How to Use Google Search Console for B2B Marketing

Google Search Console, which was previously known as Google Webmaster Tools, helps businesses to optimise their website for search engines. If you are not familiar with it, you should find out a bit more about what it could do for your business website. Here are some of the best features:

Remove any errors

Errors such as broken links on your website can have a big impact on your search engine performance and for bigger websites, doing a manual audit can take up considerable amounts of time. However, with Google Search Console, you can pull up a list of 404 errors (where links have been broken). For example, you might have linked to some content that has since been removed. All you need to do is go to: Crawl > Crawl errors and you will get a generated list of any 404 errors that are on your website and affecting your SEO performance. WordPress users can use a plugin such as SEO Redirection plugin to create redirects for broken links.

Get to understand your keywords better

Google Search Console can also help you to get more information about the keywords that you should be using on your website to perform better in terms of SEO. There is a set of metrics under Search Traffic > Search Analytics report that will help you to find out key information about which search terms people are using that are leading to click throughs or impressions on your website.

From the reports, you can also learn which types of queries your website is ranking for and how each of your website’s pages are performing in Search. You can also see how the three different types of content are working, as the data is split between web, images and video. So, you can see if you are performing particularly lower with one of these to put a remedial action into place.

Index your website

This is the most important part of all because if your website isn’t in Google’s index, it won’t be able to find your pages in searches. The two ways you can make sure that your website is indexed are to create a sitemap and to use links. There are tools that will generate sitemaps for you, such as the XML Sitemap Generator tool or similar.

Check and optimise your link profile

Another useful feature of Google Search Console is that you can use it to find the links that point to your website and you can ‘Disavow’ them. This means that you can remove links from any low authority or spammy websites, to prevent them from harming your search performance. You can check for this under Search Traffic > Links where you can then download the list of sites that are linked to your website under Download Latest Links. Then you can check each link to see whether to remove it or not.

These are just a few of the really powerful features within Google Search Console that you can utilise in order to ensure that your website is performing well to achieve high search engine results and keep your website looking professional.

How to Audit Your Content to Drive More Organic Traffic to Your Website

When you set up a new website and spend lots of time and effort getting the content right, there is one more important thing that you need to consider – auditing your website on a regular basis. Having fresh, topical content shows that your business is up to date with the current trends and information and positions you as a company with authority in your area of expertise.

Here are some tips on how to perform high quality audits on your content, which will enable you to get better organic traffic to your website:

Using Google Analytics

To start with you should have Google Analytics running on your blog/website, and you want to have a look at the data from the last year or more, so go to the following:

Behaviour > Site content > All pages

Then update the date range to get at least the last 12 months of data. You will see all of your traffic data for that period and you can now export the data in a spreadsheet to analyse it in more detail.

As well as looking at the traffic, there are metrics such as whether pages/blogs have any backlinks, which would usually indicate the content is worthwhile keeping. To find out whether there are any backlinks, you can use tools from Ahrefs or Majestic.

Create your audit spreadsheet

Sort your posts from highest traffic to lower traffic and this is the beginning of the audit process. It is a good idea to add additional columns to your spreadsheet to ensure you are regularly auditing the most important factors that will help you to decide the next steps.

The key actions and considerations are:

  • Is the post getting consistent traffic?
  • Does the post receive seasonal spikes in traffic? (you may need to put the date range further back for this)
  • Which topics/themes/categories are the most popular?
  • Are there any posts that receive no hits at all?

You will also need to look at the pages to check for issues that require fixing or updating as they can impact the quality of your content, including:

  • Any content that is out of date/incorrect information
  • Broken or slow loading images
  • Formatting that looks messy/strange
  • Any links that are broken

Running through each of these audit actions will then give you the basis to make a decision on whether you will keep the content, delete it, or do something different with it.

In the last column on your spreadsheet you should indicate whether to:

  1. Keep the content as it is (as it is working well and getting good traffic)
  2. Keep it but update it or repurpose it to make it more relevant and current
  3. Delete it completely (getting very little or no traffic)
  4. Delete it and redirect to a post that is more useful

Once you have completed this last exercise, you can perform the required actions and your website/blog will be geared up to benefit from more organic traffic. It will also give you a much better idea of what type of content is working well, so that you can continue to create similarly popular content going forward.