Google Search Console's Search Analytics is a goldmine of information in terms of what keywords searchers are using to reach your website. This talk discusses some real life examples of how I've used GSC Search Analytics Data to help see awesome improvements in clients' sites.

1. Using Google Search Console
Search Analytics
for awesome SEO wins
(…and some cool Featured Snippet stuff
too.)
by Dr. Marie Haynes

2. Dr. Marie Haynes
mariehaynes.com
marie@mariehaynes

3. Marie Haynes
Consulting Inc.
We help businesses greatly
improve the quality of their websites.
• Site quality assessments
• Competitive analysis
• Ongoing SEO
• SEO Newsletter

4. mariehaynes.com/
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7. Tip #1
Use the queries tab to find
quick SEO wins.

8. Look at the
top
performing
pages on
your site.

9. This page does pretty well

10. Here is what
the content
looks like.

11. Here is what
the content
looks like.

13. Now let’s see the Clicks, Impressions,
Click Through Rate and Ranking Position

15. Top Search Query
is cat’s stomach
making noises.

16. Am I optimized for this term?

17. Am I optimized for this term?
The title tag is not too bad

18. Am I optimized for this term?
The H1 tag is not great

19. “Gurgling”
is a keyword.

20. “Gurgling”
is a keyword.
But, not the
best one.

21. Is the page
optimized
for
“making
noises”
or
“rumbling”?

22. No.

23. So let’s make some changes.

24. So let’s make some changes.
I changed the title tag.
Old title tag:
New title tag:

25. So let’s make some changes.
Pepper the keywords throughout the content

26. So let’s make some changes.
Pepper the keywords throughout the content

28. Google indexed
the changes
INSTANTLY!

29. Note that
the snippet
is now 3 lines
instead of 2.
Increased
chance of
getting Featured
Snippet!
https://www.stonetemple.com/featured-
snippets-new-Insights-new-opportunities/

30. The featured
snippet
currently
belongs to
petmd.com

31. Trick to see
if you are next
in line for a
Featured
Snippet

33. Made
changes so
that it was
easier for
Google to
pull a Featured
Snippet

34. A few days
later…

35. Party Time!

36. Featured Snippet was won on October 16

37. One more example

38. Looks like
“lump” is
kind of
important
here.

40. Sorted by
impressions,
“spay
incision”
and
“lump”
are
important

41. Made changes

42. Added keywords
to content

43. Added a list using
<ul>
<li></li>
</ul>

44. Added an image

46. Original
ranking:
#4
organic

47. Not going to get a featured snippet

48. Rewrote content to better answer a
searcher’s question. Now I have 3 lines…

49. Jumped up
to #3 organic.
ALMOST has
the Featured
Snippet.

50. But I’m not
next in line.

51. And…

53. Tweaked
content
again

54. Failed again

55. Tweaked
content
again

56. Changes were made October 16

57. Nice work

58. Tip #2
Look for new content
opportunities in the
country tab.

64. Tip #3
Find queries that have a low
Click Through Rate and
figure out why.

65. Are there places where you would expect
a higher CTR?

66. Sometimes
it’s because
the Featured
Snippet
fully answers
the query.

67. Sometimes
adding a line
like this will
entice clicks.

68. But that didn’t
work here.

69. Frustrating

70. So keep trying.

71. Oops…or maybe this is a good thing?

72. Sometimes a low CTR can’t be fixed

73. Sometimes a low CTR is a new opportunity
Query: buy SEO TShirt

74. Sometimes a low CTR means changes
should be made.

75. Our client
is not
optimized
for
“family”.

76. Changed
title tag.
Added an
extra section.
Boosted up to
#3 instantly.

77. We won the
Featured Snippet!

78. Nice Improvements!

79. YEEEEAAH!

80. Thank you!
marie@mariehaynes.com
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