DO I NEED GOOGLE SEARCH CONSOLE?

At Lillian Purge, we specialise in Local SEO Services and have written Do I Need Google Search Console? to help you decide if this tool should be at the core of your website monitoring and SEO workflow.

If you manage a website, whether it’s a small local business page or a large eCommerce store, Google Search Console is not just useful it’s essential. Many business owners assume that if their website looks fine and shows up on Google, there’s no need for extra tools. However, Google Search Console (GSC) is one of the most important platforms for understanding how your site performs in search and how Google interprets your content.

This article explains why you need Google Search Console, what it does, and how it helps improve your SEO and overall digital visibility.

What Google Search Console Does

Google Search Console is a free tool that helps website owners and marketers monitor how their website appears in Google’s search results. It provides detailed data about which keywords your site ranks for, how users find you, and whether there are technical problems stopping your site from performing well.

Think of it as a direct communication line between your website and Google. It doesn’t just tell you how your site is doing it helps you fix problems and identify growth opportunities.

Why You Need Google Search Console

1. To Monitor Your Website’s Search Performance

Google Search Console shows which search queries people use to find your site, how many clicks you receive, and what your average ranking position is for specific keywords. This information helps you understand which pages perform best and where you could improve visibility.

For example, you might find that one of your blog posts ranks on page two for a valuable search term. With this knowledge, you can update the content, add internal links, or improve its structure to push it into the top ten results.

2. To Identify and Fix Technical SEO Issues

Even small technical issues can stop your website from ranking well. Google Search Console flags problems such as broken links, crawl errors, and mobile usability issues.

The Index Coverage Report tells you which pages are indexed by Google and which aren’t. If important pages are excluded or contain errors, you can address them quickly and request re-indexing to ensure they appear in search results.

3. To Track Keyword Visibility Over Time

SEO is a long-term process, and rankings fluctuate. GSC lets you track how your site performs over time, showing trends for impressions, clicks, and average position. You can compare performance across different date ranges to measure the impact of your SEO campaigns.

This is especially helpful for businesses that target local searches, such as “accountants in Bedford” or “digital marketing services near me.” Monitoring these terms allows you to see whether your visibility is growing and which keywords generate real engagement.

4. To Improve Click-Through Rates (CTR)

A high ranking in Google is valuable, but if users don’t click your result, you’re missing out on traffic. Google Search Console shows your CTR for each page and keyword, helping you identify where your listings could be more appealing.

Improving CTR might involve rewriting your meta titles and descriptions to make them more engaging, adding structured data for rich snippets, or focusing on search intent. Over time, this boosts both visibility and conversions.

5. To Submit Sitemaps and Individual Pages

Submitting a sitemap through GSC helps Google discover all your pages quickly. This is particularly useful for new websites or large sites with complex navigation.

You can also use the URL Inspection Tool to submit new or updated pages for indexing. Instead of waiting for Google to crawl your site naturally, this feature ensures your latest updates appear in search results sooner.

6. To Receive Alerts for Critical Problems

Google Search Console sends notifications if it detects serious issues, such as manual penalties, security problems, or structured data errors. Early detection prevents long-term ranking damage and allows you to fix problems before they affect your traffic.

For example, if your site experiences a sudden drop in indexed pages or a rise in mobile usability errors, you’ll receive an alert so you can take immediate action.

7. To Understand Backlinks and Internal Links

Links play a vital role in SEO. The Links Report in GSC shows which external websites link to you (backlinks) and how your internal linking is structured. Strong backlinks improve domain authority, while balanced internal links help Google understand your site hierarchy.

This insight helps refine your link-building strategy and ensure that your most important pages receive sufficient internal authority.

8. To Analyse Mobile Usability and Core Web Vitals

Google uses mobile-first indexing, which means it primarily uses the mobile version of your site for ranking and indexing. GSC highlights any mobile usability issues that might affect user experience.

It also includes Core Web Vitals data, measuring page loading speed, interactivity, and layout stability. Improving these metrics not only enhances SEO but also improves user satisfaction.

Who Should Use Google Search Console

Google Search Console isn’t just for SEO professionals. It benefits anyone who owns, manages, or maintains a website.

• Small business owners: To ensure their business appears in local search and resolve technical issues.

• Marketers and content creators: To track keyword performance and optimise content.

• Web developers: To identify and fix indexing or crawl problems.

• Agencies and consultants: To provide clients with measurable SEO results and reports.

Even if you outsource your SEO, having access to GSC allows you to verify the progress and understand where your website stands.

What Happens If You Don’t Use Google Search Console

If you don’t use Google Search Console, you’re effectively running your website blind. You won’t know how your pages are performing, whether Google can access all your content, or if technical errors are holding you back.

Without GSC data, identifying issues like crawl blocks, missing pages, or sudden ranking drops becomes guesswork. You might not even realise your site has been penalised or that mobile visitors are struggling with poor usability.

In a competitive digital environment, these blind spots can cost you valuable traffic and sales.

How to Set Up Google Search Console

1. Go to Google Search Console and sign in with your Google account.

2. Add your website as a property, either by domain (covers all URLs) or by URL prefix (specific section).

3. Verify ownership using one of Google’s methods, such as DNS verification or adding an HTML tag to your site.

4. Once verified, you’ll start seeing data within a few days.

From there, you can submit your sitemap, monitor performance, and review reports regularly.

How Google Search Console Supports Local SEO

For local businesses, GSC is particularly valuable. It helps track keywords that include geographic modifiers such as “near me” or specific towns. When used alongside your Google Business Profile, it provides a complete picture of your visibility in local search.

It also highlights how users find your business from nearby searches, allowing you to optimise content and meta data for local intent. This makes it an indispensable tool for improving local rankings and generating real, high-quality leads.

Expert Tips for Making the Most of GSC

Google Search Console (GSC) is one of the most essential tools for anyone serious about SEO. It provides a direct connection to how Google sees your website, allowing you to monitor performance, fix errors, and uncover new opportunities for growth. To get the full value from GSC, you need to use it regularly, analyse the data critically, and take action based on the insights it provides. Below are expert strategies to help you make the most of Google Search Console.

Check Reports Weekly to Catch Issues Early

Regular monitoring is key to maintaining a healthy website. Checking your reports weekly ensures you can identify and resolve issues before they start to affect rankings and traffic. Pay attention to key areas such as coverage reports, indexing status, and any crawl anomalies.

For example, if you notice pages marked as “Crawled currently not indexed,” it might indicate that Google doesn’t see enough value or uniqueness in the content. By catching these warnings early, you can refresh the content, improve internal linking, or fix technical issues to get those pages indexed again.

Weekly checks also allow you to spot trends such as traffic drops or spikes, which could signal an algorithm update or a change in user behaviour. Staying proactive prevents small problems from becoming long-term setbacks.

Use the Performance Tab to Identify Underperforming Pages

The Performance tab in GSC is a goldmine for insights about how your website is performing in search. It shows you clicks, impressions, click-through rate (CTR), and average position for your pages and keywords. Use this data to find underperforming pages and optimise them strategically.

Look for pages with high impressions but low CTR. This means your page is appearing in search results but not attracting clicks. To fix this, improve your meta titles and descriptions to make them more engaging and relevant.

You can also filter by queries to see which search terms are driving traffic. If a particular keyword is ranking just outside the top 10 results, small improvements such as updating headings, adding more internal links, or expanding content can help it climb higher and drive more organic visits.

Fix Mobile and Core Web Vitals Errors Promptly

User experience is a major ranking factor, and GSC provides detailed reports on both mobile usability and Core Web Vitals. These metrics measure loading speed, visual stability, and interactivity—all of which affect how users experience your site.

The Mobile Usability report highlights issues like text that is too small, clickable elements that are too close together, or content wider than the screen. Fixing these problems ensures your site performs well on smartphones and tablets, which account for most online traffic today.

Core Web Vitals, located under the Experience tab, focus on three key metrics: Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS). Poor performance in these areas can lead to lower engagement and weaker rankings. Regularly reviewing and resolving these errors helps maintain fast, stable, and user-friendly pages that both visitors and Google appreciate.

Compare Data Across Different Timeframes

Understanding how your website performs over time is crucial for identifying patterns and long-term opportunities. Use GSC’s comparison feature to evaluate performance across different time periods, such as month over month or year over year.

Comparing timeframes allows you to spot seasonal trends, shifts in keyword performance, and changes in user interest. For example, if your eCommerce site sells outdoor equipment, you might notice spikes in traffic for camping gear during spring and summer. By identifying these patterns, you can plan content, promotions, and inventory around seasonal demand.

Additionally, if you recently implemented SEO changes or published new content, comparing data before and after those updates helps measure impact. This approach turns raw data into actionable insights and supports smarter decision-making.

Link Google Search Console with Google Analytics

Linking GSC with Google Analytics provides a more complete view of your website’s performance. While GSC focuses on search visibility and indexing, Analytics reveals what users do once they arrive on your site. Integrating the two allows you to see how search queries lead to engagement, conversions, and sales.

For example, you can track which organic keywords generate the highest conversion rates or which landing pages perform best in terms of engagement. This integration bridges the gap between SEO and on-site behaviour, helping you refine both content strategy and user experience.

To link them, navigate to your property settings in Google Analytics, find the “Product Links” section, and connect your verified GSC property. Once linked, you can view GSC data directly within Analytics reports for easier comparison and analysis.

Use GSC Insights to Guide Content Strategy

Beyond technical monitoring, GSC can serve as a powerful content-planning tool. The Performance report reveals what topics and keywords drive traffic to your site, while also showing opportunities where you could expand coverage.

Identify queries where your pages rank between positions 11 and 20. These keywords are already on Google’s radar, and a small boost—such as adding more in-depth content, visuals, or FAQs can push them into the top 10. This approach often yields faster results than targeting brand-new keywords.

Additionally, check which pages have the highest CTR and engagement, then use their structure and tone as a template for future content. Learning from what already performs well helps you replicate success across other areas of your site.

Set Up Alerts and Notifications for Critical Issues

Google Search Console can send email notifications when serious issues occur, such as indexing errors, manual penalties, or security problems. Ensure these alerts are activated and directed to an inbox you check regularly.

Responding quickly to these alerts helps minimise downtime and potential ranking loss. For instance, if GSC detects malware or suspicious content, fixing it immediately prevents your site from being flagged as unsafe in search results. Similarly, if Google stops indexing certain pages, resolving the issue promptly ensures your visibility doesn’t drop.

Conclusion

If you want to understand how your website performs in Google Search, the answer is clear you do need Google Search Console. It’s free, easy to use, and essential for improving visibility, tracking SEO progress, and identifying issues before they impact your traffic.

By using the insights provided in GSC, you can make informed decisions that strengthen your SEO performance, boost rankings, and create a smoother experience for your visitors. For any business serious about growth, it’s not just a helpful tool it’s a necessity.

We have also written in depth articles on What is Google Search Console? and Common Google Search Console errors and how to fix them as well as our Google Search Console Hub to give you further guidance.