Google Search Console: analysing queries and pages

Search Console’s Performance report connects search queries with pages shown in Google. To choose a content improvement, examine the query, URL, country, device and period together. Impressions alone do not explain weak results or establish the need for a new article.

From filters to the relevant page

Set the search type and comparable periods. Select a query, then inspect its pages. Check whether the displayed URL answers the searcher’s question. If several pages appear, compare their purposes; two URLs alone do not prove that they compete.

How should clicks, CTR and position be read?

Clicks record visits from results, while CTR expresses clicks relative to impressions. Average position combines different search situations rather than a fixed rank for everyone. Compare metrics under similar filters. Branded and generic queries can behave very differently.

When should an existing article be updated?

If an article already answers the question, first review its title, opening and completeness. Add a missing explanation or a verified example. Record the edit and compare subsequent periods after Google revisits the page. Measure customer enquiries separately from search clicks.

Analysis checklist

• Compare the same query, country, device and search type.
• Record the URL, changes and actual publication date.
• Check clicks, enquiries and enquiry quality as separate measures.

Metric definitions: Search Console help.