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Local SEO: The Complete Guide



Local SEO: The Complete Guide

Local SEO is the way forward if you want to get more customers to your local business from organic search.

But what is local SEO, how does it work, and which ranking factors matter?

In this guide, you’ll learn how to rank your business on local search to get more customers through your door.

Chapter 1. Local SEO basics

First, let’s explore what local SEO is, why it matters, and how it differs from “regular” SEO.

What is local SEO?

Local SEO is the practice of improving your online presence to get more business from local searches. These searches take place on many search engines, but local SEO focuses on optimizing for Google users.


Why is local SEO important?

Local SEO is important because many people use search engines to find local businesses.

In fact, according to Google:

  • 30% of all mobile searches are related to location.
  • 78% of people who search for something nearby on their phones visit the business within a day.
  • 28% of searches for something nearby result in a purchase.

In short, customers are searching for your business. If you’re not there, you’re leaving money on the table.

How does local SEO work?

Local SEO is a game of two halves because Google shows two types of search results for local searches. These are “map pack” results and organic “blue link” results. You can rank on both of them.

Infographic of types of results on Google SERP

Map pack results

The map pack (aka local pack) is a Google SERP feature that shows the top local business listings and a map. It often appears at the very top of Google’s search results for local searches.

See also  Google Maps Testing Overlay Box For Local Listing

Organic search results

The “regular” organic search results are the “10 blue links” that we’re all familiar with. They usually appear below the “map pack” results.

Chapter 2. Local SEO keyword research

Local keyword research is the process of understanding how people search for the local services you offer.

It’s important because you want to optimize for what people search for. 


Let’s go through how to do this.

1. Find service-based keywords

Most people don’t think about the different ways that others may search for what they do.

For example, if you’re a plumber, some customers will find you by typing “plumber” into Google. But others will search for queries relating to specific services like “drain unblocking.”

For that reason, you should begin by brainstorming and listing the services you offer. This will help you maximize your presence for queries your customers are searching for.

Here’s what that can look like for a plumber:

  • Drain unblocking
  • Boiler repair
  • Boiler installation
  • Boiler servicing
  • Radiator installation
  • Burst pipe repair

To expand this list, use the service keywords as “seeds” to find more services people are searching for.

For example, if we plug the services above into Ahrefs’ Keywords Explorer and check the Matching terms report, we see keywords like:

  • gas boiler installation
  • combi boiler installation
  • electric boiler installation

Matching terms report results

If you offer those services, you may also want to consider targeting these keywords.

Here’s another way to find “missed” keywords:


Plug a competing business into Ahrefs’ Site Explorer, go to the Top pages report, and look for URLs that map to services.

Top pages report results

2. Check search volumes

​​Keyword research tools show you national search volumes. If you want search volumes for your state, city, or town, you’ll have to use Google Keyword Planner.

GKP results with location turned on

Unfortunately, Keyword Planner has its issues:

  1. It shows broad search volume ranges (e.g., 1K-10K), not absolute numbers.
  2. It groups keywords and shows a combined rounded search volume.

For that reason, checking the relative popularity of keywords at the national level tends to be more productive. This is because what happens in one city is likely to be similar in the next.

You can do this with a keyword research tool like Ahrefs’ Keywords Explorer.

For example, the tool tells us that more people search for “boiler repair” than “boiler installation” in the U.K.:

Keyword Explorer search results

This is probably the case whichever city we’re in, so it’s an excellent way to prioritize keywords.

3. Check for local intent

Local intent means that searchers want to shop nearby. If that isn’t the case for your services, it’s not a local SEO opportunity.

To check a query for local intent, Google it and check the results.

If there’s a map pack and/or some local “blue link” results, it has local intent.

Google SERP for "boiler installation"; map pack and "blue link" result can be seen

If there are no map pack and local “blue link” results, it doesn’t have local intent.

No map pack and no local "blue link" results

You can still target keywords without local intent, but it’s not a job for local SEO.

4. Assign keywords to pages

Your homepage is unlikely to rank for all your service keywords. So you’ll need to target some with separate pages.

To assign keywords to URLs, think about which services they map to.

If they map to very different services, such as “boiler installation” and “burst pipe repair,” assign them to separate pages.

If they map to the same service, such as “drain unblocking” and “drain unclogging,” assign them to the same page.

You can learn more about this process in our local keyword research guide below.

Learn more: How to Do Local Keyword Research

Chapter 3. Local SEO ranking factors


You may recall that local SEO is a game of two halves because there are two ways to rank. The first is the map pack, and the second is the “regular” organic results.

Ranking factors vary depending on where you want to rank—but some are important for both.

Venn diagram showing some ranking factors "overlap," i.e., some factors are important to both "map pack" and "regular" results

Below, we’ll look at what SEOs believe are the most important factors for each.

Google Business Profile (formerly Google My Business)

A Google Business Profile is a local listing with information about your business. It’s free and allows your business to appear in the map pack and Google Maps.

What SEOs say

In all, 36% of SEOs think your Google Business Profile is the most important ranking factor for the map pack. And 6% believe that it’s important for the “regular” organic results. That’s according to BrightLocal’s survey.

Bar graph showing percentage of SEOs who think GBP is most important ranking factor for "map pack" and "regular" results, respectively

This isn’t surprising, as you need a Google Business Profile to stand any chance of ranking on the map pack.

Business Profile signals are increasing in their perceived importance for the map pack over time too.

Table showing perceived importance of GBP signals over time for map pack and "regular" results, respectively

Beyond rankings, Google states that customers are 70% more likely to visit businesses with a complete Business Profile. They’re also 50% more likely to consider buying from them. So it’s clear that a complete and optimized Business Profile is essential if you want to attract more business.

Best practices

Many of these best practices come from Google itself:

  • Be specific when setting your business category
  • Set your business hours (including holiday hours)
  • Add your address (if you have a storefront)
  • Set your service area (if you visit or deliver to customers and clients)
  • Add the products or services you offer
  • Add photos
  • Ask customers for reviews

Learn more: How to Optimize Your Google My Business Listing in 30 Minutes

NAP citations

A NAP citation mentions your business’s name, address, and phone number online. They usually appear on business directories and social media profiles.



There are also NAPW citations that mention your website. 

What SEOs say

BrightLocal’s 2021 study shows that 7% of SEOs think citations are the most important ranking factor. That’s true for both the “map pack” and “regular” results.

Bar graph showing percentage of SEOs who think citations are most important ranking factor for "map pack" and "regular" results, respectively

In other words, they’re somewhat important—but not as important as they used to be.

The perceived importance of citations among SEOs has been declining since 2014.

Table showing perceived importance of citation signals over time for map pack and "regular" results, respectively

That said, citations can still help searchers discover your business online. This is because directories often rank on the search results for local queries. So if you’re in those directories, the people who click on them in the search results may find your business. 

Best practices

  • Get listed with big data aggregators (in the U.S., these are Data Axle, Localeze, and Foursquare)
  • Submit to other big players (in the U.S., these include Apple Maps, Yelp, Yellow Pages, Bing Places, and Facebook)
  • Submit to other popular directories in your local area and industry
  • Keep your citations consistent (same name, address, phone number) everywhere

Learn more: How to Build Local Citations (Complete Guide)


Here’s a quick way to find industry and local directories:

  1. Paste your homepage into Site Explorer
  2. Go to Link Intersect
  3. Enter the homepages of a few competing businesses in your area
  4. Set the search mode to “URL” for all targets
  5. Click “Show link opportunities”

This will show you sites linking to one or more of your competitors, but not you.

Link Intersect report results

If a website links to many competitors, it’s probably a directory where you can also add a listing.


Reviews refer to the quantity and quality of reviews on your Google Business Profile and elsewhere online.

What SEOs say

BrightLocal’s 2021 study shows that 17% of SEOs deem reviews the most important ranking factor for map pack rankings. But only 5% see them as most important for regular organic rankings.

Bar graph showing percentage of SEOs who think reviews are most important ranking factor for "map pack" and "regular" results, respectively

Reviews have also grown in their perceived importance for map pack rankings over the past few years.

Table showing perceived importance of reviews over time for map pack and "regular" results, respectively

But reviews aren’t only about rankings. Getting reviews on your Google Business Profile and elsewhere builds trust with Google and customers.

Best practices

Many of these best practices for getting more reviews come from Google itself:

  • Remind customers to leave reviews (you can create and share a review link in Google Business Manager)
  • Focus on getting reviews on your Google Business Profile
  • Respond to reviews to build trust (you’ll need a verified Google Business Profile to do this)
  • Don’t offer or accept money in exchange for reviews (it’s against Google’s terms)
  • Don’t discourage bad reviews or request good reviews from customers (it’s against Google’s terms)


Links act like votes for your site from other websites.

What SEOs say

BrightLocal’s study shows that 31% of SEOs deem links the most important signal for ranking on regular organic search. And 13% think the same for map pack rankings.

Bar graph showing percentage of SEOs who think links are most important ranking factor for "map pack" and "regular" results, respectively

For many, this won’t come as much of a surprise. In 2016, Google said that backlinks are one of their top three ranking factors. Plus, many studies have found a strong correlation between links and organic traffic.

Line graph showing the more referring domains, the higher the search traffic

Links are increasing in their perceived importance for “regular” local rankings over time too. But their perceived importance for “map pack” rankings has stayed roughly the same.

Table showing perceived importance of links over time for map pack and "regular" results, respectively

Best practices

  • Get links from other top-ranking sites
  • Get links your competitors have (use Ahrefs’ Link Intersect tool for this)
  • Get local citations (these often have links)
  • Claim unlinked mentions
  • Reclaim lost links by redirecting old versions of your pages to new versions

Learn more: 9 Easy Local Link Building Tactics


On-page SEO is where you make changes to the content of a page to help it rank higher on organic search results.

What SEOs say

BrightLocal’s study shows that 34% of SEOs think on-page signals are the most important factor for regular organic search. And 16% believe it’s the most important factor for map pack rankings.

Bar graph showing percentage of SEOs who think on-page SEO is most important ranking factor for "map pack" and "regular" results, respectively

On-page signals are also growing in their perceived importance for local SEO. You can see this from the results of BrightLocal’s previous surveys.

Table showing perceived importance of on-page SEO over time for map pack and "regular" results, respectively

Best practices


One way to find details that matter to searchers is to check what top-ranking pages in your area talk about. You can do this by looking at the pages. Or you can use Keywords Explorer to find keywords mentioned on the top-ranking pages.

Here’s how to do that:

  1. Enter [service keyword] [location] (e.g., “boiler repair london”)
  2. Go to the Related terms report
  3. Hit the toggles for “Also talk about” and “Top 10”
Related terms report results

Here are some of the frequently mentioned keywords on the top-ranking pages for “boiler repair london” and what they likely infer:

  • gas safe” – Searchers probably want an engineer who’s on the Gas Safe Register, the official gas safety body in the U.K.
  • greater london” – Searchers probably want to know whether the business supplies this service in their area.
  • gas boiler” – Searchers probably want to know whether the business can repair their type of boiler.
  • emergency call” – Searchers probably want to know whether the business does emergency callouts.

It would be worth mentioning these things on your page.

Recommended reading: On-Page SEO: Complete Beginner’s Guide


Chapter 4. Local SEO tools

Let’s bring things to a close with a few local SEO tools you may find useful.

Google Business Manager

Google Business Manager, formerly Google My Business, is how you manage your Google Business Profile. Signing up for it is completely free and is something every local business owner should use.

Google Search Console

Google Search Console is a free tool for monitoring your website’s search performance. It tells you how much search traffic you’re getting, where it’s going, and what keywords it’s coming from.

Ahrefs’ Rank Tracker

Rank Tracker lets you track up to 10,000 keyword rankings for “regular” organic search by country, state, city, and even ZIP/postal code.

Ahrefs Link Intersect

Our Link Intersect tool lets you find websites that link to multiple competitors. This is useful for finding relevant local and industry-specific citations.

Grid My Business

Grid My Business shows map pack ranking positions for a keyword in the area around your business. It’s freemium and is useful for understanding if and where local searchers are likely to see your business.



Yext is a tool for syncing and managing business information across multiple listings. It’s useful for keeping citations consistent, although you can do this manually.

Google Keyword Planner

Google Keyword Planner is a free keyword research tool from Google. It’s a useful source of search volume ranges at the local level.

Keep learning

Hopefully, you now have a pretty good understanding of how local SEO works. If you want to dig deeper and continue learning, check out these resources:

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A Complete Google Search Console Guide For SEO Pros



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.


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.


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 So, if the downloaded file is called verification.html, then the uploaded file should be located at

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.


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.
See also  Google Penalties: The Newbie-Friendly Guide


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.


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.


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.


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.

See also  Is your business optimized for Google Discover? This guide is for you!

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


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.


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.


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.


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.


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.


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.


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.


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.

See also  New Ways To Grow & Manage Facebook Groups

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.


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.


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.



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.


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


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.


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:


Featured Image: bunny pixar/Shutterstock

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