Making the Most of Google’s Tools: Google Analytics vs Google Search Console

Making the Most of Google’s Tools: Google Analytics vs Google Search Console

Making the Most of Google's Tools

Google is a virtually ubiquitous aspect of both modern marketing and web use in general, providing unparalleled search abilities and analytical tools for those looking to get ahead. However, not all opportunities are made equal. Google Analytics and Google Search Console – former Google Webmaster – can both provide a boost to your success on the web, but they’re not exactly the same. Here’s what you need to know about Google’s marketing tools to guarantee the best possible insights – and the best possible results.

Google Analytics

Among the most popular tools for those in the marketing field, Google Analytics gives site owners a vivid snapshot of traffic statistics. Highlighting primarily how web users interact with your site, Google Analytics provides stats like total site visits, bounce rate, average time on site, and even demographic information for members of your audience. In addition, Google Analytics offers plenty of benefits for marketers running active campaigns, like seamless integration with Adsense, Google Plus, and AdWords.

The primary focus of Google Analytics is to interpret and process website usage data, identifying trends and opportunities you can leverage to increase traffic and boost your web presence. Despite the correlation between site visitors and success on search engines, Google Analytics doesn’t make solid connections from which marketers can expand on their SEO strategies.

Google Search Console

Google Search Console is a tool for webmasters that promotes success in search results. With a focus on impressions, users are able to study things like click-through rates, search queries, crawl errors, links from outside websites, and HTML errors. These metrics have little to do with who actually visits your site; it’s more related to the ways in which your site appears to those searching keywords and phrases, making the options available valuable for SEO marketers and web developers.

Unlike Google Analytics, which presents flexible and customizable data in an easily-managed form but is largely objective, Google Search Console offers more suggestions, highlighting problem areas and opportunities for improvement. This can be a benefit for those targeting SEO development as the relationship between ranking and optimization is made a little clearer.

The Bottom Line

So, which is better, Google Analytics or Google Search Console? There isn’t necessarily one winner and one loser. Each of these valuable Google tools has advantages and disadvantages, and each serves a different purpose. Google Analytics is user-oriented, providing data related to those who visit and interact with your website. Google Search Console, on the other hand, is search-engine focused, providing tools and insights that can help site owners improve visibility and presence in the SERPs. As such, these options provide different forms of metrics, with Google Analytics favoring clicks and Google Search Console prioritizing impressions.

With so many tools available to offer insight into your marketing campaigns and strategies, it can be hard to appropriately choose which one to use. While Google Search Console and Google Analytics do indeed have some areas of overlap, they aren’t designed for the same purpose and thus will not necessarily yield the same results. It’s up to you to focus on what matters most to your site’s success.

Not sure which option is ideal for your business and your goals? RivalMind can help you get started on the right foot, employing the right resources to help your company move forward.

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