If Google Analytics is a powerful tool to analyze user behavior on your site, Search Console (Webmaster Tools old) is also a key part to learn how users arrive there.
We have commented on this other post that the Google Webmaster Tools is what allows you to understand how Google sees your site and make necessary optimizations. But do you really know how and what to consider?
With the “democratization” of information, to the old name Webmaster Tools has changed since the public who have been using is no longer limited only to technicians.
Thinking about it, we have gathered here the most important information so that you can extract important data, even if you are not a webmaster.
We will address each of these points, trying to translate all this information into practical actions to know what to do with them:
This topic Research Aspects, you can analyze the optimizations you can do to improve the look of your site when it appears in Google search results:
It is a report that is used to identify the data that are structured on your site, and that Google can identify your page to understand and add rich snnipets (search results with information optimized to make them attractive).
Understand how structured data a set of information with standard structure, for example, sequence of articles containing author, date, title; and then a list of restaurants with address information, evaluation of users, prices etc.
This report is important to analyze data and markup errors found on the page.
There are two types of structured data errors:
If you click on the found items, will be detailing the markings found.
Use the data marker to fix it, as explained below.
Bookmark structured data
For the errors found in the structured data, this is the tool for you to indicate to Google which is every element of your site, if you have one set of structured information such as events, articles, etc. Products
You should choose the type of information you want to highlight. For example, if you choose article, you have to indicate title, author, publication date, image, category, average rating, as in the example below.
This report identifies, as the name suggests, HTML improvements problems encountered during the Google crawl your site. This is because, in research, Google always cherishes for present users search unique and exclusive content.
Here’s what I mean each indication:
Links to the site
There is the possibility for rich snippets submit sitelinks, as shown below.
If you do not want a sitelink to appear in Google’s search results (is now an automated algorithm), you can stoop so it appears no longer, as in the example shown below:
Pages accelerated mobile
This is a new feature, part of this year and also in the implementation period. It provides an error report to pages of analysis that were accelerated mobile. Therefore, it is necessary that they have already been created according to the specifications of HTML MPAs .
The objective described in the Google Webmaster blog itself, is to facilitate the detection of shortcomings in its implementation of MPAs (short for Accelerated Mobile Pages) throughout the website.
If you want to start your AMPs, you can follow this guidance , the MPAs Project itself. And for more information on this report, you can check the orientation of the console itself Search on Google search Guidelines for AMP and MPAs report .
This report has important features for identifying information about traffic to your website:
In this report you can identify organic traffic to your website and get insights of possible optimizations. The report presents:
And all the information you can know how many clicks and impressions (user viewing the search results), which CTR (how many views had obtained and which clicks) and what the average position obtained.
For more information about the report, just check the Google Webmaster Help article
Links to your site
One of the weight criteria for Google rankear your best page is the amount of links that refer to it.
Here you can see the sites that make reference to its (also called backlinks). This analysis allows you to identify who is calling attention to its content and draw insights from potential partners.
Similarly, the amount of internal links also help in this rankeamento. Therefore, this report is essential to analyze the structure of the used internal links within your own site, and that the important pages are being referenced. Otherwise, you should better exploit its internal links to them.
If not shown any data, check the “Crawl Errors” to determine if there were any problems found in the crawling and indexing of your website. More Info here .
Even if Google use algorithms to improve the quality of research, also uses manual mechanisms in specific cases. That is, if there is any improper setting on your domain, it will be corrected manually by Google as penalty. The reasons could be:
So if your site does not appear in the search results, or appear to underperform who had already displayed, check if there was manual actions. In the Google help center you can learn about how to fix each of the reasons.
If your site also has an international reach (which can be checked in the Search Analytics report> Countries), you should optimize the content to reach the right audience. It is this feature that you check whether it was properly optimized for that language. For more information visit the Google Help .
Ease of use on mobile devices
Unlike the report “Pages accelerated mobile” we spoke of above, this is not necessary to have configured AMPs because the goal is to present the usability of their mobile pages and possible errors. The main errors that Google will display are:
More details and information, see here at Google Help .
Displays pages indexed by Google, which were blocked by robots and that were removed.
Okay, but what about you analyze? What you should note is regarding:
In this topic you can identify the keywords most frequently used on your site, its variations, significance (frequency that is found in its content) and the main page of your domain that refer to it. Ideally you analyze together with the Search menu Analitycs to understand how Google is interpreting the keywords of your website.
If case appear meaningless keywords to your content can be a clue that your site has been hacked. And if some important keyword does not appear, there might be a problem to index that page. To confirm this see the “Tracking Error”.
If you encounter problems, this report is that resources will be identified that are locked for this reading of the robots.
If an error is found, to fix it you must click on the host to see the problems, and in each of the blocked funds will be the instruction of how to unlock them.
You can temporarily block pages on your domain that does not want to appear in search results by sending a request to remove this URL.
If you want to remove the URL permanently or do not know what the appropriate use of this tool, see further guidance in Article Tool Remove URLs
In this section, you can analyze with accuracy how Google crawls your site to index it and what are the problems encountered:
If Google has any problems in crawl and index any content of your domain, is that this report will present:
The graphs presented are divided into pages crawled per day, received Kilobytes and page download time. The important thing here is to analyze abrupt increases and fallen.
Article Tracking Statistics Report (websites) you can find the full explanation for each situation.
Fetch as Google
Through the robots.txt file, you can display and check what does not want to be indexed and the URLs that are blocked to appear in search results. The goal is not to overload the server, tracking irrelevant pages – for example, any images you do not want to appear on Google searches. To better understand how it works, see this article about the robots.txt file in Google Webmaster Tools help.
We’ve talked in the post “Sitemap: what you need to know” about the importance of a sitemap to Google better index and understand how your site is structured. We also talked about how to create one, in this post , and it is this tool that you send the file generated sitemap, and can view the errors found.
The video below also talks about concepts, what are the existing sitemaps formats and 4 more good practice for you to get the most out of these techniques on your website.
Here, you can tell Google the parameters you use on your website and what is its purpose in order to prevent him understand how duplicate content.
If your site has several products for shopping – that can be separated by categories of beverage, for example – these filters lead to different sessions, but that may have the same content. Better understand this article from the Google Webmaster Help Center .
If your site has been hacked or has been infected with malware, it is this section you will know. You can follow Google ‘s own guidelines to prevent malware infection, available here .
If a problem is found, the indicated is, first, examine yourself if the code does not contain or offer a download malware and request a review of the problem.
After fixed the problem, you can also request a reconsideration request for Google to re – review your site.
In this section are met all other additional features of Google to further improve the optimization of your website. Are they:
data testing tool structured
Here you can enter a URL or source code and verify that Google’s robots can read properly.
Assistant structured data markup
It is a slightly more advanced tool to mark the structured data, as well as the Search menu Data Highlighter Appearance.
Markup Tester for email
Tool to validate the HTML email structured data aimed at improving involvement in the email, adding information to enable recipient configure your inbox.
Google My Business
This is where you can tell Google the physical address and telephone number of your store or office when they are searched on Google.
Google Merchant Center
Here, you can set up information of their products and make them more easily found by users.
Want to know how to optimize the speed of the pages of your site? Here you get many indications of Google itself. See the following example:
Functionality for you to enter search field on your own website and manage them. As we have already mentioned in this post, this is an important application to extract the inputs that users seek within your site and analyze these statistics to create or optimize the layout of the content on your property.
If you want to buy a Google domain to create your site.
Area in which they are gathered all the information and content you create a website and optimize it to be found on Google. Here, you will have access to courses that show you tips, videos and examples and explain how the Google search and the Search Console itself.
Having a tool in Google Webmaster Tools is essential for you to optimize your website for Google search, but know how to use it, it is sometimes a challenge.
If you can and be able to devote to understand it and apply patches to the inputs that the tool brings, it will be an important ally to find optimizations needed for a better placement on the results of pequisa without a specific technician.