how to use google search console to improve your s with timestamps YoutubeScribe.com

[0:00] Google Search Console, previously known as
Google Webmaster Tools is one of the best
[0:04] free SEO tools out there.
[0:05] But most people use it for pure vanity metrics
like checking if impressions or clicks increased.
[0:11] Others use it to look at average ranking position.
[0:13] But these things as standalone metrics provide
very little value.
[0:18] So today, I'm going to show you how to use
Google Search Console to actually improve
[0:22] SEO for your website.
[0:23] Stay tuned.
[0:24] [music]
[0:28] What's up SEOs?
[0:29] Sam Oh here with Ahrefs, the SEO tool that
helps you grow your search traffic, research
[0:33] your competitors and dominate your niche.
[0:35] So before we dig into the tutorial, I'm going to
assume that you've already handled the basics
[0:40] like verifying your site and submitting
your sitemap to Google.
[0:43] If you haven't done that yet, do it first because
you'll get a lot more value from this video.
[0:48] Let's get to it.
[0:50] So the first tip is to improve clickthrough rate
for underperforming keywords.
[0:53] So let's define an underperforming keyword as
any page where you don't rank in positions
[0:58] 1 and 2 for that keyword.
[1:00] And the reason why I'm defining it this way is
because if you look at this graph of the CTR curve,
[1:06] you'll notice that anything not in positions 1 or 2
gets significantly less search traffic.
[1:12] For example, if your page is ranking in position
7, your CTR will be around 2.16%.
[1:19] Now, if you were able to bump that keyword
ranking to position 2, your clickthrough rate
[1:23] would be around 15.5%.
[1:26] Now, to put this into perspective, if the keyword
your page ranked for had a search volume of 1,000,
[1:32] then being in position 7 would get you 
around 21 search visits per month.
[1:37] Whereas in position 2, you'd get 155 monthly search
visits, which is more than 7x the search traffic.
[1:45] To find these underperforming keywords, go
to the "Search results" report under Performance
[1:49] and make sure that you've clicked on the average CTR
[1:51] and average position boxes so they show up in
the table below.
[1:56] Next, scroll down to the table and set a positions
filters to show pages that have an average
[2:00] ranking position of less than 8.1.
[2:03] Reason being, it's easier to move from position
8 to the top 2 since you'll get more exposure
[2:08] than the absolute bottom of page 1.
[2:11] Now, one limitation to Search Console is that
they don't let you set a positions range.
[2:16] So we'll just sort the table by position in descending
order and start skimming through the keywords
[2:21] for queries we may want to optimize our pages for.
[2:24] We'll also want to look at the number of impressions
too because there's likely no point in optimizing
[2:29] for a query with 20 impressions.
[2:32] One that stands out to me is this one, "how
to create backlinks."
[2:36] So I'll click on that keyword, then I'll go
to the Pages tab.
[2:39] From here, you'd want to do an individual
analysis of this page, and see if you can
[2:43] further optimize for the keyword since it's
virtually on the same topic.
[2:47] So whether that be on-page work, adding internal
links, or something else, you'd have to assess
[2:52] the best course of action and experiment.
[2:55] But be sure to use some common sense.
[2:56] For example, you'll see that we rank for
"301 redirect SEO."
[3:00] This keyword doesn't make sense grammatically,
[3:03] so we wouldn't throw in typos for the sake of,
quote unquote, "optimizing."
[3:08] Since we're on the topic of clickthrough rates,
the next tip is to find and analyze pages
[3:12] with high keyword rankings, but low CTR.
[3:15] That CTR curve that I showed you before just
shows averages.
[3:19] So that means not every single keyword that ranks in
position 1 is going to get a 30 percent clickthrough rate.
[3:25] So what we need to do is find out which keywords have
subpar CTRs, analyze the cause, and see if there's
[3:31] a way to get more clicks and traffic to our pages.
[3:35] So while we're still in the Search Results
report, let's change the position filter
[3:39] to show pages that have a ranking position of
less than 3, meaning better than a top 3 ranking.
[3:45] Next, I'll sort the table by CTR from lowest to highest.
[3:50] Here's an interesting one.
[3:51] We've gotten around 7,000 impressions for
the keyword "diy seo," with a CTR of only 2%,
[3:57] while ranking in the Top 3.
[3:59] CTR should be somewhere in the ballpark range
of 9-15% since I know we're definitely matching
[4:04] search intent here.
[4:06] So let's go to Google and search for this keyword.
[4:09] Makes sense now.
[4:10] The featured snippet takes up a ton of real
estate, then it's followed by videos,
[4:15] the people also ask box, and then our page, 
which is actually the number one organic ranking.
[4:20] So in this case, we could definitely work on trying
to own that featured snippet and we could
[4:25] also create a video tutorial around the topic 
to try and claim a spot in the video carousel.
[4:31] And if we were able to successfully execute,
we'd own the entire "fold" of the SERP.
[4:36] Now, our page on "white hat link building" also
gets around a 2% CTR even though on average,
[4:42] we've been ranking in the Top 2 for the past
3 months for this keyword.
[4:46] Looking at the SERP, you'll see that the entire top
section is plastered with ads, then a featured snippet,
[4:52] a people also ask box, and then the organic results,
where ours is actually the first blue link result.
[4:58] In this case, it would come down to your priorities.
[5:01] The ads tell me that there's commercial intent
to this keyword.
[5:04] And if we were to optimize and try and own
the featured snippet, it may be worth the effort.
[5:08] But on the other hand, since there are a ton
of ads for white-hat link building services,
[5:13] which we don't sell, owning the featured snippet
may not result in a crazy boost in clicks.
[5:19] So, you'll have some tough decisions to make,
but that's SEO.
[5:22] Tough decisions, some which will be super-profitable,
and others that may not have been worth the time.
[5:28] Alright, the next tip is to check for sitemap
errors, warnings, and exclusions.
[5:33] Sitemaps are files that tells search engines
which pages are important on your site.
[5:37] They also help crawlers crawl your site more efficiently.
[5:41] Now, if you have issues with your sitemap,
then you might have a problem since you could be
[5:45] confusing crawlers, leading to wasted time
and resources on their end.
[5:50] To see if you have any issues, go to the Sitemaps report.
[5:53] Then click on the icon beside the sitemap
you want to investigate.
[5:57] You'll see a few tabs showing the number of
errors, warnings, valid URLs and excluded ones.
[6:03] Since we don't have any errors for our blog,
let's look at the one issue under "Excluded."
[6:08] And you can see that one page has been excluded
because of a duplicate submitted URL,
[6:13] which is not canonicalized.
[6:15] If you click on the error, then you'll see
this URL, on guest blogging.
[6:19] Looking at the HTTP status code for this URL,
[6:22] you'll see that there's a 301 redirect to our newer post
on guest blogging.
[6:26] The reason why this happened is because the
old article is still set as "Published" in WordPress,
[6:31] which means that Yoast, which is the plugin
we're using is adding it in our sitemap.
[6:36] So I'll delete this post and the issue should resolve itself
[6:38] the next time Google checks our sitemap for issues.
[6:42] Next up is to find pages that need internal
links or those that need to be pruned.
[6:47] Let's say that you're publishing a new post
on the best dog treats.
[6:51] If you already have relevant pages on let's
say, dog food and another one on puppy nutrition,
[6:56] it would make sense to add internal links
from these pages, pointing at your new post.
[7:01] And assuming that you've built some link authority
to these pages, there's a chance that your new page
[7:05] will get indexed faster and rank higher.
[7:08] Now, if certain posts don't have many or any
internal links, then there's a good chance
[7:12] that it's a forgotten post; meaning it probably
doesn't get much search traffic
[7:17] or provide much value to your site.
[7:19] So let's go to the Links report in Google
Search Console, where you'll see a summary
[7:23] of various categories for both external links
and your top linked pages via. internal links.
[7:29] And I'll click on the "More" link under internal links.
[7:33] Now let's sort the table by the number of
internal links pointing at our target pages
[7:37] to find "the forgotten."
[7:39] One of the pages that pops up is this one with the slug
"hire-me-page," which only has one internal link.
[7:45] And you'll see that it was published back
in October 2015.
[7:48] Now, this page isn't exactly in-line with
what we publish today.
[7:52] So I'm sure we'll be deleting or redirecting
it to another relevant page soon.
[7:56] Now, if you find pages that are worth keeping,
[7:58] then it'd be advantageous to either a) add more 
internal links pointing at them;
[8:03] or b) update the content and add more internal links where appropriate.
[8:08] For example, if we had an old post on keyword
research that was out of date, we'd first update
[8:12] our content to make it relevant to today.
[8:15] Then we can go to Google and search for something like: site:yourdomain
[8:20] and then I'll add "keyword research" to the query.
[8:23] This will show you all pages on your site
that include your target keyword there.
[8:27] Just visit the pages and add internal links
where it makes sense.
[8:31] Now, the main downside to Search Console's
internal links report is that they don't show
[8:35] you pages that have zero internal links.
[8:37] These are called orphan pages.
[8:39] Now, assuming there are no external backlinks
pointing at these orphan pages, this poses a problem
[8:45] because they can't be "crawled" by Google, meaning it won't be indexed and never discovered through search.
[8:50] Now, Search Console is a super-powerful tool,
and when it comes to accuracy for your own site,
[8:56] I strongly recommend using it.
[8:58] But there are three huge limiting factors
to your SEO success.
[9:02] First is that it's extremely limiting when it comes to discovering deeper technical issues on your site.
[9:07] And even if you're a wiz with Google Sheets, they 
only allow you to export up to 1,000 rows of data
[9:13] in places like their links reports.
[9:15] The second one is that there's no keyword
volume data.
[9:18] Yes, Google has Keyword Planner, but that's
only somewhat useful if you're paying for ads.
[9:23] Otherwise, you end up with ranged values like this.
[9:26] And even if you do have search volume numbers,
[9:29] they're rounded annual averages, which gives you
super-broad estimations.
[9:34] The third and final downside is the biggest
when it comes to doing SEO.
[9:38] And it's that you only have data for your site.
[9:41] SEO isn't a one-person game.
[9:43] You're competing against other websites and
pages for the top spot.
[9:47] And it's extremely difficult to do anything meaningful
without understanding the competitive landscape
[9:53] for the keywords you're targeting.
[9:55] So here's my advice for you.
[9:56] If you're new to SEO, Search Console is going to be 
the best place to start.
[10:01] You'll get a ton of insights on your website for free.
[10:04] But if you want to get any kind of competitive
analytics on your competitors, then you'll need
[10:08] third party tools like Ahrefs to help you achieve that.
[10:11] For example, if we enter backlinko.com
into Site Explorer, which isn't our domain,
[10:16] and go to the organic keywords report,
[10:18] we'll see that he's ranking for "youtube tags"
and around 44,000 other keywords.
[10:23] Now, I know we don't rank for this keyword
and since Ahrefs' Keywords Explorer provides
[10:27] YouTube keyword data, this might be a topic
we could potentially target in the future.
[10:32] Now, I'd love to hear how you're using Search
Console to improve your SEO.
[10:36] Let me know in the comments and if you enjoyed
this video, make sure to like share and subscribe
[10:40] for more actionable SEO and marketing tutorials.
[10:44] So keep grinding away, always be improving
your SEO and I'll see you in the next tutorial.

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