How To Use Google Search Console For SEO Effectively
You’ve built your site, published it, and made sure it’s SEO-optimized. Now what’s next? How can you ensure all that work actually drives traffic and ranks on Google? In this article, we’ll walk you through how to use Google Search Console effectively, especially for tracking keywords and uncovering insights that matter. We’ll focus on areas that many website owners overlook, but that can make a big difference in long-term SEO performance.
Table Of Contents
What does Google Search Console do?
Google Search Console (GSC) is a free tool provided by Google that helps website owners monitor, maintain, and troubleshoot their site’s presence in Google Search results. It allows users to track performance metrics such as impressions, clicks, average positions, and search queries. This data is crucial for refining your SEO strategy and identifying ranking opportunities. GSC also offers insights into index coverage issues, mobile usability, and sitemap submissions, giving webmasters greater control over how their content is crawled and indexed.
If you’re wondering how does Google Search Console work, it essentially acts as a communication channel between your website and Google, offering valuable diagnostic and performance feedback. We’re not going to dive deeper into what GSC does in this article, as there are plenty of resources available to familiarize yourself with the tool, such as Ahrefs’ in-depth guide to using Google Search Console to improve SEO (Siemek, 2024) and SEOSpace’s practical walkthrough on sitemap submission for Squarespace users (Purchase, 2024).
Site’s Performance
When you’re logged into Google Search Console, one of the first things you see is the Performance dashboard, a central hub that gives you a high-level overview of your entire website’s visibility on Google. This report includes key metrics like Total Clicks, Total Impressions, Average Click-Through Rate (CTR), and Average Position. These metrics help you assess how your site is performing in search results and which queries are driving traffic. For example, Total Clicks show how many times users clicked through to your website from a search result, while Total Impressions reflect how often your site appeared in search results, even if users didn’t click. Understanding these numbers is crucial for measuring the impact of your SEO efforts and identifying which content is successfully reaching your target audience.
To dig deeper, you can scroll down to the Queries section, which reveals the actual search terms people used to find your site. This is one of the most valuable areas for keyword tracking, as it shows what you're already ranking for and where there’s room for improvement. If you're asking how does Google Search Console work in this context, it essentially gathers data from Google Search and organizes it into actionable insights you can use to optimize your content strategy.
It's important to note that ranking improvements don't happen overnight. Typically, it takes a while to rank for a specific keyword, especially when your site is new or has low domain authority (Siemek, 2024). GSC helps monitor your progress over time by showing historical data across selected date ranges, so you can track trends and assess what’s improving. You can also filter the data by device, country, or specific pages to pinpoint where your SEO strategy is working and where adjustments are needed. This longitudinal insight is essential for managing expectations and continuously optimizing your approach based on real user behavior.
GSC dashboard presenting the overall site’s performance
Set the timeline
Setting the timeline helps you gain a clearer picture of your website’s performance over specific periods, enabling you to identify trends, patterns, and the impact of your SEO efforts. In Google Search Console, you can adjust the date range at the top of the Performance report to view data from the last 7 days, 28 days, 3 months, or even up to the past 16 months.
This flexibility allows you to compare different time frames and assess the effect of content updates, seasonal campaigns, or algorithm changes on your traffic. For example, if you’ve recently optimized a page for certain keywords, setting a custom timeline can help you evaluate whether impressions and clicks have increased since the changes. It also enables you to track long-term keyword performance and identify slow, steady growth, especially helpful for newer sites that may take time to rank. Overall, timeline customization is a vital tool for making data-driven SEO decisions and understanding how your content strategy evolves over time.
Setting a custom time period.
Where are your visitors from? What devices are they using?
Google Search Console is particularly good in helping you understand where your traffic is coming from and how users are accessing your site. By using the Countries and Devices filters within the Performance report, you can see which geographic regions your visitors are in and whether they’re browsing via desktop, mobile, or tablet. These insights are crucial for tailoring your SEO and UX strategy.
For instance, if a majority of your visitors are on mobile devices, it's a strong indication that your site should be fully optimized for mobile responsiveness and speed. Similarly, knowing which countries generate the most impressions or clicks can help you decide whether to localize content, target region-specific keywords, or invest in multilingual SEO.
Selecting the Countries and Devices tabs.
Each page’s ranking keywords
Not all pages across your site produce the same traffic, and Google Search Console gives you the tools to see exactly which pages are ranking for which keywords. To access this data, navigate to the Performance report, then click on the Pages tab to see a list of your top-performing URLs. From there, click on a specific URL and switch to the Queries tab. This reveals all the keywords that particular page ranks for in Google Search. This view helps you understand the relevance between your content and the search intent behind actual queries driving clicks and impressions.
This keyword-to-page mapping is essential for identifying whether a page is ranking for the right terms or missing opportunities for more targeted traffic. For example, if a blog post is ranking for off-topic or low-value keywords, it may indicate a need to refine on-page SEO, adjust content structure, or revisit the keyword strategy. Conversely, discovering that a page is ranking for valuable keywords you didn’t optimize for can highlight new opportunities to expand and strengthen content relevance.
According to Semrush’s analysis of Google Search Console keyword data, this kind of granular insight can uncover gaps, content cannibalization, or underperforming assets that deserve more focus (Moreno, 2023). By routinely analyzing these connections, you can refine internal linking, improve keyword targeting, and ultimately drive higher-quality traffic to your site.
Selecting the Page tab.
Entering the specific page URL.
Compare pages and keywords
To compare pages and keywords with each other, Google Search Console offers a built-in comparison feature within the Performance report. By selecting the + New button and choosing Page or Query, you can input two different pages or keywords to view their performance side by side. This allows you to analyze differences in metrics such as impressions, clicks, CTR, and average position, highlighting which one is performing better and why. It’s especially useful for identifying what makes one page or keyword more successful than another, giving you clues on how to replicate that success across your site.
Using these comparisons is a powerful way to surface actionable SEO insights without relying on external tools. For instance, you might notice that two pages targeting similar topics are cannibalizing each other’s rankings, or that one keyword has a significantly higher click-through rate despite fewer impressions.
This can inform decisions about content consolidation, internal linking, or keyword reallocation. Additionally, comparing keyword trends over time helps identify seasonal shifts in user behavior or emerging opportunities to capitalize on. Ultimately, this feature streamlines your analysis workflow and supports more data-driven content and SEO optimization strategies.
Selecting the Compare tab.
Keyword cannibalisation and how to overcome that
When your website is growing and you’re publishing more content, there is always the risk of unintentionally targeting the same keywords across multiple pages. Keyword cannibalisation is when two or more pages on your site compete for the same keyword, making it harder for Google to determine which page should rank. This often leads to both pages performing poorly, as they dilute each other’s authority and relevance in search results.
In Google Search Console, you can detect keyword cannibalisation by comparing multiple pages that rank for the same query under the Performance > Queries and Pages tabs. If you notice that several pages are appearing for the same keyword but none are ranking strongly, that may be a sign of cannibalisation. You can further analyze metrics like impressions, clicks, and average position to see which page is more relevant or successful.
To fix this issue, consider consolidating similar content into one comprehensive page or adjusting keyword targeting so that each page focuses on a unique search intent. You can also use canonical tags or internal linking strategies to signal which page should take priority in search rankings. Updating metadata, refining headings, and restructuring on-page content can further help clarify the primary focus of each page and eliminate overlap.
What does the data actually tell you?
The data in Google Search Console offers a direct window into how your website performs in Google’s organic search results, and evaluating it carefully is key to a successful SEO strategy. Metrics like clicks, impressions, CTR, and average position help you understand not only how often your pages appear in search, but how effectively they attract visitors. If a page has high impressions but low clicks, for example, it may signal that your meta titles or descriptions need to be more compelling or better aligned with search intent.
To stay on top of performance, regularly monitor keyword trends and compare them over time using the date filter. This can help you identify which topics are gaining traction, which are slipping, and where to focus your content updates. If you spot high-performing keywords, consider building more related content or strengthening internal links to the ranking pages to further boost visibility.
When your metrics stagnate or decline, it’s essential to dig deeper into the Coverage and Experience reports to uncover technical SEO or usability issues. Pages with decreasing clicks might need fresher content, better keyword targeting, or more backlinks to regain authority. Ultimately, GSC data helps you move from guesswork to informed decisions, enabling continuous refinement of your SEO strategy to stay competitive in evolving search environments.
Example of a site’s ranking trend over a period of six months.
How to reinforce your rankings?
You should start by knowing that there are always ways to improve your rankings and stay on top of the searches when your website is performing for certain keywords. And no, it doesn’t involve bribing Google (even though, wouldn’t that be nice(?)).
One effective yet often overlooked strategy to improve rankings in Google Search Console is optimizing for low-hanging keyword variants. Those with slightly different phrasing or intent but high relevance. Use the Queries tab to find keywords where your page ranks between positions 8–20, then weave those variants naturally into subheadings, FAQs, or anchor text to boost semantic relevance. Unlike more generic advice, this micro-optimization approach helps you edge out competitors by covering nuanced search intents without needing entirely new content.
Another underutilized tactic is refreshing underperforming pages with structured data and enhanced media. If a page has solid impressions but low CTR, adding schema markup for articles, FAQs, or product data can improve visibility through rich results, while custom visuals (like infographics or comparison tables) make the snippet more enticing. Most competitors focus only on keywords and content length, but enhancing presentation through structured enhancements gives you a visual and functional edge in search results.
Final Thoughts
Overall, Google Search Console is a powerful asset for shaping smarter SEO strategies and making data-driven decisions. From tracking keyword performance and uncovering new opportunities to identifying technical issues and monitoring long-term trends, GSC gives you a full view of how your site is performing in search. By leveraging insights like page comparisons, device and country filters, and spotting keyword cannibalisation, you can continuously fine-tune your content and stay ahead of the competition. Even if you're new to SEO, GSC remains one of the most accessible and impactful tools in your digital toolkit.
If you’d rather do your own thing and leave the heavy lifting to a professional team of Squarespace experts, our SEO services are designed to monitor, optimize, and grow your site’s performance with care, precision, and lots of meraki. From in-depth site health audits to monthly SEO retainer services, we make sure your site not only shows up to the right audience, but also stand out.
References
Siemek, M. (2024, January 5). Google Search Console: Complete Beginner’s Guide. Ahrefs.
Siemek, M. (2024, January 5). How Long Does It Take to Rank in Google (And How Old Are Top-Ranking Pages)? Ahrefs.
Purchase, H. (2024, May 12). Squarespace Sitemaps: How to Fix and Submit to Google. SEOSpace.
Moreno, F. (2023, October 24). How To See Keywords in Google Search Console. Semrush Blog.
FAQs on How To Use Google Search Console For SEO Effectively
1. How does Google Search Console help with keyword tracking?
Google Search Console shows you exactly which queries people use to find your site, along with performance metrics like clicks, impressions, average position, and CTR. This data helps you identify which keywords are driving traffic and where you have opportunities to rank better.
2. Can I see which keywords each page is ranking for?
Yes! In the Performance report, go to the Pages tab, click on a specific URL, then switch to the Queries tab. This will show you all the search terms that page ranks for, helping you fine-tune your content to match search intent more closely.
3. What should I do if multiple pages are ranking for the same keyword?
This may indicate keyword cannibalisation, which can hurt your rankings. Consider consolidating similar content, adjusting keyword focus for each page, or using internal linking and canonical tags to signal the preferred page to Google.
4. Why is it important to use filters like date, country, and device in GSC?
These filters let you uncover more detailed insights about your audience and their behavior. For example, if most users access your site via mobile in a specific country, that’s a strong cue to prioritize mobile performance and region-specific content.
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Dimitris
This article was written by Dimitris, the Head of SEO at Meraki Branding. He is an expert in Squarespace SEO, having delivered results for tens of Squarespace businesses.
