How to use Google Search Console smartly for SEO opportunities
Many companies have access to Google Search Console (GSC), but then leave a lot of opportunities on the table. Yet this free tool shows you exactly where your website does or doesn't perform well in Google.
We'd love to show you how to use Google Search Console smartly to improve your content, raise your position in Google and get more out of your existing website.
What is Google Search Console?
Google Search Console is a free tool from Google that lets you see how your website performs in the search results.
An important difference from tools like Google Analytics:
- Analytics shows what people do on your site
- GSC shows how they find you in Google (or don't)
Among other things, you get insight into:
- Which keywords bring traffic
- How often your pages are shown in Google
- How often people click through
- Technical errors that can affect your rankings
In short: free market research, straight from the source.
5 ways to find SEO opportunities in Search Console
1. Pages with many impressions but a low CTR
Check: Report > Performance > Queries and pages
Look for pages that are shown often (impressions) but rarely clicked (low CTR).
What you can do:
- Adjust the meta title and description to make them more attractive in the search results
- Add clear benefits or a call-to-action
- Think like your customer: why wouldn't you click on this?
2. Keywords where you just miss the top 10
Check: Report > Performance > Queries > Position > 10
Look for keywords where your page just falls outside the first page.
What you can do:
- Add extra explanation to the page
- Use the keyword more often or more prominently
- Link internally from other pages to this page using the right anchor text
3. Pages with declining performance
Check: Performance > Date comparison (for example last 28 days vs. previous 28 days)
Do you see a drop in clicks or impressions on an important page?
What you can do:
- Check whether competitors are ranking better
- See whether the content is outdated and needs an update
- Add new paragraphs or visuals to stay relevant
4. Unexpected keywords you already rank for
Check: Performance > Queries (sort by clicks or impressions)
Here you'll find search terms you haven't consciously optimised for, but do rank for.
What you can do:
- Expand your content with an extra section on that topic
- Create a separate page if the search volume is large
- Use this as input for your content planning
5. Technical problems holding your content back
Check: Page indexing > Not indexed pages
Pages that are not indexed don't appear in Google. Sometimes wrongly.
What you can do:
- Check whether there are errors in your sitemap or robots.txt
- Request indexing again if a page has been excluded in error
- Check whether the page contains unique content and is properly linked internally
How do you turn insights from GSC into action?
It's not about collecting data, it's about what you do with it. Here are a few actions you can pick up right away:
| Signal in GSC | Action |
| Low CTR | Adjust title and description |
| Position just outside the top 10 | More context, better use of the keyword, internal links |
| Keyword without a matching page | Create a new page or expand an existing one |
| Drop in clicks | Update, improve or re-promote the page |
Set aside half an hour each month to go through your GSC data. That often delivers more than writing yet another new blog.
Want to know more about your opportunities in Google Search Console?
Google Search Console shows you exactly where things can be better, you just need to know where to look. We spot opportunities in your existing content, give practical advice and make sure you become more visible in Google. Want to know where you stand now? Feel free to ask us for a quick scan of your Search Console.