SEO Category

Using Google Search Console to Improve Your SEO

When you work in digital marketing it’s hard not wish you could talk to Google. Wouldn’t that be nice? Imagine being able to ask questions and get feedback about your site.
Ok, so there’s no direct line to get in touch with Google’s algorithm, at least in part because bots are notoriously bad on the phone. But we do have Search Console. It’s not a helpline but it can facilitate some communication with Google.
In another post we talked about using Search Console for SEO analysis and reporting. But in addition to using the information in Search Console to make strategic decisions, you can actually use the interface to make immediate tactical changes.
In this post we’ll cover some of the features available in Google Search Console (GSC) that will help you influence how Google understands your site and improve your understanding of how Google is seeing your site.

 

Google Search Console for SEO

 

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Using Google Search Console for SEO Analysis and Reporting

Google Analytics (GA) is one of the most robust and accessible analytics platforms available in the digital world. Not to mention that a standard account is free. But in addition to the Analytics we all know and love, Google also has Search Console (GSC).
Google defines their Search Console as “a no-charge web service by Google for webmasters. It allows webmasters to check indexing status and optimize visibility of their websites.” So while GA allows for a deep dive into metrics for traffic acquisition and user behavior, GSC is more focused on the site’s relationship with Google.
That’s a complicated relationship for most of us. Depending on the day, we love Google, hate it, love to hate it or hate to love it. But for better or worse, Google is the largest search engine in the U.S. and much of the world. It’s also the single largest driver of traffic to most websites. For that reason, monthly digital reports can benefit from the insights that GSC provides.
Search Console is an extremely useful platform that allows you to perform meaningful analysis and make changes that can affect how Google crawls, indexes and understands your site content. But for now, we’ll focus on the analysis as it applies to reporting. Don’t worry though, we’ll cover updates and optimization in another post.

 

Google Search Console

 

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The Changing Composition of Google’s SERPS

The only thing constant is change. It’s a truth of life, and a rule that Google lives by, from regular major updates like Panda and Penguin to its frequent minor algorithmic tweaks that happen nearly every day.
There are often visible changes, alterations to Google’s search results designed to enhance our ability to find what we want more quickly. Increasingly, we’re seeing results that aren’t simply a page of links with descriptive snippets. This changes the way we find information as searchers, but it must also change the way we think as digital marketers.
In today’s article, we’ll cover the diversified composition of Google’s Search Engine Results Pages (SERPs) and how we must adapt our strategies to embrace these changes.

 

Google Knowledge Panel Showing Megalytic Support

 

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An Example SEO Report Template for Agencies

One of the constantly changing questions for SEO agencies is what belongs in your SEO report template?
When building reports for clients, you want to show data that’s customized to their business goals and objectives. You know this; it’s the number one rule of reporting. For SEO reporting you need to take it a step further to present both a big picture view of traffic over time, as well as specific details about engagement, conversions, landing pages and queries.
Starting from scratch for each report can take a lot of time. Thankfully, Megalytic offers an easy-to-use interface for creating SEO report templates. Building an SEO report template will provide you with a starting point for future reports. This baseline becomes a customizable SEO report you can adapt for multiple clients.
Start by establishing the data you need to include and think about what metrics you’ll need to show from Google Analytics, Search Console, and other sources to prove your work’s value.
Whether you use the Megalytic platform or not, here are some ideas for the key data points your SEO report template should include.

image of seo template

 

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