Optimizing your site for conversions and leads is one of the best investments you can make in your business.Having a website that runs smoothly and generates conversions can be a business lifesaver.But it’s not that easy. Conversions don’t just happen on their own.Thankfully, Google has free tools that can help you address what your site is lacking or struggling with.For example, we’ll look at Google’s Search Console.It’s an excellent tool that can help you diagnose everything about your website from Google’s point of view.But using it is complicated, and it often lacks actionable advice on how to fix your site.There are so many different sets of data and information, but no steps on how to improve upon your current analytical data.
And you need to fix your site if you want to continue to bring in new sales and revenue.Optimization must be at the forefront of your strategy.I’ve personally used Google’s Search Console to fix my site countless times.It provides data that you can’t find in Google Analytics. But the key is to know how to use that data to your advantage.Today I’ll share a few insider insights on how to use the Search Console to fix your site and drive conversions.
What is Google’s Search Console?
Google’s Search Console is a free tool that Google offers to help you monitor and maintain your site’s organic search presence.It’s a search engine optimizer’s best friend when it comes to maintaining good standing with Google.Using Search Console can help you understand why your site is performing well (or poorly) in the organic results.Search Console makes sure that Google has access to your content, helps you monitor spam issues to keep your site clean, can help you submit new content to crawl, and allows you to remove old content.Business owners, SEO specialists, site administrators, web developers, and just about anyone else who owns or runs a website can find uses for the tool.You can find tons of detailed data on website traffic, rankings, search results, site errors, redirect issues, and more.
If you don’t have Search Console set up, it only takes a few minutes to get your site in the system.Head to the homepage, enter your website URL into the bar, and hit “Add A Property” to confirm it.Once you’ve done this, you can verify your website URL and link it to your Google email account.After you create your account, you can begin learning the basics.Navigate to your console dashboard and you’ll see a list of options on the left-hand side.This option menu is your dashboard.From here, you can access data on search traffic, search rankings and appearance, crawl data (like 404 errors), security problems, web tools, and your indexed links.
Each section will display unique reports on your site and can give you some critical information about how your site performs.But the downside of search console is that it lacks actionable insights and fixes to problems.It doesn’t help you correct problematic issues. It merely helps you understand them.Get your feet wet with Search Console and start to understand the ins and outs.Once you feel comfortable, here are a few insider tips on how to use the Search Console to fix your site.
Find queries that drive traffic
One of the greatest benefits of Google’s Search Console is the ability it gives you to find queries that drive traffic.Google Analytics used to give us this data, but they barely do anymore.For example, when you fire up Analytics and head to your behavioral reports, here’s what you find for keyword data.Thanks, Google Analytics! That was incredibly useful, helpful data you collected for us SEOs out here.Analytics used to give us keyword data, but now most of it is lumped into dark traffic or “not provided” keywords.That doesn’t help us improve upon our marketing.If you know how to use Google Search Console, you can uncover tons of useful keyword data.You can find all kinds of things, like clicks, impressions, click-through rate, and even the positioning for given keywords and pages.
Instead of flying blind for search engine optimization, you can see how your pages are performing for specific keywords.You can use the data to inform future decisions or changes on your sites and pages.To get started, open up your Search Console and navigate to the “Search Analytics” report under “Search Traffic:”Before you dive into the data, you need to select a few metrics that are crucial.Make sure to select clicks, impressions, CTR, and position.Selecting queries will allow you to see all of the keywords that are driving traffic to your site.No more Google Analytics blank data that shows you nothing. Scroll down to find a huge list of search queries that real people have searched to find your website.
That’s a goldmine of data that Google Analytics won’t give you. Most SEO tools that cost money don’t even have this information.If you look on the right-hand side, you’ll see more metrics for each of these keywords, too.You’ll see clicks, impressions, CTR, and position.Use this data to help inform you about the keywords that are performing best. You can even use this to create new content that people are interested in.I do this all the time! If I see a new topic in the search query data, I turn that into a blog post.Long-form content wins the day, and I already know that people are finding me with those searches. That means that I can easily capitalize on more traffic by writing a new blog post on that topic.If you want to gain more organic traffic, you need to use Google Search Console to find popular queries.
Examine backlinks for outreach
One of my favorite ways to fix my site using Google Search Console is by identifying the best backlinks to my site.Search Console provides a diverse report on who is linking to you most often.It gives you the opportunity to create further backlinks to boost your site.Backlinks are a huge factor when it comes to boosting the visibility of your site.Organic rankings depend on backlinks.According to Backlinko’s study of over one million SERPs, the top-ranking content had the most backlinks.Total external backlinks are a big ranking factor. The top-ranking content on a given results page had upwards of 35,000 backlinks!But that’s not all. The number of referring websites for backlinks also plays a big role in rankings.
That means that you need diverse backlinks in addition to total links. But again, that’s not all.You also need links from high-quality websites with high domain authorities. You can’t just get links from directories and expect good rankings.The higher the domain authority of a backlinking site, the better boost you will get in organic search results.Backlinks are an SEO’s best friend. You need to monitor your backlinks constantly to find the best external links.Then you can leverage those existing results to generate even more links.To get started, you can examine a swath of data on your own Search Console page.From here you can analyze the best links that your site is getting. You can see which other sites are linking to you the most.
If you notice that the majority of your links come from one website, this can inform your marketing strategy to start targeting new sites for links.On top of that, Search Console shows you your most linked to content.If you click “More” under “Who links the most” you can find a master list of every site that has linked to you.You can even download these links into a spreadsheet for further outreach.If sites are already giving you backlinks, try sending them an email to exchange links.Backlinks are critical to enhancing your SEO strategy. Try using Search Console to scout the best links you’ve got and use this data to leverage even more links.If you want your site to stand out, you need to get more backlinks.
Improve your sites HTML
If you’ve ever run your website through Google’s PageSpeed Insights, you know that there are thousands of issues that can plague a site.It could be large images, heavy page elements, even sloppy HTML and coding issues.These are actually more common than you’d think.Take a look at my results on PageSpeed Insights.The top-ranking content on Google has the highest average page load speed.The faster your content loads, the better your site will perform in organic searches.But knowing that speed is critical and that HTML can impact it is only half the battle.HTML isn’t a simple fix. What’s even considered HTML?That’s where Search Console comes into play! Head to your dashboard and click on the HTML Improvements report.Click “Download this table,” and you can get a CSV file that explains the page and text where duplicate meta descriptions exist.Luckily, these are super easy to fix.All you need is a plugin like Yoast to help you craft simple, SEO-friendly meta descriptions for your site.