2 Google Search Console Insights for More Effective Content Marketing in Senior Living

Does your team ever feel like it’s spinning its wheels covering the same content topics? While it’s common practice for senior living marketing teams to log into Google Analytics to better understand site visitors or the performance of its content, they should also check out Google Search Console (GSC.)

Specifically, Google Search Console enables more effective content marketing strategies. To help your team utilize GSC to combat everything from writer’s block to bland content, we’re breaking down insights that can be gleaned from Performance Reports in GSC. Continue reading to learn:

  • A definition of Google Search Console (GSC)
  • Two transformative insights from Performance Reports to create, publish and promote more effective content marketing pieces

What is Google Search Console? And What Are Performance Reports?

Google Search Console helps teams monitor, maintain and troubleshoot website performance within Google’s search index. With the insights from GSC, your team will be able to proactively improve specific pages on your website and will also be able to identify pieces of content to optimize, improve and amplify.

Your senior living marketing team has likely stumbled across Google Search Console while it’s logged into Google Analytics under Acquisition Reports within a dropdown list of Reports. While much of GSC’s functionality can be viewed in Google Analytics, it’s a stripped-down experience compared to logging into your community’s dedicated Google Search Console account.

The example below provides the dropdown GSC list your community will see upon logging into GA:

Google Search Console is one of many tools in Google’s portfolio (Google Analytics, Google Ads, Google Tag Manager, Google My Business, Google Trends, Google AdSense, Google Data Studio, etc.) to help businesses connect data to discovery and actionable insight.

In the case of your senior living community’s content marketing efforts, GSC will be an invaluable tool. Within GSC, your team will gain deeper insight into the keyword’s prospective residents and ACIs use. Your community can incorporate these keyword insights to improve content on specific pages.

When your team logs into GSC, beneath ‘Overview’ you’ll find Performance Reports. Within Performance Reports, teams can isolate specific date ranges and datasets to uncover trends for the following:

  • Total clicks
  • Total impressions
  • Average CTR
  • Average Position

Additionally, within Performance Reports, senior living marketing teams can layer or isolate Clicks, Impressions, Average CTR and Average Position with five distinct tabs providing different data:

  • Queries
  • Pages
  • Countries
  • Devices
  • Search Appearance

For the purpose of gaining insights to improve your content marketing strategy, we’ll be analyzing data from Clicks, Impressions, Average CTR and Average Position and looking at the results from the Queries and Pages tabs.

Insight #1 in Performance Reports: Analyze Queries for Keyword Opportunities

After your team has selected Clicks, Impressions, CTR and Average Position, your senior living marketing team can see a variety of insights and keyword opportunities. This information is vital to improving pieces of content or creating new posts that your audience wants. If your team sets the date range farther back (12 months or a customized date range), it can see keyword query trends over time.

Your team may discover keywords that should be incorporated into pieces of content based on an analysis of Clicks, Impressions and SERP Position. By assessing these KPIs simultaneously, your team will have a more complete picture of keyword and search query opportunities. It’s not uncommon to also discover longtail keywords that could be expanded into entirely new, distinctive topics.

Additionally, your team will uncover keyword variations that can be optimized into posts to cut down on keyword stuffing and content redundancies. Ultimately; this helps create more diverse blog posts/premium content pieces and more effective content marketing.

Insight #2 in Performance Reports: Optimize Content on Pages with Potential

Unless your team filters out results, it will see the totality of your website’s pages represented in the Pages tab in GSC. Select Clicks, Impressions, CTR and Average Position. Like the Queries tab, your team can choose specific date ranges to gain a more complete snapshot of page interactions with your community. That insight helps your team understand which pages are currently trending.

Additionally, this effort helps your team determine pages that are historically and consistently performing well for your website. For example, if one of these pages receives a high of number of clicks but has a lower impression count, your content marketing team can incorporate keywords or queries that are applicable to that page’s content.

This will help that page rank better on Google, increasing its potential to be discovered by more visitors to help your community reach its goals. The data-driven rationale in the Pages tab helps your team tweak and update its pages in meaningful and strategic ways that could prove vital to increasing quality interactions with your community. This extends to every page from ‘contact us’ to pages dedicated to your amenities.

Contact Our Team to Learn Additional Ways to Leverage Google Search Console

Google search console can be leveraged to do more than improve content efforts. By consistently signing in and assessing data in GSC, your team will be armed with a plethora of insights leading it to optimizations that improve your site experience for prospective residents and ACIs.

Of course, if your team feels lost after viewing its GSC dashboard, contact us. Our team will help your community glean transformative insights that can be applied to any number of pages on your website.

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