Google’s Search Console is one of the most useful search engine optimization tools. Unlike most SEO platforms, Search Console provides data directly from the source: Google.
It is also free.
Here are three ways to use Search Console to generate more clicks from organic lists.
Use the search console
1. Look for search snippets with high click-through rates. When it comes to natural clicks, there is a basic rule in history: the higher the ranking, the more clicks.
But Google’s organic search results are changing, becoming more intuitive and even more interactive. Therefore, sometimes a page may be ranked third and get more clicks than the second. The key is to understand the search segments that attract higher than normal clicks. Search Console is the only tool that provides this data.
To access, go to the “Performance> Search Results” section of the Search Console report. Then click the “Average CTR” and “Average Position” boxes to activate them, as they are inactive by default.
Next, scroll down to the actual search queries that drive organic traffic to your page. notes:
- The top positions tend to get a click-through rate of 20%-30%.
- The click-through rate for the second position is usually 10% – 18%.
- Position three is usually less than 15%.
Any list that exceeds these percentages is worth watching. Filter to show positions two to five. Then sort the results by the highest click-through rate. Determine the reason for the high click-through rate and copy it to another URL.
2. Identify search segments with low click-through rates. Similarly, look for search snippets with a below-average click-through rate. Then work hard to improve.
The top position used to have a higher click-through rate. With the rise of Google Featured Snippets, this is no longer a certainty-short excerpts of webpages to answer queries without having to click on the page.
Therefore, traditionally the result of work and investment, the top-ranked organic listings may not necessarily bring traffic to the site.
In the “Performance” section of Search Console, filter to show only the top positions.
The results are then sorted to show the query with the lowest click-through rate.
After identifying the search query with the lower CTR, use that term to search for possible solutions on Google.For example, if the top result provides Too sure One answer, please consider rewriting your page to change the code snippet.
This is another example. The click-through rate for the top position below is about 5%-very low. Potential fixes include:
- Update the page to show the most recent release date
- Add a call to action in the bulleted list to encourage clicks—for example, “click here for detailed instructions.”
3. Identify high-performance clips. Google’s natural search lists vary in appearance. Some are traditional (page title, description, URL), some are enhanced with structured information, such as steps, ratings, and FAQs.
How to identify the segments that attract the most clicks? Search Console provides clues.
In the “Performance> Search Results” section, click “+ New” to add a filter. Then select “Search Appearance”. Next, select the snippets to compare, such as “FAQ” and “How-to” rich snippets.
The clear winner below is the How-to rich snippet, which has a higher click-through rate (0.8%) despite a lower average ranking (8.7).
These results may indicate that the audience responded to the How-to rich snippet, so other pages should be optimized accordingly.
But be careful to draw broad conclusions. Confirm the comparison by actually searching on Google. The report does not include pages with two types of fragments-one or the other. Therefore, these findings are limited but still useful.
Try a rich structured abstract. Prioritize some and run comparison reports regularly to make sure you are on the right track.
Optimizing organic search is challenging, in part because the algorithms are constantly evolving. Nevertheless, the publisher controls certain aspects, such as the appearance of the clip. Google’s Search Console provides a wealth of information to evaluate its performance in order to make informed decisions.