Measure positions in Google through Search Console

How to Approach Keywords

The display of keyword results varies based on the user's history and geographic location. Therefore, each user sees different search results. Trying to rank first for a specific keyword is thus an unnecessary effort. Moreover, how would you know which is "the right" keyword?

Create content on the entire topic

What has proven effective for us many times and we can generally recommend is to create texts directly on the entire topic and not just on a specific keyword. Content serves the function of answering the needs and problems of customers – you should approach keywords in the same way. Look from the customer's perspective and consider their needs. What are they currently dealing with and where is the greatest potential for conversion? 

Think about the relevance of words

Often, it is easier to be discoverable on relevant keywords than on single-word "nice-to-have" terms, which, however, will not generate any business for you. Let's return to our example with the washing machine seller. The word "washing machines" may have the highest search volume, but in terms of relevance and overall quantity of queries, it would be more suitable for your company to be discoverable on phrases like: How to choose a washing machine, Washing machine tests, Washing machines with dryers, or Washing machine repairs.

However, search engine position is not everything. It is important that someone clicks on your result. More on that in the next section.

Familiarize yourself with Google Search Console

We mentioned that there can be countless keywords considering the range of topics customers are addressing. So how do you measure them and their positions? Google provides a free tool for this: Google Search Console.

Implementing Google Search Console

There are several ways to deploy Google Search Console. The most suitable method is to implement it by inserting a special hash into the DNS of your domain as a record. This step will allow you to track data on all subdomains as well. Other methods include uploading a file or inserting a line into the metadata – both of which you could accidentally delete. Additionally, in the case of subdomains, it is necessary to authorize each domain separately in this way.

Deployment Step by Step

• After logging into Google Search Console, click on the option to Add Property. 
• A pop-up window will appear, and on its left side, there is an option to enter your domain. 
• Enter the domain without WWW and slashes — for example, puxdesign.cz. 
• Click on Continue. 
• A hash code and instructions for its insertion will now be generated. 
• Forward them to your domain administrator, who will complete the implementation.

After successful implementation, you can start using Google Search Console. Initially, you will not see any data, but return after a few days, and you can start analyzing.

Where to view keywords and their data

• Click on Performance in the left menu. 
• An overview will appear, where the Total Clicks and Total Impressions tabs will be active, and the Average Click-Through Rate and Average Position tabs will be inactive. 
• Below that, you will find a development graph and below it a list of queries — that is, keywords for which your domain is displayed. 

We consider Average Position and Average Click-Through Rate to be the most important indicators. To view the values hidden beneath them, simply click on their name. You can also view Total Clicks and Total Impressions. 

Average Position

The value Average Position hides the average position of individual keywords.

You can find their list below in the Queries tab.

Average Click-Through Rate

Here you will find an important value that indicates the percentage of cases in which users clicked on your search result. In other words — you can have all keywords in an average position of 1, but if no one clicks on them, it is of no use to you.

Pages Tab

Below the graph, in addition to the Queries tab, there is also the Pages tab. This is interesting for you when you want to know which pages visitors come to from the search engine and through which keywords. You may be surprised that people often do not visit the homepage at all.

The issue of measuring positions is broader than we can simply describe here. We hope our brief guide on obtaining basic information from Google searches has helped you. If you are interested in more — contact us .