A beginner's guide to Google Search Console

What is the Google Search Console, and how can you use it for your business website?

Google has lots of tools available for small business owners. The majority of these are free and offer valuable insights regarding who is visiting your website and how they found you. Google Search Console is perfect for helping you find the ‘not so obvious’ keywords that bring your website up in search results.

What is Search Console?

Google Search Console is a free service offered by Google that helps you monitor and maintain your site's presence in Google Search results. With Search Console, your website’s keywords are ranked on the search engine results page, allowing you to identify low-hanging keywords. These are the words or phrases that still get you ranked on the search engine but not at the top of the results page.

Using low-hanging keywords helps you target customers who aren’t using your primary keywords in their search, broadening your audience. Also, identifying these keywords allows Google Console to alert you to any critical issues on your website and helps Google identify your website’s content.

Who should use it?

All business owners and marketing teams can leverage on the insights from Search Console. This free service can help everyone achieve quick wins, especially if you don’t have the budget to hire an agency. Plus, you can learn a lot about data and content on Google with this tool.

How do I set it up?

Before you can leverage on the tool, you need to set it up and verify your website.

Here’s how:

  1. Sign in to Search Console
  2. Enter your website and click Add Property.
  3. Verify you own the website by either uploading an html file from your website, via your hosting provider, via Google Tags or via your Google Analytics Tracking ID (easiest).
  4. Complete the process on your domain manager’s site.

How do I use it?

Search Console can help you identify low-hanging keywords—keywords that are easy to rank for within your industry but aren’t as competitive.

Step 1: Identify a keyword list you want to rank for on Google. Find a simple guide here.

Step 2: Log in to Search Console and verify the keywords you are already ranking for. These would be the keywords that are ranked 10 and below.

Step 3: Edit your content to optimise that keyword. For example, if the keyword you are ranking for is “Singapore Marketing Automation”, you can improve your ranking by changing your title, meta description, and page URL to include that keyword.

Step 4: Identify other keywords that could be easier to rank for. For instance, if “Marketing Automation” is too competitive, try adding specific descriptions like “Marketing Automation for Education Businesses”. You can also research keywords by using tools like answerthepublic.com that suggests keywords based on what the ‘public’ is currently searching for.

Identifying low-hanging keywords and optimising them by creating content around those search terms can help you improve your search rankings over time without burning a hole in your marketing budget.

These keywords, also referred to as long-tail keywords, can also be used for your search campaigns. Generally, these keywords or phrases will be cheaper to target and can reach customers who know more about your product and are more likely to convert.


Summary

  • Google Search Console is a free tool to help you monitor your ranking in search results
  • It allows you to identify low-hanging keywords
  • Low-hanging keywords are the less common words or phrases your website ranks for in search results
  • Once you’ve identified these keywords you can optimise your content around them and so target a broader online audience