEO Services in Lahore and helps businesses outrank their competitors in no time.
I. Why will monitoring and analyzing your traffic improve your performance on the web?
Although it may seem obvious, we are still surprised at the number of website owners who do not have any tool for monitoring and analyzing their traffic, or simply do not use it. And for those who use it, the only data taken into account is the number of daily visitors to its site, whether it is qualified or not.
- To improve the number of visitors your site
- To optimize the ranking of your site in the engines
- Correct dysfunctions (404 errors, non-indexing, etc.)
- To follow the evolutions of your positioning and your visitors
- Understand the possible loss of traffic or conversion
- To optimize your content strategy
- So many actions that will allow you to increase the traffic of your website.
- Search Console Dashboard
II. Improve the click-through rate of your pages in search results
Let’s move quickly to the appearance tab in search results which, as its name suggests, allows you to better visualize what Internet users perceive of your site on search results.
And for the more courageous, you can venture to the “HTML Improvement” link which will reveal the problems that Google discovered while crawling your site such as:
- Duplicate meta descriptions, too long, too short
- TITLE missing / duplicated / too long / too short
- Content not indexable by Google
III. How to use this information?
Here are some simple tips to do:
- For titles (or TITLE tag for the most seasoned SEO): Write relevant and informative descriptions without exceeding 65 characters or so to avoid getting truncated titles (according to Google it’s 70 maximum). Highlight the added value of your content to encourage clicks . For this, do not hesitate to use the techniques of copywriting.
- For meta description (or snippet): Provide a succinct and accurate summary of the page’s content in the associated meta description tag. Use 155 characters for the meta description tag for the same reason (according to Google it’s 165 maximum)
- For URLs: Organize your web pages in a logical structure and rewrite your URLs so that they are human readable.
- Make sure every page of your site contains title and a unique description
- Make sure that the most important content is not blocked by robots.txt or .htaccess files. (see the Google Index section below in this article)
IV. Understand and optimize search traffic
Ready to explore the world of keyword impressions or your most viewed pages? Google Search Console offers several reports and tools in the “search traffic” section that can help you learn more about your website and how to use this data to improve your ranking .
at. Research Analysis
Among other things, the “Search Analysis” report shows you the queries that give you the most impressions (number of times a web page is displayed on a search engine following queries related to the content of this page ) and clicks to your website.
b. Explanation of data
1. The number of clicks per keyword
First graph and table that appears, this report shows you the keywords that stand out the most on your site in order of performance (number of clicks) and allows you to check that you are in line with your activity. If you only sell tubs and you come up with results for the sale of frying pans, we agree that there is a concern.
2 and 3. Total number of impressions per keyword and CTR (click-through rate)
This data will allow you to understand how Internet users interact with your site. For example, if you have a high number of impressions but a low number of clicks (therefore a low CTR), this indicates that the Internet user does not want to click on your link more than that. Why ? Perhaps the title or description of your page is simply not effective enough and needs to be reworked.
4. Position
As its name suggests, this data shows you your average positions in the search results. There are 10 natural results per page on Google, so if you see 23 in the middle position, you are in third position of the third page of results (so too far).
5 to 10 Filters
Are you targeting an international audience? The Country filter will interest you since it will help you filter the performance of your site by country and compare the rankings between two countries.
The Devices filter shows you the devices (PCs, mobiles, tablets) used to access your site. With the explosion of mobile browsing, this data will be invaluable to you in determining whether your site is responding to new browsing habits .
vs. What to do with this data?
1. Improve click-through rate
The objective here is to improve the number of visitors to your site . For that, it will already be necessary to encourage them to click more often on your links and to optimize the contents of the site to improve your general positioning.
2. Optimize the content of your pages
But, you must also verify that the content itself of your page uses this request. In order not to “stuff” your page with keywords, which would be badly perceived by Google, do not hesitate to insert synonyms.
Ex: “website creation”, “website design”, “build your site”
If your pages contain images, optimize their name and title by including your key queries.
3. Produce more quality content
Creating varied and quality web content for your customers in order to capture their attention, establish a real relationship and thus increase your sales, this is the objective of content marketing or content strategy . This method of acquiring visits has become a pioneer in SEO strategy .
What will you use to produce more content?
- Attract an audience at a lower cost
- Improve your natural referencing therefore increase your traffic
- Become an authority in your field and differentiate yourself from competitors
- Create a community
- Maintain a relationship with customers / prospects
- Develop your prospect pool
In order to generate traffic on your website or on your blog, you must produce content that is in line with the expectations of your targets. To do this, 3 steps can help you:
Step 1: List the web pages of your site that generate you the most clicks . These pages are considered to have the best content.
Step 2: Analyze the themes that Internet users are looking for the most. Check out what’s already working on your site and what’s blocking so you know more precisely how to orient your content writing strategy.
Step 3: Invite the reader to stay on your site by offering additional content that will facilitate the engagement of your readers and the time they devote to your content. These types of content are very effective at fueling your long tail and optimizing your SEO.
What is a site redesign for?
- How to prepare it?
- How to keep your SEO after a redesign?
All that remains is to write and then link this content with “optimized” links.
d. Links to your site
Google Search Console also allows you to discover backlinks to your website and gives you a lot of valuable information from this report.
The backlink or back link in French (also called an incoming link) is a hyperlink placed on a web page which points to your site. This has 2 advantages:
- improve your SEO
- increase your notoriety
Ok, but how do I improve the quality of my backlinks? For that, I can only recommend the excellent Trafic Mania article on the 11 sources to get quality backlinks.
e. Internal links
This data indicates the number of internal links that point to one of your pages. All the links (internal and external) constitute the mesh of your site . So you can compare your site to a map where each page represents a city that is linked to others by links that symbolize roads. If you want your visitors and engines to find their way there, the mesh must be consistent.
f. Manual actions
Is your traffic falling and you don’t understand why?
Come throw in this report which informs you when Google penalizes your site for using spam or black hat techniques for your SEO. As the name suggests, these penalties are manual and much more severe than those resulting from algorithms. They will force you to take drastic action.
g. Mobile ergonomics
I think it is unnecessary to remind you of the importance of a site adapted to mobile to seduce Google. The mobile optimization is an important factor in ranking, and your site should be up.
- content larger than the screen,
- text too small to read
To improve your positioning , correct any reported issues and make sure your website delivers a great experience on every device.
V. Check your presence on Google
But what is this term? To put it simply, the indexing of a website is in fact the recording in the database of a search engine of the pages of the site, which allows them to stand out in the results following requests made by the users. users.
This indexing is done in a natural way thanks to indexing robots.
To find out if all is well, go to the “Indexing Status” tab then click on “Advanced”. If your blue curve is growing (in the case that you regularly put new content on your site) or stable, that’s a good sign.
b. Blocked resources
Google needs full access to your site, whether in terms of CSS code, javascript, but also images … in order to index your site and above all to be able to render content. So this section tells you which resources it doesn’t have access to so you can unblock that.
If Google cannot access all or part of your site, for example because you have refused it voluntarily or not access to your robots.txt file, the search results will not be able to restore your information and your ranking in the engines will not be not at the appointment.
The Digital Hub 