Google Search Console and Google Analytics: What are they and what are their differences?

Google Search Console and Google Analytics: What are they and what are their differences?

We all know how to use ‘Google’, right?

It’s so easy – just type in the words related to your search and voila! A list of relevant search results rolls out on your screen.

But, is that all?

Is that everything this tech giant brings to the table? Just a search engine?  Hell no. Google’s tools are vast, but we’re focusing on the Search Console and the Analytics in this blog.

You see, Google has been working really hard to help online businesses create a solid online presence and make them successful.

To be able to do that, Google has been launching many online services like Google Trends, Google My Business, Google Ads, Google Pagespeed, Google Keyword Planner, Google Search Console, Google Analytics, and many more!

Of all the above tools, the two that are absolutely essential for your online business (and by online business we mean a business that has a website and uses the internet) are Google Search Console and Google Analytics. And in this blog, we are going to explain what they offer and how they differ.


Google Analytics and Google Search Console - how to use

What is Google Search Console?

Google Search Console is a free online service that enables website owners or in-house marketers to analyse and improve their website’s online presence, especially on search engines. It helps the website owners to understand how Google perceives their website.

Google Search Console
Search Engine Watch

So what are the benefits of using Google Search Console for a website’s SEO campaign?

Benefits of Google Search Console

Here are some of the benefits of Google Search Console that website owners can use to boost their rankings on Google search engine.

1.   Finding index errors

There are so many times when a website encounters index and crawl errors which hinders it being crawled by Google bots. With the help of Google Search Console, we can check on errors and have the ability to find those errors and get a website fixed in in worthy time.

2.   Knowing queries and keywords you can rank for

Google Search Console helps us understand the queries your website is getting an impression on within search engines. It shows us the number of clicks you’ve got for that query, which therefore gives us a better idea of the keywords that you should optimise for your website.

3.   Knowing which websites are linking to you

One of the great things about Google Search Console is that it tells you which website/s is/are linking back to you. It provides a clear report of the number of backlinks you have and which websites have found your content valuable. Google factors-in backlinks as one of the most trustable signals to know if any website’s content is valuable or not.  Pickled Ginger Marketing’s team are always banging on about Google’s ranking factors and one thing we can ALL do, is write quality content and have our quality content linked back to our own websites through link building.  If we don’t offer Google (and other search engines) solutions and tips and best answers, it will bounce off or just not rank us highly.

4.   Knowing if you have broken links

If we talk about must-do SEO practices, internal linking will definitely make it to the list. A good internal linking structure will increase the odds of your website getting ranked for the keywords it has been optimised for.  Websites are complex structures and like a car, needs its own MOT, good hosting and link checks.  Having a monthly SEO retainer means you are having your broken links fixed quickly.

5.   Knowing if you have a schema markup

It is important to set your markup data for search engines. The website crawlers need to know the details of each and every page of a website and it becomes a very important factor for ranking as well. If you don’t have a schema markup we’d recommend contacting your developer today and get things straight!  At Pickled Ginger Marketing, our web developers work hand in hand with our SEOs and therefore there is no need to seek external help – we’ve got it all under one roof.

What is Google Analytics?

Google Analytics is another free web analytics tool developed and offered by Google. This free web analytics’ tool helps us analyse your online traffic and provide us a holistic view of the effectiveness of all your marketing campaigns for your website. There are over 50 million websites that use Google Analytics to analyse website data!  It really is a great tool.

Google Analytics from Google Chrome Image

What are the benefits of using Google Analytics for a website?

Benefits of Google Analytics

Going to take you through the benefits of Google Analytics that you should know about in 2020 and beyond.

1.   Analyse sources of traffic

Google Analytics clearly shows the sources from where your website is getting online traffic. The sources can be referral links, organic searches, paid advertisements, social media, etc. This allows you to figure out which traffic sources are working for your business website.

2.   Get information about visitors

It is important to have detailed information about your website visitors. It is essential to understand your audience, know the geographical locations the visitors belong to. It will help you plan any localised marketing campaigns to help increase the online traffic for your business website.  For local SEO, we’d be focusing on Google My Business.

3.   Review historical data

Google Analytics provides a complete overview of your traffic and helps you analyse it over a large period of time. This helps you figure out your website traffic trends and the marketing campaigns that have been successful to shape your website’s advertising for future strategies and campaigns. It also helps analyse the pages, services and products that have been getting a lot of attention lately, which will help with knowing which services or products aren’t working so well.  When you have that knowledge, you can work out why – example, great product but are you wording it correctly with the correct keywords. Google Analytics also provides email reports, mobile statistics, social reports, revenue tracking and so much more insights into your traffic and website.

What’s the key difference between Google Search Console and Google Analytics?

Each of these free online SEO tools has its own advantages. They both serve different purposes too. While Google Analytics is more user-oriented and provides data related to the visitors interacting with your website, Google Search Console is search engine (SEO) focused and provides tools and insights that can help you significantly improve your online visibility and presence, especially on search engine result pages (SERPs).

Final Thoughts

Running any business that has an online presence (umm, pretty much anyone with a website, so when we say online  – we don’t just mean e-commerce!) will require a good understanding of the fundamentals and applications of both Google Search Console and Google Analytics. Without them, you can’t successfully create an effective online marketing strategy, especially if you’re looking to drive traffic from Google Search to your business website.

We really hope this blog is valuable to you and your business.  It explains more about the needs of what we all need to aid our marketing strategies and campaigns.  If you feel like you‘d like to know more then please do get in contact for a free consultation.  We don’t bite and we are not pushy.  If we can help, we will.

Elaine and the team


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