Search Console for SMEs in French-speaking Switzerland

For an SME in French-speaking Switzerland, Search Console allows you to understand how Internet users find the site in Google search. The aim is to identify useful pages, relevant queries and improvements to be tested. The research data must then be reconciled with the applications received: an increase in impressions does not alone demonstrate an increase in sales.

Search Console: Preparing a workable analysis

Check that you have access to the right property and that it covers the URLs of the site used by your customers. Select a period long enough to get a readable volume of data. For a small SME, a few days can give a very unstable picture: a monthly comparison, supplemented by a review of seasonality, will often be more useful.

Note the significant changes that have occurred during the period: publication of an article, modification of a service page, redesign or technical problem. This chronology helps to interpret the results without automatically assigning any variation to an SEO action.

Filter results for Switzerland

Choose the country in the performance report

In the search performance report, apply the country filter corresponding to Switzerland. Keep the same period and filters when comparing two results. This filter covers the country: it does not allow direct isolation of French-speaking Switzerland. A request in French is not sufficient to establish the precise location of the author.

Examine pages intended for your clients

To study your offer in French-speaking Switzerland, check the URLs of your pages in French and the relevant requests for your activity. If the site contains more than one language, a filter on the relevant pages may help to narrow down the analysis. Present this method as a selection of content, not as an exact measure of all romand visitors.

Read clicks, impressions and queries

• Clicks: they indicate access from the research results followed by the report. Compare their evolution with that of commercial applications, without confusing the two.
• Impressions: They allow us to observe the visibility of the pages. An increase may come from new requests that do not all match your future customers.
• CTR: click rate helps to spot the results displayed but few selected. Analyze it with the position, query type and page context.
• Medium position: It is an aggregate indicator. Avoid interpreting it as a fixed ranking valid for each Internet user.

Then check out the requests related to your offer. For a service SME, expressions that reveal a concrete need may be more useful than very general research. Reports do not necessarily return all requests: keep this limit in your balance sheets.

Transform observations into natural SEO actions

A page that receives relevant impressions but few clicks deserves a rereading of the title and description. Verify that they are clearly announcing the proposed service, content or response. A specific title must remain true to the page and avoid the promise of results that cannot be verified.

If a page attracts visitors but generates few requests, also look at the course: presentation of the offer, useful information, forms and display on mobile. Search Console describes the search; The analysis of the behaviour on the site requires further data, collected according to the visitor's consent choices.

For each action, note the relevant page, target, date and indicator. Change a limited set of points at a time to interpret the results. The effects of natural SEO are neither immediate nor guaranteed.

Monitoring progress without multiplying the tables

Prepare a simple review: changing clicks on priority pages, useful queries, requests received and technical anomalies. Compare comparable periods, taking into account leave, campaigns and changes in offer. For seasonal activities, a comparison with the same period of the previous year may complement the analysis.

A one-time drop does not always justify a redesign of content. First check the data volume, filters used and recent changes. If a decline persists, check page accessibility and index before changing many texts.

Conclusion: define your SME's priorities

Search Console helps your SME in Western Switzerland to choose improvements based on the requests and pages actually observed. Start with a limited analysis, document the boundaries of the geographic filter and bring the clicks closer to the applications received. Codexia can accompany you in a natural SEO audit and help you to define your site's priorities.

To frame the actions adapted to your site, consult our service of creation and redesign of websites or request a quote for your web project.