Google Search Console Blog Traffic Report

How to use Google Search Console for Content Marketing

Content marketing is essential for sustaining long-term growth, and strategically using insights from Google Search Console can significantly amplify its impact.

Among the benefits of Google Search Console are its capabilities for tracking blog metrics and performing blog analysis. Data about clicks, impressions, CTR, and Position can be easily broken down by queries, page, date, device, and country, making it an excellent blog traffic checker.

How to develop your Content Marketing strategy

If used correctly, Google Search Console provides actionable feedback on your content marketing strategy along the whole funnel (TOFU, MOFU, BOFU content).

These terms aim at categorizing the content you produce based on its final objective and provides you a framework to guide your content efforts:

• TOFU (Top of the Funnel): posts focused on catching users’ attention when they are searching for information on high-level concepts (e.g. glossaries, ‘why content is important’, ‘how to implement OKR’). These terms have usually big volumes, but little intent.

• MOFU (Middle of the Funnel): posts directed to guide the users through a specific use case or job to be done. The user may indirectly choose to try out your solution, but they are not in the purchasing decision yet (e.g. ‘how to’ articles).

• BOFU (Bottom of the Funnel): posts that target users in their purchasing decisions (e.g. competitor alternatives, threeway comparisons). Lower traffic volumes but higher intent: this means a higher ROI on conversion and quick tangible impact on the revenue side.

Google Search Console insights, if well understood, can guide your content marketing effort to tailor articles from capturing broad audience interest to converting leads at the final stage of the buyer's journey.

For example, you can measure how your TOFU/MOFU content matches the search intent of users. Or, most importantly, you can focus on BOFU and assess how much of the traffic generated converted to signups.

Let's see how.

How to use the Google Search Console Blog Traffic Report

Our Google Search Console Blog Traffic Report template leverages Google Search Console API to enhance your blog traffic strategically, focusing on various aspects of SEO blog performance.

Here’s how the template empowers you to extract actionable insights:

• You start by looking at a high-level performance summary which provides a snapshot of your blog's overall performance in two selected period

• Then, it offers a traffic breakdown by branded and unbranded keywords: these simple metrics emphasize the output of your blogging effort, by separating the traffic of those who already know your brand, from that generated by your keywords research and deep understanding of your product's benefits.

• Go through the top contributors: to identify high-performing pages and see if those topics can be further expanded.

• Have a look at pages ranking 4-10: those are posts which with small enhancements, could move into top positions and significantly boost conversion. As a rule of thumb, expect to 4x the clicks by moving a post on page 1 to positions 1-3. These represent SEO easy wins, or “low-hanging fruits”

• Analyze Keywords in Top Positions (1-3): these are keywords your blog already is ranking for very well but you may not have fully targeted content, such as in-depth how-tos or product comparisons. This SEO trick may help you unveil otherwise missed opportunities.

• Going through what does not work well, look at the 10 least effective pages: posts that have a decent search volume but low engagement (low CTR), indicating a need for better alignment of meta titles and descriptions with user search intent or a shift in the content focus.

• Finally, the 10 least searched pages: posts that generate the lowest number of impressions on your Blog. You may want to deindex them, as they may be relevant to your users but not focused on traffic acquisition, or delete them (and possibly 301 redirect to something relevant) to prevent consuming Google's crawling budget.

The template also features two charts to monitor metrics over time: one tracking traffic and average position to observe trends and another showing the blog’s role in contributing to the total website traffic.