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After a long wait, Google is starting to roll out their new search console with a significantly updated UI and up to 16 months of data.
The Google Search Console has always been one of my favorite SEO tools.
Having had one of my sites in the beta the last few months, I found myself relying on it even more.
It will be great to have this much data available for all websites in my Google Search Console account.
Even with the extended data in Google’s Search Console, the data is still normalized and averaged out over time; however, it is some of the best directional data available from any tool.
With appropriate filtering, you can find some really actionable insights that can’t be found anywhere else.
Here are some things you can start looking at right away as soon as you see the new Google Search Console in your account.
1. Brand Search vs. Non-Brand Search
Understanding the breakdown of your brand vs. non-brand is critical on many levels.
Excluding brand impressions and clicks from your search metrics reveals the true visibility of your SEO efforts.
Likewise, viewing only brand search over the 16 months now visible in Google Search Console can shed some valuable insights as to the strength of a brand.
This metric can answer important questions, such as:
- Is the brand accruing more impressions over time?
- Is CTR for the brand relatively stable?
- Are there any variations of the brand that do not rank in a couple of positions?
- And, when paired with data from Adwords performance, how is brand bidding impacting the CTR of an organic brand listing?
Filtering Brand Searches
You can search for your brand name by choosing Queries containing and typing it into the field.
Tip: The query you are filtering should not be the full brand name as it should also pick up common misspellings.
For example, I truncate monkey down to “monk”.
Filtering Non-Brand Searches
Use the Queries not containing filter to exclude the brand name from search and only see non-brand keywords.
2. Homepage vs. Non-Homepage
Similar to the brand search filter, viewing homepage vs non-homepage traffic can illuminate the effect of an SEO campaign.
While for many larger brands a major portion of traffic will land on the homepage, it is important that non-homepage pages are also ranking and receiving search traffic.