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10 Types of Blog Posts & How to Use Them Effectively

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10 Types of Blog Posts & How to Use Them Effectively

When it comes to writing a blog post, there are multiple formats you can use—and it all depends on the goal of your article and what your audience is looking for.

Here are some popular types of blog posts to know, along with examples of how to use them:

  1. How-to guides
  2. Content hubs
  3. Expanded definition posts
  4. Listicles, aka list posts
  5. Expanded list posts
  6. News
  7. Data studies
  8. Case studies
  9. Cheat sheets and checklists
  10. Templates

A how-to post offers a series of specific, chronological steps on how to achieve a goal. It’s typically structured like so:

Infographic showing structure of a how-to guide

For instance, this post is titled “How to Choose the Right Words for SEO” and shows you how to achieve that goal through a four-step process:

  • Step 1 – Find keywords with search traffic potential
  • Step 2 – Create content that aligns with search intent
  • Step 3 – Ensure the keyword has “business potential”
  • Step 4 – Make sure you can rank for the keyword

We then elaborate on each step by showing you how to execute it.

In the case of step one—finding keywords with search traffic potential—we suggested using keyword research tools such as Google Keyword Planner and Ahrefs’ Keywords Explorer and then elaborated on how each tool works.

Excerpt of an Ahrefs article talking about GKP and Ahrefs' Keywords Explorer

Best practices

  • When chronicling your steps, be as specific as possible. Consider that your reader may ask, “How? Why?” and then fill these gaps to make your how-to guide substantial.

A content hub is an interlinked collection of content about a topic. 

Sometimes, you may have multiple blog posts on your website about a topic—let’s say SEO—but they aren’t housed in one place. That’s where a content hub comes in: It’s strategically built to boost your site structure for more traffic, links, and topical authority.

In simple terms, a content hub comprises three parts:

  1. Your hub page – A high-level guide about the overarching topic (e.g., SEO). It usually includes links to subtopics that are sometimes split into chapters.
  2. Your subpages – These are in-depth guides about parts of the main topic. Each of these guides is split into yet more chapters.
  3. Hyperlinks – These connect the subpages to your hub page. The hub page links to all the subpages, and each subpage links back to the hub.

It may be a little confusing, so let’s take the example of our beginner’s guide to SEO. This is our hub page:

Hub page of beginner’s guide to SEO

We first give the reader an overview of what SEO is. This is followed by six hyperlinked chapters (with descriptions for each). Clicking on each of these chapters brings you to their respective subpages.

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So if we click on chapter 1 (How Search Engines Work), the reader is taken to the subpage—which is split into yet more chapters so that you can easily hone in on a specific subtopic.

Subpage of "How Search Engines Work"

We’ve also included a hyperlink for each subpage to connect it back to our hub page.

Link that brings user back to hub page

Best practices

  • Map out a structure to ensure your content hub is well organized

Example of content hub in flowchart form: "Keto Dieting" is in the middle and branches out to pictures of different fruits and vegetables

  • If you have a topic in mind but aren’t sure how to structure it, follow these steps:
  1. Go to Ahrefs’ Content Explorer
  2. Enter your search term (e.g., “link building”)
  3. Look at the top results to see how other websites structure their content hubs/guides
Content Explorer search results

3. Expanded definition posts

Expanded definition posts are somewhat similar to how-to guides. The difference is they start by focusing on the what before the how—because sometimes, you want to understand a topic in greater depth before getting to the actionable bit (i.e., the how-to).

Here’s how it’s structured:

Infographic showing structure of an expanded definition post

Our blog post titled “What Is a Backlink? How to Get More Backlinks” is one such example of how this structure can be put to practice:

  • Introduction, then table of contents—bulleted summary of what you’ll learn
  • [H2] Why backlinks are important 
    • [H3] Rankings (elaborate)
    • [H3] Discoverability (elaborate)
    • [H3] Referral traffic (elaborate)
  • [H2] What makes a good backlink? 
    • Elaborate with H3s as above
  • [H2] How to check for backlinks 
    • Elaborate with H3s as above; add screenshots where necessary
  • [H2] How to get more backlinks 
    • Elaborate with H3s as above
  • Conclusion: Your final thoughts

It’s fairly straightforward. Tell the reader what to expect, explain why the topic is important and what they can do with it, then offer some steps on how to achieve a certain goal around the topic.

Best practices

4. Listicles, aka list posts

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Listicles—also known as list posts—typically feature one tip, technique, or point per paragraph. They’re often used for non-chronological advice but, sometimes, have a poor reputation because many publications use the format for clickbait stories.

This BuzzFeed article accurately captures one instance of how the format is used:

Excerpt of a BuzzFeed article titled "32 Cheap Things To Treat Yourself To Right Now"

The descriptions below each subheading are kept short so that readers can quickly capture information in a concise manner without having to stay on a page for too long. Listicles may also be image-heavy.

Excerpt of an image-heavy BuzzFeed article

Despite the poor rep that list posts may carry, they can be useful for readers who are looking for quick answers to certain questions—as in the case of this Search Engine Journal blog post titled “21 Web Directories You’ll Still Want to Use.” This is a good example of how an SEO or marketing listicle should be written:

Excerpt of an SEJ article

Best practices

  • We recommend not using sensationalist wording in your headline (like this BuzzFeed article). Instead, ensure your headline captures exactly what the blog post is about.
  • You can learn more about the best practices of crafting listicles here.

An expanded list post mimics the format of a listicle. The difference is this format is better suited to more complex topics—so each pointer on the list is beefed up to better explain a tip or idea.

Example of expanded list post about copywriting

It’s also why we don’t publish all that many list posts on the Ahrefs blog; SEO is a complex topic to unpack when compared to “lighter” content, such as the “best cafes in Singapore.” 

The blog post you’re reading now is also an example of an expanded list post.

Best practices

  • Since expanded list posts are lengthier than listicles, use images and H3s (a subsection that sits under your subheading) to break your points up. This very subsection is a H3.

Newsworthy blog posts contain time-sensitive information that’s relevant to your business and/or industry. This includes industrywide changes or trends that may affect your readers (or be of interest to them), as well as company or product updates.

Naturally, the piece of news you’d like to share should be disseminated as soon as possible, and, ideally, before other publications. This is especially so if you’re covering industrywide changes.

For example, let’s say Apple intends to announce the launch of its Mac Studio and Studio Display via a press release.

That same press release is first shared with multiple publications and kept on embargo (i.e., not to be published until a certain date and time). Based on the information, media outlets can build a story and schedule the news for publication—in the case of “fastest fingers first.”

Except of Google SERP on Apple's Mac Studio

Being quick to publish a newsworthy story also puts you in good standing with your target audience, who may over time regard your blog as a reliable and credible source of information. To achieve this, you need to be consistent in publishing accurate and timely content. 

Best practices

  • Use the inverted triangle so your most important information is up top
Inverted pyramid. "Need to know" at top, then "nice to know" at bottom

Data studies are a great way to earn backlinks.

At Ahrefs, we’ve run more than a fair number of data studies over the years—many of which have brought us traction on our socials.

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But don’t simply cobble data from multiple sources and claim it as yours. Instead, decide on what you want to first study.

One way to do this is by recreating outdated studies, which you can find using Ahrefs’ Content Explorer:

  1. In Content Explorer, enter a search term like [industry] + “study,” [industry] + “survey,” [industry] + “research,” or [industry] + “data”
  2. Set the filter to an In title search
  3. Set the Published filter to an older date range (e.g., 2010–2015)
  4. Sort the results by referring domains
Content Explorer search results

From here, you can identify popular and/or outdated studies to recreate and write about as blog posts.

Best practices

  • Create graphs so readers have a concise overview of your findings

Pie chart showing 7.4% of top-ranking pages have no title tags

More Examples

Case studies look at real-life experiments or businesses that have succeeded in using certain tactics or strategies. They’re effective because readers are more inclined to buy into information when it’s backed by proof.

In this case study of fintech company Wise, we explored five reasons why its SEO strategy is so admirable:

Except of an Ahrefs article showing five reasons why Wise's SEO strategy is good

We also weaved in our product—the Ahrefs toolset—where we could.

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Excerpt of an Ahrefs article talking about content optimization for featured snippets

For your case study to be effective, it has to give the reader some “wins”—clear takeaways that they can apply to their business. Ideally, you should feature a business that’s either well known or has a unique enough selling proposition to entice readers to click on the blog post.

Best practices

  • Give readers some clear takeaways (e.g., Oatly SEO Case Study: 5 Lessons You Can Learn From the Oat Drink Giant and Its IPO) so they’re more likely to read your blog post

9. Cheat sheets and checklists

Cheat sheets and checklists are essentially the same thing and may include a clear breakdown of the steps required to reach a goal.

Unlike how-to guides, which may sometimes be ambiguous in explaining how something works, checklists and cheat sheets are effective because they tell you exactly what you need to achieve something.

Here’s a concise SEO checklist we crafted for a blog post. We later repurposed the checklist as a tweet:

In the above blog post, we shared that our SEO checklist helped grow our blog to over 640,000 monthly search visits. Then we shared that same checklist with users before going into a breakdown of each of the elements in the cheat sheet.

Best practices

  • Arrange your checklists/cheat sheets in chronological order so that the reader knows exactly how to reach a goal

Similar to what the name suggests, template blog posts include templates on how to achieve something—as in the case of this blog post on how to create a one-page marketing plan.

We recommend using this format:

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  • What is [topic]?
  • Why is [topic] important?
  • How can I make [topic] work for me?
  • Template

You can share your template at the start of the article, which is what we normally do, or at the bottom of the blog post.

Excerpt of an Ahrefs article about a one-page marketing plan

There are also multiple ways to let readers access your template: We usually offer it as a free, copyable template (via Google Docs), but you may decide to create a downloadable template instead.

Best practices

  • Keep your template simple and organized, with guiding questions or tips for open-ended fields
Example of a simple and organized template

Final thoughts

These templates are not the be-all and end-all when it comes to writing a good blog post.

Try to mix things up depending on what you think works best. For instance, this guide to creating SEO-friendly URLs starts with a step-by-step guide, then looks at some best practices in a listicle format.

It’s all about experimenting and figuring out what your readers want, so don’t limit yourself.

Have questions or comments? I’d love to hear them on Twitter



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See also  How to Use Guest Blogging for Natural Link Building

SEO

A Complete Google Search Console Guide For SEO Pros

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A Complete Google Search Console Guide For SEO Pros

Google search console provides data necessary to monitor website performance in search and improve search rankings, information that is exclusively available through Search Console.

This makes it indispensable for online business and publishers that are keen to maximize success.

Taking control of your search presence is easier to do when using the free tools and reports.

What Is Google Search Console?

Google Search Console is a free web service hosted by Google that provides a way for publishers and search marketing professionals to monitor their overall site health and performance relative to Google search.

It offers an overview of metrics related to search performance and user experience to help publishers improve their sites and generate more traffic.

Search Console also provides a way for Google to communicate when it discovers security issues (like hacking vulnerabilities) and if the search quality team has imposed a manual action penalty.

Important features:

  • Monitor indexing and crawling.
  • Identify and fix errors.
  • Overview of search performance.
  • Request indexing of updated pages.
  • Review internal and external links.

It’s not necessary to use Search Console to rank better nor is it a ranking factor.

However, the usefulness of the Search Console makes it indispensable for helping improve search performance and bringing more traffic to a website.

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How To Get Started

The first step to using Search Console is to verify site ownership.

Google provides several different ways to accomplish site verification, depending on if you’re verifying a website, a domain, a Google site, or a Blogger-hosted site.

Domains registered with Google domains are automatically verified by adding them to Search Console.

The majority of users will verify their sites using one of four methods:

  1. HTML file upload.
  2. Meta tag
  3. Google Analytics tracking code.
  4. Google Tag Manager.

Some site hosting platforms limit what can be uploaded and require a specific way to verify site owners.

But, that’s becoming less of an issue as many hosted site services have an easy-to-follow verification process, which will be covered below.

How To Verify Site Ownership

There are two standard ways to verify site ownership with a regular website, like a standard WordPress site.

  1. HTML file upload.
  2. Meta tag.

When verifying a site using either of these two methods, you’ll be choosing the URL-prefix properties process.

Let’s stop here and acknowledge that the phrase “URL-prefix properties” means absolutely nothing to anyone but the Googler who came up with that phrase.

Don’t let that make you feel like you’re about to enter a labyrinth blindfolded. Verifying a site with Google is easy.

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HTML File Upload Method

Step 1: Go to the Search Console and open the Property Selector dropdown that’s visible in the top left-hand corner on any Search Console page.

Screenshot by author, May 2022

Step 2: In the pop-up labeled Select Property Type, enter the URL of the site then click the Continue button.

Step 2Screenshot by author, May 2022

Step 3: Select the HTML file upload method and download the HTML file.

Step 4: Upload the HTML file to the root of your website.

Root means https://example.com/. So, if the downloaded file is called verification.html, then the uploaded file should be located at https://example.com/verification.html.

Step 5: Finish the verification process by clicking Verify back in the Search Console.

Verification of a standard website with its own domain in website platforms like Wix and Weebly is similar to the above steps, except that you’ll be adding a meta description tag to your Wix site.

Duda has a simple approach that uses a Search Console App that easily verifies the site and gets its users started.

Troubleshooting With GSC

Ranking in search results depends on Google’s ability to crawl and index webpages.

The Search Console URL Inspection Tool warns of any issues with crawling and indexing before it becomes a major problem and pages start dropping from the search results.

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URL Inspection Tool

The URL inspection tool shows whether a URL is indexed and is eligible to be shown in a search result.

For each submitted URL a user can:

  • Request indexing for a recently updated webpage.
  • View how Google discovered the webpage (sitemaps and referring internal pages).
  • View the last crawl date for a URL.
  • Check if Google is using a declared canonical URL or is using another one.
  • Check mobile usability status.
  • Check enhancements like breadcrumbs.
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Coverage

The coverage section shows Discovery (how Google discovered the URL), Crawl (shows whether Google successfully crawled the URL and if not, provides a reason why), and Enhancements (provides the status of structured data).

The coverage section can be reached from the left-hand menu:

CoverageScreenshot by author, May 2022

Coverage Error Reports

While these reports are labeled as errors, it doesn’t necessarily mean that something is wrong. Sometimes it just means that indexing can be improved.

For example, in the following screenshot, Google is showing a 403 Forbidden server response to nearly 6,000 URLs.

The 403 error response means that the server is telling Googlebot that it is forbidden from crawling these URLs.

Coverage report showing 403 server error responsesScreenshot by author, May 2022

The above errors are happening because Googlebot is blocked from crawling the member pages of a web forum.

Every member of the forum has a member page that has a list of their latest posts and other statistics.

The report provides a list of URLs that are generating the error.

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Clicking on one of the listed URLs reveals a menu on the right that provides the option to inspect the affected URL.

There’s also a contextual menu to the right of the URL itself in the form of a magnifying glass icon that also provides the option to Inspect URL.

Inspect URLScreenshot by author, May 2022

Clicking on the Inspect URL reveals how the page was discovered.

It also shows the following data points:

  • Last crawl.
  • Crawled as.
  • Crawl allowed?
  • Page fetch (if failed, provides the server error code).
  • Indexing allowed?

There is also information about the canonical used by Google:

  • User-declared canonical.
  • Google-selected canonical.

For the forum website in the above example, the important diagnostic information is located in the Discovery section.

This section tells us which pages are the ones that are showing links to member profiles to Googlebot.

With this information, the publisher can now code a PHP statement that will make the links to the member pages disappear when a search engine bot comes crawling.

Another way to fix the problem is to write a new entry to the robots.txt to stop Google from attempting to crawl these pages.

By making this 403 error go away, we free up crawling resources for Googlebot to index the rest of the website.

Google Search Console’s coverage report makes it possible to diagnose Googlebot crawling issues and fix them.

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Fixing 404 Errors

The coverage report can also alert a publisher to 404 and 500 series error responses, as well as communicate that everything is just fine.

A 404 server response is called an error only because the browser or crawler’s request for a webpage was made in error because the page does not exist.

It doesn’t mean that your site is in error.

If another site (or an internal link) links to a page that doesn’t exist, the coverage report will show a 404 response.

Clicking on one of the affected URLs and selecting the Inspect URL tool will reveal what pages (or sitemaps) are referring to the non-existent page.

From there you can decide if the link is broken and needs to be fixed (in the case of an internal link) or redirected to the correct page (in the case of an external link from another website).

Or, it could be that the webpage never existed and whoever is linking to that page made a mistake.

If the page doesn’t exist anymore or it never existed at all, then it’s fine to show a 404 response.

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Taking Advantage Of GSC Features

The Performance Report

The top part of the Search Console Performance Report provides multiple insights on how a site performs in search, including in search features like featured snippets.

There are four search types that can be explored in the Performance Report:

  1. Web.
  2. Image.
  3. Video.
  4. News.

Search Console shows the web search type by default.

Change which search type is displayed by clicking the Search Type button:

Default search typeScreenshot by author, May 2022

A menu pop-up will display allowing you to change which kind of search type to view:

Search Types MenuScreenshot by author, May 2022

A useful feature is the ability to compare the performance of two search types within the graph.

Four metrics are prominently displayed at the top of the Performance Report:

  1. Total Clicks.
  2. Total Impressions.
  3. Average CTR (click-through rate).
  4. Average position.
Screenshot of Top Section of the Performance PageScreenshot by author, May 2022

By default, the Total Clicks and Total Impressions metrics are selected.

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By clicking within the tabs dedicated to each metric, one can choose to see those metrics displayed on the bar chart.

Impressions

Impressions are the number of times a website appeared in the search results. As long as a user doesn’t have to click a link to see the URL, it counts as an impression.

Additionally, if a URL is ranked at the bottom of the page and the user doesn’t scroll to that section of the search results, it still counts as an impression.

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High impressions are great because it means that Google is showing the site in the search results.

But, the meaning of the impressions metric is made meaningful by the Clicks and the Average Position metrics.

Clicks

The clicks metric shows how often users clicked from the search results to the website. A high number of clicks in addition to a high number of impressions is good.

A low number of clicks and a high number of impressions is less good but not bad. It means that the site may need improvements to gain more traffic.

The clicks metric is more meaningful when considered with the Average CTR and Average Position metrics.

Average CTR

The average CTR is a percentage representing how often users clicked from the search results to the website.

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A low CTR means that something needs improvement in order to increase visits from the search results.

A higher CTR means the site is performing well.

This metric gains more meaning when considered together with the Average Position metric.

Average Position

Average Position shows the average position in search results the website tends to appear in.

An average in positions one to 10 is great.

An average position in the twenties (20 – 29) means that the site is appearing on page two or three of the search results. This isn’t too bad. It simply means that the site needs additional work to give it that extra boost into the top 10.

Average positions lower than 30 could (in general) mean that the site may benefit from significant improvements.

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Or, it could be that the site ranks for a large number of keyword phrases that rank low and a few very good keywords that rank exceptionally high.

In either case, it may mean taking a closer look at the content. It may be an indication of a content gap on the website, where the content that ranks for certain keywords isn’t strong enough and may need a dedicated page devoted to that keyword phrase to rank better.

All four metrics (Impressions, Clicks, Average CTR, and Average Position), when viewed together, present a meaningful overview of how the website is performing.

The big takeaway about the Performance Report is that it is a starting point for quickly understanding website performance in search.

It’s like a mirror that reflects back how well or poorly the site is doing.

Performance Report Dimensions

Scrolling down to the second part of the Performance page reveals several of what’s called Dimensions of a website’s performance data.

There are six dimensions:

1. Queries: Shows the top search queries and the number of clicks and impressions associated with each keyword phrase.

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2. Pages: Shows the top-performing web pages (plus clicks and impressions).

3. Countries: Top countries (plus clicks and impressions).

4. Devices: Shows the top devices, segmented into mobile, desktop, and tablet.

5. Search Appearance: This shows the different kinds of rich results that the site was displayed in. It also tells if Google displayed the site using Web Light results and video results, plus the associated clicks and impressions data. Web Light results are results that are optimized for very slow devices.

6. Dates: The dates tab organizes the clicks and impressions by date. The clicks and impressions can be sorted in descending or ascending order.

Keywords

The keywords are displayed in the Queries as one of the dimensions of the Performance Report (as noted above). The queries report shows the top 1,000 search queries that resulted in traffic.

Of particular interest are the low-performing queries.

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Some of those queries display low quantities of traffic because they are rare, what is known as long-tail traffic.

But, others are search queries that result from webpages that could need improvement, perhaps it could be in need of more internal links, or it could be a sign that the keyword phrase deserves its own webpage.

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It’s always a good idea to review the low-performing keywords because some of them may be quick wins that, when the issue is addressed, can result in significantly increased traffic.

Links

Search Console offers a list of all links pointing to the website.

However, it’s important to point out that the links report does not represent links that are helping the site rank.

It simply reports all links pointing to the website.

This means that the list includes links that are not helping the site rank. That explains why the report may show links that have a nofollow link attribute on them.

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The Links report is accessible  from the bottom of the left-hand menu:

Links reportScreenshot by author, May 2022

The Links report has two columns: External Links and Internal Links.

External Links are the links from outside the website that points to the website.

Internal Links are links that originate within the website and link to somewhere else within the website.

The External links column has three reports:

  1. Top linked pages.
  2. Top linking sites.
  3. Top linking text.

The Internal Links report lists the Top Linked Pages.

Each report (top linked pages, top linking sites, etc.) has a link to more results that can be clicked to view and expand the report for each type.

For example, the expanded report for Top Linked Pages shows Top Target pages, which are the pages from the site that are linked to the most.

Clicking a URL will change the report to display all the external domains that link to that one page.

The report shows the domain of the external site but not the exact page that links to the site.

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Sitemaps

A sitemap is generally an XML file that is a list of URLs that helps search engines discover the webpages and other forms of content on a website.

Sitemaps are especially helpful for large sites, sites that are difficult to crawl if the site has new content added on a frequent basis.

Crawling and indexing are not guaranteed. Things like page quality, overall site quality, and links can have an impact on whether a site is crawled and pages indexed.

Sitemaps simply make it easy for search engines to discover those pages and that’s all.

Creating a sitemap is easy because more are automatically generated by the CMS, plugins, or the website platform where the site is hosted.

Some hosted website platforms generate a sitemap for every site hosted on its service and automatically update the sitemap when the website changes.

Search Console offers a sitemap report and provides a way for publishers to upload a sitemap.

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To access this function click on the link located on the left-side menu.

sitemaps

The sitemap section will report on any errors with the sitemap.

Search Console can be used to remove a sitemap from the reports. It’s important to actually remove the sitemap however from the website itself otherwise Google may remember it and visit it again.

Once submitted and processed, the Coverage report will populate a sitemap section that will help troubleshoot any problems associated with URLs submitted through the sitemaps.

Search Console Page Experience Report

The page experience report offers data related to the user experience on the website relative to site speed.

Search Console displays information on Core Web Vitals and Mobile Usability.

This is a good starting place for getting an overall summary of site speed performance.

Rich Result Status Reports

Search Console offers feedback on rich results through the Performance Report. It’s one of the six dimensions listed below the graph that’s displayed at the top of the page, listed as Search Appearance.

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Selecting the Search Appearance tabs reveals clicks and impressions data for the different kinds of rich results shown in the search results.

This report communicates how important rich results traffic is to the website and can help pinpoint the reason for specific website traffic trends.

The Search Appearance report can help diagnose issues related to structured data.

For example, a downturn in rich results traffic could be a signal that Google changed structured data requirements and that the structured data needs to be updated.

It’s a starting point for diagnosing a change in rich results traffic patterns.

Search Console Is Good For SEO

In addition to the above benefits of Search Console, publishers and SEOs can also upload link disavow reports, resolve penalties (manual actions), and security events like site hackings, all of which contribute to a better search presence.

It is a valuable service that every web publisher concerned about search visibility should take advantage of.

More Resources:

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Featured Image: bunny pixar/Shutterstock



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