Yesterday I mentioned linking Google Search Console to your Google Analytics setup. Once you’ve done this, you can not only use Google Analytics to see which pages are appearing most frequently in Google search results (which you can do anyway in Search Console), but also see what happens to them. Let’s use BMON’s site as an example:
The internal page which appeared in the Google search results most frequently appeared 6,254 times in the period, but was only clicked on 7 times. However, we also see that the average position where it appeared was 31 (on the fourth page of results), so that low figure is hardly surprising. The opportunity we should be investigating is whether we can get that page higher up in the results, because it’s clearly registering for some very popular searches.
Looking down the list, at positions 7 and 8 (highlighted), we see pages which appeared similar numbers of times, in similar average positions. Yet one was clicked on 0 times, the other 75! Clearly the second page was answering the search query much more effectively than the first. We need to look at the title and description of the first page to see why it’s not getting people to click on its result.
There’s plenty more we could be looking at. For example, if your numbers are high enough, difference in “bounce rate” may be significant. What’s the sequence of search – result – page content which is engaging people (or failing to do so)?
Note that the search console data only goes back 90 days. But it should be enough to make some interesting discoveries.