The 5 Numbers in Google Search Console Every Business Owner Should Check
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Google Search Console is a free tool from Google that shows how your website performs in Google Search. You don't need to understand every report. Once a month, check five numbers: clicks, impressions, click-through rate, average position, and how many of your pages are indexed. Together they tell you whether people are finding your site, whether they're choosing it, and whether Google can see your important pages.
Before you start
Ask your web designer to add your site to Search Console and give you owner access in your own Google account. If they set it up under their account only, you won't see the data if you change providers.
The five numbers
Number | Google's definition | What it tells you |
Clicks | How often someone clicked a link from Google to your site | How many visits Google Search sends you |
Impressions | How often someone saw a link to your site on Google | How visible you are |
Click-through rate (CTR) | Clicks divided by impressions | How often people choose you when they see you |
Average position | A relative ranking of your link's position, where 1 is the top | Roughly where you appear |
Indexed pages | How many of your pages Google has indexed | Whether Google can show your pages at all |
Definitions: Search Console Help and Page indexing report.
The first four are in the Performance report. The fifth is in the Pages (Page indexing) report.
1. Clicks
Compare the last three months with the same period last year, so seasonal swings don't mislead you. A steady rise usually means your site is becoming more visible for useful searches.
2. Impressions
If impressions rise but clicks don't, you're appearing more often but not being chosen. Look at which searches are behind the impressions; some may not be relevant to your business.
3. Click-through rate
A low CTR on an important search often means your page title and description don't stand out. Rewrite them to say clearly what you do and where.
4. Average position
Treat this as a rough guide, not a ranking promise. It's averaged across many searches, locations and devices. Use the Queries tab to see your position for the searches that matter to you, such as "[service] [suburb]".
5. Indexed pages
In the Pages report, check that your main service, area and contact pages are indexed. Google says you shouldn't expect every URL to be indexed and that "not indexed" is not necessarily bad, as duplicates and deliberately excluded pages are normal (Search Console Help). The problem is when an important page is missing.
A 10-minute monthly routine
Open the Performance report and set the date range to the last three months, compared with the previous year.
Note clicks, impressions, CTR and average position.
Check the Queries tab for your top five searches.
Check the Pages tab for your most-clicked pages.
Open the Pages (indexing) report and confirm your main pages are indexed.
Write the numbers in a simple spreadsheet so you can see trends.
What Search Console doesn't show
Calls and form enquiries; track those separately
Your Google Business Profile performance, which has its own insights
Visitors from other sources, such as social media; that's what Google Analytics is for
Next step
If you'd like help reading your Search Console data or setting it up properly, book a free 15-minute call with Morphic, or see how Morphic approaches small business website design.
Related services: website maintenance in Kings Park and local SEO for Melbourne businesses.
Related reading: Why Is My Website Not Showing on Google? 8 Checks for Small Businesses and How Long Does Local SEO Take? Honest Timelines for Melbourne Businesses.
Key Takeaways
Google Search Console is free and shows how your site performs in Google Search.
Check clicks, impressions, CTR, average position and indexed pages each month.
Compare periods year on year to avoid seasonal confusion.
Google says not every page needs to be indexed; check your important pages are.
Make sure Search Console access is in your own Google account.
Emon Datta
Founder, Morphic Agency
Morphic Agency is a Melbourne-based UX design agency. We've shipped 50+ products across 15+ countries.
