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How Can I Use Google Search Console for Local SEO?

Want to know about a secret weapon you can use to bullet-proof your site and improve your local ranking? Google Search Console is it! In this episode we detail how to use GSC to improve your site's E-A-T (Expertise, Authoritativeness, & Trustworthiness) so it will grow and outrank your competition!

Jamie:    All right, Adam.

 

Adam:    Hey Jamie, how's it going?

 

Adam:    My gosh. What a crazy week.

 

Adam:    Yes. Yes. Very crazy.

 

Jamie:    Yes. So what, so based on the events of the last week, what's happening in your world?

 

Adam:    Lots as usual, Google changes, stuff up stuff up on us all the time. And actually today I wanted to talk to you about some of the changes that we see on the horizon. Okay. And how local businesses can kind of ride that wave. So how they can get in front of those changes. So that way, when Google does actually come out with an algorithm change and update, then they're not stuck at the bottom of rankings because that's sometimes, you know, if, if you're not listening to Google and their announcements, that's what happens. They, they put out basically a new version of Google and they don't, it doesn't look any different. So, but what happens is in the SEO world, you know, giant changes could have happened. And so we want to make sure that our clients and our local business clients especially can stay ahead of that curve. And so if you're listening to this podcast, of course, good on ya. Good. There's one that we'll go through today will help you stay in front of that curve and make sure that whenever there are any updates that you're, you are going to be pretty much. Okay. So but you know, it's Google, so right away,

 

Jamie:    How often are these updates released?

 

Adam:    Like mini ones are updates are, are put out every three to six weeks and major ones can make massive craziness happen. So when, when I say massive craziness, like you could be looking for a massage therapist and instead of, you know, a page full of results about massage therapists who are nearby, you're getting, you know, chiropractors or you're getting dental offices, you know, it, it just suddenly it's like Google, just, you know, the Etch-a-Sketch gets shaked and it'll take them a couple of days to kind of fix that. But, you know, it happens. And, but I think what I should let you know is the only reason that Google has these updates is because it's always trying to improve. It's trying to improve that algorithm. And that algorithm is always, always about giving really good results.

 

Jamie:    Well, let me stop you. Then it would make sense. Then the Google would actually test these updates before releasing them. I'm sure that they have a whole entire testing team that's working on that before they actually release something.

 

Adam:    If you've seen that movie, the social dilemma you'll know that what you say should be happening and what actually happens. It's very different because you have, you have this algorithm that may be one person in the whole company could follow, you know, because it's, it's turned into like a Frankenstein program, right? You have new people, adding stuff, new groups of people, adding stuff, and just runs. It's an, it's a, a, you know, it's an AI, it might be a rudimentary AI, but it's still an AI. And once you have that AI be self-learning and you put updates on top of it, you know, the, yeah, I, I wish it was, you know, there was a guy, you know, pulling the strings, but there isn't any more man. And that's for basically across the board for any of these, any of these big social platforms.

 

Jamie:    So basically their, their plan is, Hey, I have an idea. I'm going to implement it and just see what happens.

 

Adam:    Pretty much. Well, so they, or they'll try, they'll roll this out in sections of the world. So they'll, you know, it'll be in Delaware only, and that's how they test stuff. But you know, when they do stuff happens, sometimes that they just, you know, it's unanticipated. So kind of the point of this podcast is how to, how to, you can improve your own ranking and make sure that you're listening and make sure that you're responding before these things happen. So it, I know it sounds weird right now, so let me get into it. Okay. Ready? All right. So first thing you want to do is there's something called Google search console that is you might've heard of Google search analytics. This is another, it's kind of a, it's a separate program. It runs on the internet. You have to sign up for it and you have to connect it to your website with a code.

 

Adam:    Basically, you have to prove that verify with Google, that you own it on a platform like Wix. That can be a two minute process. Okay. But on a platform like WordPress, it can also be a two processes. Just, it's just a little more involved in either case you got to do it because what Google search console does, that's great. Is it collects a lot of information about your, your website, what pages are ranking super important, and what pages are not ranking also important. And, you know, it has a very nice interface that shows that graph, you know, that graph of how many people are clicking on your site, how many people are have seen your site in the results. It has information like that. You, that you really, really want to stay on top of.

 

Jamie:    All right.

 

Adam:    Makes sense.

 

Jamie:    Yeah.

 

Adam:    Okay. All right. So once you have that set up and once it's going for a few months, you know, you've, you've done all the stuff that in our past episodes, we've, we've encouraged you to create articles like listicles, stuff like that local relevancy building articles. Once you do that, you want to go into Google search console. You want to have, there's a, a place that part of that dashboard has your site map on there. You want to make sure that that site map is updated. Every time you add new content, when you do that, then you're able to see which of your pages are bringing in the most traffic. That's really, really important. So once you find out, Oh, this page, this page about whatever, top 10 solar companies in Northern California, it's outperforming my homepage. Ooh, that's an opportunity. What's that an opportunity for Jamie

 

Jamie:    Listicles?

 

Adam:    Thank you.

 

Adam:     Listicle no answer is actually, that's an opportunity for even improving that page even more so adding an FAQ to it. So basically what Google, by sending that traffic to that page, that specific page on your site is saying, this is a valuable site, or this is sorry, this is a valuable page. So this is all about Google. They're there for 2021. What they want to focus on is called eat expertise, authoritativeness, and trustworthiness. So that's the E T acronym. And when you're, when you find pages in your site that are outperforming all of the other ones, that's what you want to do. You want to add even more cool content to that page and to other pages around it are similar pages to your site like that. Okay. That makes sense. All right. Question?

 

Jamie:    Yeah. When, I guess you also want to make sure that it is set up for mobile as well, because there could be lots of trouble there too. Sure. That's different from your website for some reason.

 

Adam:    Well, there's different search engines, but yes definitely the mobile side has to be there. What we're focused on with Google search console right now is finding out which of your pages are really performing well. That will give you some great. Now I know what pages I want to improve even more because you're having a ton of traffic from those pages. And then at the other end of the spectrum, which of your pages aren't performing well, you can either, when you find those pages, you can go and take a look at them and see why they're not performing. You know, maybe they have spelling errors. They're just boring looking. So even just something as simple as adding spaces, you know, splitting up the paragraphs, making it look and feel easier to read that will help that page rise in the rankings.

 

Jamie:    That makes sense.

 

Adam:    Google search console will give you a list of basically all of your pages and how they're performing, you know, over the last three to six to 12 months. And that'll give you a blueprint for which of your pages are that eat that, showing that expertise, authoritativeness and trustworthiness. So you have to realize that that those pages are what drive people to your site. And the more that come there, the better it is for your local ranking.

 

Jamie:    Okay. And then how do you know if it's performing, you know, maybe against comp competition or any other low, you know, how do you know if it's working essentially?

 

Adam:    Well, number one, phone calls, contacts, you know, people are coming onto your site and then they're, they're actually converting. That's the number one way, the number two ways in that Google search console, you can see which of the pages have been visited the most and which of them are doing the best. So you're, I think you're, you're asking about dwell time, how long they're actually on that page. You have to use Google search analytics for that. So if you want to, you can go deeper into this, but for regular business owner, Google search console is the easiest way to learn this kind of stuff. And once you want, and it's the easiest way to access it. So if you're talking Google analytics, there's the learning curve is a lot steeper. So I wouldn't recommend that for most local business owners. Hmm. Okay. Yeah. I would stick with Google search console. It allows you to see where the thin content is, you know, the, where, you know, your site's not getting a lot of interest in those articles and, you know, you can always take those off of your site if they're not performing or you can improve them and see if you can goose their performance.There you go.

 

Jamie:    All right. That sounds good. That's it?

 

Adam:    Yeah. I, I wanted to make sure that Google search console to get this set up, get it attached. You know, if you have a web designer, make sure that you are you're added as a, as an owner on that. I know a lot of designers don't do that, but you want to make sure that you ask to be added as an owner. So that way you can check all of this information, you'd have to, you don't have to go through a third-party.

 

Jamie:    Yeah, that sounds good. I think that's a good information for anyone that has a business, especially online business and being able to apply this and something to check for sure.

 

Adam:    Well, for local businesses, this is super important, super, super important, just because, like I said, it'll help improve your rankings. And when there is an algorithm update, you will have prepared for it because you will have optimized the content that Google is already finding. Awesome. And the content that Google's going and, you know, shrugging his shoulders at you will have done the work to improve those as well, because that eat expertise, authoritativeness, and trustworthiness, that kind of stuff, never going to go. It's never going to go away. So when you create that and add that to your site, boom, it'll help. There you go.

 

Jamie:    All right. Anything else, Adam?

 

Adam:    That's it. That's all I got.

 

Jamie:    All right. So if you do know a business owner, especially a local business, that's really struggling right now and Oh my gosh, it's just an endless list of things, but this is some really good information that they can use and apply in their business to help them and help them grow their business and actually even stay in business. Wouldn't that be great? Yes. Yes. And so make sure to rank and review this site, especially on iTunes, if you leave a five star review that helps the rankings of this site or of this podcast, and then the more people can see it because this works at Google is everywhere. So why not get the most out of it?

 

Adam:    Yep. Thank you very much.

 

Jamie:    All right. Talk to you next week.

 

Adam:    Bye guys.

Jamie:    All right, Adam.

 

Adam:    Hey Jamie, how's it going?

 

Adam:    My gosh. What a crazy week.

 

Adam:    Yes. Yes. Very crazy.

 

Jamie:    Yes. So what, so based on the events of the last week, what's happening in your world?

 

Adam:    Lots as usual, Google changes, stuff up stuff up on us all the time. And actually today I wanted to talk to you about some of the changes that we see on the horizon. Okay. And how local businesses can kind of ride that wave. So how they can get in front of those changes. So that way, when Google does actually come out with an algorithm change and update, then they're not stuck at the bottom of rankings because that's sometimes, you know, if, if you're not listening to Google and their announcements, that's what happens. They, they put out basically a new version of Google and they don't, it doesn't look any different. So, but what happens is in the SEO world, you know, giant changes could have happened. And so we want to make sure that our clients and our local business clients especially can stay ahead of that curve. And so if you're listening to this podcast, of course, good on ya. Good. There's one that we'll go through today will help you stay in front of that curve and make sure that whenever there are any updates that you're, you are going to be pretty much. Okay. So but you know, it's Google, so right away,

 

Jamie:    How often are these updates released?

 

Adam:    Like mini ones are updates are, are put out every three to six weeks and major ones can make massive craziness happen. So when, when I say massive craziness, like you could be looking for a massage therapist and instead of, you know, a page full of results about massage therapists who are nearby, you're getting, you know, chiropractors or you're getting dental offices, you know, it, it just suddenly it's like Google, just, you know, the Etch-a-Sketch gets shaked and it'll take them a couple of days to kind of fix that. But, you know, it happens. And, but I think what I should let you know is the only reason that Google has these updates is because it's always trying to improve. It's trying to improve that algorithm. And that algorithm is always, always about giving really good results.

 

Jamie:    Well, let me stop you. Then it would make sense. Then the Google would actually test these updates before releasing them. I'm sure that they have a whole entire testing team that's working on that before they actually release something.

 

Adam:    If you've seen that movie, the social dilemma you'll know that what you say should be happening and what actually happens. It's very different because you have, you have this algorithm that may be one person in the whole company could follow, you know, because it's, it's turned into like a Frankenstein program, right? You have new people, adding stuff, new groups of people, adding stuff, and just runs. It's an, it's a, a, you know, it's an AI, it might be a rudimentary AI, but it's still an AI. And once you have that AI be self-learning and you put updates on top of it, you know, the, yeah, I, I wish it was, you know, there was a guy, you know, pulling the strings, but there isn't any more man. And that's for basically across the board for any of these, any of these big social platforms.

 

Jamie:    So basically their, their plan is, Hey, I have an idea. I'm going to implement it and just see what happens.

 

Adam:    Pretty much. Well, so they, or they'll try, they'll roll this out in sections of the world. So they'll, you know, it'll be in Delaware only, and that's how they test stuff. But you know, when they do stuff happens, sometimes that they just, you know, it's unanticipated. So kind of the point of this podcast is how to, how to, you can improve your own ranking and make sure that you're listening and make sure that you're responding before these things happen. So it, I know it sounds weird right now, so let me get into it. Okay. Ready? All right. So first thing you want to do is there's something called Google search console that is you might've heard of Google search analytics. This is another, it's kind of a, it's a separate program. It runs on the internet. You have to sign up for it and you have to connect it to your website with a code.

 

Adam:    Basically, you have to prove that verify with Google, that you own it on a platform like Wix. That can be a two minute process. Okay. But on a platform like WordPress, it can also be a two processes. Just, it's just a little more involved in either case you got to do it because what Google search console does, that's great. Is it collects a lot of information about your, your website, what pages are ranking super important, and what pages are not ranking also important. And, you know, it has a very nice interface that shows that graph, you know, that graph of how many people are clicking on your site, how many people are have seen your site in the results. It has information like that. You, that you really, really want to stay on top of.

 

Jamie:    All right.

 

Adam:    Makes sense.

 

Jamie:    Yeah.

 

Adam:    Okay. All right. So once you have that set up and once it's going for a few months, you know, you've, you've done all the stuff that in our past episodes, we've, we've encouraged you to create articles like listicles, stuff like that local relevancy building articles. Once you do that, you want to go into Google search console. You want to have, there's a, a place that part of that dashboard has your site map on there. You want to make sure that that site map is updated. Every time you add new content, when you do that, then you're able to see which of your pages are bringing in the most traffic. That's really, really important. So once you find out, Oh, this page, this page about whatever, top 10 solar companies in Northern California, it's outperforming my homepage. Ooh, that's an opportunity. What's that an opportunity for Jamie

 

Jamie:    Listicles?

 

Adam:    Thank you.

 

Adam:     Listicle no answer is actually, that's an opportunity for even improving that page even more so adding an FAQ to it. So basically what Google, by sending that traffic to that page, that specific page on your site is saying, this is a valuable site, or this is sorry, this is a valuable page. So this is all about Google. They're there for 2021. What they want to focus on is called eat expertise, authoritativeness, and trustworthiness. So that's the E T acronym. And when you're, when you find pages in your site that are outperforming all of the other ones, that's what you want to do. You want to add even more cool content to that page and to other pages around it are similar pages to your site like that. Okay. That makes sense. All right. Question?

 

Jamie:    Yeah. When, I guess you also want to make sure that it is set up for mobile as well, because there could be lots of trouble there too. Sure. That's different from your website for some reason.

 

Adam:    Well, there's different search engines, but yes definitely the mobile side has to be there. What we're focused on with Google search console right now is finding out which of your pages are really performing well. That will give you some great. Now I know what pages I want to improve even more because you're having a ton of traffic from those pages. And then at the other end of the spectrum, which of your pages aren't performing well, you can either, when you find those pages, you can go and take a look at them and see why they're not performing. You know, maybe they have spelling errors. They're just boring looking. So even just something as simple as adding spaces, you know, splitting up the paragraphs, making it look and feel easier to read that will help that page rise in the rankings.

 

Jamie:    That makes sense.

 

Adam:    Google search console will give you a list of basically all of your pages and how they're performing, you know, over the last three to six to 12 months. And that'll give you a blueprint for which of your pages are that eat that, showing that expertise, authoritativeness and trustworthiness. So you have to realize that that those pages are what drive people to your site. And the more that come there, the better it is for your local ranking.

 

Jamie:    Okay. And then how do you know if it's performing, you know, maybe against comp competition or any other low, you know, how do you know if it's working essentially?

 

Adam:    Well, number one, phone calls, contacts, you know, people are coming onto your site and then they're, they're actually converting. That's the number one way, the number two ways in that Google search console, you can see which of the pages have been visited the most and which of them are doing the best. So you're, I think you're, you're asking about dwell time, how long they're actually on that page. You have to use Google search analytics for that. So if you want to, you can go deeper into this, but for regular business owner, Google search console is the easiest way to learn this kind of stuff. And once you want, and it's the easiest way to access it. So if you're talking Google analytics, there's the learning curve is a lot steeper. So I wouldn't recommend that for most local business owners. Hmm. Okay. Yeah. I would stick with Google search console. It allows you to see where the thin content is, you know, the, where, you know, your site's not getting a lot of interest in those articles and, you know, you can always take those off of your site if they're not performing or you can improve them and see if you can goose their performance.There you go.

 

Jamie:    All right. That sounds good. That's it?

 

Adam:    Yeah. I, I wanted to make sure that Google search console to get this set up, get it attached. You know, if you have a web designer, make sure that you are you're added as a, as an owner on that. I know a lot of designers don't do that, but you want to make sure that you ask to be added as an owner. So that way you can check all of this information, you'd have to, you don't have to go through a third-party.

 

Jamie:    Yeah, that sounds good. I think that's a good information for anyone that has a business, especially online business and being able to apply this and something to check for sure.

 

Adam:    Well, for local businesses, this is super important, super, super important, just because, like I said, it'll help improve your rankings. And when there is an algorithm update, you will have prepared for it because you will have optimized the content that Google is already finding. Awesome. And the content that Google's going and, you know, shrugging his shoulders at you will have done the work to improve those as well, because that eat expertise, authoritativeness, and trustworthiness, that kind of stuff, never going to go. It's never going to go away. So when you create that and add that to your site, boom, it'll help. There you go.

 

Jamie:    All right. Anything else, Adam?

 

Adam:    That's it. That's all I got.

 

Jamie:    All right. So if you do know a business owner, especially a local business, that's really struggling right now and Oh my gosh, it's just an endless list of things, but this is some really good information that they can use and apply in their business to help them and help them grow their business and actually even stay in business. Wouldn't that be great? Yes. Yes. And so make sure to rank and review this site, especially on iTunes, if you leave a five star review that helps the rankings of this site or of this podcast, and then the more people can see it because this works at Google is everywhere. So why not get the most out of it?

 

Adam:    Yep. Thank you very much.

 

Jamie:    All right. Talk to you next week.

 

Adam:    Bye guys.