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Analytics: Google Search Console

分析：Google Search Console

Guides analysis of Google Search Console (GSC) data: performance metrics, indexing, sitemaps, Core Web Vitals, and rich results. Covers best practices for monthly monitoring and actionable insights.
When invoking: On first use, if helpful, open with 1-2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.
指导Google Search Console（GSC）数据的分析工作：涵盖性能指标、索引、站点地图、Core Web Vitals和富结果等内容，同时包含月度监测的最佳实践和可落地的洞察建议。
调用规则：首次使用时如果合适，可以先用1-2句话介绍本技能覆盖的范围和价值，再提供核心输出。后续调用或用户要求跳过介绍时，直接输出核心内容即可。

Scope

适用范围

  • Performance: Clicks, impressions, CTR, average position; API for export
  • Insights: Simplified overview; top/trending content and queries
  • Indexing: Pages indexed, pages not indexed, reasons (Coverage)
  • Technical: Sitemaps, Core Web Vitals, Enhancements
  • API: searchanalytics.query for programmatic access
  • Methodology: How to read charts, avoid common mistakes, correlate with releases
  • 性能：点击量、展现量、CTR、平均排名；支持API导出
  • 洞察：简化概览；热门/趋势内容和查询
  • 索引：已索引页面、未索引页面、未收录原因（覆盖率报告）
  • 技术：站点地图、Core Web Vitals、增强功能
  • API：searchanalytics.query 可编程访问接口
  • 方法论：如何读取图表、规避常见错误、和版本发布做关联分析

Analysis Best Practices

分析最佳实践

Chart Reading

图表读取

PracticeWhy
Focus one metric at a timeStacked bar charts hide fluctuations; toggle off other metrics to see each clearly
Don't compare just two pointsEnd-of-month vs prior month misses mid-month drama; examine full trend
Check beyond top 10Many reports default to top 10; scroll or paginate for more rows
Screenshot chartsGSC retains limited history; save images for future reference
Record in spreadsheetExport at month-end; use formulas to track correlations over time
Track release datesJoin dev standups, read release notes; correlate GSC shifts with deployments
最佳实践原因
每次重点关注一个指标堆叠柱状图会隐藏数据波动；关闭其他指标的显示可以清晰查看单个指标的变化
不要只对比两个时间节点月末和上月末的对比会错过月中的异常波动；要查看完整趋势
不要只看TOP10数据很多报告默认只展示前10条数据；滚动翻页查看更多行数据
对图表截图留存GSC仅保留有限的历史数据；保存截图方便后续参考
记录到电子表格月末导出数据；用公式跟踪不同时间维度的关联关系
记录版本发布日期参加开发站会、阅读发版说明；将GSC数据波动和部署动作做关联

Investigation Workflow

问题排查流程

  1. Pinpoint date: When did the metric change?
  2. Correlate: Any releases, CMS changes, server maintenance, third-party code?
  3. Decide: Investigate, correct, overlook, or monitor closely
  4. Loop in: Product or dev team for root cause
  1. 定位时间点：指标是从什么时候开始变化的？
  2. 关联排查：是否有版本发布、CMS变更、服务器维护、第三方代码改动？
  3. 决策：深入排查、修正问题、忽略异常或者密切监控
  4. 同步协作：同步产品或开发团队定位根因

Key Reports & Metrics

核心报告与指标

1. Performance (Search Results)

1. 性能（搜索结果）

Location: Performance ? Search results
MetricUse
ClicksTraffic from Google Search
ImpressionsHow often site appeared in results
CTRWhether users think page answers query
Average positionRanking trend
Dimensions: Query, page, country, device, date. Filter by search type: web, image, video, news. Use to find low-CTR high-impression pages (title/meta optimization opportunities).
Search appearance: AMP, blue link, rich results (filterable in UI and API).
入口：性能 → 搜索结果
指标用途
点击量来自谷歌搜索的流量
展现量站点在搜索结果中出现的次数
CTR用户是否认为页面能匹配查询需求
平均排名排名变化趋势
维度：查询词、页面、国家、设备、日期。可按搜索类型筛选：网页、图片、视频、新闻。用于定位低CTR高展现的页面（标题/meta优化机会）。
搜索外观：AMP、蓝链、富结果（可在UI和API中筛选）。

CTR Benchmarks by Position

不同排名的CTR基准

Use to compare actual CTR vs expected. Benchmarks vary by SERP features (AI Overviews, featured snippets). Zero-click: When SERP features satisfy intent without a click, organic CTR drops; factor into expectations. See serp-features (Zero-Click section), featured-snippet. Clean SERPs:
PositionExpected CTR (baseline)With AI Overviews (lower)
125-35%~19%
212-18%~12%
38-12%~7%
4-55-7%~5%
6-102-5%2-5%
Interpretation: If actual CTR is below expected for your position, prioritize title/meta optimization. Over 90% of first-page results have CTR below 10%; significant upside exists.
用于对比实际CTR和预期值。基准会随SERP功能（AI概述、精选摘要）变化。零点击：当SERP功能不需要点击就能满足用户需求时，自然搜索CTR会下降；设置预期时要考虑该因素。参考 serp-features（零点击部分）、featured-snippet。纯净SERP的基准：
排名预期CTR（基准）含AI概述（更低）
125-35%~19%
212-18%~12%
38-12%~7%
4-55-7%~5%
6-102-5%2-5%
解读：如果对应排名的实际CTR低于预期，优先优化标题和meta。首屏搜索结果中90%以上的CTR低于10%，存在很大提升空间。

Low CTR, High Impressions: Optimization Workflow

低CTR高展现优化流程

  1. Identify: Sort by impressions; filter positions 1-10; 1,000+ monthly impressions
  2. Compare: Actual CTR vs expected for position (see table above)
  3. Gap: e.g., position 4 at 2% CTR vs expected 5-7% ? ~3-5% uplift potential
  4. Action: Optimize title and meta (see below); add schema for rich results (+10-20% clicks)
  1. 识别：按展现量排序；筛选排名1-10；月展现量1000以上的页面
  2. 对比：实际CTR和对应排名的预期值对比（见上表）
  3. 差距评估：例如排名4的CTR为2%，预期为5-7% → 有3-5%的提升空间
  4. 执行：优化标题和meta（见下文）；添加schema实现富结果（提升10-20%点击量）

Title Tag Best Practices

Title Tag最佳实践

AspectGuideline
Length50-60 chars to avoid truncation; Google reads full tag, weights beginning
Front-loadMain phrase first; branding at end
ClarityMatch search intent; avoid keyword stuffing
EngagementNumbers, power words, questions can boost CTR ~36%
ExampleBad: "SEO Tips for Small Business" ? Better: "11 SEO Tips That Actually Work (2026)"
Google may rewrite titles if they mismatch content or intent. H1 should align with title.
维度指导规则
长度50-60个字符避免被截断；谷歌会读取完整标签，权重前置
核心前置核心关键词放在最前面；品牌放在末尾
清晰准确匹配搜索意图；避免关键词堆砌
提升吸引力数字、强吸引力词汇、问题可以提升约36%的CTR
示例不好：“小企业SEO技巧” → 更好：“11个真正有效的SEO技巧（2026版）”
如果标题和内容或意图不匹配，谷歌可能会重写标题。H1标签要和标题保持一致。

Meta Description Best Practices

Meta Description最佳实践

AspectGuideline
Length120-158 chars (~150 sweet spot); ~920px desktop, ~680px mobile
UniqueOne per page; no duplicate descriptions
IntentAnswer "why should I click?"; match search intent
ContentInclude author, date, price where relevant
ImpactDoes not affect ranking; well-written descriptions improve CTR 5-10%
维度指导规则
长度120-158个字符（约150个为最优）；桌面端约920px，移动端约680px
唯一每个页面单独设置；不要重复描述
匹配意图回答“我为什么要点击？”；匹配搜索意图
内容相关场景下加入作者、日期、价格等信息
影响不影响排名；优质描述可以提升5-10%的CTR

Rich Results & CTR

富结果与CTR

Pages with review stars, FAQ schema, or other rich snippets see 10-20% more clicks. See schema-markup.
带有评价星级、FAQ schema或其他富摘要的页面点击量会高10-20%。参考 schema-markup。

2. Insights Report

2. 洞察报告

Location: Performance ? Insights (or Overview)
Simplified overview; replaces standalone Search Console Insights. Data from GSC only (no GA since Dec 2024).
CardUse
Clicks and impressionsSite visibility and click effectiveness
Your contentTop, trending up, trending down pages
Queries leading to your siteTop, trending up, trending down queries
Top countriesGeographic audience
Branded vs non-brandedBrand recognition (AI-labeled; may mislabel)
Additional traffic sourcesImage, Video, News search, Discover
Trending: Based on click change vs previous period. Click items to jump to Performance report filtered to that item.
Query groups: Similar queries grouped; group name = best-performing query. Not available for sub-properties or low-impression sites.
入口：性能 → 洞察（或概览）
简化版概览；替代了独立的Search Console Insights。仅包含GSC数据（2024年12月起不再包含GA数据）。
卡片用途
点击量和展现量站点可见度和点击转化效率
你的内容热门、上升趋势、下降趋势的页面
带来站点流量的查询热门、上升趋势、下降趋势的查询词
TOP国家地域受众分布
品牌 vs 非品牌品牌认知度（AI标注；可能存在标注错误）
其他流量来源图片、视频、新闻搜索、Discover
趋势判断：基于和上一周期的点击量变化。点击项目可以跳转到过滤了该项目的性能报告。
查询分组：相似查询会被分组；组名是表现最好的查询词。子属性或低展现站点不支持该功能。

3. Page Indexing (Coverage)

3. 页面索引（覆盖率）

Location: Indexing ? Page indexing
Status grouping (updated): Valid + Valid with warning ? Indexed. Error + Excluded ? Not indexed.
Indexed vs Not indexed are complementary: Not all site content should be indexed. Login, admin, duplicate content, legal boilerplate, and low-value pages often intentionally use noindex. Indexed and non-indexed pages can reference each other (e.g., sitemap includes indexable URLs; noindex pages still exist and link internally). Non-indexed is not inherently a problem--investigate only when important pages are excluded. See indexing (noindex usage) and robots-txt (crawl control) for when to exclude.
MetricAction
Pages indexedTurn off "Pages not indexed" to view alone; watch for drops
Pages not indexedTurn off "Pages indexed" to view alone; watch for spikes. Distinguish intentional (noindex, robots) from accidental
Filter: All submitted pages / Unsubmitted pages only (dropdown near top).
Source column: Indicates whether issue is caused by website or Google.
Why pages are not indexed: Drill into reasons and example URLs. Common culprits:
  • Duplicate content
  • Noindex tags
  • Redirect errors
  • 5xx errors
  • 404 errors
  • Blocked by robots.txt
  • Discovered ? currently not indexed
  • Crawled ? currently not indexed
Quick check: If trend line is stable, spend ~3 seconds; move on. Investigate if fourth column (trend) shifts.
Diagnosis workflow: GSC Coverage ? click Issue ? view sample URLs ? identify pattern ? fix (see indexing for fix actions).
Coverage issue types:
IssueMeaningNext step
Crawled - currently not indexedCrawled but not indexedSee indexing
Excluded by "noindex" tagIntentionally excluded; often valid (login, admin, legal, etc.)Ignore if expected; verify important pages not accidentally noindexed
Blocked by robots.txtCrawl blockedSee robots-txt; may be intentional
Redirect / 404Redirect or missingFix URL or redirect
Duplicate / CanonicalDuplicate contentUsually OK; keep canonical
URL Inspection: Verdicts: "URL is on Google," "URL is on Google, but has issues," "URL is not on Google." Use for important pages; verify canonical, internal links, sitemap; Request indexing if needed.
入口：索引 → 页面索引
状态分组（已更新）：有效 + 有效但有警告 → 已索引。错误 + 已排除 → 未索引。
已索引和未索引是互补关系：不是所有站点内容都需要被索引。登录页、后台页、重复内容、法律声明、低价值页面通常会主动设置noindex。已索引和未索引页面可以互相引用（例如站点地图包含可索引URL；设置noindex的页面仍然存在并且可以内部跳转）。未索引本身不是问题——只有重要页面被排除时才需要排查。参考indexing（noindex使用）和robots-txt（爬虫控制）了解什么时候适合排除页面。
指标动作
已索引页面关闭“未索引页面”单独查看；关注数据下跌情况
未索引页面关闭“已索引页面”单独查看；关注数据突增情况。区分主动设置（noindex、robots）和意外情况
筛选：所有提交的页面 / 仅未提交的页面（顶部下拉框）。
来源列：标注问题是由站点还是谷歌导致的。
页面未索引的原因：深入查看原因和示例URL。常见原因：
  • 重复内容
  • Noindex标签
  • 重定向错误
  • 5xx错误
  • 404错误
  • 被robots.txt拦截
  • 已发现 → 暂未索引
  • 已爬取 → 暂未索引
快速检查：如果趋势线稳定，只需花3秒查看即可跳过；如果第四列（趋势）发生变化则需要排查。
排查流程：GSC覆盖率报告 → 点击问题 → 查看示例URL → 识别规律 → 修复（参考indexing了解修复动作）。
覆盖率问题类型：
问题含义下一步动作
已爬取 - 暂未索引已被爬取但未被索引参考indexing
被“noindex”标签排除主动排除；通常是合理的（登录页、后台、法律页等）符合预期则忽略；确认重要页面没有被意外设置noindex
被robots.txt拦截爬虫被拦截参考 robots-txt；可能是主动设置
重定向 / 404重定向或页面丢失修复URL或设置重定向
重复 / 规范标签重复内容通常没问题；保留规范标签即可
URL检测：结果分为：“URL已被谷歌收录”、“URL已被谷歌收录但存在问题”、“URL未被谷歌收录”。用于重要页面的检测；验证规范标签、内部链接、站点地图；必要时请求索引。

4. Video Indexing (If Applicable)

4. 视频索引（如适用）

Location: Indexing ? Video indexing
  • Videos indexed / Videos not indexed: Toggle off the other for clear view
  • Why videos are not indexed: Thumbnail blocked, invalid size/format, not in main content, etc.
Skip if video SEO is not in roadmap.
入口：索引 → 视频索引
  • 已索引视频 / 未索引视频：关闭另一类数据清晰查看
  • 视频未索引的原因：缩略图被拦截、尺寸/格式无效、不在主内容区等
如果视频SEO不在 roadmap 中可以跳过。

5. XML Sitemaps

5. XML站点地图

Location: Indexing ? Sitemaps
CheckAction
StatusConfirm each sitemap says "Success"
URLs indexedClick sitemap ? see indexed count; drops indicate indexing issues
Bellwether sitemapsFor large sites, monitor templated sitemaps (by country, language, division)
Enterprise: Glitches can block new URL crawling, cause hreflang confusion, delay fresh content discovery.
入口：索引 → 站点地图
检查项动作
状态确认每个站点地图状态为“成功”
已索引URL数点击站点地图 → 查看已索引数量；下跌说明存在索引问题
风向标站点地图大型站点监控模板化站点地图（按国家、语言、业务线划分）
企业级场景：故障会阻断新URL爬取、导致hreflang混乱、延迟新内容发现。

6. Core Web Vitals

6. Core Web Vitals

Location: Experience ? Core Web Vitals
Priority: Mobile first (Google's higher expectations for mobile).
MetricMobileDesktop
Good URLsTargetSecondary
Needs improvementFixMonitor
Poor URLsFixMonitor
Why URLs don't have good score: Click "Open report" ? grouped example URLs by issue type.
IssueThreshold (mobile)
LCP> 2.5s (good), > 4s (poor)
INP> 200ms (good), > 500ms (poor)
CLS> 0.1 (needs improvement), > 0.25 (poor)
Tip: Historical chart is short; export to spreadsheet for longer trends. Share with dev team regularly; correlate dates with releases.
Layout (updated): Two tables--Poor or Need improvement; Good (click "View data about usable pages").
入口：体验 → Core Web Vitals
优先级：移动端优先（谷歌对移动端要求更高）。
指标移动端桌面端
良好URL核心目标次要目标
需要改进修复监控
较差URL修复监控
URL评分低的原因：点击“打开报告” → 按问题类型分组展示示例URL。
问题阈值（移动端）
LCP≤2.5s（良好），>4s（较差）
INP≤200ms（良好），>500ms（较差）
CLS>0.1（需要改进），>0.25（较差）
提示：历史图表保留时间短；导出到电子表格查看长期趋势。定期同步给开发团队；将数据变化和版本发布时间做关联。
布局（已更新）：两个表格——较差或需要改进；良好（点击“查看可用页面数据”）。

7. Enhancements (Rich Results)

7. 增强功能（富结果）

Location: Experience ? Enhancements (Product snippets, Merchant listings under Shopping)
Status (updated): Two-tier?invalid (critical issues, may not appear) vs valid (no critical issues; may still have warnings). Warnings no longer top-level.
TypeExamples
ContentBreadcrumbs, FAQ, Events, Videos, Job postings, Review snippets, Q&A, Discussion forums
ShoppingProduct snippets, Merchant listings
OtherRecipes, Datasets, Hotels, Vacation rentals, Profile pages, Practice problems, Math solvers, Image metadata
Note: Reports show sample items, not full list. Use URL Inspection for unlisted URLs.
入口：体验 → 增强功能（购物分类下的产品摘要、商家列表）
状态（已更新）：两级状态？无效（严重问题，可能无法展示）vs 有效（无严重问题；可能仍有警告）。警告不再是顶层状态。
类型示例
内容面包屑、FAQ、活动、视频、招聘信息、评价摘要、问答、讨论论坛
购物产品摘要、商家列表
其他食谱、数据集、酒店、度假租赁、个人主页、练习题、数学解题、图片元数据
注意：报告仅展示示例项目，不是完整列表。未展示的URL使用URL检测工具查询。

8. AI Overviews (GSC Limitation)

8. AI概述（GSC限制）

  • GSC: AI Overviews clicks/impressions are not separated from organic in Performance report.
  • Workaround: Filter queries that tend to trigger AI Overviews to estimate AI-driven visibility:
(?i)^(who|what|where|when|why|how|which|is|are|can|does|should)|\b(vs|versus|compare|difference|pros and cons|guide|tutorial|best|top|list)\b
For GA4 AI traffic tracking, see ai-traffic-tracking.
  • GSC：性能报告中AI概述的点击/展现量没有和自然搜索分开统计
  • 解决方案：筛选容易触发AI概述的查询词估算AI带来的可见度：
(?i)^(who|what|where|when|why|how|which|is|are|can|does|should)|\b(vs|versus|compare|difference|pros and cons|guide|tutorial|best|top|list)\b
GA4 AI流量跟踪参考 ai-traffic-tracking。

9. Links & Disavow

9. 链接与拒否

Location: Links (inbound links), Security & Manual Actions
  • Links report: View links to site and pages; anchor text distribution.
  • Disavow file: Submit via GSC when necessary (manual penalty, toxic links). Use sparingly; over-disavowing can harm. See backlink-analysis for when to disavow.
入口：链接（入站链接）、安全与手动操作
  • 链接报告：查看指向站点和页面的链接；锚文本分布
  • 拒否文件：必要时通过GSC提交（手动惩罚、有害链接）。谨慎使用；过度拒否会损害排名。参考 backlink-analysis 了解什么时候需要拒否。

Search Console API

Search Console API

Method: 
searchanalytics.query()
--exposes all Performance report data.
方法：
searchanalytics.query()
—— 开放所有性能报告数据

Metrics

指标

Clicks, Impressions, CTR, Position.
点击量、展现量、CTR、排名

Dimensions

维度

date, query, page, country, device. Search appearance (AMP, blue link, rich results). Filter by search type: web, image, video, news.
日期、查询词、页面、国家、设备。搜索外观（AMP、蓝链、富结果）。可按搜索类型筛选：网页、图片、视频、新闻。

Limits

限制

LimitValue
Rows per day per search type per property50,000
Rows per response25,000 (use pagination: startRow, rowLimit)
Data availability2-3 days after
Tip: Run daily queries for one day of data to avoid quota. Verify data presence first (dimensions: date only, no filters).
Optimization: Gzip compression; 
fields
parameter for partial responses; pagination for large datasets.
References: Search Console API, searchanalytics.query
限制项数值
每个属性每个搜索类型每日行数上限50,000
单次响应行数上限25,000（使用分页参数：startRow、rowLimit）
数据延迟2-3天
提示：每天查询单日数据避免配额超限。先验证数据是否存在（仅按日期维度，无筛选条件）。
优化：Gzip压缩；使用
fields
参数返回部分响应；大数据集使用分页。
参考：Search Console API、searchanalytics.query

Monthly Audit Checklist

月度审计清单

  • Performance: Clicks, impressions, CTR, position trends
  • Insights: Top/trending content and queries (if available)
  • Page indexing: Indexed vs not indexed (isolated views)
  • Why not indexed: Trend lines for key reasons
  • Sitemaps: All "Success"; indexed URL counts stable
  • Core Web Vitals: Mobile good/needs improvement/poor
  • Enhancements: No new invalid items (critical issues)
  • Links: No manual actions; disavow only if needed (see backlink-analysis)
  • Data exported to spreadsheet (month-end snapshot)
  • Charts screenshotted for history
  • Release notes reviewed for correlation
  • 性能：点击量、展现量、CTR、排名趋势
  • 洞察：热门/趋势内容和查询（如可用）
  • 页面索引：已索引vs未索引（单独视图）
  • 未索引原因：核心原因的趋势线
  • 站点地图：全部状态为“成功”；已索引URL数量稳定
  • Core Web Vitals：移动端良好/需要改进/较差的占比
  • 增强功能：无新增无效项（严重问题）
  • 链接：无手动惩罚；仅必要时执行拒否（参考 backlink-analysis）
  • 数据导出到电子表格（月末快照）
  • 图表截图留存历史
  • 查看发版说明做关联分析

Output Format

输出格式

  • Summary: Key findings, trends, anomalies
  • Metrics: Specific numbers and date ranges
  • CTR analysis: Actual vs expected by position; low-CTR high-impression pages
  • Title/meta opportunities: Pages with CTR gap; specific optimization suggestions
  • Action items: Prioritized fixes (indexing, CWV, sitemaps, enhancements, title/meta)
  • Correlation: Suspected causes (releases, config changes)
  • Next steps: Monitoring plan, dev handoff
  • 摘要：核心发现、趋势、异常点
  • 指标：具体数值和日期范围
  • CTR分析：不同排名的实际值vs预期值；低CTR高展现页面
  • 标题/meta优化机会：存在CTR差距的页面；具体优化建议
  • 待办项：优先级排序的修复项（索引、CWV、站点地图、增强功能、标题/meta）
  • 关联分析：疑似原因（版本发布、配置变更）
  • 下一步：监控计划、同步给开发的内容

Related Skills

相关技能

  • title-tag, meta-description, page-metadata: Title, meta description, hreflang implementation
  • xml-sitemap: Fix sitemap errors
  • indexing: Resolve indexing issues (fix actions)
  • schema-markup: Fix structured data / rich results
  • backlink-analysis: When to disavow; backlink audit
  • traffic-analysis: Traffic sources, attribution
  • analytics-tracking: GA4 events (correlate with GSC)
  • ai-traffic-tracking: GA4 AI traffic tracking
  • seo-monitoring: Full SEO data analysis system, benchmark, article database
  • serp-features: SERP features; CTR benchmarks by feature type
  • featured-snippet: Featured Snippet optimization; snippet performance
  • title-tag, meta-description, page-metadata：标题、meta描述、hreflang落地
  • xml-sitemap：修复站点地图错误
  • indexing：解决索引问题（修复动作）
  • schema-markup：修复结构化数据/富结果
  • backlink-analysis：什么时候需要拒否；外链审计
  • traffic-analysis：流量来源、归因
  • analytics-tracking：GA4事件（和GSC做关联）
  • ai-traffic-tracking：GA4 AI流量跟踪
  • seo-monitoring：完整SEO数据分析系统、基准、文章库
  • serp-features：SERP功能；不同功能类型的CTR基准
  • featured-snippet：精选摘要优化；摘要表现