How to Use Google Search Console for Marketing Insights

Search Console can be useful even when your main focus is performance marketing.

Start with search queries

Look for relevant topics, unexpected queries, questions, branded searches, and pages receiving impressions.

Look at impressions and clicks

A page with many impressions but relatively few clicks may deserve a closer look at its title and description.

Review average position carefully

Average position is useful directionally, but it is not a perfect ranking for every search. Results can vary by query, location, device, and user context.

Find content opportunities

Search queries can reveal questions and topics that deserve new articles.

Combine Search Console with analytics

Search Console helps explain search visibility, while analytics can help explain what visitors do after arriving.

Conclusion

Search Console is also a useful source of audience research. Search data can inform content strategy.