Using data from the site’s search console and analytics for SEO in Google Google

The joint use of the site’s search console and analytics gives a full idea of how the audience finds and interacts with your site through the Google search engine. This helps to make more reasonable decisions in working on SEO promoting the site of your project. This manual tells how, using data visualization tools, you can track metrics from the search console and analysts at the same time, combine information and solve possible discrepancies in the data.

What is the search console of the site and analytics for SEO in Google

The use of both systems together helps to understand the audience more deeply and its interaction with your site - both before users came from the search for Google and after entering the site. This gives an idea of the current results of the site in the search results of Google and how search traffic is related to other sources of traffic.

Search Search Contamine: provides data on how the website of your project is displayed in the results of Google search, including the number of site shows, clicks on your resource from the search, search queries, bringing visitors to the site and so on. Focus on activity before the visitor gets to your site from the Google search.
Site analytics: gives information about how users behave on your site, what pages visit, how much time they spend, and what actions are performed. It also shows traffic sources, which allows you to evaluate the effectiveness of different channels for attracting visitors, including the organic search for Google.

If you are just starting, you will need to create and configure accounts in the search console of the site and analytics for your project, as well as confirm the rights to manage the site.

Comparison of the site search console and analytics for SEO in Google of your site

Comparison of data on the indicators of the search console of the site with organic traffic from analytics is useful for assessing the effectiveness of conversions, such as purchases, subscriptions or applications that came from the search for Google. However, both systems use different calculation methods, so the indicators will not fully match, and the set of available metrics are different.

For analysis, it is recommended to focus on two key indicators that are most comparable:

Clicks of the search console of the site

Click is fixed when the user presses the link of your site in the results of the Google search.

Sessions in the site analytics

A session is a period of time during which the visitor interacts with your site or application.

Since clicks and sessions are considered differently, the indicators will differ. Read more about the reasons for the differences - in the section on the discrepancies of data.

Tracking the organic search engine of the site in Google by visualization of data

Using specialized data visualization tools, you can combine and analyze information about traffic from the site’s search console and analytics in one interface. To get started, you can use the finished template of the monitoring panel that is connected to your data.

Setting a monitoring panel for the SEO of your site in Google

At the first opening of the template, errors will appear, as you need to configure the connection to your data sources:

Open the monitoring panel template.
Select the "Use your data" option.
Connect data sources:

Select the search console of the site and indicate the table with the URL shows.
Connect the analytics of your site.

Set up each graph by indicating the corresponding data source.

How to read the SEO monitoring panel of your site in Google

The panel displays the analysts and the search console of the site nearby, where for the convenience of analytics, color marking is used: orange - for analytics, blue - for the search console of the site.

Filters and data management for SEO Site in Google

To focus on organic traffic from the Google search, these analysts are already filtered in such a way as to include sessions with the Google source and the Organic environment.

Council for advanced users: To combine data on individual requests, you can use the parameters of the country, device, landing page. This is effective to do this through databases, but it is also possible using the functions of combining data in visualization tools.

On the panel there are filters and controls that allow flexibly configured the displayed information:

The selection of the properties of the search console and the analysts of the site for analysis is convenient to switch between different accounts.
Filtering by countries and types of devices - it is recommended to choose the same filters in both systems for the correct comparison.
Selecting the dates for viewing information. By default, the last 28 days are displayed, but it is worth considering a possible delay in the site’s search console given.

The main metrics of the SEO site in Google on the monitoring panel

The panel uses five key indicators to give a general idea of the quantity and quality of organic traffic from searching for Google your site:

Sessions (site analysts) - periods of user activity on your site related to organic search.
The percentage of involvement (site analyst) is a share of sessions during which the user interacted with the site: performed key actions, was more than 10 seconds or looked at at least two pages.
Returned users (site analysts) - the percentage of visitors who returned to your site from the google organic search.
Clicks (search console of the site) - the number of transitions from the results of the Google search for your site.
CTR (search console of the site) - the attitude of clicks to shows showing the attractiveness of your search snippets.

Graphs on the SEO SEO monitoring panel in Google

The panel includes several graphs for a convenient analysis of the site’s visits through the Google search. Orange describes these analysts, blue - the search console of the site.

Graphs reflect the dynamics and help to quickly notice changes in traffic and its quality, without deep immersion in details.

Sessions and time involvement: volume and quality of traffic from organic search for Google.
The share of organic traffic over time: allows you to track changes in the sources of visits to the site.
Clicks and CTR in time: assessment of the success of search nationwood and transitions with Google.
TOP pages and requests by clicks and CTR: determining the most effective pages and search queries.
TOP countries: Analysis of the geographical distribution of the organic traffic of the site.

Deep analysis of the SEO site in Google using a search console and analytics

The source of reliable data on the results of the search is the search console of the site, and the behavior of users is the analytics of the site. The monitoring panel helps to monitor the trends of organic traffic, and to find the causes of changes and problems it is better to work directly with each system.

In analytics, the following reports are useful for detailed analysis:

Report to attract traffic: allows you to see sessions from the organic search for Google, to understand what actions the visitors performed on the site, including conversions.
Report on planting pages with a filter on the organic traffic Google: shows the effectiveness of pages to attract and retain visitors from the search.

In the search console of the site, it is most convenient to start with performance reports in order to track traffic changes, and then study additional data if necessary.

The reasons for the discrepancies between the site’s search console and the SEO analytics in Google

When comparing indicators of two systems, a discrepancy often occurs even in comparable metrics - sessions and clicks. It is important that the general trends coincide, and the differences are explained by the features of the work of the tools. Below are the reasons and recommendations to reduce major discrepancies.

Small discrepancies are normal and do not require correction, since the systems are arranged differently.
Significant discrepancies require verification of the following factors to find the cause or reduce the level of differences.

The main reasons for the significant discrepancy between clicks and sessions for the SEO site in Google

If you notice the difference between the data of the site’s search console and analysts for your project, pay attention to the following points. A combination of several factors is possible, depending on the settings of the site and the features of the audience.

Site analytics: Analytics collects data through the code implemented on the site, so the setting errors or the lack of code on some pages affect the completeness of the data.
Site search console processing: The search engine data is processed uniformly for all projects and depend less on your settings.
Using cookies and tracking: If the site requests consent to tracking and visitors refuse, this affects analytics data.
Watch belts: In analytics, you can change the time zone, in the search console - no (by default, the time zone of the search system).
Attribution models: In analytics, several attribution models are used, while the search console takes into account all clicks the same.
Canonical url: The search console takes into account only the canonical URL from the search, the analyst - all the URL with the tracking code.
Separation of traffic: The search console distributes traffic by type of search (web, video, etc.), in analytics - other categories.
Non-pages: The search console takes into account clicks and PDF shows and other formats, the analyst may not take them into account if the appropriate processing is not configured.
Bots and spam: Analytics filters famous bots, the search console - no.

Useful materials on the joint use of the site search console and analysts for SEO in Google

Integration of the search console with the analytics of the site: allows you to view reports on requests and landing pages directly in analytics.
Plugins for sites on popular platforms: ensure the display of both systems in one interface.
Export data from the search console and analytics to the database for deep analysis and reduction of discrepancies.

For any issues on the SEO site promotion, you can contact the SEO.computer seo compound through email info@seo.computer Or WhatsApp +79202044461.

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