Understanding Google Search Console (and what to do with what you find)

Google Search Console: What the Numbers Actually Mean (and What to Do with Them)

You’ve set up Google Search Console (GSC) — great start. If you haven’t done it yet, read our previous email to know how to set up.

Now you’re faced with a dashboard full of graphs, filters, and SEO jargon.
Clicks. Impressions. CTR. Average position.

It’s useful — if you know what you’re looking at. So let’s unpack it.

Step 1: Understand the Core Metrics

These four are the foundation of every Search Console report:

1. Clicks

The number of times someone clicked your website after seeing it in Google search results. This is real traffic — people who chose your site over others.

2. Impressions

How many times has your page shown up in search results, whether it was clicked or not? If impressions are high but clicks are low, it’s a sign that your titles or descriptions aren’t compelling enough.

3. CTR (Click-Through Rate)

Your click-through rate is the number of people who click on your website on your search engine (probably Google). This is calculated by: Clicks ÷ Impressions.

A good CTR is usually around 3%–5% or more, depending on your sector and the type of search.

4. Average Position

Where your page ranked on Google, on average, for a specific search term that you’re aiming to rank for or that your website is showing for.

Position 1–3 is ideal. Position 10 is the bottom of page one. Anything over 20 is rarely seen.

Step 2: Use Filters to Find Insights

Once you understand what each metric is, which is shown in Google Search Console. In the Performance tab, try this:

• Set the date range to 3 months

• Click “+ NEW” to filter by page or query

• Sort by Impressions to see what people see but don’t click

• Sort by CTR to see which results get the most attention

• Check Pages to see which parts of your site get the most visibility

Step 3: Take Action Based on What You See

Now that you understand what the numbers in Google Search Console mean, the real value comes from what you do with them.

Data on its own doesn’t change anything — but when you interpret it correctly and act on it, it becomes a powerful tool to grow your charity’s visibility, reach the right audiences, and bring in more support for your mission.

Low CTR + High Impressions?

Improve your title and meta description. Make them more specific, emotionally engaging, and relevant to what the searcher wants.

Use active words like “Explore,” “Support,” “Discover,” “Join,” or “Help.”

Low Impressions + High CTR?

If you get this, you should add more keywords to your page. Ensure that you add keywords with both a higher volume and lower keyword difficulty. Google likes your content — now help it rank for more terms by expanding or clarifying the topic.

High Position + Low Clicks?

Is your page actually answering the search query? Check if the content is relevant and skimmable. Add headings, clear answers, and a strong call-to-action.

Important page not showing up at all?

Ensure that you’ve submitted the webpage manually. In Google Search Console, use the search bar at the top to paste in the URL and request indexing. However, remember that once you’ve done this, submitting this again won’t quicken up the process.

So, what’s next?

We’re building simple tools to make this process easier, which will soon include:

• A Meta Description Writer (to boost CTR without guessing)

• A Keyword Explorer for Charities

• And soon, Traffic Opportunity Reports based on your real GSC data

If you’re finding this useful, forward it to a colleague or friend in the charity space.
And if you’re not yet subscribed to VellumWorks Weekly, here’s your moment:

👉 Learn more about what we’re doing at VellumWorks and our tips to grow your charity: https://mail.vellumworks.com/subscribe — and let’s build something better, together.