Obtaining high search engine rankings can be incredibly profitable. That’s why 57% of B2B marketers say that search engine optimization (SEO) is their highest performing marketing channel. In order to benefit from search engine traffic, it is essential that your webpages are ranking well. Some studies show that of all search engine traffic goes to the first three results in Google.  Here we will look at how you can use analytics to guide your SEO strategy. Specifically, we’ll explain how you can use the free Google Search Console to identify the best keyword opportunities and see your rankings jump.

How to increase Google rankings for free

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Google search console is a free tool to measure your website’s traffic and performance. Using Google Search Console you can identify which keywords your webpages are currently ranking for and the amount of traffic they are delivering to your website. You can also use Google Search Console to identify new keyword opportunities so you can rank higher.

Step #1: To start with you will need to register a Google Search Console account here https://search.google.com/search-console/about. In order to use the Google Search Console account, you will first need to have a Google account. You will then need to add the website as a property.

Step #2: Click on the Performance tab on the main menu. Make sure that you select the Average Position and Total Impressions buttons above the main graph. An impression is when your website URL appears in a user’s search results for a particular query. An impression is counted whether or not the user actually clicks on the link.

Step #3: Next you are going to look for keywords that have the potential to bring a lot of traffic to your website but which you aren’t currently ranking. To do this click on the Impressions tab below the main graph. This will order the impressions from highest to lowest. What these shows are those keywords that your website is currently appearing in the search engine results (SERPS) for.

Step #4: Adjust the number of rows show to 500 so that you can easily scroll down the list. What you are looking for are keywords where the average position is between 10 – 30. This means that your webpage is somewhere between pages 2 – 3. These are great pages to target for SEO because Google already thinks your page is relevant to that particular search term. With some improvement, it is often relatively easy to move your webpage on to the first page of the search results.

Step #5: When you see a keyword that meets the criteria above click on on it. This will show you the search metrics for just that particular keyword.

Step #6: Click on the Pages tab. This will show you specifically which pages are ranking for that keyword. You want to improve the page on your website which currently has the highest position ranking for the target keyword.

Step #7: Take the keyword and enter it into Google Search. Click on the URLs for the first 5 search results for that keyword.

Step #8. These first five pages show what content Google wants a webpage to have to rank for that keyword. Compare these five pages with your own webpage that is ranking for that keyword. Look for where there are gaps in your own webpage that could be improved. You may need to add additional content, media or better organize the layout of your page.

Summary: How to improve Google search results

Pages on your website that are already ranking well, but not in the top positions, are your best opportunity for improving your rankings. By comparing your webpage with those websites which are already ranking highly for a keyword you can quickly identify what improvements need to be made. Best of all this can be achieved for free by using Google Search Console.

References

(1) https://blog.hubspot.com/insiders/inbound-marketing-stats

(2) https://backlinko.com/google-ctr-stats

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