For those who ply the waters of Local SEO, Google’s Search Console is a fundamental part of the toolkit. It provides a variety of information that can be used to optimize existing content, check site health, and look for growth opportunities. Because of these factors it was of particular interest when Google announced a new feature added to Search Console, Performance Insights. The feature is still in Beta and does not appear in all accounts as it is being systematically rolled out. The first look, however, provides some interesting information (see screen grab above). While it’s still not completely clear what all these recommendations will include, the official support page says that the scope of the insights will include:
These can prove useful to pinpoint the exact pages and keywords driving traffic, or helping you refine your content strategy. By understanding user behavior and search trends, you can optimize your site to better meet customer needs, improve local search visibility, and ultimately increase conversions.
Here are some of the opportunities we are looking to use these insights for as we see them roll out into our accounts.
Leverage insights to discover which pages attract the most traffic.
Enhance these pages with targeted keywords and relevant content to maintain and boost their rankings.
Analyze pages with low engagement or high bounce rates.
Revise these pages to align better with user search intent, possibly by improving content relevance or loading speed.
Discover which keywords your site ranks for and their respective positions. Focus on optimizing for keywords that are close to ranking on the first page, which will provide a quick win for traffic increase.
Use location-based keyword insights to tailor content specifically for local searchers.
Optimizing for Google Business Profile and other local directories will ensure that your business is prominently featured in local search results.
Regularly review performance insights to stay ahead of trends and competitors.
Use the data to continuously refine your SEO strategy, focusing on what works best for your audience.
By harnessing the power of these new insights, your local business can not only improve its online presence but also connect more effectively with potential customers, driving growth and success.
For more details on how to maximize these insights, visit Google’s Support Page.
