Google Search Console (GSC) offers a powerful comparison feature within its Performance Report, enabling SEOs and website owners to analyze search query and page performance data more effectively. This feature allows for comparing clicks, impressions, and other key metrics across different queries or pages, providing valuable insights into search visibility and user behavior.
While not a new feature, the comparison tool in GSC can be easily overlooked. This guide explains how to leverage this functionality to gain deeper insights into your website’s search performance.
Understanding the Google Search Console Comparison Tool
The comparison tool allows you to specify two search queries or pages and directly compare their performance metrics. For instance, you could compare the performance of queries containing “best SEO tools” versus “free SEO tools” to understand user preferences and search intent differences. Andrew Shotland highlighted this functionality with examples comparing queries containing “new” versus “tool,” showcasing the tool’s versatility. Accessing the comparison feature is straightforward, it’s located within the Performance report under the “New” filter button.
Google Search Console Compare Feature
The resulting report clearly presents a side-by-side comparison of the chosen queries or pages, including a “Difference” column highlighting the variations in each metric.
Utilizing the Comparison Feature: A Step-by-Step Guide
Google provides detailed documentation on using the comparison feature:
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Access the Performance Report: Navigate to the Performance report in Google Search Console.
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Apply Filters: Utilize the filter options (Date, Search type, Query, Page) to define your comparison criteria. Click on the “New” button and select the filter you want to apply. For example, to compare queries, select the “Query” filter. Then click on “compare” and add the values to compare.
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Define Comparison Parameters: Within the filter settings, select the “Compare” option and input the two queries or pages you wish to analyze. You can use contains, does not contain, and exact match when choosing your comparison queries.
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Analyze the Results: Review the generated report, paying close attention to the “Difference” column to identify significant variations in clicks, impressions, click-through rate (CTR), and average position.
Remember, you can only perform one comparison at a time. Adding a new comparison will replace the existing one.
Why Compare Google Searches?
This comparison functionality provides invaluable data for SEO analysis and optimization. By comparing specific queries or pages, you can:
- Identify High-Performing Keywords: Discover which queries drive the most traffic and engagement.
- Understand Search Intent: Discern user intent variations between similar queries.
- Optimize Content Strategy: Tailor content to better align with user search patterns and preferences.
- Troubleshoot Performance Issues: Identify and address underperforming pages or queries.
- Track Changes Over Time: Monitor the impact of SEO efforts by comparing performance before and after changes.
Comparing search queries in GSC offers a powerful way to uncover actionable insights for improving your website’s search visibility and overall performance. Utilizing this tool allows for data-driven decision-making, enabling you to refine your SEO strategy and achieve better results.
