How Legal Marketers Can Improve Their Content with Google’s New Search Console Insights

Producing great content is an important part of meeting many of your legal marketing goals. Building a loyal and engaged audience can help you to support more people, gain leads, and carve out a brand for your firm. Content comes in many shapes and forms, so it’s important to understand which types work best for your audience. Designed to help marketers better understand their audience, Google has recently introduced a new measurement tool called Search Console Insights. This experience joins data from both Search Console and Google Analytics in a joint effort to make it easier for law firms to understand content performance. Here’s what you need to know about Google Search Console Insights.

About Google Search Console Insights

According to Google, Search Console Insights “joins data from both Search Console and Google Analytics with a goal of making it easy to understand your content’s performance. Whether you are a web content creator, blogger, or a website owner, and independent of your technical expertise, it can provide you with an overview and helpful insights on how your content is performing.” The newly launched platform can help marketers draw insights from their data, which will ultimately improve their content creation and support them in achieving their goals. 

It’s different from Google Analytics and Search Console in a few key ways. Here’s what each tool offers at a high level.

• Google Analytics – tracks your website, content, social media and app activity at a granular level, as well as measures advertising ROI
• Google Search Console – measures organic traffic, identifies performance issues, and helps improve SEO. See: A Legal Marketer’s Guide to Search Console.
• Google Search Console Insights – identifies how people discover your content and your site’s top performing content

How can legal marketers improve their content with Search Console Insights?

Data from Search Console Insights will help legal marketers to answer questions such as: 

• What are your best performing pieces of content?
• How are your new pieces of content performing?
• How do people discover your content across the web?
• What are the searches people perform on Google before they visit your content?
• Which items refer users to your website and content?

One of the biggest challenges legal marketers face is determining which topics and content actually resonates with their audience. Identifying this information isn’t always easy, and Search Console Insights aims to make it more accessible. Marketers can then narrow the scope of their content to items that will be most effective and better aligned with overall strategy. 

Search Console Insights: Need to know information

Site owners can get to Search Console Insights from the new link at the top of their Overview page. Eventually it will be accessible via the Google iOS app. Users can also access data by searching Google for a query they’re ranked for, which returns a result titled “Search performance for this query.”

The platform generally provides a quick glimpse into a measurement dashboard and a timeline visualization over a 28 day period (as a default). Page views and average page duration appears at the top, along with an indicator of increase or decrease in the metric compared to a previous 28 day period. Early users have said that the Search Console Insights interface is user-friendly and intuitive. 

Takeaway

Legal marketers can expect to get plenty of help with their content strategy and SEO efforts from the newly launched Search Console Insights. Providing insights that can not only guide content creation, but also keyword, backlink, and referral information, Search Console Insights is a valuable tool in the modern legal marketer’s arsenal.

If you need help translating your Google Search Console Insights reports into actionable strategies for your law firm, contact us today. Our team is adept at using data to inform effective strategies that will grow your law firm’s success online.