Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.

Free Guide: The Inbound Marketer’s Guide to Search Engine Optimization

Download the Guide
Fill out the form to get your guide
Thank you! You have been subscribed.
... Inbound Marketing Search Engine Optimization
Close
The Inbound Marketer’s Guide to Search Engine Optimization

Free Guide:

The Inbound Marketer’s Guide to Search Engine Optimization
Read the Guide
The Inbound Marketer’s Guide to Search Engine Optimization
Free Search Engine Optimization Guide
View The Inbound Marketer’s Guide to Search Engine Optimization
The Inbound Marketer’s Guide to Search Engine Optimization

Free Guide:

Generate more traffic, leads, and sales with search engine optimization

In this free guide, you will learn:

  • What search engines are and who uses them.
  • What search engine optimization is and how it works.
  • Best practices for search engine optimization.

Google Search Console is Unifying Metrics to Make Gauging Performance Easier

By Iris Hearn

Iris Hearn also recommends this free guide, The Inbound Marketer’s Guide to Search Engine Optimization.

Google Search Console is Unifying Metrics to Make Gauging Performance Easier

Anyone in the digital marketing world has likely spent time in the Performance Report tool in Google Search Console.

For those of you who aren’t familiar with it, the Performance Report tool provides valuable insights on how specific URLs perform in Google search results; things like how frequently it appears, average positioning, click-through rate, and any other special features associated with the queries.

Free Guide: The Inbound Marketer’s Guide to Search Engine Optimization

If your website has separate mobile or AMP pages, however, it can be cumbersome to sift through multiple properties and reports to get an idea of how the page content is performing.

To combat this, Google recently announced a change to its tool that will ultimately help marketers get a better idea of overall site performance without all the work. It is assigning all metrics a single, canonical URL.

The Benefits of A Unified URL

This means that Google will unify several metrics for a single piece of content (like a blog with a desktop link, mobile link, or AMP link) under one single, Google-chosen canonical URL.

Having all data unified in this way is extremely beneficial, helping marketers get the full picture of specific content performance - enabling them to make more accurate data-driven decisions when it comes to new content, offers, or keywords.  

Google will roll out these updates starting April 10th. While this change offers many benefits, there is some important information marketers should take into consideration before April 10th so they’re prepared. `

What Marketers Should Expect

Although Google is flipping the switch in April, they noted on their blog that users will still be able to access both the new and old reports for the first few weeks.

This will help webmasters understand the difference between the reports and enable them to use them more effectively.

It’s important to note, however, that this is mainly a presentation change. All of the same data will be available, just condensed to one URL rather than several.

Google will also pre-populate unified historical data up to January 2018, providing more context behind your year-over-year performance.

Also, despite all data being unified under one single canonical URL, you will still be able to filter to see more specific things. So, you don’t have to worry about losing any data on how your desktop vs. mobile URLs is performing differently.

What Next?

In order to prepare, marketers should evaluate existing traffic reports created in Google Search Console, and see if any changes need to be made given the canonical URL change.

For example, if you have reports created that are already evaluating the multiple URLs, you’ll want to change them to represent only the new canonical URL to avoid seeing duplicates.

Although Google will still provide access to old reporting data for a limited time, marketers can also consider exporting old traffic reports they may want to revisit in its old format.

If you’re not sure what Google has chosen for the canonical URL of a given page, you can use the URL Inspection Tool to point you in the right direction!  

The Inbound Marketer’s Guide to Search Engine Optimization

Free Guide:

The Inbound Marketer’s Guide to Search Engine Optimization
Read the Guide
The Inbound Marketer’s Guide to Search Engine Optimization

Free Guide:

The Inbound Marketer’s Guide to Search Engine Optimization

Generate more traffic, leads, and sales with search engine optimization

In this free guide, you will learn:

  • What search engines are and who uses them.
  • What search engine optimization is and how it works.
  • Best practices for search engine optimization.

Topics:

Search Engine Optimization
Reporting & Performance
Published on February 12, 2019

Recent Articles

Video SEO: How To Optimize Videos To Drive Traffic to Your Website
May 9, 2022 • 8 min read
37 Eye-opening SEO Statistics To Nail Your 2022 Search Strategy
April 28, 2022 • 10 min read
10 Reasons Why Your Website Is Not Ranking In Google
February 10, 2022 • 15 min read
9 SEO Best Practices for Stronger Organic Traffic in 2022
November 18, 2021 • 12 min read
Google Shares New Tools to Audit Website User Experience
August 12, 2021 • 3 min read
Google: Website Content Quality More Important Than Quantity
August 10, 2021 • 3 min read
How Long Tail Keyword Research Can Drive Business
August 9, 2021 • 7 min read
How to Optimize Videos On Your Business Website for Search
July 23, 2021 • 4 min read
Google: 'Here's how to prepare for the future private web'
July 16, 2021 • 4 min read
Too many internal links in content can confuse Google about site structure
July 9, 2021 • 5 min read
Google July 2021 core update rolling out over next 2 weeks
July 2, 2021 • 4 min read
Inbound Marketing Help: My Traffic And Leads Are Down. What Can I Do?
June 28, 2021 • 5 min read
Finally, Google page experience core update is rolling out
June 18, 2021 • 3 min read
What is a Featured Snippet? [Definition + Examples]
June 10, 2021 • 4 min read
Google June 2021 core update live, July core update coming
June 4, 2021 • 3 min read
Google's June page experience core update will be mobile first, then desktop
May 21, 2021 • 3 min read
Google confirms demise of Q&A search feature, Question Hub lives on
April 26, 2021 • 1 min read
Big Google algorithm update moved to June with new performance report
April 21, 2021 • 4 min read
No, changing page publish dates won't increase Google search rankings
April 10, 2021 • 4 min read
Google: 'zero-click search' claims and data 'misleading'
April 5, 2021 • 6 min read
3 quick SEO fixes that will increase your website rankings right away
March 30, 2021 • 5 min read
10 Google Analytics metrics you absolutely must track (updated)
March 29, 2021 • 5 min read
Meet the new Google My Business review management view
March 20, 2021 • 2 min read
Google Ads help: Top 10 reasons your Google Ads campaigns are failing
March 10, 2021 • 10 min read
Google 'price drop' structured data for e-commerce can grab buyer eyes
March 9, 2021 • 2 min read