Google Search Console is like a treasure chest for understanding how your website performs in search results. This guide highlights six essential Google Search Console metrics every website owner and marketer should track.
Whether you’re just dipping your toes into SEO or you are a seasoned optimizer, Google Search Console offers valuable insights to refine your strategy and boost visibility. Of course, with so much data to dig through, it can feel like trying to find the remote in your couch cushions—challenging but oh-so-rewarding when you get it right on the first try.
This guide highlights six essential Google Search Console metrics every website owner and marketer should track. We’ve also included actionable tips to help you drive more traffic and improve your rankings.
Impressions show how many times your website appears in search results. It’s like counting how often someone sees your billboard — whether or not they actually stop to read it. The general rule is that an impression is recorded whenever an item shows up on the current page of results. It doesn’t matter if the user scrolls down to see it on their screen, as long as they don’t need to click something like “see more” to load additional results for it to appear. So if your site ranks on an average position of 9 for a specific term, 100 impressions do not mean 100 people actually saw your website... but it is still a way better measurement vs. that billboard.
When you connect Search Console to Looker Studio, it provides two different ways of counting impressions:
Why Impressions Matter: High impressions mean Google finds your content relevant for certain searches. But if impressions are high and clicks are low, it might be time to give your page a makeover to make it irresistible to click on.
What You Can Do: Update titles and meta descriptions for pages with high impressions but low clicks. Make sure they match the search intent and grab attention. Think of it as giving your page a snazzy outfit for the digital red carpet.
Impressions can also help you spot seasonal trends. Notice a spike every December? That’s your cue to prepare content that capitalizes on holiday traffic.
Clicks measure how many users actually click your link in the search results. It’s the SEO equivalent of getting someone to walk into your store after admiring the window display.
Why It Matters: Clicks reveal what’s working. Keywords and pages with high clicks often align well with user intent and offer valuable content.
What You Can Do: Identify your most successful pages and queries. Once you know what’s working, create similar content to capture even more traffic. Compare clicks to impressions to find pages with potential that just need a little extra polish.
If you’ve launched a new campaign or blog post, tracking clicks can also reveal how well it’s performing. Spikes in clicks for a targeted keyword? That’s your pat on the back.
CTR is the percentage of impressions that turn into clicks. It’s calculated by dividing clicks by impressions and multiplying by 100. For instance, if 100 people see your page and 10 click on it, your CTR is 10%. Simple math, big impact.
Why It Matters: CTR shows how appealing your search result snippets are. If your CTR is low, your page might be the broccoli on the buffet—good for you, but nobody’s choosing it.
What You Can Do: Spice up your titles and descriptions. Use power words, numbers, and emotional hooks to grab attention. For example, “5 Proven Tips [Free Guide]” might get more clicks than “SEO Tips for Beginners.”
Also, prioritize improving CTR for high-impression keywords. It’s like upgrading your fishing gear for a lake stocked with fish—more payoff for your effort.
The average position tells you where your page ranks in search results for a keyword. A position of 1 means you’re the star of the show, while 10 means you’re still on the first page—but just barely.
Why It Matters: Knowing your ranking helps you focus your efforts. Keywords in positions 8–15 are close to the first page and can drive significant traffic with a little nudge.
What You Can Do: Work on improving content and on-page SEO for keywords near the top of the second page. Add internal links, update old content, and build backlinks. Remember, even a tiny improvement in ranking can make a big difference in traffic.
Tracking average position over time can also reveal the impact of your SEO efforts. If rankings drop, it’s time to troubleshoot.
Queries are the search terms people type into Google that lead them to your site. They’re basically your audience telling you what they’re looking for—no crystal ball needed.
Why It Matters: Queries give you insight into your audience’s interests and needs. They help you figure out which keywords are driving traffic and where you might have gaps in your content.
What You Can Do: Use queries to discover opportunities for new content. If you notice multiple queries around a specific topic, create a dedicated blog post or resource. Grouping similar queries can help you rank for multiple terms with one piece of content. Efficient and effective!
Pages show which parts of your website are attracting the most traffic. Think of this as your greatest hits album—the content your audience keeps coming back for.
Why It Matters: Knowing which pages perform well helps you replicate their success. High-traffic pages often have strong content, great SEO, or an engaging format.
What You Can Do: Analyze your top-performing pages to see what makes them tick. Is it the topic, the layout, or the visuals? Apply those winning elements to other pages that need a boost. Also, ensure these pages include internal links to guide readers to other valuable content on your site. Think of it as leading guests from the appetizer table to the main course.
By focusing on these six key Google Search Console metrics—impressions, clicks, CTR, average position, queries, and pages—you can take a data-driven approach to improving your SEO strategy. These metrics not only help you understand what’s working but also point you toward actionable steps to boost your website’s visibility and engagement.
Ready to simplify your SEO reporting? Check out our Google Looker Studio Search Console Template. It transforms your Search Console data into clear, visually stunning dashboards that make tracking performance a breeze. Try it today—your rankings will thank you!
