A Visual Introductory Guide To Search Console Insights

Launched as a free service, Search Console Insights aims to provide a better understanding of how a site’s content is found and what connects with their audiences.

What makes the service unique is that the data is combined from Google Search Console and Google Analytics, and then amalgamated to deliver insights into content performance.

The outputted data from both the tools that many marketers love promises an entirely different perspective on evaluating SEO and or content efforts.

How To Access the Search Console Insights Reporting Tool

The search console insights can be opened via three methods:

  1. Method 1: Go to Google Search Console first, and then from the overview tab, select “Search Console Insights.”
opening search console insights from google search console
Opening Search Console Insights from Google Search Console.
  1. Method 2: Directly navigate to this link, provided by Google.
  2. Method 3: Search in Google or other search engines to enter the tool.

How Can the Search Console Insights Be Useful?

When used appropriately, this new tool can help answer questions such as:

  1. What the best pieces of content are, performance-wise.
  2. Which articles or content posts are trending.
  3. What people search for in Google, before they landed on your post or page. In other words, an idea of which keywords brought the users to your site.
  4. Which articles refer users to your content pieces.
how can search console insights be useful
How can Search Console Insights be useful? Screenshot captured from the official Page.

In fact, the tool has a few practical metrics such as average page view duration, page views, trending queries, and more.

Brief Overview of How the Search Console Insights Looks Like and How It Works

As soon as you log into the tool, so to speak, the first metric it diverts your attention to is the All-time page views. Right underneath, you’ll see an overview card of the past 28 days where the following data points are available:

  • Page views in the last 28 days, along with the percentage change when compared to the previous 28 days.
  • Average page view duration in the last 28 days, accompanied by the percent change from the preceding 28 days.
Top-most information inside Search Console Insights
The type of information that’s displayed inside Search Console Insights, as soon as you access it.

At this point, all the metrics are on the site level, as opposed to page by page/post by post level.

Search Console Insights Sections

Primarily, the tool is divided into two sections, with each having its own sub-sections. (Sub-sections are displayed as cards, as seen in the screenshot above).

The two sections are:

Section 1: Site Overview

This section starts with a general card of page views + avg. page view duration from the past 28 days, which we’ve already seen above.

Further, it also comprises of a card called “Your new content” — which essentially translates to content pieces that just about started to receive their first page views — again, in the past 28 days. On this card as well, page views and duration are displayed, except it’s for individual articles.

your new content card in Search Console Insights
Your new content card in Search Console Insights.

Note that your content piece needs to get a “minimum” number of page views to appear here,” according to Search Console Insights.

your new content card in Search Console Insights
Search Console Insights has a minimum number of page views requirement for a content piece to show up in its “your new content” card.

What makes this card stand out is that from here, you can click into the individual line items to get additional details about performance — for that page.

Lastly, the site overview section also stores details about “Your most popular content” by page view from the last 28 days. Inside of this card, you may have special labels, such as high avg. duration for content pieces that retain users for an extended time.

Your most popular content card in Search Console Insights
Your most popular content card in Search Console Insights.

Section 2: How People Find You

This section contains more than a few sets of cards. They are:

  1. “Top traffic channels” card.
  2. A card for “Google Search” with page views, avg. page view duration, clicks, followed by a drop-down with two filters options of most searched queries and most trending queries. Both these filters will have the applicable click data, along with distinctive labels, such as Top 5 results.
How visitors find your site card inside Search Console Insights
How visitors find your site card inside Search Console Insights.
  1. Next, is a card on “Referring links from other websites,” with a subsequent card on “Social media.”

Note: You may get fewer or more cards, and they may not necessarily be arranged in the same order. I haven’t operated the tool on multiple websites just yet, and considering it’s relatively new, this may be possible, or not.

Search Console Insights FAQ

Can Search Console Insights Be Used Without Google Analytics Integration?

Yes; however, it is recommended by Google to associate the two properties together for a robust analysis of your site performance.

Does Search Console Insights Work With Google Analytics 4?

At this point, no. But support for it may be coming soon down the line, as Google is already working on it.

How Can I Associate Google Analytics With Google Search Console?

My advice would be to follow the recommendations straight from Google.

Can I Adjust the 28 Days of Data To Say More Days or Fewer Days, From the Site Overview Section?

At this junction, it doesn’t seem so. Nevertheless, what the tool is offering feels like that it’s only scratching the surface. I wouldn’t be surprised if more functions and features are introduced over time. Search Engine Journal reported that Google has been testing the tool for almost a year, which hints that the organization is taking this endeavor seriously.

You May Also Want to Check Out:


The new Search Console Insights by Google is undoubtedly a more visual type of reporting that can add extra context & relevancy (or the lack of) to your organic performance.

Any publisher or content creator looking to get more answers into their SEO efforts can leverage this free tool to measure how their strategy is faring in the real world.

Expert Sources and Citations