How to Use Google Search Console for CRO Insights

Google Search Console is an SEO tool, right?

Hold my beer…

It’s actually a super valuable CRO insights tool too.

You can use it to understand what people expect to find.

Then check whether the page actually delivers on that expectation.

Here is the process…

Step 1: Pick one page Choose a page that gets a lot of organic traffic

• a collection page

• a PDP

• a landing page

Step 2: Open Search Console and filter by that page Go to Performance in Google Search Console.

Apply a Page filter for that exact URL.

Step 3: Export the data Export the query table as an Excel File or a Google Sheet

Now, on that sheet, navigate to the Queries tab.

This tab will include these columns:

• Query

• Clicks

• Impressions

• CTR

• Position

Step 4: Cluster the queries by intent If you want the LLM to do this for you

Copy the content or download the queries tab as a CSV.

Then paste or upload that CSV file into your preferred LLM (ChatGPT, Claude, Gemini, etc.).

And use this prompt:

Here is Google Search Console query data for one page. Group these queries into clear intent themes. Show the main themes first. For each theme, include example queries, total impressions, total clicks, average CTR, and average position. Then tell me what the dominant search intent terms are.

To reiterate: You are looking for repeated themes.

For example:

- Delivery
- Price
- Features
- Benefits
- Use case
- Problem-aware searches
- Jobs to be done searches
- Audience-specific searches

Step 5: Check whether the page leads with the main theme Once the LLM returns the answer, ask this follow-up question:

Does the page {insert url} clearly lead with the angle people are searching for?

To ensure the LLM has the context of your page, I recommend taking a screenshot of your product page and including it with the follow-up prompt.

Here is the gist of what you are trying to achieve.

If people are searching for things like:

• Waterproof

• Wide fit

• Gift set

• Next day delivery

• Sensitive skin

But the page barely mentions that angle, hides it too low, or leads with other generic content, that is your first CRO clue.

Step 6: Write these all out as insights, not the recommendation Do not jump straight to “test a new headline”.

Use this prompt to generate the detailed insights:

Based on this Google Search Console data, write 3 CRO-style insights only. Do not give recommendations yet. Focus on search intent, CTR weakness, query-to-page mismatch, and whether the page seems to support the dominant themes properly.

We looking for:
- message mismatch
- poor alignment between search intent and page angle
- query language you should surface more clearly
- intent shifts the page has not caught up with
- pages that rank for an angle they do not support strongly enough

Bonus: Feed the LLM this Insights Documentation Template with that last prompt.

Chat soon,

Peter