- Search Console shows data directly from Google: clicks, impressions, indexing, load times from the perspective of real users and errors in markup.
- Since August 31, 2026, a dedicated report has shown all websites how often links to them appeared in AI Overviews and AI Mode. It only shows impressions.
- Since November 2025, a filter in the performance report has separated queries with and without your brand name.
- Search Console does not show revenue or inquiries. For that, we connect its data with your web analytics.
Google Search Console provides data on Google Search directly from Google. It shows which queries your pages appear for, which are missing from the index and where technical errors slow things down.
We analyze it in every SEO analysis. In this article, we show which reports we use and which decisions we derive from them. This includes the new AI search report that Google has shown all websites since August 31, 2026.
The property belongs to you, we work with user access
You create the property with your own Google account. We recommend a domain property. It covers all subdomains as well as http and https, with and without www. It is verified through a DNS record with your domain provider.
For individual sections such as /blog/ or a country folder, we also create URL-prefix properties . This allows the data of a section to be analyzed without filters and passed on to the colleagues responsible.
You give us user access. The property, data and access remain your property, even after the collaboration ends.
The performance report shows which queries bring visitors
The “Search results” report shows clicks, impressions, click-through rate and average position for up to 16 months. You can filter by query, page, country, device and date range and compare periods.
Since November 2025, a dedicated filter has separated queries with and without your brand name. According to Google, this includes spelling variants and searches for brand-related products and services. We look at non-brand queries first. They bring visitors who did not search for your name.
The report results in three work lists:
- Pages with many impressions and few clicks: revise the title and description in the search result.
- Queries just behind the first page: expand the content of the corresponding page.
- Pages with lost clicks: find the cause first, then make changes.
After every change to a page, we check how it develops
Even a content adjustment can cost a page visibility. At Prismm, after a text change, Google showed the landing page for table decorations only in the single digits per day.
We analyzed the cause and realigned the page to the questions of searchers. In the first 8 weeks after the relaunch, impressions in the organic search results rose by 450%.
How we proceed when rankings drop is described in our article on analyzing ranking losses.
The indexing report shows why a page is missing from Google
The “Pages” report shows which addresses are in the index and which are not, each with a reason. If the number of non-indexed pages suddenly rises, we look for the cause immediately.
With URL inspection, you can see for a single address whether it is in the index and which canonical address Google has chosen. You can also request indexing there.
Under Sitemaps, you submit your XML sitemaps. You can then filter the indexing report by individual sitemaps. How we build sitemaps for online shops is shown in our article on the XML sitemap in the online shop.
The Removals tool only hides pages temporarily. You remove a page permanently with noindex or by deleting it.
Crawl stats show what Google spends its time on in your website
Under “Settings” there are two reports we open in every technical review:
- Crawl stats: how often Google retrieves your website, with which server responses and with which availability issues.
- robots.txt report: which robots.txt files Google found, when they were last retrieved and which errors occurred.
At Shirtinator, thousands of design pages tied up the time Google spends on the website. We cleaned up pages that were no longer reachable and excluded sorting pages via robots.txt. The crawl rate rose by 19%, organic visibility by 28%.
Core Web Vitals show load time from the perspective of real users
The report is based on measurement data from real visitors, separated by mobile and desktop. It is based on three metrics: LCP for load time, INP for responsiveness and CLS for layout stability. Pages with too little user data do not appear.
The AI search report shows your appearances in AI Overviews
Since August 31, 2026, Search Console has shown all websites how often links to them appeared in AI Overviews and AI Mode in Google Search. How to read the report:
- Metric: It only shows impressions. It does not show clicks.
- Breakdown: by pages, countries, devices and date range. A filter separates text searches from searches with images, for example via Google Lens.
- Counting method: If two pages of your website appear in the same AI answer, this counts as one impression in the chart. The latest data is preliminary.
- Limits: Experiments from Search Labs are missing. With few AI impressions, the report may not appear.
There is a separate report for Discover. We put the pages with the most AI impressions next to the pages with the most clicks in the performance report. We check pages that often appear in AI answers but bring few clicks first.
For your pages to appear there, your website must be allowed for the AI features of Search. We recommend keeping this setting. How we get companies into AI answers is described on the GEO page.
The structured data reports show errors in markup
Under “Shopping” and “Enhancements”, Search Console shows for each type of structured data whether the markup is valid. For online shops, product snippets and merchant listings matter most. They concern information such as price, availability, shipping and returns in search.
Google has discontinued several displays. The sitelinks search box has not appeared since November 2024. Google has not shown FAQ results since May 7, 2026. The associated markup does no harm, but no longer produces an enhanced display.
In the “Security” section, Google reports hacked pages and violations of the spam policies. Google also notifies the property owners by email.
Search Console does not show revenue, so we connect it with your web analytics
Search Console ends at the click. Which visitors inquire or buy is in your web analytics. We combine both sources and measure inquiries and revenue from organic search per page or category.
Only then can you decide which page gets work first. How crawling and indexing work in detail is explained in our guide to crawling, indexing and ranking.
