How to Use Google Search Console to Find Content Ideas for Your Website

Step 1: Open the Google Search Console Performance Report

Log into Google Search Console and select your website.

Then go to:

Performance → Search Results

You’ll see several important SEO metrics, including:

• Total Clicks: How many times someone clicked your website from Google.
• Total Impressions: How many times your website appeared in Google’s search results.
• Average CTR: The percentage of impressions that resulted in a click.
• Average Position: Approximately where your website appeared in the search results.

When using Google Search Console to find new content ideas, pay particular attention to impressions, clicks, and average position.

Step 2: Review the Search Queries

Scroll down in the Performance report and select the Queries tab.

You’ll see searches that people typed into Google that caused your website to appear in the results.

Some of these searches will be obvious.

For example, if you’re a plumber in Philadelphia, you might see searches such as:

• plumber Philadelphia
• emergency plumber near me
• water heater repair Philadelphia

But keep looking through the report.

You may start finding searches related to questions, problems, or topics that you haven’t specifically addressed on your website.

Those are the queries we’re looking for.

Step 3: Find High-Impression Keywords That Aren’t Ranking Well

A keyword doesn’t have to be generating a lot of clicks to be valuable.

In fact, some of the best content opportunities can be queries receiving a lot of impressions but very few clicks.

Imagine Google Search Console shows that your website is appearing for:

“how long does a water heater last”

And the data shows:

• 2,100 impressions
• 18 clicks
• Average position: 11.8

Google is already showing your website for that search even though you may not have a page specifically focused on the topic.

That’s Google giving you a clue that your website already has some relevance for the subject.

The next step would probably be to create an article such as:

How Long Does a Water Heater Last? Signs It’s Time to Replace Yours

Now you’re creating content based on real search data from your own website instead of simply guessing what people may be searching for.

Step 4: Check Which Page Is Currently Ranking

Before creating a new article or page, find out why your website is already appearing for that search.

Click the query inside Google Search Console.

Then select the Pages tab.

This will show you which pages Google is currently displaying for that particular search.

This is an important step because you may discover that you already have a relevant page.

If that’s the case, creating another page about almost exactly the same subject may not be the best SEO strategy.

Instead, you may want to improve the existing page by:

• Adding more useful information
• Answering related questions
• Improving the heading structure
• Adding examples
• Updating outdated information
• Adding internal links
• Making the page easier to read

But if Google is ranking a loosely related page simply because you don’t have anything better, you may have found a great opportunity for a new piece of content.

Step 5: Look for Questions Your Potential Visitors Are Asking

Pay special attention to searches containing words such as:

• How
• What
• Why
• When
• Where
• Can
• Should
• Does

These types of searches can make excellent blog posts and FAQ content because they tell you exactly what potential customers want to know.

For example, a roofing company might discover searches such as:

• How long does a roof last?
• Should I repair or replace my roof?
• Why is my roof leaking around the vent pipe?
• Can you replace a roof in the winter?

Instead of sitting down and trying to brainstorm random blog topics, Google Search Console is showing you questions people are already asking.

Step 6: Look for “Striking Distance” Keywords

Another useful strategy is to look for keywords where your website is already ranking relatively well, but isn’t quite reaching the top search results.

For example, queries with an average position somewhere around 8 through 20 can be worth investigating.

You’re already close.

Improving an existing page or creating a more focused resource may help move your website higher in the search results.

These are sometimes called “striking distance keywords” because your website may already be within reach of stronger visibility.

Keep in mind that average position is only one metric. Search rankings vary based on location, device, personalization, and other factors.

Step 7: Don’t Just Chase High-Volume Keywords

One mistake businesses make with SEO is focusing only on keywords with huge search volumes.

Smaller and more specific searches can be extremely valuable.

Someone searching:

“marketing”

could be looking for almost anything.

Someone searching:

“how to track phone calls from Google Business Profile”

has a very specific problem.

If your business provides a solution to that problem, the smaller search can potentially be much more valuable.

This is especially important for local and service-based businesses.

You don’t necessarily need thousands of website visitors.

You need the right visitors.

Step 8: Group Similar Search Queries Into One Strong Article

Don’t look at every keyword individually.

Look for patterns.

You may discover 10 or 20 different searches that are really asking variations of the same question.

For example:

• how long does a roof last
• average lifespan of asphalt roof
• when should you replace a roof
• how often do roofs need replacing

These probably don’t need four separate articles.

They could all be addressed within one useful article about how long a roof lasts and when homeowners should consider replacing it.

Creating one thorough resource is generally more useful than publishing multiple thin pages that answer almost the same question.