Google Search Console and other tools to push your SEO Efforts | Furlough Mastermind

post

Join us every Wednesday at 2pm EST in the Furlough Community Discord for our Mastermind session hosted by Joe Casanova & Ophir Gadot. Our guests change every week and range from experts, entrepreneurs and creatives to influencers, brands, nomads, investors and more!

 

In this gem-packed session, Joe Casanova and Ophir Gadot take you through Google Search Console basics and the tools that you need to push your SEO efforts to the next level.

 

You can also watch the replay of the mastermind here:

 

A Look Into Google Search Console

A Look Into Google Search Console

Ophir Gadot 

So basically the way to communicate a website with Google, this is their platform to submit the sitemap txt to the robots. txt submitted to submit all the website links. Also to kind of manage that communication with Google, meaning you’re going to see the errors, you’re going to see what’s being ranked, what’s being indexed, where keywords are being granted for what pages, CTRs, and stuff like that. So everything starts there. When speaking about SEO, you want to have a Google Search Console account, you need Google Analytics on your website. And also it allows you to integrate Google Analytics with Google Search Console and just see the metrics from both sides of the column meaning to see what keywords ranked for what pages and also you can cross see the data on Google Analytics, like bounce rates, time on page and stuff like that. So these are key essential parts, regardless of where you rank it, just manage this communication with Google from the get go.

 

Joe Casanova 

For sure. And even if you’re running Google ads, you want to link all of them, you know, these are Google products. And they obviously have seamless integrations, definitely make sure you get it linked up and set up.

 

Why Google Analytics is Essential

Why Google Analytics is Essential

So why Google Analytics is essential to understand SEO?

 

Ophir Gadot 

Obviously, you want to understand what happens with people who come from search engines and their interaction with your website, meaning time on site, bounce rates, what they’re actually doing, and also the audience insights. Because the Google Search Console gives you one side of the metric, you’ll see only their interaction on the search engine level. Not on the website level, I will never know if the content was relevant. He needs that supplementary piece from Google Analytics to see the whole picture.

 

Joe Casanova 

Absolutely. So Google Search Console isn’t necessarily built to tell you about how great of an experience that they’re having, as Google Analytics is, which can tell you time on site, time on page, bounce rate, you know, and how engaged they really are with your platform. Next important thing is what they like on your website, what pages they engage with. And of course, a little pro tip is just making sure Google Analytics and search console are integrated and connected with each other so that you can get a full understanding of the customer journey from search engine to time on page, we have some kind of screenshots of the platform itself. To give you an idea. Average CTR and average position, when you click it, you can actually see additional lines and graphs, you see in the bottom where it says queries, pages, countries, devices, search appearance and dates.

 

Ophir Gadot 

Manual actions; Once you have problems, an interface you have to be aware of. Basically the performance is everything. This is the way for me to understand what is going on with my pages and where they’re being ranked. And like the breakdown of pages, countries, devices and search appearance is big.

 

Joe Casanova 

And it’s really a great place especially, they actually updated some of the features in Google Search Console. And it could give you an idea of how your actual site is performing down to speed usability, if you have any broken pages or fixed pages, which we actually have an example of what that looks like, kind of tells you what’s broken, what’s fix. And it gives you more awareness of where your efforts should be going. And ultimately, improving your SEO efforts, right?

 

Ophir Gadot 

You can see from how the Google Search Console is structured, what exactly is important and where to put your focus. Also, the errors’ interface is like, this is your troubleshooting zone, you will know what is wrong from Google standpoint on your website that impacts your search performance. So I mean, there’s nothing bigger than that, especially on how important and crucial organic traffic actually is.

 

Google Search Console Core Features

Google Search Console Core Features

Joe Casanova 

Absolutely and then we’ll cover some of the core features, pretty straightforward. We have the setup, which, you know, this can include basically submitting sitemaps and robot txt files. A sitemap is basically the hierarchy and structure of your site. Right, you have your homepage, your collection page inside of each collection is your product. And it’s telling Google, this is the structure of the site. Now Google, basically when they index and see where your page is compared to search queries, they use what’s called crawlers and what they do is just crawl your entire site. And these crawlers basically scan things, click buttons, see where they go, so on and so forth. So what a robot txt file does is when it’s going to crawl a page, it sees robots. txt, and it skips over and goes to something else. And this makes it non indexable. Now, you’re probably wondering, why would I not want a page to index on Google? Right? If people are typing it in its ranking for a keyword, that would make sense. What if you are running, let’s say a Black Friday offer, you build this landing page, and you don’t put a robot txt there, and you have an aggressive offer of a 50% coupon for your brand name. It might be sending direct traffic by giving people a link. It depends really on the campaign. But if you don’t put a robots txt file in that page index’s. Now when someone is actually typing, brand name discount, your 50% discount is actually showing up and that’s probably not an offer that you want to give anyone that’s actually searching for that. These are naturally consumer behaviors. People are checking out coupon codes and discounts when they can. That’s just a simple use case of why you would want to use robots. txt files and make certain pages not index. Once you finish your setup, of course, you have the management. And this is a great place to see what keywords are ranking or what how they’re doing, how much traffic is actually coming across your keywords and phrases, and what pages are getting the most traffic or ranking the best for certain keywords, which is then tied to the next part, which is the analytic side, we’re pretty much breaking down how pretty simple and straightforward Google Search Console is, and how useful it is for when you’re running, you know, an online business.

 

Ophir Gadot 

It’s a daily thing. And if you’re not doing your daily, you’re not doing SEO.

 

SEO Checklist

SEO Checklist

Joe Casanova 

Beautiful stuff. So when it comes down to SEO, especially when it comes down to Google Search Console, we’ve already covered this by submitting your sitemap xml and your robots. txt is basically telling you this is the site, this is the structure…

 

Ophir Gadot 

The most trivial thing to do, and it’s nearly $50 to get down.

 

Joe Casanova 

Yeah. So review performance, speed, experience, trends overview, which is very important to see actually how keywords are performing and how you’re trending with those. And this kind of gives you that macro look on the data to see, you know, make data driven decisions. So you can see where the lowest hanging fruit is, which are the keywords that you should be focusing on and which are the keywords that are driving more traffic to your actual random business.

 

Ophir Gadot 

One thing very important to track in the performance interface is the CTR, we find all my positions are one. If I get less than 20% click rate, I need to modify my meta tags. And there’s nearly no other place for me to know that. Previewing these two metrics like position compared to CTR, there’s shitloads of data about what CTR you should have based on our position in Google, you want to be over the average, this is your way to understand if your meta tags are working or not. Google Search Console doesn’t support you to do AB testing. This piece of data is something you’ll need to do on your own, meaning to compare time periods when you have one metal tax and the other. But I mean, you can only take it from there. There’s no other way to take it. So it is just essential for SEO work.

 

Joe Casanova 

Amazing. And can you just close that out, be on top of your notifications.

 

Ophir Gadot 

Whomever had problems with Google, like authentic content, or duplicate content or suspicious activities and stuff like that. And on top of your manual actions and notifications from Google, you can get banned from Google. If you want, let’s say to ask for a review, or reach out for someone from Google, I don’t know how much experience you have to reach out to these kinds of companies. I mean, you’re on your own. So you want to address these notifications and manual actions ASAP. Be on top of them on a daily basis. If you are someone that does SEO for you, and he isn’t on top of it on a daily basis, replace him. Simple as that.

 

Search Console New Insights Interface

Search Console New Insights Interface

Joe Casanova 

Beautiful. Absolutely. And you know, the new insights with the new interface of Google Search Console, some of the perks and benefits, which we are going to pull up and we’re going to show you guys the actual use case of how we apply these things.

 

Ophir Gadot 

Yeah, one thing that wasn’t mentioned in the presentation, and this is the rich results test tool. So Google Search Console tool, basically…

 

Joe Casanova 

High average duration, you have 2000 eyeballs, is there an alternative for this tool? I mean, this is a Google product, there’s nothing he used like SEMrush and things like that.

 

Ophir Gadot 

Still basically allows you to see the combination of data between Google Analytics, Google Search Console, and just see what contents you perform, what time on site you get for each piece of content. Your searchers are finding what traffic sources drive traffic to these blog posts, and so on. It’s a new tool. It’s like the last six, seven months. It’s like a dream come true for marketers, to be honest. Use it. It’s an amazing resource, highly recommend…

 

Your Approach with GSC and Google Analytics

Your Approach with GSC and Google Analytics

Joe Casanova 

Beautiful stuff and what you should approach when you’re using Google Search Console and Google Analytics, really tracking performance and learning trends to understanding what’s trending, what keywords are going for what keywords are, you’re straying away from that you’re no longer ranking for an analyzing this data, as Ophir said, you need to be in Google, if you’re doing SEO should be in Google Search Console every day, and seeing these things and understand and kind of identifying these trends and putting efforts towards you know, the ones that are yielding the best results, or can yield the best results. Manage website communication with Google. Pretty straightforward stuff, guys. I gotta say, this is all this is Google Search Console. This is the SEO world could be intimidating, going into a new tool. But I could reassure you guys, it really is not as overwhelming as it seems from the outside looking in, and you’re looking at engagement. You’re optimizing your content for what’s working, SEO. I mean, especially Google, Google loves when you update historical content that might be outdated, right. And these trends, and these things that you analyze, can probably say this page is ranking really well for this keyword. But over time, it’s slowly been outdated. And now it’s being pushed down a new relevant content is being displayed, you know, prominently on the search engine. So what you can use these tools for is to use that information to say it should probably go back and update this. I should add some more pictures, I should probably add some more text or maybe I should remove some text or completely purge irrelevant content that is actually on your site. Keep that in mind, use Google Search Console to identify those trends. And let’s get that ball rolling. So definitely I’m glad that we went through that in the front end, because I want to leave room for us to actually go in, ask questions and actually go into the search console and show some things. So that being said…

 

Google Search Console Overview

Google Search Console Overview

Ophir Gadot 

The thing is this. This is obviously the performance interface, the most important one where you can see the keyword, CTR, the average position, how much impression and how many clicks you get on a timeframe that you’re defining here. Very straightforward on that level. To me, the important things are obviously the menus in between the manual actions, the security issues, you want to be aware of that. The coverage, it’s how many links are being valid, how many are being excluded, and so on. Just being on top of what being ranked, what being indexed and where you are. Core Web Vitals, super important metric. Just to know if you see weak links, and poor URLs, this is something to address ASAP. Security issues, obviously, less you have them like you can think of it as a non important interface, but it is. Messages, as you can see, these messages are still in the old interface. Overall, you get an email notification, whenever you have a message, you have to be on top of it. One tool that is important, and I use like nearly daily. the rich card testing tools. Let me show you, as you can see this is the Rich Card, right, this is the holy grail of eCommerce cards, you have the title, the description and you have the rating schema. It shows you how much rating you have, how many reviewers you have. Price and the stock at it’s become one to get there in terms of visibility on search engines. If I want to check my website for that instance, to check if it’s eligible. These features on search engines, pull in the URL, see the problems, the issues and so on. And I can see if I have the review snippets, you see crawl successfully, I have the review snippets of everything that I want, they have some issues, and it’s mostly because of multiple integrations within their website. But you can see all the technical sides of the schema markups. Some people will get too into it like in the next presentations on SEO. But schema markup is big. And this is your place to kind of troubleshoot that and make sure everything is alright. Super important tool highly recommended.  Now I want to go to the search console insights. Once you have the connection in place between Google Search Console and Google Analytics. And it just so you know aggregation of all the information, how much time on page you have. Pageviews, trends, and understanding how your content is being engaged from the search engine level to the website engagement level. You see the traffic channels, you see the time on site, you see what keywords they were searching, it’s just a combination of all the data and I’m telling you this is a life saving is so valuable and shows you everything you need to know. And you can also actually see additional data points from Google Analytics like their referring links and social media traffic, you can actually compare between your social traffic and organic traffic. The level of content consumption, and what works better, what type of content you want to replicate. You see each post how many views and how much time on site. Like I can see that this pose for example, get significantly less time on site. You can learn that I have a problem in this post. Like you see, the average here is ranging from six minutes to nine minutes. But I have posts here that are one to two minutes here, four minutes and 30. So I want to learn what the problem is here. I want to replicate what is working. It’s a very easy interface to see that.

 

Joe Casanova 

What’s very interesting is that the pages that have less time on site actually end up having way less impressions. So just showing high quality content, like right there high average duration, you have 2000 eyeballs, is there an alternative for this tool? I mean, this is a Google product, it’s not he used like SEMrush and things like that.

 

Ophir Gadot 

No alternative, like you can use Buzzsumo but this is the most accurate resource to evaluate your content. Buzzsumo is a helpful tool for sure. It’s helping you to see third parties but you want to see what’s going on in your shit. This is the place just setting up these basics of Google Analytics and Google Search Console is just a must have sincerely just something you cannot avoid. It’s easy to work, the interface is beautiful, highly recommended, guys.

 

Joe Casanova 

And the best thing is it’s free. I appreciate you guys awesome enjoy being with you guys. I’ll catch you in discord.