Google Search Console is the forgotten tool when it comes to promoting your website

If you spend any amount of time reading SEO advice, you’ve probably seen people say that you don’t need to tell Google about your new content. Publish the page, sit back and Google will eventually find it.

Technically, that’s true.

But why would you leave something so important to chance?

My dad always used to tell me, “Son, don’t rely on other people to do your work.” It’s a simple bit of advice, but it has served me well throughout my career. Whenever I publish a new article, create a new service page or update an existing page on your site, I make a point of telling Google about it.

It takes less than a minute.

If you don’t, you’re relying on Google’s bots to eventually discover the page naturally. That might happen tomorrow. It might happen next week. Occasionally, it can take much longer.

If you’re investing time and money into digital marketing, why wait?

Fortunately, Google provides a free tool that allows you to monitor your website, identify technical problems, understand how visitors find you through Google Search, and even ask Google to revisit important pages.

It’s called Google Search Console.

In my opinion, it is one of the most valuable SEO tools available today, yet it remains one of the most underused.

---

What is Google Search Console?

Google Search Console, formerly known as Google Webmaster Tools, is a free platform provided by Google that helps website owners understand how their website performs within Google Search results.

Before you can begin using it, you’ll need to verify your site. Google offers several ways to do this, including uploading an HTML file, adding a DNS record, using Google Analytics, or verifying through your domain provider.

Once verified, Search Console begins collecting data about your website and provides a wealth of useful information, including:

• Which keywords people searched for before finding your website
• How many impressions and clicks your pages receive
• Your click-through rate
• Your average position in Google
• Whether pages are included in the Google Index
• Technical issues affecting your visibility
• How Google chooses to crawl and index your website
• Security warnings and manual penalties
• Core Web Vitals and site performance
• Backlink information
• Structured data reports

Whether you own a small local business website or manage a large ecommerce store with thousands of products, Search Console should become part of your weekly routine.

---

Why every website owner should use Search Console

Many business owners install Google Analytics because someone tells them they need it.  Very few spend the same amount of time looking at Search Console.

That is a mistake.  Google Analytics tells you what visitors do after they arrive on your website.

Search Console tells you how they found you in the first place.

That makes it one of the most valuable SEO tools available.

For example, you might discover:

• Pages ranking on page two that only need a little work to reach page one.
• Search terms you never realised people were using.
• Pages receiving thousands of impressions but very few clicks.
• Technical problems stopping important pages from being indexed.
• Opportunities to improve an internal link structure.
• Pages that Google has decided not to include in the Google Index.

This isn’t guesswork.

It’s real data collected directly by Google.

---

Understanding the Performance Report

If I could only use one feature inside Search Console, it would be the Performance Report.  The performance report shows exactly how your website performs in Google Search.

It includes valuable data such as:

• Total clicks
• Total impressions
• Average CTR
• Average position

You can also filter the information by:

• Individual pages
• Search queries
• Country
• Device
• Date range
• Search type

This allows you to answer important questions such as:

• Which pages are growing?
• Which pages are losing traffic?
• Which keywords are bringing visitors?
• Which pages need improving?

Rather than making assumptions, you’re making decisions based on evidence.

---

Understanding impressions, clicks and click-through rate

One of the biggest mistakes I see business owners make is misunderstanding what these figures actually mean.

Impressions

An impression is recorded every time your website appears within Google’s search results.

The visitor doesn’t have to click.

Simply appearing counts as an impression.

Clicks

A click is recorded when someone chooses your result and visits your website.

Click-Through Rate (CTR)

Your click-through rate is the percentage of impressions that become clicks.

For example:

• 1,000 impressions
• 50 clicks

Your CTR would be 5%.

If your page receives thousands of impressions but very few clicks, it may indicate that:

• your title isn’t compelling enough
• your meta description needs improving
• competitors have more attractive listings
• your page doesn’t match search intent

Sometimes a simple rewrite of your page title can significantly increase traffic without improving rankings at all.

---

What does Average Position actually mean?

One of the most misunderstood metrics inside Search Console is average position.  People often think it tells them exactly where they rank.

It doesn’t.

Instead, it calculates your average ranking across every search where your page appeared.

Imagine you rank:

• Position 2 for one search
• Position 9 for another
• Position 14 for another

Your reported average position will be somewhere between those rankings.

Don’t obsess over tiny changes.

Instead, look for trends.

One of my favourite optimisation techniques is filtering for keywords with an average position between 8 and 20.

These are often the easiest rankings to improve.

With better content, stronger headings, improved user experience and an extra internal link or two, these pages frequently move onto page one.

That is where you’ll usually see the biggest increase in traffic.

---

The URL Inspection Tool is your best friend

The URL Inspection Tool is probably the feature I use most often.

Whenever I publish new content, my process is always the same.

1. Copy the page URL.
2. Open Search Console.
3. Paste the address into the search box at the top of the screen.
4. Allow Google to inspect the page.
5. If everything looks good, click Request Indexing.

That’s it.

The tool checks whether the page is already in Google’s index and tells you:

• whether Google can access it
• when it was last crawled
• whether it can be indexed
• whether there are any problems preventing indexing
• which canonical URL Google has selected

If the page hasn’t yet been indexed, requesting indexing encourages Google to revisit it sooner.

Notice I said encourages.

It doesn’t force Google to index the page.  Google still decides whether the content deserves to be included in the Google Index.

High-quality content will nearly always perform better than simply requesting indexing repeatedly.

Understanding Page Indexing

One of the biggest changes to Google Search Console in recent years is the introduction of the Page Indexing report, which replaces the old Coverage report.

This report tells you exactly which pages Google has included in its Google Index and, more importantly, why other pages haven’t been indexed.

Many business owners assume that because a page exists, Google will automatically include it in its search results.

That simply isn’t true.

Google makes its own decision about every page on your website.

The Page Indexing report categorises pages into several groups, including:

• Indexed
• Crawled but not indexed
• Discovered but not indexed
• Duplicate pages
• Redirected pages
• Pages blocked by robots.txt
• Pages marked with noindex
• Soft 404 pages
• Pages with server errors

The report doesn’t just tell you there’s a problem. It explains why.

This allows you to prioritise the issues that genuinely matter instead of wasting time fixing pages that were never meant to appear in search.

For example, you probably don’t want Google indexing:

• Thank you pages
• Shopping basket pages
• Login pages
• Internal search results
• Duplicate filter pages

On the other hand, if an important service page isn’t indexed, you need to investigate immediately.

---

Why pages don’t always make it into the Google Index

One of the most common questions I hear is:

“I’ve published a page. Why isn’t Google showing it?”

There isn’t always a single answer.

Google may decide not to index a page because:

• the content is too thin
• similar content already exists elsewhere on your website
• there aren’t enough internal links pointing towards it
• Google hasn’t crawled it recently
• the page has been marked as noindex
• Google doesn’t believe it adds enough value

The important thing to remember is that indexing isn’t guaranteed.   Publishing a page does not automatically earn it a place in the Google Index.

Google wants to provide users with the best possible search results. If your content is original, detailed and genuinely helpful, it’s much more likely to be indexed.

---

XML Sitemaps help Google discover your website

A sitemap is exactly what it sounds like.

It’s a map of your website.

Most modern content management systems such as WordPress generate one automatically.

Your sitemap tells search engines:

• which pages exist
• when they were last updated
• how your website is structured

Submitting a sitemap through Search Console is incredibly straightforward.

Once submitted, Google regularly checks it for new or updated content.

While submitting a sitemap doesn’t guarantee indexing, it makes it much easier for Google to discover new pages.

Whenever I launch a new website, checking the sitemap is one of the first jobs I complete.

---

How Google discovers new pages

There are several ways Google finds new content.

It may:

• follow an internal link from another page
• discover the page through your sitemap
• revisit pages it already knows about
• follow external backlinks
• revisit URLs you’ve requested through the URL Inspection Tool

The stronger your website’s structure, the easier it becomes for Google to crawl and index your content.

One mistake I regularly see is publishing new articles without linking to them anywhere else on the website.

If Google can’t easily reach a page, it may take considerably longer before it’s discovered.

Every important page should receive at least one relevant internal link from elsewhere on your site.

---

Why internal links matter more than most people realise

When people think about SEO, they often think about backlinks from other websites.

Those are important.

However, your own internal linking structure is something you have complete control over.

Every internal link helps Google understand:

• which pages are most important
• how topics relate to one another
• the structure of your website
• which pages deserve to receive more authority

A well-planned internal linking strategy also helps visitors navigate your website more easily.

If visitors stay longer and explore more pages, that’s usually a good sign that your website is meeting their needs.

Whenever you publish a new article, ask yourself:

“Which existing pages should link to this?”

Then ask the opposite question:

“Which new pages should this article link to?”

This simple habit can make a significant difference over time.

---

Core Web Vitals and site performance

Google wants websites that provide a fast, enjoyable experience.

That’s why Search Console includes detailed reports including Core Web Vitals.

These reports focus on three important metrics.

Largest Contentful Paint (LCP)

Measures how quickly the main content becomes visible.

Ideally, this should happen within 2.5 seconds.

---

Interaction to Next Paint (INP)

This replaced First Input Delay (FID).  It measures how quickly your website responds when someone interacts with it.

For example:

• clicking a button
• opening a menu
• submitting a form

The faster your website responds, the better the experience.

---

Cumulative Layout Shift (CLS)

Have you ever tried clicking a button only for the page to jump at the last second?  That’s layout shift.

CLS measures how stable your page remains while loading.  Keeping this score low creates a much better user experience.

---

Why site performance affects SEO

Although great content will always be the foundation of successful SEO, poor site performance can hold an otherwise excellent website back.

Slow websites often suffer from:

• higher bounce rates
• lower engagement
• fewer conversions
• frustrated visitors

Improving site performance benefits everyone.

• Visitors enjoy using your website.
• Google finds it easier to crawl.
• Your rankings often improve over time.

Even reducing page load times by a second or two can noticeably improve the user experience.

---

What about mobile usability?

Older versions of Search Console contained a dedicated Mobile Usability report.

That report has now been retired.

However, mobile usability is still incredibly important.

Google now uses mobile-first indexing, meaning it primarily evaluates the mobile version of your website.

Ask yourself:

• Is the text easy to read?
• Are buttons large enough?
• Does the layout work on smaller screens?
• Does the page load quickly on mobile networks?

If the answer to any of these questions is no, your visitors probably feel the same way.

Responsive design is no longer optional.

It’s expected.

Google rewards websites that work well across desktops, tablets and smartphones.

---

Security issues and Manual Actions

Thankfully, this is a report you’ll hopefully never need.

If Google detects malware, hacking attempts or serious spam on your website, Search Console alerts you immediately.

It also reports any Manual Actions.

A Manual Action means a member of Google’s webspam team has reviewed your website and determined that it breaches Google’s guidelines.

Common reasons include:

• spam content
• unnatural links
• cloaking
• hidden text
• automatically generated low-quality pages

If a Manual Action is issued, rankings can drop dramatically.

Fortunately, Search Console explains the issue and allows you to submit a reconsideration request once you’ve fixed the problem.

Understanding the Links Report

Backlinks remain an important part of SEO, but many website owners never look at the Links report inside Google Search Console.

That’s a shame because it contains some genuinely useful information.

The report shows:

• Which pages receive the most backlinks.
• Which websites link to you most often.
• Your most frequently linked content.
• Your internal linking structure.

Unlike specialist SEO tools, Search Console only shows data that Google has actually discovered.  This makes it an excellent source of truth.

If one of your most important service pages has very few incoming links, both internally and externally, it may struggle to compete against stronger pages.

Likewise, if an old blog post has attracted dozens of backlinks over the years, you may want to add an internal link from that article to one of your key service pages.

Doing so helps pass authority through your website naturally.

---

Rich Results and Structured Data

Google wants to understand your content as thoroughly as possible.

That’s where structured data comes in.

Structured data is additional code that explains what a page is about.

For example, it can identify:

• Products
• Reviews
• FAQs
• Articles
• Events
• Local businesses
• Recipes
• Videos

When implemented correctly, Google may display enhanced listings within Google Search results.  These are known as Rich Results.

Examples include:

• Review stars
• Frequently Asked Questions
• Product pricing
• Availability
• Event dates

These enhanced listings often attract more attention and can improve your click-through rate, even if your ranking remains exactly the same.

Search Console includes enhancement reports showing whether Google has detected any structured data issues.

Fixing these errors increases the likelihood of your pages qualifying for Rich Results.

---

Search Console should become part of your weekly routine

One mistake I often see is people only opening Search Console when something goes wrong.

Instead, get into the habit of checking it every week.

A typical weekly review might include:

Check your Performance Report

Look for:

• declining traffic
• new keyword opportunities
• pages with falling CTR
• keywords moving closer to page one

---

Review your Page Indexing report

Check whether any important pages have dropped out of the Google Index.

If they have, investigate why.

---

Inspect newly published pages

Use the URL Inspection Tool to confirm Google can access them.

If appropriate, request indexing.

---

Look for technical issues

Review any warnings relating to:

• Core Web Vitals
• Structured Data
• Security
• Crawling

Problems are much easier to fix when caught early.

---

Review internal linking opportunities

Every month, ask yourself:

• Which pages deserve more authority?
• Which older articles could link to newer content?
• Are there important pages with very few internal links?

Improving your internal structure is one of the easiest SEO wins available.

---

Common Google Search Console myths

There are plenty of misconceptions surrounding Search Console.

Let’s clear up a few of the most common ones.

Myth 1: Request Indexing improves rankings

No.

Requesting indexing simply asks Google to revisit a page.

It doesn’t tell Google where that page should rank.

Ranking is still determined by the quality and relevance of the content.

---

Myth 2: A sitemap guarantees indexing

Again, no.

Submitting a sitemap simply helps Google discover pages.

Google still decides whether those pages deserve to be included within the Google Index.

---

Myth 3: Every page should be indexed

Definitely not.

Many websites contain pages that should never appear in search results.

Examples include:

• Admin pages
• Login pages
• Checkout pages
• Thank you pages
• Duplicate filter pages

The goal isn’t to index everything.

The goal is to ensure the right pages are indexed.

---

Myth 4: Average Position tells you your exact ranking

Not quite.

As we’ve already discussed, average position is calculated across many different searches.

Use it as a trend rather than an exact ranking.

---

Myth 5: Search Console replaces Google Analytics

These two tools work together.

Analytics tells you what users do after arriving.

Search Console tells you how they found you.

Used together, they provide an incredibly powerful picture of your website’s performance.  However. We think Google should just bite the bullet and roll the 2 into one product; Hell, roll Tag Manager in there too; it makes no sense having all these different tools.

---

Five quick wins you can implement today

If you’ve never explored Search Console before, here are five simple improvements you can make immediately.

1. Verify your website

If you haven’t already, verify your site and begin collecting data.

The sooner you do this, the sooner you’ll begin building historical information.

---

2. Submit your sitemap

Make it easy for Google to discover your content.

---

3. Request indexing for important new pages

Don’t sit back and wait.

Use the URL Inspection Tool whenever you publish valuable content.

---

4. Improve pages with a poor click-through rate

If pages receive lots of impressions but very few clicks, rewrite the title and meta description.

Small changes often produce surprisingly large improvements.

---

5. Strengthen your internal links

Every important page should receive links from relevant pages elsewhere on your website.

This helps both visitors and search engines understand your content more effectively.

---

Final thoughts

Google Search Console isn’t simply another reporting platform.  It’s one of the most valuable free SEO tools available.  It tells you how Google sees your website.

It highlights technical issues before they become major problems.  It helps you understand which keywords generate traffic.

It shows how your pages perform in Google Search, how well Google can crawl and index your content, and whether your pages are included within the Google Index.

Most importantly, it helps you make informed decisions.

Instead of guessing why rankings change, you can use real data to identify opportunities, solve problems and improve your website over time.

If you’re serious about SEO, don’t install Search Console and forget about it.

• Use it.
• Review it every week.
• Learn from the data.

Your website will almost certainly be better for it.

---

Frequently Asked Questions

Is Google Search Console free?

Yes. Google Search Console is completely free to use and is available to anyone who owns or manages a website.

How often should I check Search Console?

For most businesses, checking it once or twice a week is ideal. Larger ecommerce websites may benefit from reviewing it daily.

How long does it take Google to index a page?

It varies. Some pages are indexed within hours, while others may take days or even weeks. Using the URL Inspection Tool to request indexing can often speed up the process.

Can Search Console improve my rankings?

Not directly. However, the insights it provides can help you fix technical issues, improve content, increase your click through rate and make better SEO decisions, all of which can contribute to better rankings.

Does every page need to be indexed?

No. Pages such as login screens, thank you pages, and duplicate content often shouldn’t appear in search results. Focus on ensuring your valuable content is indexed correctly.

---

Ready to get more from Google Search Console?

At Peak District SEO, we help businesses understand what their Search Console data is really telling them. Whether you’re struggling with page indexing, declining traffic, poor site performance or simply want to increase your visibility in Google Search, we’re here to help.

Get in touch today for a friendly, jargon-free SEO review and discover how small improvements can lead to more rankings, more enquiries and more customers.

You may also like:

• Get Help With Google Analytics 4
• Google Tag Manager Tags: A Guide to Effective Tag Implementation
• Why Old-School Directory Backlinks Still Matter for Your SEO