Google Ads or Facebook Ads advertising

Google Ads or Facebook Ads advertising

by | Nov 14, 2024 | Blog

Google Ads or Facebook Ads advertising,

Where does internet advertising bring better results?

You must be wondering which platform is better for your online business? We will reveal everything to you in this text.

Facebook ads are usually cheaper than Google ads but have a smaller reach, while Google ads often cost more but can target a larger number of potential customers.

Organic growth and word of mouth referrals can turn an idea into a small business, but paid online advertising is often the key to growing your business over time.

The good news is that companies in Serbia for e-commerce have the same conditions for advertising on the Facebook and Google platforms as their colleagues outside the borders of our country.

However, the decision to choose an advertising platform will probably come down to choosing between two industry leaders: Google Ads and Facebook Ads advertising – which platform is best for your business goals?

This article will answer that question by giving you an overview of the pros and cons of both advertising platforms.

Google Ads or Facebook Ads advertising? What brings better results for your online advertising campaigns? Read the analysis in our article!

Google Ads ili Facebook Ads oglašavanje, osnovne sličnosti i razlike

Which online advertising platform is better for your business needs?

While they offer some similar benefits, you need to consider the differences when deciding how to spend your ad budget.

Here’s how we compare Google Ads or Facebook Ads advertising:

Range

  • Similarities: strong Google and Facebook dominate in their fields (search engines for Google and social networks for Facebook).

  • Differences: Google’s reach is unmatched, it is the most visited site in the world. While Facebook has three billion monthly active users, Google is on the second level with over three billion searches per day.

Ad formats

  • Similarities: Both platforms offer multiple ad formats.

  • Differences: The most popular Google ad, the Google search ad, is text only. Although in some markets it also throws images, if you have uploaded them. Google display ads include an image, but offer fewer options for creativity. Facebook Ads, however, offer more flexibility. They are usually visually oriented and include images, videos and carousels.

Choosing the right platform for online advertising depends on the specific needs of your business. Google Ads and Facebook Ads offer similar benefits, but key differences between them can significantly influence your decision.

Understanding these similarities and differences helps you make better use of your advertising budget and target your audience more effectively.

If your focus is on broad reach and search targeting, Google Ads may be a better choice.

On the other hand, if you want visually appealing ads with detailed targeting based on user data, Facebook Ads may be more effective for your business.

By using both platforms, you can make the most of the benefits they offer and lay a solid foundation for the growth of your business. To choose the right platform you need to do some research on the competition.

Šta su Google Ads kampanje ?

Google Ads (formerly known as Google AdWords) is targeted PPC (pay per click) advertising, which means you only pay when someone clicks on your ad.

These ads appear on Google Search, the Google Display Network – a group of more than two million sites – and Google platforms such as Gmail and YouTube.

There are other Google Ads ad options, and if you’d like to learn more about them, read our Top Google Ads (Google Ads) Questions and Answers (Q&A) article

Google Ads or Facebook Ads advertising? What brings better results for your online advertising campaigns? Read the analysis in our article!

How does Google Ads advertising work?

Google Ads offers different types of ads, the most famous of which are paid search ads.

They are text-based and appear on the search engine results page (SERP) based on the relevance of the search terms and the amount paid by the advertiser for those keywords.

Other popular ad formats include Google display ads, which are image banner ads that appear on the Google Display network, and Google shopping ads that display a specific product in the Google search results (Serbia, unfortunately, at the moment, is not yet in the Google shopping system).

Google ads are targeted, which means advertisers can focus their target audience based on searches using specific keywords and phrases, as well as demographic information such as age, gender, location, marital status, and household income.

What are the advantages of using Google Ads campaigns?

Google Ads offers a variety of targeting options and ad formats, each with its own unique advantages, but the following two advantages are its greatest strengths:

Wide range

Regardless of your target audience, you’re likely to reach them through Google Ads. Google processes more than 40,000 search queries every second, accounting for 88% of all search activity and displaying search ads at the top of results.

And Google display ads are shown on the Google Display Network, which reaches more than 90% of Internet users in the world, increasing the chances of the average searcher becoming a potential customer.

Attracting audiences with high purchase intent

Google Ads connects advertisers with people searching for keywords relevant to your business. So those who click on Google search ads often do so with the intention of learning more or even buying a product. (This is called high purchase intent).

For example, imagine that winter is approaching and you discover that your child has outgrown last year’s winter jacket.

You might search for “kids winter jackets,” click on a Google ad, and make an immediate purchase.

What are Facebook Ads?

Facebook Ads are targeted social ads that appear on Meta platforms, including Facebook and Instagram.

These ads may include images, carousels (scrollable series of images) and videos that appear in main feeds, stories or Reels on Facebook and Instagram.

How do Facebook Ads campaigns work?

Facebook ads appear in social media users’ feeds as they browse Meta apps, including Facebook and Instagram.

Ads look like regular posts, but have the word “Sponsored” under the profile name when advertisers pay to appear in your feed.

Facebook advertising offers advanced targeting options so that advertisers can find their target audience based on demographics such as age, gender, location, marital status, and household income, as well as user interests and behaviors, including friends, pages they interact with, and other clicks ads.

Facebook Ads offers both PPC (pay per click) campaigns and PPM (pay per impression) campaigns similar to Google, where advertisers pay a certain price for 1,000 impressions.

What are the advantages of using the Facebook Ads platform?

With almost three billion monthly active users, Facebook is the most visited social platform.

This gives Facebook Ads a wide audience and a competitive advantage over Google Ads in two areas:

Advanced targeting options

Facebook allows advertisers to reach their target audience with a precision not available on other advertising platforms.

Their advanced targeting options go beyond standard demographic information such as gender, age, location, marital status, political affiliation and income.

You can target potential customers based on life events such as a new job or pet, as well as interests, who they follow, and customer profiles.

Brand building with impactful ads

The ability to create unique and visually appealing ads is one area where Facebook Ads outperforms Google.

As a platform aimed at sharing attractive multimedia posts and optimized for mobile devices. Facebook offers its users an opportunity for great creativity.

Businesses can use a variety of images and videos to create compelling ads that build their brand and reach customers where they are: on social media.

When to use Google Ads and when to use Facebook Ads?

Choosing whether to advertise with Google Ads or Facebook Ads depends on your company’s audience, industry and business goals. Typically, Google Ads are better for generating sales, while Facebook Ads are better for building brand awareness and connecting with customers.

For example, if your company sells items such as heaters, it may be more important to sell to new customers who need your product, rather than working to build a loyal audience. In that case, you’d probably choose Google Ads.

On the other hand, if you run a fashion company that values its “cool” factor, you may invest more in strengthening your brand and connecting with your audience to convince them that your products are worth owning. In this case, Facebook Ads might be a better choice.

While these types of ads may not result in immediate conversions, you could build a loyal customer base over time.

There is no definitive answer to the question of which ad platform is better between Facebook Ads and Google Ads. It depends on the goals of your business. Facebook Ads usually work well for brand building, while Google Ads are better for generating sales.

We often work on both platforms for our clients, and over time it turns out which is better. However, it all depends on the niche and the product.

According to reports from March 2024, Facebook Ads has a lower average cost per click (0.71 eur) compared to Google Ads (3.62 eur). But don’t let the price difference confuse you.

There’s a good reason why Google Ads is more expensive.

Quite simply, in many areas, so far, Google Ads is doing better!

5 key differences between Google Ads and Facebook Ads advertising

Now that we’ve covered the basics, let’s tackle the main differences between google ads and facebook ads advertising.

So let’s get started:

1. Audience size

Both Google and Facebook have a huge reach — Google processes more than 5.8 billion searches every day, while Facebook has about 1.73 billion daily active users.

On Facebook, mobile advertising revenue accounts for more than 90% of revenue. And that means mobile advertising is not an opportunity to be missed!

It’s likely that your client’s target audience is present on both of these platforms, so you can’t determine the right choice for their business based on audience size alone.

Instead, ask yourself the following two questions:

  • Is my target audience active on these networks?

  • Is my product more search or social oriented?

Even if Google has 5.8 billion searches per day, it won’t help if no one is searching for you or your client’s specific product.

Have you launched a new, innovative product? Have people heard about what you have to offer?

If the answer is “no”, a Facebook ad is often a better option for spreading the word.

Advice for marketing agencies: No matter what type of advertising you choose, monitor any significant changes in audience growth. This can give you better insight into how your ads are performing over time.

2. Cost and ROI

Cost is another important factor. The average cost per click (CPC) on Google Ads is 3.62 eur, but this varies significantly by industry and by the country where the ad is displayed.

In Serbia, the price of a click is significantly lower.

How does Google advertising work?

In paid search, e-commerce businesses can expect to pay different amounts depending on the keyword. There is always a minimum and maximum cost per click.

The price for a specific keyword depends on several factors.

Google display and Google search ads reach almost 90% of Internet users and offer extensive targeting options, allowing your business to connect with potential customers at the right time and establish remarketing at a low cost.

How does Facebook advertising work?

Facebook ads are usually slightly cheaper per click than Google ads. The average cost per click varies not only by industry, but also by where the ad is displayed. Our experience has shown that Instagram ads are often more expensive than Facebook ads! But that again depends on several factors.

Which is the better choice in terms of ad costs?

Although the average cost per click is usually more expensive on Google Ads, keep in mind that people who click on your client’s ads may be later in the buying process. A Facebook ad is great for building awareness, while Google Ads can often be better at reaching customers at the moment they make a purchase decision.

The real purchases happen on the website. In fact, a Facebook ad is often just the path a user will take to buy your product or service on your website.
And this is a fact that many people do not realize at the very beginning. Quite simply, many products are very difficult to sell directly on social networks.
CPC (Cost Per Click) is only half the equation. Another important indicator is CPA (Cost Per Action) to determine whether you or your client will have a strong ROI on your campaigns.
Like CPC, CPA will vary per campaign. It depends on how well targeted your ads are and whether you can convert at a high rate.
Don’t let a high average CPA put you off PPC.
3. Buyer’s intention
When it comes to buyer intent, Google Ads almost always beats Facebook Ads. Think about what kind of business you or your clients have? Do people typically search for your or their products or services when they are ready to make a purchase?
For example, if someone’s air conditioner breaks down, they will immediately start looking for an air conditioner repair company.
Search ads would put that business in front of potential customers at the moment they need their service. In our opinion, Google ads have a big advantage in this case.
On the other hand, that person won’t remember the air conditioning repair company they saw on Facebook three months ago. In this scenario, Google Ads would be the clear winner.
Facebook Ads are also generally less effective at converting leads quickly. People usually go to Facebook to relax and socialize, not to shop.
Google is the place to shop, always remember that!
However, the Facebook platform is still extremely useful for building your client’s audience. By creating a sense of community on social media, people will be much more inclined to buy when they need a service or product.
If the goal of the campaign is to build brand awareness rather than immediate conversions, then Facebook may be the best choice for them.

4. Targeting options

Both Google Ads and Facebook Ads give you the ability to target specific audiences. Both platforms allow you to target by age, gender, location and income level.

however, Facebook is unbeatable when it comes to advanced targeting options.

In addition to the targeting options mentioned above, Facebook allows you to create audiences based on a large list of interests and behaviors, thanks to the wealth of information they collect from their 2.6 billion monthly active users.

Want to target parents? Okay.

Want to target parents with children aged 5-7? Yes.

Do you want to target older parents with children aged 5-7 and a household with a monthly income of over 200,000 dinars? Yes.

Facebook allows you to be very specific with your audience. If your client’s target audience is a very narrow niche, then Facebook Ads are a great option for their business.

Facebook also offers a useful tool called lookalike audiences that allows you to advertise to people who are similar to your client’s existing audience.

Facebook uses its existing data to match targeted customers with similar users, which can be a very powerful option for advertisers.

5. Ad formats

What about ad formats? Back to the question, what is the goal of your campaign?

You have a lot more creative freedom on Facebook, which makes it a better platform for building brand awareness and customer loyalty.

If you use Google Ads, you have a small block of text (title and meta description) to attract the attention of potential customers on the Google page. You can use ad extensions for additional text and information, but overall, your format will be limited to text search ads.

However, on Facebook, using image-based ads adds visual impact to your message.

Facebook is also constantly introducing different ad formats to avoid “ad fatigue”. You can use videos, images, carousel ads and more to grab your audience’s attention.

If you or your client have an e-commerce business, the visual component of Facebook should be a big factor when choosing an advertising platform.

Google Ads also offers shopping ads (not currently available in Serbia) that display specific products in Google search results and can be used to target competitors for product promotion.

Pa koju platformu onda odabrati?

So, which is the better platform for online business, Google Ads or Facebook Ads advertising? If you’re still not sure, and you’re working for a client, we’ll give you a few more tips (of course, this also applies if you’re doing campaigns for yourself).

Ask yourself the following three questions:

1. What are the goals of the advertising campaign?

First, consider your or your client’s specific campaign goals. Are they focused on making a quick sale?

If so, Google Ads may be a better choice.

If you want to expand brand recognition or reach a wider audience, on the other hand, Facebook Ads may be a better choice.

2. In which industry am I, that is, my client?

Next, consider the industry in which you operate. Both B2B and B2C companies are successfully using Google Ads.

Facebook Ads often work better for B2C companies, especially those selling lower-priced products, because people are more prone to impulse buy these products after seeing them a few times.

However, even for B2B, there are opportunities in Facebook Ads—especially for remarketing and lookalike audiences.

The audience also influences the choice of platform. Are people looking for a business or service with the intention of buying?

If so, Google probably brings the best results. But if your client is trying to build an audience for a new product, Facebook will usually work better.

Consider what stage of the buyer’s journey you are trying to target with PPC ads. Google Ads (formerly Google AdWords) is great for bottom-of-funnel leads, while Facebook is usually best for attracting new top-of-funnel leads.

3. What is my or my client’s budget?

Finally, consider your advertising budget and your technical skill level. Do you have the money to invest in Google Ads even if you are in a competitive industry?

Some niches have incredible click prices.

In that case, always look for words that are smaller in terms of search volume, because they will almost certainly give you a lower cost per click: That way, you will get more clicks and potential sales for the same daily budget.

Šta donosi bolje rezultate za vaše online reklamne kampanje? Pročitajte analiza u našem članku!

Kada koristiti Facebook Ads kampanje ?

Facebook Ads campaigns can be used to target a specific audience that has already shown interest in your or your client’s products or services.

These ads help increase the visibility of your content on Facebook and improve traffic to your websites.

Facebook Ads campaigns can be set up to increase site traffic, impressions and average click-through rate (CTR).

Facebook ad campaigns also give agencies a lot of flexibility. For example, how much you want to spend from your budget, including:

Ukupan mesečni iznos potrošnje

Dnevni budžet

Trošak po rezultatu

Additionally, you can choose when you want Facebook to charge you. By the number of views or clicks. Finally, you should know that Facebook is the second largest seller of digital ads in the world, right behind Google.

So, if you can use Facebook Ads to your advantage, we definitely recommend it!

 

When to use Google Ads campaigns?

Šta donosi bolje rezultate za vaše online reklamne kampanje? Pročitajte analiza u našem članku!

Google Ads campaigns

Google Search Ads appear in front of people who are actively looking for a solution to a current need.

They are an effective way to drive traffic to you for people who are already searching for the products or services you offer, especially through keywords.

When users enter a keyword in their search, results appear on the Google page, including paid ads targeting that keyword.

Setting up an ad campaign on Google Ads involves selecting keywords, creating ad text and defining targeting criteria in order to reach the desired audience.

Google does not share its data on search volume, but it is estimated that Google processes about 5.6 billion searches per day, with an average of at least three to four searches per day for each visitor.

So, if you or your client have a list of relevant keywords that you know your audience can search for those terms, Google Ads is the right choice.

In addition to search queries, the Google Display Network extends its reach by displaying image and text ads on sites that use Google advertising.

These positions can be useful both for raising awareness (based on target audiences and interests) as well as for remarketing to previous site visitors.

Šta uzeti u obzir prilikom kreiranja Google oglasa ?

Creating a Google ad requires consideration of many factors, so let’s break them down:

1. AdRank and Quality Score

The most attention should be paid to your Quality Score when you first set up a Google campaign. The higher your Quality Score, the lower the advertising costs and the better the position for your ads.

2. Location

Be sure to set the geographic location where your client’s ad will appear. Google’s main goal is to show the most relevant results to search users, even if it is a paid ad.

It can be easier if you show yourself each client’s audience data in graphs, so you can better understand their audience.

3. Keywords

Keywords are just as important for paid advertising as they are for organic advertising. Google associates ads with searches based on the keywords you choose. Do not skip this step, it is very important and always pay close attention to it. Remember to regularly monitor keyword trends, competitor activity and potential opportunities.

4. Match types

Match types tell Google whether you want your ad to show for the exact search term or for a search that is somewhat related to your customer’s keyword. These are some things you can change during the campaign. It is difficult to hit them from the first.

5. Title and description

Writing a good ad makes a big difference. It’s important that your ad text matches search engine intent and aligns with your target keywords. Always pay attention to the title and meta description of the ad. If they are good, you will easily increase your CTR (Click Through Rate).

6. Ad extensions

Ad extensions are free and a great way to provide users with additional information about your client’s products or services. Don’t overlook these free options.

7. Retargeting on Google Ads

Retargeting on Google Ads is a way of advertising to people who have already interacted with your client’s ad, but have not yet converted. This is an effective way of advertising because many people need to see your ad several times before they become customers. They say more than 20 times.

Da li i kako mogu koristiti Google Ads i Facebook Ads zajedno?

There are many ways Google Ads and Facebook Ads can work together to increase awareness, engagement and conversion. After all, it usually takes multiple touch points between when a customer is first introduced to your brand and when they make a purchase.

We believe that the combination of these two platforms is necessary for any serious e-commerce.

Of course, if you have enough budget to make it happen.

For example, people who see your Facebook Ads ad may show interest in an offer, but may want to learn more about your business and the products or services you offer. This is where your website and linking to it is key.

There you will explain everything nicely and offer them.

This is a great opportunity to use your brand name as a keyword in your search campaigns and match your message with your current Facebook ads. This strategy leads cold Facebook audiences to find exactly what they were looking for on Google.

It not only reinforces the overall marketing message, but also demonstrates trustworthiness.

Google Ads ili Facebook Ads oglašavanje? Šta donosi bolje rezultate za vaše online reklamne kampanje? Pročitajte analiza u našem članku!

Koja je prednost korišćenja obe platforme?

Using the powerful combination of Google Ads and Facebook Ads is a great strategy to try for you and your customers. Facebook Ads build brand awareness, while Google Ads retarget for conversion.

Consider this scenario:

A Facebook user sees an ad featuring amazing, super absorbent bath towels. Clicks on the ad, but isn’t ready to buy yet. However, the next time he reached for an old, worn towel, he decided it was time to buy a new one.

He then goes to Google, enters ‘bath towels’ in the search box and is confronted with a retargeted Google ad that is shown again (requires that remarketing has been done).

The reverse scenario also works: a user can click on a Google search ad, add something to their cart, and then a Facebook ad reminds them of what they were previously interested in.

The benefits of using both Facebook Ads and Google Ads cannot be ignored.

If you haven’t already, try implementing this strategy for yourself and your clients and see the results!

Praćenje vaših PPC (pay per click) rezultata

The challenge on the part of the agency running both campaigns is that you now have two large and complex reporting platforms.

How to easily consolidate data to tell a comprehensive story about campaign performance?

Regardless of which PPC (pay per click) reporting tool you choose, tracking your client’s ROI is key.

One way to automatically track results is to use the Agency Analytics PPC dashboard template, which includes the following sections:

Trošak

Konverzije

Trošak po konverziji

Stopa konverzije

Prikazi

CTR (stopa kliktanja)

View through conversion

Create your custom dashboard as needed!

Measuring the success of PPC campaigns can be difficult, especially when the data is spread across several advertising platforms. Consolidate and automatically pull every metric from Google Ads, Facebook Ads, and other PPC metrics into one view with an intuitive dashboard that your customers will easily understand.

If you manage PPC ads for clients, give them 24/7 access so they can monitor the effectiveness of their campaigns in real time.

For more detailed insights, switch to Facebook Ads reporting tool, Google Ads reporting tool to see detailed data on specific platforms.

With pre-built reporting templates, quickly and easily create monthly reports using a Facebook Ads reporting template, Google Ads reporting template, PPC reporting template or a comprehensive digital marketing reporting template.

Very simple, right?

Google Ads and Facebook Ads are two great options for PPC advertising, and in many cases these two platforms work best when used together.

If you’re advertising on both platforms, make sure you’re tracking campaign results closely so you know which channel is performing best.

Follow the campaigns and update them regularly!

Conclusion on Google Ads and Facebook Ads advertising

Google Ads ili Facebook Ads oglašavanje? Šta donosi bolje rezultate za vaše online reklamne kampanje? Pročitajte analiza u našem članku!

Google Ads and Facebook Ads

Choosing between Google Ads or Facebook Ads advertising can significantly affect the success of your business on the Internet.

Both platforms offer unique advantages that can help at different stages of the marketing process. From brand awareness to conversions.

The key is to understand the specific needs of your business and use each platform properly.

Facebook Ads campaigns are extremely useful for building brand awareness and connecting with customers on a deeper level through visually appealing ads and advanced targeting options.

With nearly three billion monthly active users, Facebook offers enormous potential for reaching a wide audience.

On the other hand, Google Ads campaigns are ideal for reaching users who are already at the stage of making a purchase decision.

With over 5.8 billion searches per day, Google Ads allow targeting keywords that users are actively searching for, which leads to high conversion rates, i.e. purchases.

By using a combination of these two platforms you can achieve great results. Facebook Ads can drive initial interest and build brand awareness, while Google Ads can effectively drive those same users toward conversions through targeted search and remarketing campaigns.

Smart Think, your partner for google ads or facebook ads advertising

Our marketing agency SmartThink is recommended if you need to set up and manage campaigns on Facebook/Instagram Ads and Google Ads.

We have done hundreds of advertising campaigns and we know how to create a successful advertising campaign!

With a wealth of experience and knowledge, we can help you achieve exceptional results and make the most of your google ads or facebook ads advertising budget.

Whether you want to increase brand recognition, improve engagement with your audience, or achieve higher conversion rates, our team will develop a customized strategy that fits your business goals.

Contact us today at 063 221 770 or via email at info@smartthink.rs to start your path to success.

We believe in the power of a combination of precisely targeted advertising and creative marketing solutions.

Why choose SmartThink?

  • Experience and Expertise: Our team consists of experts with years of experience in managing digital campaigns.

  • Customized solutions: We develop strategies that are tailored to the specific needs and goals of your business.

  • Tracking and reporting: We use the latest tools to monitor campaign performance and provide detailed reports to help you understand the impact of your ads.

  • Support: Our team is always here to provide support and answer all your questions.

Don’t wait, start your successful online campaign with SmartThink today!

Copywriting or content writing? We reveal 7 key differences

Copywriting or content writing? We reveal 7 key differences

by | Nov 8, 2024 | Blog

Copywriting or content writing?

We reveal 7 key differences

Copywriting and content writing are two types of writing in the marketing industry that you can choose as a career. If you’re creative and like to use research and branding to create marketing content, you might like working as a copywriter or content writer.

Understanding the differences between these similar careers can help you chart your path and choose one to pursue.

Copywriting focuses on writing that directly affects sales and user actions. Copywriters write ads, sales pages, email campaigns, and other types of promotional material with the goal of persuading readers to take a specific action.

The tone of these texts is often direct and persuasive, with an emphasis on achieving results quickly.

On the other hand, content writing deals with the creation of valuable, informative and educational content that aims to attract and retain an audience. Content writers write blogs, articles, guides and other types of long-form content that help build brand authority and engage audiences.

These texts are usually longer, more detailed and less direct in their intent.

In the following parts of this article, we will present and compare these two types of writing in detail, analyze their key features and provide advice for choosing a career between copywriting and content writing.

We will also look at how these two roles contribute to the success of marketing strategies and how you can take advantage of them to improve your business.

Copywriting or content writing? Learn the 7 key differences between copywriting and content writing, two key skills in marketing.

Šta je copywriting ?

Copywriting is the creation of written material with the aim of selling a product or service.

Copywriters carefully craft copy to increase brand awareness and influence the reader to take a desired action, such as making a purchase or signing up for a service.

They turn product features into customer benefits.

Copywriters can create:

  • Social media: Short, catchy slogans that grab attention.

  • Marketing emails: Targeted and personalized emails that encourage action.

  • Advertisements: Television and online advertisements that attract the attention of viewers.

  • Print ads: Advertisements in newspapers and magazines that inform and encourage action.

  • Billboards: Large outdoor advertisements that attract the attention of passers-by and motorists.

  • Landing pages: Web pages designed to direct visitors to a specific action.

  • SMS marketing: Short promotional messages delivered directly to users’ mobile phones.

  • Web content: Text for web pages that informs and engages visitors.

  • Product Pages: Detailed product descriptions highlighting key benefits.

  • Radio commercials: Short audio commercials broadcast on radio stations.

  • Sales letters: Direct mail aimed at selling products or services.

  • Brochures: Informational materials that provide detailed information about products or services.

Copywriters develop a deep understanding of the target audience to ensure that the texts match their needs and values, prompting them to take action. They use research and analysis to create texts that not only inform, but also motivate readers to take the desired action.

This includes carefully choosing the words, tone and writing style that will most effectively communicate with the target audience and achieve the desired results.

Šta je content writing (pisanje sadržaja) ?

Content writing is the production of written material that aims to educate, inform or entertain the reader.

But without necessarily promoting a specific product or service. Content writers strive to generate organic web traffic using search engine optimization (SEO). They try to attract and engage a target audience, providing value to potential customers.

Brands often use content writing to build trust, loyalty and establish themselves as leaders in their field.

Content writing usually involves researching a topic, organizing information, creating a framework, and then writing the content in an engaging, informative, and easy-to-read manner. Content writers can work for businesses, non-profit organizations or media companies and can specialize in certain niches or industries.

Content writers most often create:

  • Blogs: Regular articles covering topics relevant to the target audience.

  • eBooks: Detailed guides or manuals available for download.

  • White Paper: In-depth reports that explore specific topics or issues.

  • Case studies: Analyzes of successful projects or use of products/services.

  • How-to Guides: Helpful articles that explain the steps to achieve a specific goal.

  • User manuals and documentation: Instructions for use of products or services.

  • Social Media Content: Posts, images and videos to engage your audience on social media platforms.

  • Press releases: Official announcements about events or news.

  • Video script: Texts for video content that educate or inform viewers.

Content writers focus on creating content that is valuable and relevant to readers.

They help brands build a relationship of trust and loyalty with their audience.

They use SEO strategies to improve the visibility of content on search engines and drive organic traffic to websites.

Copywriting or content writing? Learn the 7 key differences between copywriting and content writing, two key skills in marketing.

7 key differences between copywriting and content writing

So let’s start with the first difference:

1. Copywriter sells, while content writer informs

Copywriters sell your brand to your target audience. They carefully craft copy to increase brand awareness and influence the reader to take a desired action, such as making a purchase or signing up for a service.

Copy is traditionally what we use to sell. That’s selling in written form, or pixels in the digital world. The goal is to convince the reader to buy a product or service.

Content writers, on the other hand, inform, educate, entertain or recruit readers as potential customers.

They attract the audience, engage their attention, demonstrate the ability to solve problems and prepare the way for an eventual purchase.

2. Copywriters create a sense of urgency and inspire emotional responses

Copywriters want people to take immediate action. For example, they want readers to ask a question, sign up for a newsletter, or buy a product. Therefore, in order to get a click or a sale you must answer the reader’s question why this and why now?

Copywriters inject urgency into the headline itself to prompt quick action.

On the other hand, content writers want to build an engaged audience. They want to establish trust and position the brand as a reliable source of information. The goal is to build a long-term relationship with the audience through the provision of valuable and relevant content, which over time leads to loyalty and greater trust in the brand.

3. Content writers prepare the ground for future sales

Although content writers are not directly trying to sell a product or service, their work is focused on the long-term goal of sales. And to create trust between the reader and you. By creating valuable content, content writers lay the foundation for future sales. They build trust with the audience and position the brand as a trusted source of information, which can lead to more conversions in the future.

Trust is a huge factor in purchasing decisions in any industry. For example, Blogging is a very effective way to build that trust before we show anything else. A successful blog can significantly improve a company’s online presence, it just takes time and patience.

4. Content writers are generally more focused on SEO
Content writers are most often hired to attract organic traffic. They are experts in search engine optimization (SEO). They help select topics and keywords based on search terms that match business goals.
They pay special attention to keywords in their writing. With a content writer, the keyword is the main search term for which the page is optimized. This keyword should be included in the page title, in the H1 and throughout the body of the text, as well as in subheadings. H1 may appear alone once on each page.
Content writers use keywords to optimize content and improve search engine rankings. By doing so, they attract more organic traffic to their clients’ websites.
5. Copywriters write short texts, while content writers write longer content
Copywriters write short texts aimed at promotion and advertising. This includes advertisements, slogans, website content, e-mail campaigns, TV or radio promotional scripts, video scripts, catalogs, billboards, postcards, sales letters, jingle lyrics and social media content.
Over time, each copywriter finds his specialty, that is, what suits him best.
Content writers create longer forms of content that inform and educate audiences. This includes articles, blog posts, newspaper articles, magazine articles, press releases, e-mail newsletters, e-books, books, print magazines, podcasts, television and film scripts.
Although some areas may overlap, content writers focus on more comprehensive and informative content.

6. Content writers contribute to long-term strategies

Copywriting results can be quickly evaluated through metrics such as click-through rates and email open rates. Content writing, on the other hand, often requires more time to produce results. Good content strategies, like white hat SEO strategies, take time to pay off.

Count it to be at least 3 months.

The long-term value of content writing, such as blogs and articles, has a long-lasting effect and continues to deliver results over time, unlike ads or emails that have a shorter lifespan.

7. Content writers generate organic traffic, while copywriters convert that traffic into potential customers

Content writers generate organic traffic by creating content that attracts and engages audiences. Copywriters convert that traffic into sales or leads.

However, there can often be overlap. SEO content is the best at driving traffic, while sales copy is the best at selling.

 

When to use copywriting?

Copywriting is ideal when you want to convince someone to take action. You can determine this by thinking about whether you want to sell something.

If the answer is yes, you need copywriting.

Example of copywriting

Imagine that you are preparing the launch of a new fashion brand. Her target audience is young people with style. You need a product description for the winter jacket that will be on the product page of your online store.

Do you want to sell or educate? It is obvious that you want to sell, so you need to use copywriting.

If you’re stuck for ideas on how to do this, you can use tools like ChatGPT to help. However, it is important to adjust the suggestions so that the text is original and in line with your brand. We will give you an example created for us by ChatGPT:

Timeless design: This winter jacket combines classic style with modern details, ensuring you look great for years.

Urban charm: Perfect for city life, this jacket complements your style in everyday situations.

Durability and comfort: Made from high-quality Gore-Tex, this jacket is comfortable and long-lasting.

Versatility in style: Wear it for different occasions – from leisure moments to business activities, with minimal details and neutral tones.

More colors: Find the shade that best suits your style.

Whether you’re walking around town, going out to lunch with friends, or going out in the evening, this jacket will become your key fashion piece. It’s not just a jacket, it’s a lifestyle!

Copywriting, a few more scenarios

Copywriting is not limited to product pages or social media posts.

Here are a few more scenarios where copywriting is key:

  • Online advertising: In the form of search engine ads, website banners or social networks, copywriting shapes the value of a product or service into a catchy headline.

  • Landing pages: Well-written copy persuades visitors to buy, sign up, or take some action, turning them into potential customers or clients.

  • Email Marketing: Catchy email titles, engaging content, and effective calls to action (CTA) are key elements of copywriting.

  • Video Scripts: Copywriting comes across as engaging dialogue, engaging narration, and strategically used visuals.

  • Product packaging: In the form of a short text explaining product benefits, instructions for use and brand identity.

  • Press Releases: Copywriting is used to create attention-grabbing headlines and impactful quotes that promote a company, product, or event to the public.

Techniques and strategies in copywriting

At the heart of good copywriting are emotional triggers, persuasive language, catchy headlines, effective calls to action and text optimized for search engines.

What are emotional triggers?

Emotions play a key role in decision making. Skilled copywriters use emotional triggers to grab attention.

For example, words like “exclusive” or “limited” can evoke a sense of urgency or exclusivity, prompting buyers to make quick decisions.

Convincing language

Copywriting uses persuasive language to appeal to the reader’s logic and convince them of the benefits of a product or service.

This can include unique selling propositions, testimonials from satisfied users, data and statistics, and before and after scenarios using the product.

Catchy titles

The reader’s first impression of your content comes from the headline. A well-crafted headline should spark curiosity, solve a problem, or offer a solution to entice the reader to continue reading.

Effective calls to action (CTA)

Calls to action encourage readers to take a desired action. A good CTA (click to action) starts with an imperative, such as:

“Join now and start your journey to a healthier life!” or “Take advantage of the free trial and start your entrepreneurial project.”

Search engine optimized (SEO) text

Copywriting must be optimized for search engines (SEO) to reach the target audience.

This includes using keywords in titles, subheadings, and the text itself, as well as satisfying user searches.

Examples of successful copywriting

Many marketing campaigns have become legendary thanks to great copywriting. Here are two examples that we’re probably all familiar with:

  • Apple “Think Different” campaign: This campaign positioned Apple as a brand for unique and innovative people.

    The cover ad begins with the following words: For the rebels, for those who defy the rules…….

    This phrase sets a tone of admiration for those who don’t fit in, emphasizing the value of diversity.

  • Nike “Just Do It” Campaign: This campaign has become an integral part of Nike’s identity. The “Just Do It” CTA encourages people to overcome obstacles, take risks, and pursue their goals without doubting themselves.

    The phrase is short and easy to remember, conveying the core values of Nike’s brand – motivation, determination and action.

When to use content writing?

The answer is, when you want to provide valuable information and establish brand authority, then use content writing.

When you’re not sure, ask yourself: Am I trying to educate, help, or connect with the reader?

When you’re not sure, ask yourself: Am I trying to educate, help, or connect with the reader?

Content writing scenarios

Content writing plays a key role in various situations, in our opinion, these can be the following:

Blog postovi

Informativni članci koji pokrivaju teme relevantne za vašu industriju, pružajući uvid i savete vašoj publici

Vodiči i tutorijali

Korak po korak instrukcije za obavljanje specifičnih zadataka koji pomažu čitaocima da postignu željene rezultate

Recenzije i poređenja proizvoda

Detaljne analize proizvoda ili usluga koje ističu njihove karakteristike, prednosti i nedostatke

Analize industrije

Dubinske analize trendova, vesti i razvoja u industriji

Članci o liderstvu u industriji

Inspirativni tekstovi koji dele vaše mišljenje o aktuelnim temama vezanim za vašu industriju

Studije slučaja

Detaljni pregledi specifičnih projekata, pokazujući kako je proizvod ili usluga uspešno rešila izazove i donela rezultate

Istraživački radovi

Detaljni izveštaji koji istražuju kompleksne teme, predstavljajući jedinstvenarešenja

E-knjige

Sadržaji koji pokrivaju određenu temu, nudeći čitaocima opsežan izvor za učenje i istraživanje

What techniques and strategies exist in content writing?

Good content is recognized by the use of four key techniques: storytelling, providing solutions, teaching, and search engine optimization (SEO).

Storytelling

Creating content that conveys valuable information.

Providing solutions

Focusing on readers’ problems and providing solutions to those problems.

Teaching

Whether it’s a tutorial, an in-depth analysis of a complex topic, or a short explanation, helping readers understand something is often the greatest value you can provide.

Search Engine Optimization (SEO)

Working on keywords in your content and writing optimized titles and meta descriptions to ensure your audience can find your content.

Copywriting ili content writing, koji je bolji za vas?

Not sure if you want to start with copywriting or content writing?

We hope you understand the difference between these two types of writing. Because now it’s your turn! You need to decide which is the right choice for your marketing strategy

Today we looked at the difference between copywriting and content writing and how to decide what’s best for your business.

All companies around the world need both copywriting and content writing. These two forms of writing should not be avoided and should not be used interchangeably.

Both are extremely important. Content creates brand loyalty and engagement. Copy creates conversions and sales. The more loyalty a brand has, the easier it is to sell their products and services. So, content and copy go hand in hand and should be part of every brand’s marketing strategy.

Can you use both?

Absolutely. However, as you gain more experience, you’ll probably naturally gravitate toward one form of writing more than another, depending on what works best for your business.

Content and copywriters have different working methods, but both have a feel for words and the power to influence, persuade, and add great value.

Before we continue, we want to hear from you. What form of writing interests you most for your company?

Are you more into content writing or copywriting?

We would be glad if you leave a comment to our e-mail info@smartthink.rs

Many copywriters started their careers as content writers or have some kind of writing experience – whether it’s as a journalist, novelist, creative writing graduate, blogger or even researcher. This seems like a natural path.

But we also know plenty of copywriters who got into it directly from completely unrelated fields like philosophy or even cosmetic dentistry.

Where you start is up to you and your business!

Saznajte 7 ključnih razlika između copywriting-a i content writing-a, dve ključne veštine u marketingu.

Ako želite da postanete copywriter ili content writer, razmotrite ovih 5 faktora

We’ll share with you 5 main factors that we think you should consider when making your decision. From the type of freedom you have to the financial aspects.

Copywriting or content writing, which is right for you? If you want to find out, be sure to consider these 5 factors…

1. Sloboda

Copywriter-i i content writer-i moraju savladati umetnost pripovedanja, ali ciljevi ovih uloga diktiraju različit stepen slobode. Content writer-i kreiraju angažman i lojalnost brenda kroz blogove, članke i druge dugoročne sadržaje, često bez direktnog pomena proizvoda. Copywriter-i su strateški usmereni ka prodaji i konverziji, koristeći direktan glas i jasne pozive na akciju.

2. Ličnost

Važno je razmotriti šta vas kao pisca motiviše. Content writer-i uživaju u privlačenju i obrazovanju čitalaca, dok copywriter-i fokusiraju na brzo postizanje konverzije. Oba pristupa mogu biti jednako zadovoljavajuća, zavisno od vaših ličnih očekivanja

3. Mentalitet

Za uspešan copywriting, potrebno je imati pozitivan stav prema prodaji. Copywriter-i moraju ugraditi empatiju i povezanost u svoje tekstove, dok je za content writere važno da stvaraju vrednost kroz obrazovanje i informisanje, često bez direktne prodaje

4. Iskustvo

Content writer-i proizvode blogove, članke i edukativne sadržaje koji povećavaju angažman. Copywriter-i kreiraju prodajne email-ove, landing stranice i marketinške predloge koji vode korisnike kroz ceo prodajni levak. Različiti zadaci i očekivanja zahtevaju različita iskustva i veštine

5. Novac

Dok content writer-i mogu zarađivati pristojno, copywriter-i obično dobijaju više jer direktno doprinose prodaji i prihodima.Content writer-i često naplaćuju po broju reči ili članku, dok copywriter-i mogu naplaćivati više po projektu, zarađivati mesečne honorare i čak dobijati provizije od prodaje

Understanding these factors can help you decide whether copywriting or content writing is better for you and your business.

Both roles are crucial to the success of a marketing strategy, and the choice depends on your needs and goals.

Conclusion, Copywriting or content writing?

Copywriting-a ili content writing-a? Saznajte 7 ključnih razlika između copywriting-a i content writing-a, dve ključne veštine u marketingu.

Copywriting or content writing?

Understanding the differences between copywriting and content writing is crucial to the success of any marketing strategy. Both types of writing play important roles, but have different goals and methods.

Copywriting focuses on directly encouraging sales and customer action. Copywriters write short, compelling text designed to grab attention and quickly elicit a response. This includes writing ads, sales pages, email campaigns, and other promotional materials. Their goal is to convert visitors into customers, using emotional triggers, compelling language, and clear calls to action.

Content writing, on the other hand, aims to provide valuable information, educate, and entertain an audience. Content writers write blogs, articles, guides, case studies, and other longer forms of content. Their work focuses on building long-term relationships with their audience by providing relevant and useful content. Content writers use SEO strategies to optimize content and drive organic traffic to websites.

Key differences: copywriting or content writing

1. Goal: Copywriting is focused on sales and conversion, while content writing aims to build brand loyalty and audience engagement.

2. Approach: Copywriters use a direct and persuasive tone, while content writers provide detailed and informative content.

3. Content length: Copywriters write short and concise texts, while content writers create longer forms of content.

4. SEO focus: Content writers are often more focused on SEO strategies to generate organic traffic.

5. Measurability: The effects of copywriting can be quickly measured through click and conversion rates, while content writing requires more time to achieve long-term results.

When to use copywriting?

Copywriting is ideal when you want to quickly encourage user action, whether it’s selling a product, signing up for a newsletter, or downloading something.

Copywriting is used in online advertisements, landing pages, email campaigns, video scripts, product packaging, and press releases.

Copywriting uses emotional triggers, persuasive language, catchy headlines, and clear calls to action.

When to use content writing?

Content writing is the right choice when you want to provide valuable information, educate, or entertain your audience. Content writing is used in blog posts, guides, product reviews, listicles, industry analyses, case studies, e-books, podcasts and video scripts, FAQs, and company news.

Content writers use storytelling, solution-based solutions, coaching, and search engine optimization (SEO) to engage audiences and build trust.

Choosing between copywriting or content writing depends on your business goals.

If you want to quickly drive action and increase sales, copywriting is the way to go. If you want to build long-term loyalty and engagement, content writing will yield better results.

A combination of both approaches in the long run can provide the best marketing strategy to meet all your business needs.

If your company needs professional help in creating any type of content, SmartThink web agency is here for you.

Our team of experienced copywriters and content writers can help you create effective and customized content that will improve your business.

Contact us to help you achieve your marketing goals! If you have any questions, feel free to write to us at info@smartthink.rs

Google Analytics GA4 Beginner’s Guide

Google Analytics GA4 Beginner’s Guide

by | Nov 3, 2024 | Blog

Google Analytics GA4 Beginner’s Guide,

discover the secret recipe for website success

Google Analytics GA4 is a free website analytics tool that helps marketers better understand the performance of their sites. Unlike Google Search Console, which provides detailed data on how users discover websites through organic (unpaid) searches on Google, Google Analytics GA4 covers all traffic sources.

This includes organic search, paid search, social media and other sources.

In addition to telling you how users arrive at your site, Google Analytics provides data on what they do after they arrive. This includes what pages they visit and what actions they take.

Google Analytics can seem complicated and confusing at first. However, it doesn’t have to be that way.

In this guide, we’ll teach you the basics of Google Analytics and help you install it on your website.

Quickly learn the basics of Google Analytics GA4, how to install GA4, how to monitor site performance and analyze data

Short history ?

Universal Analytics

Universal Analytics (UA) is no longer the current version of Google Analytics, but it is the version that made Google Analytics famous.

It became widespread in the digital marketing world after the beta version was released in 2012.

How widespread was it? The various versions of Google Analytics account for more than 70% of the web analytics software market, according to our data.

But you won’t see this Google Analytics today.

That’s because it is Universal Analytics stopped processing new data in standard accounts on July 1, 2023 .

So marketers have started to adapt to the new Google Analytics 4.

Google Analytics 4 or GA4

Google Analytics 4 (GA4) is the new standard for the Google Analytics platform.

The platform was originally released as a beta version in 2019 and called an “App + Web” property.

At first glance, it might not look much different, right?

But there are some basic differences between GA4 and UA, especially for those who are used to the previous version.

Basic differences between Google Analytics GA4 & UA

Understanding the differences between GA4 and UA will help you better understand modern Google Analytics.

Difference 1: Data is now event-based

Google Analytics measures user interactions on the site. Each of those interactions is called a “hit” and becomes part of the data visible in your Google Analytics reports.

GA4 collects all interactions as “events”, meaning all hits in GA4 are collected as events.

Universal Analytics collected data through multiple hit types, such as pageview, event and transaction. GA4 uses an event-based data model, resulting in different metrics and reports.

Differences like these can be confusing to some marketers, but Google Analytics is still an extremely useful tool for those who learn to use it.

Difference 2: New account structure and new data flows

Google Analytics 4 has a different account structure compared to UA and introduces the concept of “data streams”.

Universal Analytics had an account level, properties and views. The account level was associated with an organization, the property level with a specific digital asset (like a website or app), while the view level was where the data was actually viewed.

GA4 has an account level and a property level, but no review level. The account level works the same as in UA, but the property level is different.

GA4 combines data from the website and the application into a single entity. Both a website and an application can have their own unique data streams that feed into the overall picture of user behavior within a GA4 property.

Quickly learn the basics of Google Analytics GA4, how to install GA4, how to monitor site performance and analyze data

How does Google Analytics 4 work?

Google Analytics 4 works by collecting data from your website or app and then creating reports to analyze that data.

To enable data collection, it is necessary to install a small tracking code on your website.

For this very reason, we will explain the basic steps in the data collection process:

1. Installation of the code: When the user arrives at the site with the tracking code installed, Google Analytics places a cookie in the user’s web browser.

2. Tracking interactions: While the user interacts with the site, Google Analytics tracks their actions.

3. Data processing: User interactions are then processed on Google Analytics servers.

4. Access to reports: After processing, the data is available for review and analysis in Google Analytics.

How to open a Google Analytics GA4 account?

Don’t worry, this will be very simple.

Just follow us:

1. Sign in to Google Analytics with your Google account.

2. Click on “Start measuring” or, if you have already used Google Analytics, go to the admin area and click on “Create Account”.

3. Give your account a name and select the information you want to share with Google. Click “Next”.

4. Create GA4 by giving it a name, select time zone and currency. Click “Next”.

5. Provide information about your business and select the size of the business. Click “Next”.5. Provide information about your business and select the size of the business. Click “Next”.

6. Select your business goals and accept the terms of use. Click “I Accept”.

Setting up a data stream

1. Choose the platform you work on (web, iOS, Android).

2. Enter your site’s URL, name the data stream, and turn on “Enhanced measurement” to track specific interactions.

3. Install the tracking code on your website so that data starts flowing into GA4.

How to install Google Analytics 4 on a website?

Installing Google Analytics is a two-step process and is very simple:

1. Creation of GA4 tracking code: Your unique tracking code is generated here.

2. Installation of the tracking code on your website.

You must be wondering how to install Google Analytics?

Now get ready to install Google Analytics on your website.

Steps to Manually Install GA4

1. After configuring your data stream in GA4, you will see a screen with a “MEASUREMENT ID” field that is unique to you and a “View tag instructions” button.

2. Click the “View tag instructions” button and select the “Install manually” option.

3. Copy the tracking code to your clipboard.

4. Paste the code high in the head section of your website.

Note: If you are not sure about changing the code on your site, ask for help from the developer or use WordPress plugins that allow you to change the header without directly changing the template files.

In any case, you can call us to do it for you!

Congratulations, Google Analytics 4 is now running on your site!

What are the basic categories of data in Google Analytics?

With GA4 installed, data now flows into your Google Analytics account. In order not to be verbose, here is an overview of the main categories of data:

Users

A user is an individual who visits your site.

Google Analytics uses cookies to track the number of unique users who visit your site.

Views

Google Analytics records a view each time a user views a page on your site.

If a user views a page, leaves it, then returns, that counts as two views.

Sessions

A session is a user’s visit to your site. During the session, the user can perform numerous actions such as viewing pages, downloading files, playing video content, clicking on links or filling out forms.

Google Analytics ends the session after the visitor leaves the site or after 30 minutes of inactivity.

Events

During a session, a user can connect to your site in different ways. These interactions are known as events.

Google Analytics may record events such as scrolling, session initiation, clicks, and other events.

Conversions

Conversions are the most important actions users take on your website.

For example, on an e-commerce site it could be a purchase, while on a lead generation site it could be filling out a contact form.

In GA4, the easiest way to create conversions is from events that already exist.

This means that you first need to identify which specific events you want to track as conversions.

How to use Google Analytics (GA4)?

Now that you understand the basics, you’re ready to start using Google Analytics.

Here’s how you can use the platform to analyze key metrics and improve your marketing strategy based on the results.

Analysis of important pages using Google Analytics

Google Analytics 4 (GA4) allows you to easily see information about your most successful and least successful content.

We use the “Pages and screens” report for this.

1. Click on “Reports” in the left navigation menu.

2. Expand the “Engagement” area and click on “Pages and screens”.

You will see a list of the most viewed data pages sorted by total views in the “Views” column.

You can analyze these metrics to understand the following performance:

  • Views per user: The average number of page views per user

  • Average Engagement Time: The average time the page was in focus in the web browser

  • Conversions: The number of conversions from each page

Improve your marketing strategy based on performance

You’ll see a breakdown of how your site drives traffic by channel, such as organic search, direct traffic, referrals, etc.

Analyze these metrics to improve your strategy:

Organic search:

Identify which pages bring the most traffic and conversions.

Paid search:

Analyze engagement and conversion rates to optimize your campaigns.

Analyzing competitor performance with SEMrush Traffic Analytics

As you begin to understand your site’s performance, you’ll probably want to find out how your main competitors are doing.

SEMrush Traffic Analytics solves this challenge by comparing competitor data based on the actual behavior of over 400 million anonymous internet users.

This allows you to get a clear picture of your competitors’ web traffic and compare your site’s performance to theirs.

The only downside to SEMrush is that it’s not free, but it’s worth every penny!

With its help, you can solve many other problems related to the website.

How to use SEMrush Traffic Analytics?

1. Go to SEMrush and enter your competitors domain name. The tool will suggest additional relevant competitors after you enter the first domain.

2. Click on “Analyze”.

You will see data on visits (equivalent to sessions in Google Analytics), unique visitors (users), and pages per visit.

You can also see who is growing and who is declining.

SEMrush Traffic Analytics provides information on competitor visits, unique visitors (users) and pages per visit. This is just part of the report overview.

However, mistakes are possible so take everything with a grain of salt.

You can dig deeper into audience statistics and top performing pages to see what’s working for your competitors.

So you can learn from their best results and adjust your strategy.

How to use SEMrush Traffic Analytics for competitor performance analysis?

With SEMrush Traffic Analytics, you can explore audience statistics and top performing competitor pages in detail. This allows you to see what works for them and how you can improve your strategy.

We always take care of the following, if we don’t want to go too deep:

1. Audience overview: Research the demographics and interests of your competitors’ visitors.

2. The most successful pages: Identify the pages that attract the most traffic from competitors and analyze their content and structure.

You will see data on visits (sessions), unique visitors (users) and pages per visit. You can also see who is growing and who is declining.

Examples of use

  • Learning from competitors: Use insights from Traffic Analytics to improve your content and strategy.

  • Identify opportunities: Find areas where you can improve your performance based on competitor data.

Traffic Analytics provides information on competitor visits, unique visitors and pages per visit.

This is just part of the report overview.

Naučite brzo osnove Google Analytics GA4, kako instalirati GA4, kako pratiti performanse sajta i analizirati podatke

Is it Google Analytics GA4 free?

Google Analytics 4 comes in two versions: GA 4 is the free version and there is another paid version called Analytics 360.

For small and medium-sized businesses, the free version provides all the necessary functionality.

Analytics 360 starts at $150,000 per year (billed monthly) and the price goes up if your site gets more than a billion visits per month.

Free version of Google Analytics

The free version of Google Analytics provides a rich set of tools for monitoring and analyzing web traffic. For these needs, there is no better or more accurate tool than GA4.

This version includes core functionalities such as:

Visitor Tracking:

Detailed insights into the number of visitors, their geographic location, the devices they use and other demographic data.

Event tracking:

Tracking specific user interactions with your site, such as link clicks, file downloads, and video playback.

Behavior reports:

Analysis of the pages visitors visit the most, the time spent on the site and the path they take through your site.

Conversions:

Monitoring important actions that visitors take, such as purchases, filling out contact forms or signing up for the newsletter.

The free version is ideal for most small and medium-sized businesses as it provides all the basic tools needed to monitor and optimize web traffic.

Analytics 360

Analytics 360 is an advanced version of Google Analytics aimed at ultra-large businesses with high levels of monthly web traffic.

This version offers:

1. Advanced functionalities: Additional metrics and report customization capabilities.

2. More data space: A higher limit for the number of hits you can track per month.

3. Integrations: Better integrations with other Google tools and platforms such as Google Ads and BigQuery.

4. Support: Priority support from Google.

Pricing for Analytics 360 starts at $150,000 per year and increases with higher traffic levels.

What versions of Google Analytics are available?

There are currently two versions of Google Analytics: Universal Analytics (UA) and Google Analytics 4 (GA4). Universal Analytics is an older version, while GA4 is a newer version with more advanced functionalities and tracking capabilities.

At the time of writing, both analytics exist, but not for much longer.

The UA version is retiring soon!

Should you be using Google Analytics 4?

Of course, if you want to do some serious online business GA4 and Google Search Console are first on the list. They are completely free and very accurate.

We will reveal to you, in our opinion, the advantages of using Google Analytics 4:

1. Detailed Insights: Google Analytics GA4 provides comprehensive information about visitor behavior, including traffic sources, popular pages, and conversion rates.

2. Free tool: Most small and medium businesses can use the free version that includes basic functionalities.

3. Integrations: Provides the ability to integrate with other Google tools, such as Google Ads and Google Search Console, which helps optimize marketing campaigns.

4. Flexibility: Allows tracking of custom events and metrics, useful for specific analytics needs.

Challenges of using Google Analytics:

1. Complexity: Requires time to set up, learn and maintain, which can be challenging for non-technical users.

2. Data interpretation: Experience and knowledge are required to correctly interpret data and make decisions based on analysis.

3. Maintenance: Regular updating and maintenance of the code on the site is necessary to ensure the accuracy of the data.

Alternative options

Adobe Analytics is an example of a great marketing analytics tool that can provide all the data you need with less effort and technical knowledge.

Adobe Analytics is designed to be user-friendly, making it ideal for users looking for simpler solutions with lots of good results and metrics.

What they provideGoogle Analytics GA4reports?

Google Analytics offers five main reports that can give you insight into your site’s performance.

You can find these reports on the left side of the screen. Depending on the version of Google Analytics you are using (Universal Analytics or GA4), you will see different reports.

Universal Analytics (UA) reports:

1. Real-Time Report

– Provides insight into current site activity, including visitor numbers, pages they visit and traffic sources.

– Used to track traffic from new social or blog posts, current sales or events, and to validate URLs and custom events.

2. Audience Report

– Provides an overview of the audience that visits your website. It includes demographics, interests, geographic data, behavior, technology, mobile devices, cross-device data, custom reports and benchmarking.

– Active users: Shows the number of users who visited you in the last 24 hours, week, two weeks and four weeks. If you have more one-day users than long-term users, then you have a problem with keeping users on your website.

3.Acquisition Report

– Shows traffic sources, including organic search, direct traffic, referral, email, social media and paid search. It shows the landing pages, sources and keywords that brought users to your website.

4. Behavior Report

– Analyzes user behavior on the site, including the most visited pages, time spent on the site and exit pages. It displays the content of the site and allows identification of the most visited pages and areas for improvement.

5. Conversion Report

– Track goals and conversions you’ve defined, such as purchases, newsletter sign-ups or form completions.

There are four main types of goals:

1. Destination: When the user reaches a specific page.

2. Event: When a predefined event occurs.

3. Duration: When the user’s session lasts longer than the set time.

4. Pages/Screens Per Session: When a user views a specific number of pages per session.

Google Analytics GA4 reports:

1. Real-Time Report

– Provides insight into current site activity, including the number of visitors and their interactions with the site.

2. Lifecycle Reports

– Includes reports on user acquisition, engagement, retention and monetization. They show the entire cycle of user interactions on the site.

3. User Reports

– Show demographic data and interests of users, as well as their interactions with the site. They allow detailed analysis of the user base.

4. Events Report

– Focuses on tracking specific site events, such as clicks, downloads and video views. Allows tracking of user interactions with the site.

5. Conversions Report

– Track key actions that users take on your site, such as purchases or logins. Allows tracking and optimization of conversions.

Google Analytics GA4 Tools

GA4 offers a variety of tools that provide detailed insight into your site’s performance.

Here’s an overview of the key tools we place the most importance on:

1. Home

– Customizable dashboard with reports and statistics. It allows you to customize the display of key metrics such as users, new users, engagement time and total revenue.

2. Reports

– Displays an overview of site performance with reports such as Realtime, Life Cycle, and User. Contains “Reports Snapshot” with summary information.

3. Explore

– Enables detailed research of visitors’ navigation through the website. Provides predefined or customizable views to uncover new insights.

4. Advertising

– Shows channels and touchpoints that generate the most conversions. In order for this tool to be as useful as possible, it is necessary to set up goals and conversions in Google Analytics.

5. Configure

– Allows you to adjust key parts of the report, including events, conversions, audiences and other custom definitions. Customizing these settings provides detailed insight into data to help you troubleshoot, answer questions, and make decisions specific to your site.

Google Analytics (GA4) is a valuable tool for any business because it provides concrete data that can be used to grow the business. This guide can be very useful for beginners as a tool to improve your data tracking.

If you have any questions related to GA4, write to us at info@smartthink.rs

Good luck on your journey with Google Analytics!

Conclusion on Google Analytics GA4

Naučite brzo osnove Google Analytics GA4, kako instalirati GA4, kako pratiti performanse sajta i analizirati podatke

Google Analytics GA4

Google Analytics GA4 is a key tool for the success of any modern website. As we explain in detail in this guide, GA4 allows you to track and analyze all aspects of user interactions on your website.

Where visitors come from, how they behave on the site and what actions they take. All this information is necessary to make good decisions that can significantly improve the performance of your site and increase its success.

One of the most important features of GA4 is its event-based model, which enables deeper and more accurate tracking of user activities. This includes all interactions such as page views, clicks, scrolling and conversions.

Understanding this data can help you optimize content, improve user experience, and increase conversion rates.

The introduction of GA4 also brings a better and clearer understanding of data, which enables easier monitoring and analysis of data from different platforms such as websites and mobile applications.

This is especially useful for businesses that want a comprehensive view of their users’ activities and interactions.

Google Analytics GA4 provides a rich set of reports that allow you to monitor the performance of your website in real time, analyze audience behavior, traffic sources and conversion rate.

All of this information helps you identify what’s working and what’s not and make it easier for you to take steps to improve.

There are a lot of good tools out there, but trust us, no tool in this segment can match Google’s GA4 tool!

Our marketing agency SmartThink understands how important it is to have accurate and detailed data for successfully running digital campaigns.

If you can’t do it yourself, we can help you install and configure GA4 and Google Search Console on your website, giving you access to these invaluable tools. Our experts will ensure that your analytics are set up correctly, providing you with accurate and useful data for making important decisions.

In addition to the installation and configuration of analytical tools, SmartThink offers a wide range of other services that can improve your online presence.

Our offer includes creating and designing websites, SEO optimization, running advertising campaigns on Google, Facebook and Instagram, as well as many other services that are key to success in digital marketing.

SEO optimization is another important aspect of our work. In a world where competition is constantly increasing, being visible on search engines like Google can make a big difference for your business.

Our team of experts use the latest SEO optimization techniques and tools to ensure your site ranks high and attracts as many relevant visitors as possible.

Advertising campaigns are another key part of digital marketing success. Our team at SmartThink is skilled in creating and running effective campaigns on Google, Facebook and Instagram.

We understand how the algorithms of these platforms work and know how to create ads that will attract attention and convert visitors into customers.

We invite you to visit our blog at SmartThink where we regularly publish interesting and useful articles on various aspects of digital marketing.

Our articles are designed to provide you with practical tips and strategies that you can apply to your website and business.

Ultimately, the success of your site depends on many factors, but having the right tools and the right people behind them can make a huge difference in the online world.

At SmartThink, we are committed to providing you with the best possible support and tools for analytics, SEO, website development and advertising campaign management.

Let us help you achieve your goals and take your business to the next level.

With our experience and expertise, your website will be ready to realize its full potential and achieve enviable results.

Contact us on 063 221 770 today and find out how we can help you achieve all your digital goals.

Google Search Console (GSC)? The ultimate guide with lots of useful tips

Google Search Console (GSC)? The ultimate guide with lots of useful tips

by | Nov 2, 2024 | Blog

Google Search Console (GSC)

The ultimate guide with lots of useful tips

If you want your site to be successful on Google, you have to understand how visitors get to your content.

This means you have to learn:

  • How does Google “see” your content?

  • What keywords are people searching on Google to get to your web pages?

This information is the basis for successful SEO, whether you are working on a company-level site or a personal blog. And there is one resource you can use to find out the answer to both questions: Google Search Console (GSC).

The data provided by Google Search Console (GSC), along with additional web analytics, can help you create good strategies, take advantage of new trends, fix technical problems, and much more.

All this makes it an irreplaceable tool for SEO!

Google Search Console is a key tool for SEO. Learn how to achieve better rankings, keyword identification and technical optimization

Šta je Google Search Console ?

Google Search Console (GSC) is a free Google tool that allows you to “monitor, maintain and solve problems with the presence of your site in Google searches.

Basically, it helps you understand how Google sees your site and to fix any problems it may have found.

Pregled sekcija Google Search Console

Within the overview section in Google Search Console, you can see the navigation menu on the left, the performance graph and the URL inspection browser.

These are the key sections that will allow you to analyze and improve your site.

Koja je razlika između drugih SEO alata i Google Search Console ?

While some SEO tools have developed scores (like Moz’s domain authority) to evaluate how Google sees certain sites, Google Search Console (GSC) gives you direct access to the information that Google has about your site.

And don’t forget, you’ll get the most accurate data on Google Search Console!

Using Google Search Console can significantly improve your SEO efforts, because it gives you access to information that is crucial for understanding and improving the visibility of your site on Google searches.

So, if you want your site to be successful, be sure to use everything that Google Search Console has to offer!

Google Search Console is a key tool for SEO. Learn how to achieve better rankings, keyword identification and technical optimization

What can Google Search Console do for your website?

Google Search Console (GSC) is much more than a reporting platform. Enables two-way communication with Google.

You can use it to inform the search engine about your website and request certain actions (of course, whether Google will react to these requests is a completely different story).

We would divide this topic into two parts:

Reporting functionality of GSC

Google Search Console provides you with information about:

  • Queries for which you rank in Google searches

  • Pages on your site that Google has indexed (or not)

  • The quality of the user experience on your website

Action functionality of GSC

With GSC you can:

  • Send a sitemap so that Google can easily find the latest content

  • Request that Google re-index the page (or completely remove it from searches)

  • Notify Google that you have resolved a problem it has detected, such as unavailable (404) pages, for example

We will cover each of these reports and capabilities in detail later in this guide.

Who uses Google Search Console and why?

Google Search Console (GSC) is available to anyone who owns or manages a website and completes the verification process (more on that later). After you verify your website, you can invite other users to access your account.

Why use Google Search Console?

Using Google Search Console is completely optional and not necessary for your site to appear in organic (unpaid) search results. However, if organic traffic is important to your business model, then it makes sense to use GSC.

From our past experience, we claim that the most important thing for any website is organic traffic. If you work for a long time, it is certainly the most profitable!

On a practical level, GSC can point to issues that can slow growth in organic searches on Google.

When it detects specific problems, it will notify you via email or through alerts within the platform itself.

Even if Google Search Console doesn’t detect any problems, it can help you refine your content strategy and increase organic traffic.

Who uses Google Search Console?

GSC is relevant to everyone from small business owners with one site who want to get potential clients through organic traffic, to large agencies that manage multiple sites on behalf of clients. There are a lot on the net that deal with this topic.

But if you are interested in learning more about SEO and Google Search Console, check out the YouTube channel of the famous SEO tool Ahrefs (Any recommendation for Ahrefs as an SEO tool).

We have posted one of their videos below so you can find them easily:

How does Google Search Console differ from GA4 (Google Analytics 4)?

Google Search Console and Google Analytics 4 (GA4) are two of the most important free Google tools. They provide valuable insights into the performance of your website and help you make decisions for your website and business.

It’s no surprise that people often confuse these two tools. Especially since it is possible to connect them and see reports from Search Console directly within GA4.

We will talk about this in more detail in the section with professional advice later.

If you are interested in GA4, be sure to read our recent article Google Analytics GA4 Beginner’s Guide, discover the secret recipe for website success.

Difference between GSC and GA4

Although both tools are very useful, they provide different types of data and answer different questions.

  • Google Search Console (GSC) is an SEO tool that shows you how Google sees your site. It focuses on performance in organic searches. It can help you answer questions such as:

  • Has Google discovered my content?

  • Why didn’t Google index a certain page?

  • Do I rank on Google for a specific query?

  • Google Analytics 4 (GA4) is an analytical platform that shows you what users are doing on your site. That is, it focuses on user activity. It can help you answer questions such as:

  • Where does my traffic come from?

  • What content are my visitors most interested in?

  • What drives conversions?

Is there an overlap between GSC (Google Search Console) and GA4 (Google Analytics 4)

There is some overlap. Both tools can give you insight into the amount of traffic you get from organic searches on Google. But be careful when comparing directly because they use different metrics: the number of search clicks (GSC) will almost certainly not equal the number of new users (GA4) acquired from organic search.

One user may click multiple times, or maybe a click is recorded in Search Console, but your analytics code (GA4) does not register that click.

Also, remember that Google is not the only search engine or the only source of organic traffic.

Many other search engines have their equivalents for Search Console, for example Bing offers Bing Webmaster Tools.

But, given that Google currently accounts for over 88% of the global market share of search engines (the latest data say that in Serbia that percentage is even higher, 95%), it probably makes sense to start with Search Console.

How to get started with Google Search Console (GSC)?

To use Google Search Console (GSC), you must first verify your website to prove that you own or manage it.

This is to prevent other people from accessing business sensitive data about your site or possibly making changes that could affect its presence in Google searches. We will briefly explain how to start your journey with Google Search Console.

Let’s go:

Website verification

Google offers several methods to complete the verification. The method you will choose depends on your technical skills and the level of access you have to your site.

You will also need a free Gmail account, but we believe you already have one.

Verification process

1. Idi na Google Search Console.

2. Klikni na plavo dugme "Start now" (Počni sada).

3. Prijavi se na svoj Google nalog (ili kreiraj nalog) kada ti bude zatraženo.

4. Videćeš ekran sa porukom "Welcome to Google Search Console" (Dobrodošli u Google Search Console).

(If you are already signed in to your Google account, you will skip the second and third steps.)

Website verifications in Google Search Console

On the “Welcome to Google Search Console” screen, you first select the type of property you want to verify: Domain or URL prefix. This determines the available verification methods.

Choice of asset type

  • Domain is more powerful because it shows you how Google sees your URLs through different subdomains and protocols (HTTP or HTTPS).

    For example, if you verify the example.com domain, you will be able to access data for the http://example.com, https://example.com, and https://subdomain.example.com pages.

  • The URL prefix limits it to one domain and protocol. If you verify the https://example.com prefix, you will not be able to access data for URLs starting with http://example.com or https://subdomain.example.com.

    However, nothing prevents you from verifying multiple URL prefixes. This can be a useful way to manage access if you have colleagues or partners working on a specific subdomain.

Google Search Console verification methods

For Domain, the only available verification method is DNS verification. This involves adding records to your DNS configuration.

Depending on your settings, you may need to do this through a domain provider like DreamWeb or a Page builder like Divi or Elementor.

If the person in charge of SEO is not responsible for (or does not have access to) DNS configuration, access via URL prefixes may be simpler.

For the URL prefix, you have several options for verification (in addition to DNS access):

  • Placing an HTML file on your site (Google’s recommended approach)

  • Adding a meta tag to the home page of the site

  • Using Google Analytics 4 accounts

  • Using a Google Tag Manager account (excellent method, recommended)

A few tips for verification

Maybe you’re not sure how to upload an HTML file or add a meta tag (a meta tag, a small piece of information about your site, something like a label).

If so, it is worth checking whether your platform, CMS or Page builder offers tools to facilitate this process. For example, Divi and Elementor have a site verification manager where you can paste a meta tag and it will automatically be added to your site.

Regardless of the verification method you choose, remember that you must leave it in the same place even after verification.

For example, if you set a meta tag, removing that tag will later take away your access to your Google Search Console account.

For this reason, it is wise to verify your site with several methods, just in case (if you can and if you can).

Definicije metrika u Google Search Console

After you verify your website, it may take some time (perhaps a day or two) until the data becomes available in Google Search Console. So, if you don’t see useful information right away, there’s no need to worry. Be patient!

If your website is brand new, there may not be any performance data at first. But don’t worry, this will correct itself over time as you create more content that Google can index.

While you’re waiting, it’s a good idea to familiarize yourself with the most common results you’ll see in Google Search Console (GSC).

What are the key metrics in Google Search Console?

1. Total views: The number of times a page from your site appeared in organic (unpaid) search results on Google.

2. Total clicks: The number of clicks to your page from the Google search results page.

3. Average click-through rate (CTR): Average click-through rate, calculated as clicks / views x 100 (eg if you get one click per 100 views, your CTR is 1%).

4. Average position: Your average position in the organic search results on Google, where “1” means the first or top result.

The lower is the number, the better is the result.

Google Search Console je ključan alat za SEO. Naučite kako postići bolje rangiranje, identifikaciju ključnih reči i tehničku optimizaciju

Status of individual pages (URLs) on your site

Google Search Console also provides information about the status of individual pages on your site.

There are three main steps your pages go through:

1. Discovery: Google is aware of your page, perhaps through the sitemap or through a link from another page.

2. Indexing: Google’s bot accessed the page and tried to read its content.

3. Indexed: Google has added the page to its index, which means it can choose to show it as part of the search results.

It is possible for certain URLs to be discovered but not indexed or indexed but not displayed. For that, there are follow/nofollow and /index/no index options that you can suggest to Google yourself. This is especially important with large pages.

If your site is relatively small, don’t pay attention to this.

One of the main uses of GSC is actually identifying when this is happening and why it is happening.

Svežina podataka u Google Search Console

Before we move on to specific reports from Google Search Console, let’s talk a little about data freshness. How fresh is the data in GSC?

For all Google Search Console reports, data is usually available after 48 hours. So, if you visit GSC on Wednesday, the most accurate data available to you will probably be Monday’s data.

The latest data are also probably provisional and subject to minor change. You can tell if this is the case by moving your mouse over the data point on the graph.

You may see a message that says: “Fresh data – usually replaced by final data in a few days.”

Overview of Google Search Console features

Knowing other Google tools certainly helps when it comes to navigating GSC. Google Search Console, like GA4 or Google Ad Manager, consists of numerous reports, all of which are accessible through the vertical menu on the left side of the screen.

Key GSC reports are grouped into four basic sections:

1. Performance

2. Indexing

3. Experience

4. Improvements

Some reports become available only when your site meets certain conditions. So you don’t need to worry if your GSC doesn’t have exactly the same reports as someone else’s or if the reports you have are in a slightly different order.

At the top of the main menu is a drop-down menu that displays the currently selected option.

If you have multiple accounts in Google Search Console, you can use this menu to switch between them.

There is also an “Add account” option if you want to go through the verification process for another domain or URL prefix.

Main overview of the GSC control panel

When you open Google Search Console, first look at the report named overview. It gives you key metrics for GSC’s four main reporting sections (performance, indexing, experience and improvements).

For example, the performance section of the review shows you the number of clicks from organic search, while the indexing shows the number of pages indexed (and equally important, unindexed).

In addition to the main figures, each section of the Overview contains one or more graphs that show how your site performed during the previous three months.

The idea is that you can quickly notice any unexpected changes in performance and then click on the relevant section of the report in Google Search Console to investigate further.

Performance reports in Google Search Console

One of the specifics of Google Search Console is that the most important section may be performance, but you may not see this section at all in your GSC menu. The two reports in this section, Discover and Google News, appear only if your website reaches the minimum number of views in these Google services.

If you don’t have access to either of these reports, GSC moves (and renames) a third report, the one that covers search performance.

This means that you can find the search performance report in the menu right after the preview.

Alternatively, you can find it in a special performance section where it will be called “Search results”.

Izveštaj orezultatima pretrage

The search performance report (no matter what it’s called in your GSC) provides you with the data you need to understand how your content is “performing” on Google and how you can optimize that content.

In fact, it shows a table of all the searches for which your site ranks. In other words, the keywords and phrases that users enter into Google, and for which your site appears in the search results.

Overview of searches

The search performance report shows a table of the most important searches along with the number of clicks and impressions generated for each.

By default, two of the four key metrics are selected (for example, total clicks and total impressions), but you can click on the other two (average CTR and average position) to add them to the table and graph on this page.

The tabs above the table allow you to switch from the list of the most important searches to the list of the most important pages.

Overview of searches for a specific page

If you want to see searches for a specific page, you can:

1. Click on the PAGES tab

2. Click on the page that interests you

3. Return to the INQUIRIES tab

When you do this, GSC will add a filter to the report that limits the results to only the selected page.

If you want to remove or change this filter, look for it at the very top of the report.

Search types

In this section there is also a filter for changing the type of search. If you want to know how your website is displayed in Google Images or Google News, this is the place to see it.

Comparing time periods in GSC

By default, the search results report shows data from the last three months (same as the overview). However, this can be changed using the time period filter or use the “Compare” option to compare one period to another.

This can be very useful if your business is seasonal.

For example, a retailer selling Christmas gifts expects relevant search phrases to have high volumes in the fourth quarter, but low volumes in the second quarter.

Overview of search data

If you want to systematically review your search data, you can export it to Google Sheets or download it as an Excel or ZIP CSV file. You can do this by clicking the “EXPORT” button in the upper right corner of the report and selecting the desired option.

This will give you up to a thousand rows of data in a table, which you can sort and filter however you want and potentially integrate into a keyword research plan or SEO report.

Report on Discover

In addition to the search results report, you can also access the Discover report.

This report follows the same format, but is entirely focused on Google Discover results.

News report

The third and last report that you can see in the performance section refers to Google News. In fact, it does not cover all news traffic. Instead, it focuses only on traffic from news.google.com and the Google News app on Android and iOS.

If you want to see traffic from the “News” tab in Google Search, you’ll find it in the main search performance report by adding the filter Search Type = News.

Access to Discover reports and news

Interestingly, you can still access Google Discover and News reports in GSC even if they don’t appear in your menu.

Go to:

Then, select an account from the drop-down menu if prompted.

URL Inspection

If you are concerned about a certain page on your site and want to check whether it has been discovered, indexed and displayed, it is best to use the URL inspection tool in Google Search Console.

Here’s how to use the URL inspector:

1. Paste the URL into the search bar at the top of the page.

2. Click on “Page indexing” to see all the details about page indexing.

This tool can show you when Google last indexed the page and allow you to request re-indexing if changes have been made.

URL Inspection – Key information

  • Last indexed date: Useful for tracking new or updated pages.

  • Indexing request: Option to quickly update pages in Google searches.

URL Inspection: Example

If you see partial URLs in your GSC reports, use the URL Inspection tool to find out where Google is getting those URLs from. For example, you may find that the problem comes from some code that contains part of the URL.

Page indexing report

The URL Inspection tool is useful for troubleshooting issues on individual pages, but the Page Indexing report provides an overview of issues that affect groups of pages or the entire site.

Main information in the report:

  • Number of pages indexed: Shows how many pages are indexed and how many are not.

  • Reasons for not indexing: Details why certain pages were not indexed (eg 404 errors, duplicates without a canonical URL).

Example problem:

  • 404 error: Page not found on the server. The solution is to set a redirect, for example 301 or solve a technical problem.

  • Duplicate without canonical URL: Google sees this page as a duplicate of another page. The solution is to add a canonical tag.

Izveštaj o mapama sajta uGoogle Search Console

The sitemap report allows you to submit an XML sitemap and monitor its status.

How to use the sitemap report?

1. Generate an XML site map via a platform or site plugin.

2. Enter the URL of the site folder in GSC and click on “Submit”.

Overview of the status of the site map:

  • Last read: Date when Google last read the sitemap.

  • Number of discovered pages: The number of pages that Google discovered through the sitemap.

Example problem:

If Google does not “see” your URLs, check if there is a problem with the sitemap. For example, it may happen that the sitemap contains an HTML page instead of XML format.

User experience reports

User experience reports in Google Search Console (GSC) provide an overview of the user experience on your site, which is crucial for SEO. Google evaluates user experience metrics for individual URLs on your site and uses them as a ranking factor in Google searches.

Site experience report

This report shows how “good” your URLs are according to Core Web Vitals and mobile usability. If the page meets both criteria and uses HTTPS, Google considers it “good”.

Google Search Console je ključan alat za SEO. Naučite kako postići bolje rangiranje, identifikaciju ključnih reči i tehničku optimizaciju

Title

CoreWeb Vitals

Core Web Vitals measure user experience through three key factors:

  • Content (LCP): How long it takes to load the main content of the page.

  • Latency (FID): The time between the user’s interaction with the page and the browser’s response. This will be replaced by the Interactions to Next Impression (INP) metric in March 2024.

  • Stability (CLS): A measure of the page’s visual stability.

Mobile usability and HTTPS

  • Mobile Usability: Shows how many and which pages are not adapted for mobile devices. Very important if you plan to break into the first page of a Google search.

  • HTTPS Report: Shows how many of your URLs use HTTPS. HTTPS is better for user security and SEO. Today, this is mandatory for every website.

Improvements

The “Improvements” section refers to site functions that use structured data such as breadcrumbs, for example.

What is structured data?

Structured data is a standardized format for providing information about a page.

They help Google understand the page in more detail, which can lead to display in enhanced search results (rich snippets).

Checking of structured data

GSC will flag any errors in the implementation of structured data. For example, you can see that the “description” field is missing in the structured data for the video.

Link report

The link report in GSC shows:

  • External links: Pages with the most links from other sites.

  • Internal links: The pages with the most links from your site.

  • The best linked sites: Sites that link to you the most.

  • The best linked text: The most frequently used anchor text in backlinks.

These reports do not show historical data or changes over time, but they provide valuable information about your site’s link structure.

Indexing statistics report

The Crawl Stats report is hidden in GSC and is only available for master account levels.

To get to it:

1. Click on “Settings” in the main menu.

2. Scroll to the “Crawling” section.

3. Click on “OPEN REPORT”.

This report shows the history of Google’s indexing of your site.

Number of indexing requests, average server response time, server responses, and the like. It is intended for advanced users with large sites who need to think about their indexing budget.

Indexing optimization

If your site has less than a thousand pages, you probably won’t need this report. But owners of large sites can use this report to optimize their indexing budget and troubleshoot problems such as server errors or slow responses.

Connecting GSC to Google Analytics 4

By connecting GSC to GA4 you can unlock new reports in GA4 and see GSC metrics along with GA4 metrics.

In order to link the GSC account with GA4, the following should be done:

1. Follow the steps in Analytics Help.

2. Publish reports in GA4:

    • Click on “Reports”.

    • Click on “Library”.

    • Find the “Search Console” collection.

    • Click on the menu icon (three dots) for this collection.

    • Select “Publish”.

After publication, you will see new reports in the GA4 menu, namely Queries and Google Organic Search Traffic.

  • Queries: Shows organic searches, clicks, views, CTR and average search position.

  • Google Organic Search Traffic: Displays landing pages with key GSC and GA4 metrics.

Alternative analytics tools

If you use another analytics tool besides GA4, check if it can be integrated with GSC.

For example, Piwik Pro and Plausible Analytics offer this capability. However, you will not get better and more precise results than on Google Search Console.

Conclusion: Google Search Console is your guide to better SEO

SmartThink web agencija

SmartThink web agency

Google Search Console (GSC) is a tool that can significantly improve your SEO efforts.

Although it is not necessary for your content to rank in search and for your site to receive organic traffic from Google, using GSC allows you to work with a clear direction and goal.

There is no better way to get an overview of how Google sees your website and what problems you might have.

Why is GSC important?

1. Performance overview: GSC provides you with a detailed overview of your site’s performance in searches. You can find out for which keywords your content ranks, how many clicks and views you get and what is the average position of your pages.

2. Problem identification: The tool allows you to identify technical problems that can slow down your SEO efforts, such as 404 errors, indexing problems, or incorrect redirects. GSC allows you to react quickly and solve these problems.

3. Communication with Google: In addition to reports, Google Search Console is a valuable tool for communication with Google. You can submit a sitemap to make it easier for Google to find and index your content. You can also request re-indexing of the page after making significant changes.

4. Increasing efficiency: Whether you are a beginner in the SEO world or a professional with years of experience, Google Search Console can help you increase your efficiency. Its working environment and capabilities allow you to quickly get relevant information and make the right decisions.

Advantages of using GSC

  • Free and accessible: Google Search Console is a completely free tool available to anyone who owns or manages a website. Regardless of the size of your site or the level of technical knowledge, you can take advantage of the advantages that this tool offers.

  • Easy start: If you’re new to SEO, Google Search Console is a great place to start. It provides you with all the basic information you need to understand how your website and pages are listed in searches.

  • Advanced functionalities: For experienced SEO professionals, Google Search Console offers advanced functionalities and detailed reports that can help fine-tune strategies and site optimization.

How to get started with GSC?

1. Verify your website: The first step is to verify your website in GSC. This will give you access to all tools and reports.

2. Explore reports: View reports on performance, indexing, user experience and improvements. Find out the areas that require attention and optimization.

3. Submit a sitemap: Make it easier for Google to find your content by submitting a sitemap.

4. Monitor changes: Check Google Search Console regularly for new alerts and reports so you can quickly react to any issues.

Google Search Console is an indispensable tool for anyone who wants to improve their SEO efforts and increase organic traffic.

It’s free, easily accessible, and provides invaluable insights into your website’s performance.

Regardless of your level of experience, Google Search Console can help you better understand how Google sees your site and identify and solve problems that may be slowing you down.

Install Google Search Console with SmartThink

Do you want your site to become more visible on Google?

With Google Search Console, you can monitor your website’s performance, identify problems, and optimize your content for better rankings.

But setting up and using this tool can be complicated without professional help.

Why SmartThink?

Our digital marketing agency SmartThink specializes, among other things, in installing and optimizing Google Search Console for all types of websites.

Here’s why you should hire us:

  • Expertise: Our team has many years of experience in SEO optimization and digital marketing.

  • Full support: From initial installation to regular monitoring and reporting, we provide you with full support.

  • Results: Our expertise guarantees that you will see improvements in rankings and organic traffic.

Contact us!

Don’t wait for your website to go unnoticed. Contact us today and let us help you take full advantage of Google Search Console.

You can contact us in the following way:

With SmartThink, your digital strategy will be on the way to success!