Google Search Console: The Secret to More Organic Traffic

We all want more traffic, right? But, what are we doing to get it?

Social media posts? High quality content? External links? Ads?

If you’ve got the above LOCKED DOWN, you’re on the right track, but there are always ways to improve.

Einstein Marketer’s got a bundle of traffic generating methods. And today, we’re going to teach you one of our favourites.

It’s FREE, requires little tech knowledge and is easily optimised.

Appetite Whetted?

OK, let’s get into the juicy stuff.

seo checklist

Google Search Console 

On the face of it, this Search Analysis device looks like a bunch of software tools used to measure your site’s performance.

That’s exactly what it is.

So, how exactly can we use a measuring tool, to boost traffic?

Let’s first look at what it can tell us.

 

The Stats

homebase and outpost measure and analyse

We promised that this traffic boosting tip wasn’t going to get techy. So, we’ll stick to just one of the Google Search Console pages.

You’ll find it here:

Status>Performance (Updated 2018 version)

Or here, (if you’re using the older version):

Search Traffic> Search Analytics

If you’re on the right page, you’ll see a graph that looks like this:

google search console stats

Don’t worry too much about the lines, they’ll only confuse you.

Instead, let’s take a look at what the 4 lines represent:

  1. Total Clicks- the number of times visitors have clicked on your site link, from their keyword search.
  2. Total Impressions- the number of times a visitor has seen your link, after making a search.
  3. Average CTR- the percentage of people who have seen your link and clicked on it. In other words, Total Clicks ÷ Total Impressions x 100.
  4. Average position- the average position of your keywords in user searches.

From here, we’re going to talk about these 4 terms as if you know them back to front. If you’re stuck, check back to remind yourself of their meaning.

 

You’re There? You Understand?

So, you’ve found the right page? And you understand the 4 metrics shown on the graph?

Cool.

Now, you’ll need to scroll down below the graph, so you can see a table with the columns that represent the graph.

google search console tricks

If you can’t see all four columns, click on the appropriate metric above the graph. E.g. if you can’t see TOTAL CLICKS in the table, scroll above the graph and click on TOTAL CLICKS. This will make it appear.

We’ll pause for a moment, so the slower members of our class can catch up…

…excellent.

 

Dispelling a Myth

Einstein Marketer would place a sizeable bet, that the first thing you’ve done is check your POSITION scores for keywords.

This is the most USELESS of all 4 metrics.

So, well done for wasting a minute of all our time so Einstein Marketer can explain.

If your position is 1 for certain keywords, but your impressions are low. What’s the point?

In other words, why should you care about ranking if nobody is seeing it?

So, let’s forget about that 4th metric, and sort our table by IMPRESSIONS, descending from HIGHEST to LOWEST.

google search console drive traffic

Sorted? Awesome

That will have rearranged all your KEYWORDS into a completely new order.

Take a look at that list. This is a ranked order of your best performing keywords.

See how important that POSITION METRIC is now?

 

The New Order

Now, we know our top keywords, we need to understand what’s performing and what isn’t.

Remember that CTR metric?

You’re going to want to scroll down your list, and look at the percentages.

Highlight anything that’s under 20%.

We’re going to drive that number up, and generate loads more traffic.

 

The Search

 

Keep your Google Search Console open, and bring up a new tab/web page.

Search for the keywords that have a low CTR and find your link.

When you’ve found it, study the links around it. These are your competition.

Let’s take a look at a search result.

google search console tips and tricks

There are two things to bear in mind when analysing your link against others:

  1. The Title tag- the headline of the link
  2. The Meta Description- the text underneath the headline, that describes your page.

Look at the page objectively, like you’re a neutral visitor.

Is there a link you’d RATHER click on? Or would you move onto the next search page?

Even if you’re stubborn enough to believe that you’ve got the best link, you’re going to have to rethink either the title tag, the meta description, or BOTH.

Numbers don’t lie.

 

Is it Compelling?

google search console analysis

If your CTR is ever going to rise, your TITLE TAG and META DESCRIPTION need to be compelling, ask questions and make promises (that your link will fulfil).

Try one of these 3 strategies:

  1. Gain Strategy– make your visitor a promise about what advantages they’d receive from clicking on your link, e.g. How to Get (desired result) With (blank), 5 Ways to (desired result) With our (Blank) Secrets, Turn (Pain) into (desired result)
  2. Threat Strategy– this technique should make impressions feel like they have to click on your link. If they don’t, they’re going to miss out, e.g. 5 Shocking Mistakes Destroying Your (blank), The (Blank) Gamble You’re Taking Everyday with (blank), Stop (blank)ing! The Truth Nobody Else Will Tell You
  3. Social Proof Strategy– your impressions will feel like they’re on the cusp of a huge breakthrough, or about to be let in on a technique that’s worked for everyone else. Peer pressure. It never gets old. E.g. Join 1,000 of your Peers who’ve (desired result), The (desired result) and How (industry leader) Got It, Why I (blank) and You Should Too!

These sorts of strategy guarantee to BUMP UP your CTR ratings, but…

…if you’re still stuck, Einstein Marketer’s got a few more ideas.

 

CTR Boosters

creating a hook marketing

If you’re ever going to grab the attention of your impressions, you’re going to need to find a KILLER HOOK for your headline and content.

Already got one? Maybe you need a rethink.

No idea what a hook is? We’ve got you covered.

Check out our HOOK POSTS to discover the secrets of generating new traffic through links:

The Hook (Part 1)- Specific Messages

The Hook (Part 2)- Weaknesses

The Hook (Part 3)- Big Gains

And, if that wasn’t enough, check out this Content Marketing Blog, for a few more AWESOME tips.

 

Google Search Console: A Never-Ending Game

So, you’ve found the links with the low CTR’s and you’ve rewritten the title tag and meta description, I guess that means you can stick the kettle on, and put your feet up?

No chance.

Optimising your links is a never-ending journey. One that you should keep track on every week (using last 7 days in the DATE tab).

google search console tips

Don’t be afraid to test, but never lie to your prospects.

DON’T make promises you can’t keep. DON’T lie about what’s inside the link. And DON’T take visitors to a place they didn’t want to go.

This will only harm your traffic stats in the long run.

Good luck with Google Search Console

…and remember, quality content is nothing without traffic, so put the time in!

Did you love this content? Are you struggling with Google Search Console? Or is there something you’d like us to explain in more detail? Leave a comment, or send us a message and we’ll reply as soon as our Social Media Manager has stopped staring into space.

seo checklist

Director of Content at Einstein Marketer
Josh is an award winning content marketer and the Director of Content at Einstein Marketer, previously working as a content manager, freelance copywriter and marketer. He writes, edits, proofs and strategises content for Einstein Marketer's agency and their clients, sharing the most successful tactics and strategies with his lovely audience. He hates writing in the third person, follow him on the social links (above) so he can get back to writing as himself.

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