Google’s Search Console (formerly known as Google Webmaster) has made some changes. But before we look at the changes, let’s go back a step - some of you might be asking what is Search Console?
In a nutshell, it is a free service that provides a range of insight about your recruitment website. It’s different from Analytics. The information from Google Search Console is more about how people use your website and, importantly, if there are any issues with the website and how to fix them. Think website traffic, how to optimse your ranking and generally, how to make well-informed decisions about your site’s search results.
The cynics in you might be thinking that the great results you will achieve by harnessing the power of the mighty Search Console is the reward for making it easier for Google to scrap your website. Especially if you happen to be in recruitment...
So the first thing we want you to take a look at is AMP.
Despite the ongoing debate over whether Accelerated Mobile Pages do or do not affect ranking, there is MUCH speculation that they soon will. So that’s why we have added a little bit of oomph or rather AMP to our clients’ websites. We want to ensure that, regardless, our websites are built for speed. Because if content is king, speed is queen, ratified by Google’s announcement that page speed will become a mobile ranking factor. So we’re happy to say our clients are well-placed to benefit from any subsequent boost in rankings and traffic.
Before we talk about not using the Search Console and not getting better traffic we need to talk about structured data. And job postings, but first, structured data. So Google wants you to make the job of the search engine easier. Structured data, also called schema markup, is a type of code that makes it easier to crawl, organise and display your content. Without structured data, search engines can only tell what your data says, not what it means and why it’s there.
So the Search Console shows you the error of your ways in making it harder for Google to scrap your jobs and rewards you with rankings for fixing any issues.
Job Postings goes one step beyond structured data to focus entirely on this area of data that is very important to Google. In case you don’t get your schema in order, this is the Dummy’s Guide to Job Posting to ensure that when Google gets all the information it needs to help your jobs get found - by them. And job seekers.
But back to traffic. Google Search Console lets you focus on your traffic, lets you analyse how much you’re getting and why you’re getting it. As usual, the language of analysis, clicks, impressions and CTR are all present, but what the GSC also allows you to do is get a grip on the average position of the topmost result of your website and take a deeper dive into your results. Options include queries, page, country, device, search type and search appearance and the necessary files to hunt for those keywords that have a high impression count, a low CTR and a low number of clicks. Or indeed run other reports that gives your great control of the success of your website.
Like most things to do with traffic to your website there’s a range of elements that you need to consider, combine, compare and compel and certainly, give yourself the widest context to review the performance of your website, ensuring that you consider all the metrics available to you. But importantly, you need to ensure that you have the tools that provide you with the visibility of your website’s performance and the support to help you optimise what is critically your most important piece of real estate and Google Search Console allows you to do exactly that. So whether you’re a Volcanic client or not - take a look under your website’s bonnet with Google Search Console.
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