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June 7, 2023
Inbound Marketing
Darren Stewart

How to Conduct a Content Audit with Google Search Console

Some quick tips on how to use google search console to get content ideas and improve upon your existing content by doing a content audit.

Google Search Console is a powerful tool that provides valuable insights into your website's performance in Google search results. Beyond its technical functionalities, it can also serve as a goldmine for generating content ideas and auditing your existing content. By analysing the data within Google Search Console, you can uncover valuable information about user queries, search trends, and opportunities to create content that aligns with your audience's interests. 

In this article, we will guide you through the process of using Google Search Console data to conduct a content audit and generate content ideas that can drive organic traffic and improve your website's visibility.

Step 1. Connect and Verify Google Search Console

Before diving into content ideas, you need to ensure that your website is connected and verified in Google Search Console. Follow the steps to add and verify your website, if you haven't done so already. Once verified, you'll have access to the data needed for generating content ideas.

Google News performance report added to Google Search Console
Google Search Console Performance Report View

Step 2. Analyse Search Queries

Within Google Search Console, navigate to the "Performance" section and explore the "Search Results" tab. Here, you will find a list of search queries that users used to find your website. Analyse the queries to identify recurring themes, questions, or topics that are relevant to your industry or niche.

Google Search Console Query Report Example

Step 3. Identify High-Impression, Low-Click Queries:

Look for search queries that have a high number of impressions but a low click-through rate (CTR). These queries indicate that your website is appearing in search results, but users are not clicking through to your site. This presents an opportunity to create content that better addresses the users' search intent and entices them to click on your website. You can export this queries as a .csv file so you keep a record yourself.

Step 4. Explore Clicked Queries:

Review the queries that have a high CTR. These queries indicate that users are finding your website appealing and relevant to their search. Analyse the content that is already ranking well for these queries and identify opportunities to create similar or complementary content. This approach helps you capitalise on existing success and expand your content offerings.

Step 5. Discover Long-Tail Keyword Opportunities:

Long-tail keywords are specific search phrases that are typically longer and more targeted. Within Google Search Console, identify long-tail keywords that are driving traffic to your website. These keywords often represent niche topics with less competition. Create content around these long-tail keywords to attract highly targeted organic traffic and establish yourself as an authority in the respective niche.

Step 6. Monitor Performance of Existing Content:

Evaluate the performance of your existing content within Google Search Console. Identify pages that receive high impressions and clicks, indicating their popularity among users. Repurpose or expand upon these successful pieces of content to provide more in-depth information or cover related subtopics. This strategy allows you to maximise the value of your existing content while catering to your audience's interests.

Step 7. Keep an Eye on Search Trends:

Google Search Console provides insights into search trends and changes in user behavior over time. Monitor the "Performance" section for any noticeable spikes or declines in impressions and clicks. These trends can indicate emerging topics or shifts in user interests. Stay agile and adapt your content strategy accordingly to capitalise on these trends and meet evolving user needs.

Summary

Leveraging the wealth of data available in Google Search Console allows you to uncover valuable content ideas that can drive organic traffic and enhance your website's visibility. By analyzing search queries, identifying high-impression, low-click queries, exploring clicked queries, discovering long-tail keyword opportunities, monitoring existing content performance, and staying aware of search trends, you can consistently generate fresh and relevant content ideas. Incorporate these ideas into your content strategy to engage your audience, boost organic visibility, and position yourself as a trusted resource in your industry.

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