Google Search Console: analyse and fix your indexing errors

Introduction to Google Search Console

‍

What is this tool and why is it essential?

Google Search Console (formerly "WebMaster Tools") is Google's standard SEO tool designed to understand a site's performance on Google's results page and the indexability of its pages. It is aimed at digital marketing professionals, agencies, businesses, and even beginners looking to improve their search engine rankings. Free and accessible, it centralises all the necessary information for managing visibility, detecting technical errors, and optimising editorial content.

‍

Its role in SEO and online visibility

The Search Console plays a key role in SEO strategy. It collects and analyses data from the interaction between your site and Google's index. It allows you to monitor performance, identify growth opportunities, fix indexing issues, and refine editorial strategies. With detailed reports, it provides a clear view of how Google perceives each page, enabling you to optimise visibility and stay competitive in the SERPs.

‍

History: from WebMaster Tools to today

Initially launched as "WebMaster Tools," the Search Console has evolved to include new features, a modernised interface, and enriched reporting: structured data management, security, Core Web Vitals, advanced sitemap management… Today, it stands as the central platform for managing all aspects of technical and editorial SEO.

‍

‍

Main advantages for a successful strategy

Using the Search Console offers numerous benefits:

• Quick detection and resolution of technical and indexing errors
• Precise tracking of SEO KPIs (impressions, clicks, CTR, average position)
• Identification of traffic variations and recommendations via insights
• Editorial content optimisation based on organic traffic data
• Partial automation of analysis through the API

It thus becomes the foundation of a data-driven approach focused on performance and continuous improvement.

‍

Statistics: analysing its impact on SEO

Data from the Search Console reveals key trends. According to Backlinko, 90.3% of reported queries generate 10 impressions or fewer. This indicates that most keywords for which a site ranks are long-tail keywords with low volume, or the site is not well ranked for those queries. Additionally, most queries result in a small number of clicks, averaging 25.1 clicks per query. Finally, 46.08% of clicks recorded in the Search Console pertain to hidden terms, complicating the complete analysis of organic traffic. These figures highlight that focusing on optimising a few high-potential queries is more effective than targeting a large number of underperforming keywords.

‍

‍

Account creation and configuration

‍

How to access the platform?

Access to the Search Console is via the official address: search.google.com/search-console. Simply log in with a Google account. From the dashboard, you can add properties (sites, subdomains) and manage multiple accounts to suit your organisation's needs.

‍

Steps for account creation and setup

Creating an account involves these steps:

• Log in with your Google account.
• Click "Start" and enter the URL to monitor.
• Select the property type: URL prefix (for a specific subdomain) or "Domain" (for all variants, including HTTP/HTTPS and subdomains).
• Proceed with the verification method suited to your access level and infrastructure.

‍

Validation and verification of ownership

Multiple methods are available to verify domain ownership. For more details on validation, see our dedicated article.

Configuring URLs and the robots.txt file

After validation, it is recommended to configure the robots.txt file to manage crawler activity, specify the location of your sitemaps, and prevent indexing of non-strategic pages using the noindex tag. An optimal configuration ensures better control of indexability and avoids duplicate content. To understand the importance of crawl settings, read our detailed article.

‍

Managing properties: steps and best practices

Once the property is verified, it appears in the dashboard. It is advisable to add multiple users with appropriate permissions, segment by subdomain or protocol if necessary, and allocate module access based on responsibilities. Proper management accelerates problem detection and facilitates teamwork.

‍

Performance Analysis

‍

Main KPIs: impressions, clicks, average position, and CTR

The main KPIs reported by the Search Console include:

• Number of impressions for a specific keyword, page, country, or device
• Number of clicks for a specific keyword, page, country, or device
• Average position for a specific keyword, page, country, or device. The average position helps understand the overall ranking of a page for all keywords driving traffic to it.
• Average CTR for a specific keyword, page, country, or device

‍

‍

The tool allows tracking the evolution of these KPIs over time. Filters can be applied to graphs based on various criteria like keywords, pages, URLs, countries, devices, etc. The average position helps understand the overall ranking of a page for all keywords driving traffic to it. For in-depth analysis, refer to our performance guide.

‍

Tracking performance over time

The platform enables the comparison of KPIs across different periods (day, week, month, year), facilitating the detection of trends, evaluation of optimisation impacts, and monitoring of seasonal performance variations.

‍

Advanced filters: keywords, pages, countries, and devices

The report’s granularity allows precise filtering of data based on various criteria, promoting a data-driven approach and prioritisation of high-impact actions.

‍

Insights: trends and recommended actions

Google Search Console automatically detects performance patterns, whether increasing or declining, highlighting URLs with significant changes. It is strongly recommended to analyse pages experiencing performance drops to identify and resolve issues. If no apparent reason is found, a competitive analysis is necessary. Key levers remain content quality and backlinks against competitors. For further insights, explore our section on Google Search Console insights.

‍

Practical examples: data before and after optimisation

Technical or editorial optimisation often leads to increased click-through rates and impressions on strategic keywords. Adding structured data or correcting technical errors usually results in greater visibility and better rankings.

‍

Managing Errors and Indexability

‍

Page index status

For a given page, the Search Console displays its index status in Google, and allows you to submit pages for indexing manually. This feature is recommended post-publication to save time, despite being labour-intensive. Information provided includes:

• Page indexation: whether the page is indexed or not, and reasons for non-indexation
• Improvements and experience: whether the page is served securely via HTTPS, whether structured data exists and its type

Beyond performance metrics, the Search Console also lists indexing issues for site pages. You can identify pages indexed by Google and those not indexed for reasons such as:

‍

Types of indexing issues

‍

• Server error (5xx): Pages returning a 5xx status code have encountered a server error, such as unresponsiveness or overload, preventing Google from accessing and indexing them.
  Solution: Address the server-side issues promptly with your IT team. Ensure all pages load correctly and consistently to maintain strong SEO performance.
• Redirect error: Redirect errors occur when Google encounters problems following a redirect, such as redirect loops, chains, or invalid destinations. This stops the page from being indexed.
  Solution: Audit and correct your redirects. Use direct 301 redirects where possible and avoid redirect loops or excessive redirect chains.
• URL blocked by robots.txt: The page is disallowed from crawling by your site's robots.txt file, so Google cannot access or index it.
  Solution: Review your robots.txt file and update it if the page should be indexed. Remove or adjust the relevant disallow rules to allow Googlebot access.
• URL marked ‘noindex’: The page contains a 'noindex' directive, instructing Google not to index it, so it will not appear in search results.
  Solution: If you want the page indexed, remove the 'noindex' tag from the page's source code and ensure it is accessible to Googlebot.
• Soft 404: A soft 404 occurs when a page appears to be missing (not found) but still returns a 200 (OK) status code instead of a 404. Google will not index such pages as they provide a poor user experience.
  Solution: Ensure that genuinely missing pages return a true 404 status code and provide helpful error messages or redirect users to a relevant page.
• Blocked due to unauthorised request (401): The page returns a 401 error, indicating it requires authentication or login. Google cannot access or index protected content.
  Solution: If the page should be publicly accessible and indexed, remove authentication requirements or relocate content that must remain private.
• Blocked due to access forbidden (403): The page returns a 403 error, meaning access is forbidden. Google cannot crawl or index the page due to permission restrictions.
  Solution: Adjust your server's access permissions to allow Googlebot access if the page should be indexed. Check for incorrectly configured .htaccess rules or security plugins.
• Not found (404): The page returns a 404 error, indicating it could not be found. These pages are not indexed and can negatively impact user experience and SEO.
  Solution: Redirect the URL to a relevant, existing page with a 301 redirect, and fix or remove links pointing to non-existent URLs.
• URL blocked due to other 4xx issue: The page returns a different 4xx error (such as 410 Gone or 407 Proxy Authentication Required), preventing it from being indexed by Google.
  Solution: Investigate and resolve the specific 4xx error. Restore the page if it should exist, or ensure proper redirects or status codes are used as needed.
• Blocked by ‘Page Removal Tool’: The page has been temporarily blocked from appearing in Google search results via the Google Search Console Page Removal Tool.
  Solution: If the removal was unintended, revoke the request in Search Console. If permanent removal is needed, ensure the page returns a 404 or 410 status or is noindexed.
• Crawled – Currently Not Indexed: Google has crawled the page but has not indexed it yet. This often happens due to insufficient content relevance, thin content, or the use of JavaScript to display text, making it harder for Google to analyse.
  Solution: Enhance the page content (text, structure, and value) and strengthen internal linking to improve its chances of being indexed by Google.
• Discovered – Currently Not Indexed: Google has found the page but not yet crawled or indexed it. This can be due to a lack of importance, low content quality, or limited internal links pointing to the page.
  Solution: Enrich the page with relevant content, optimise its structure, and improve internal links to boost its priority for crawling and indexation.
• Alternate page with proper canonical tag: Google has identified this page as a duplicate of another and follows the canonical tag to index only the preferred version. This is expected behaviour for canonicalised content.
  Solution: If this is not the intended outcome, review and adjust your canonical tags to define your preferred URL, and check for consistency in your canonicalisation strategy.
• Duplicate without user-selected canonical: Google has found duplicate pages but no canonical tag has been set, so it cannot determine which version to index.
  Solution: Add a canonical tag to the most relevant page to indicate to Google which version should be indexed.
• Duplicate, Google chose different canonical than user: A canonical tag is present, but Google has decided to index a different page as the canonical version, possibly due to content similarity or technical signals.
  Solution: Check the accuracy of your canonical tags, improve content uniqueness, and ensure the chosen canonical page provides the most value. Adjust as needed so Google follows your preferred version.

‍

‍

URL inspection and submission for indexing

The inspection tool verifies an URL’s indexation status and allows manual inclusion post-optimisation. This feature prioritises strategic and newly-optimised pages.

‍

Sitemap management and optimisation

‍

Efficient sitemap submission

Submitting XML sitemaps in the Search Console streamlines the indexing of important site pages. Best practice recommends resubmitting sitemaps following significant page additions. For effective sitemap management, see our guide on Google Search Console sitemaps.

‍

Linking to robots.txt

Specify the sitemap’s location in the robots.txt file to expedite Google crawler activity.

‍

Sitemap indexation statistics

Search Console reports the number of pages submitted and indexed via sitemaps. A high proportion of non-indexed pages may indicate quality, duplication, or crawl budget issues.

‍

Enhancements through structured data

‍

Types of structured data supported

Search Console displays structured data improvements in the “Enhancements” section. Categories include:

• Breadcrumbs
• Data sets
• Events
• FAQs
• Customer reviews
• Videos

‍

Breadcrumbs

Structured breadcrumb tagging enhances Google’s understanding of site hierarchy and enriches SERP display for optimal user experience.

‍

Data sets

Declaring data sets allows Google to highlight your content in specialised searches, ideal for sites with statistics or structured information.

‍

Events

“Event” tagging promotes your events in search results, boosting participation and generating qualified traffic.

‍

FAQs

FAQ schema integration encourages enriched answers in results, improving click-through rates.

‍

Customer reviews

Structured customer reviews display stars in search results, fostering trust and enhancing brand authority.

‍

Videos

Adding video schema tags improves local video indexation and Google visibility, provided they are hosted on your site.

‍

Studies: structured data’s impact on CTR

Numerous studies show that structured data presence (FAQs, reviews, breadcrumbs…) significantly boosts CTR and visibility in enriched results.

‍

Advanced features

‍

API: sitemap management and quotas

The API enables page indexability checks and sitemap management (submission, removal, listing). It is free but subject to usage quotas. Currently, automatic URL submission for indexing is not supported, limiting SEO automation.

‍

Core Web Vitals optimisation

Search Console assesses page speed performance (Core Web Vitals: LCP, FID, CLS) for desktop and mobile via PageSpeed Insights.

‍

HTTPS security verification

The tool flags unsecured pages and SSL issues, ensuring all pages are served via HTTPS—a vital factor for trust and rankings. For HTTPS insights, visit our guide.

‍

Managing outdated content

The “remove outdated content” feature is useful for removing irrelevant results post-hacking, rebranding, or strategic changes. Learn more about content removal.

‍

Backlink analysis and toxic link disavowal

Search Console identifies external sites linking to yours, enabling the disavowal of toxic links misaligned with your brand values.

‍

Internal link management and optimisation

Optimised internal linking enhances site crawling, boosts indexation, and improves strategic page visibility.

‍

Global targeting optimisation

Hreflang tags and geolocation management optimise site visibility internationally, addressing audiences by language or country.

‍

Advanced studies and case practices

API integration, automated reporting, and continuous technical optimisation deliver measurable efficiency gains, responsiveness, and organic growth.

‍

Difference between Google Search Console and Google Analytics

‍

Distinct roles of the tools

The difference between Search Console and Google Analytics is crucial: Search Console explains what happens on Google’s results page, while Google Analytics analyses site behaviour post-click. Search Console precedes Google Analytics in the user journey.

‍

Complementarity between platforms

Linking accounts enables data cross-referencing, optimising every conversion funnel step and providing a comprehensive digital journey overview.

‍

When to prioritise using Google Analytics

‍Google Analytics excels at analysing conversions, user journeys, traffic sources, and overall site performance.

‍

Comparative statistics: key takeaways

Search Console reports impressions and keywords, but a significant portion of clicks involves hidden terms. Analytics offers granular traffic analysis but cannot consistently link a query to a session, complicating SEO ROI measurement.

‍

‍

Limitations and constraints

‍

Data sampling issues

Sampling creates discrepancies between displayed totals and detailed sub-data sums, complicating precise analysis, particularly for high-traffic or multi-domain sites.

‍

Excessively long processing times for indexing corrections

Google's processing of indexing problem corrections takes several weeks, and there's nothing you can do about it. For example, with Incremys, 35 errors of type 404 were fixed on December 18th. One month later, Google had only processed 11 of these corrections and still had 24 "being processed." Such a lack of responsiveness is very disappointing for SEO professionals.

‍

API restrictions for automated indexation

The API does not allow URL submission for indexing, a highly requested feature among SEO professionals.

‍

Video and external content limitations

Video indexation excludes externally hosted content like YouTube or Vimeo videos.

‍

Quota-related restrictions

URL submission and API calls are subject to daily or monthly quotas, hindering management of large or frequently updated sites.

‍

Impact of limitations on SEO analysis

Linking Keyword → Impressions → Clicks → Sessions in Analytics is impossible, complicating SEO ROI calculations. The 2025 update introduced AI filters for data but failed to address priority user needs like reliability and automated indexing.

‍

Practical tips for optimal use

‍

Recommended report review frequency

Weekly report reviews are advised to quickly identify anomalies, monitor KPI trends, and react before performance drops affect traffic.

‍

Best practices and concrete examples

• Monitor reports to identify high-potential keywords (performance).
• Fix 404 errors immediately and implement necessary 301 redirects.
• Resubmit sitemaps post-mass page additions.
• Utilise the noindex tag to exclude non-strategic pages.
• Monitor 403 errors and adjust server permissions.
• Request removal of outdated content (remove outdated content) post-hacking or strategic repositioning.
• Analyse impressions to refine volume and optimisation strategies.

‍

Maximising strategies with available data

• Prioritise high-impact actions based on KPIs
• Optimise internal linking and editorial content
• Identify pages for rewriting or enrichment
• Spot emerging queries to create new content

For detailed guidance, explore the complete tool explanation.

‍

About Incremys

‍

Audit SEO 360° Module: comprehensive diagnosis

The Audit SEO 360° module consolidates all issues identified by Search Console (indexation, security, sitemaps…) and extends analysis to semantic and competitive aspects. It offers an exhaustive, actionable view for prioritising strategic optimisations. Discover more on Audit SEO 360° or check out the guide on how the Search Console works.

‍

Performance Reporting Module: simplifying data analysis

The Performance Reporting module aggregates all Search Console KPIs for visual, straightforward, and actionable tracking of impressions, clicks, positions, and URL trends. This approach simplifies decision-making, continuous SEO campaign optimisation, and automated team-wide reporting.

‍

Client case: measurable results

‍

‍

65% organic traffic growth in 6 months

The client case Jardindeco showcases the effectiveness of Incremys’ SEO 360° methodology. Since 2019, over 600 optimised contents have been created, averaging 250 contents annually. Between 2019 and 2021, monthly SEO traffic tripled, from 13,000 to 47,000 visitors. In just 6 months of support, Jardindeco achieved a 65% increase in organic traffic.

‍

Improved average position for strategic keywords

The number of keywords ranked on the first page quadrupled from June 2019 to June 2021, from 500 to 2,000 keywords. Strategic positions were achieved: “electric grill” reached Position 0, “brick barbecue” secured Top 3, and “summer kitchen” ranked at position 5.

‍

80% reduction in indexation errors

By using the Incremys platform, Jardindeco detected and corrected most indexation errors through data-driven prioritisation and technical audit features. Errors linked to internal linking or HTML implementation were reduced by 80%, ensuring a strong technical foundation and improved Google visibility.

‍

Detailed example: strategy and key steps

Following negative experiences with a SEO agency lacking tools and methodology, Jardindeco opted for Incremys. The platform enabled:

• Identification and prioritisation of impactful technical and semantic issues
• Site structure overhaul for optimal content hierarchy
• Editorial briefing assignments and production planning centralisation
• Team autonomy, halving or tripling information research time
• Saving over €5,000 in monthly SEA expenses through qualified SEO traffic growth

Charlène Montheil, SEO Manager at Jardindeco, shares: “Previously, we produced content without ROI due to technical site issues. With Incremys’ methodology and data-driven prioritisation, we have concrete evidence guiding our decisions to focus on what adds REAL value. The entire team gains time and autonomy!”

‍

FAQ

‍

How does Google Search Console work?

Google Search Console works by collecting information about how your site is indexed and perceived by Google. It analyzes impressions, clicks, average position, and CTR of your pages in Google results. The tool identifies indexing errors, technical issues, and provides recommendations to improve visibility. Through its detailed reports, you can track SEO performance in real-time and quickly identify areas for optimization.

‍

How can I access Google Search Console?

To access Google Search Console, visit search.google.com/search-console and sign in using your Google account credentials. Once logged in, you can add your website as a property by entering its URL and completing the required verification process. After successful verification, you will gain access to a comprehensive dashboard, allowing you to monitor site performance, review indexation status, and manage all technical and editorial aspects essential for maintaining visibility on Google.

‍

How do I set up Google Search Console?

To install Google Search Console, go to search.google.com/search-console, log in with a Google account, then add your site as a property. Choose the property type (URL prefix or Domain), then verify the property using one of the suggested methods (HTML file, HTML tag, Google Analytics, Google Tag Manager, or DNS record). Once verified, you can access all reports and configure tracking for your site.

‍

Why should I use Google Search Console?

Google Search Console is essential for any SEO strategy because it allows you to: monitor the visibility of your pages in Google search results, detect and resolve indexing errors, analyze keyword performance, optimize editorial content, submit sitemaps, track structured data, and improve user experience. It provides a clear, centralized view of your site's strengths and areas for improvement, and helps drive an effective, data-driven SEO approach.

‍

What does "Crawled – currently not indexed" mean?

Explanation: Google has crawled the page but has not indexed it yet. This often happens due to insufficient content relevance, thin content, or the use of JavaScript to display text, making it harder for Google to analyse.

Solution: Enhance the page content (text, structure, and value) and strengthen internal linking to improve its chances of being indexed by Google.

‍

What does "Discovered – currently not indexed" mean?

Explanation: Google has found the page but not yet crawled or indexed it. This can be due to a lack of importance, low content quality, or limited internal links pointing to the page.

Solution: Enrich the page with relevant content, optimise its structure, and improve internal links to boost its priority for crawling and indexation.

‍

What does "Server error (5xx)" mean?

Explanation: Pages returning a 5xx status code have encountered a server error, such as unresponsiveness or overload, preventing Google from accessing and indexing them.

Solution: Address the server-side issues promptly with your IT team. Ensure all pages load correctly and consistently to maintain strong SEO performance.

‍

What does "Redirect error" mean?

Explanation: Redirect errors occur when Google encounters problems following a redirect, such as redirect loops, chains, or invalid destinations. This stops the page from being indexed.

Solution: Audit and correct your redirects. Use direct 301 redirects where possible and avoid redirect loops or excessive redirect chains.

‍

What does "URL blocked by robots.txt" mean?

Explanation: The page is disallowed from crawling by your site's robots.txt file, so Google cannot access or index it.

Solution: Review your robots.txt file and update it if the page should be indexed. Remove or adjust the relevant disallow rules to allow Googlebot access.

‍

What does "URL marked 'noindex'" mean?

Explanation: The page contains a 'noindex' directive, instructing Google not to index it, so it will not appear in search results.

Solution: If you want the page indexed, remove the 'noindex' tag from the page's source code and ensure it is accessible to Googlebot.

‍

What does "Soft 404" mean?

Explanation: A soft 404 occurs when a page appears to be missing (not found) but still returns a 200 (OK) status code instead of a 404. Google will not index such pages as they provide a poor user experience.

Solution: Ensure that genuinely missing pages return a true 404 status code and provide helpful error messages or redirect users to a relevant page.

‍

What does "Blocked due to unauthorised request (401)" mean?

Explanation: The page returns a 401 error, indicating it requires authentication or login. Google cannot access or index protected content.

Solution: If the page should be publicly accessible and indexed, remove authentication requirements or relocate content that must remain private.

‍

What does "Blocked due to access forbidden (403)" mean?

Explanation: The page returns a 403 error, meaning access is forbidden. Google cannot crawl or index the page due to permission restrictions.

Solution: Adjust your server's access permissions to allow Googlebot access if the page should be indexed. Check for incorrectly configured .htaccess rules or security plugins.

‍

What does "Not found (404)" mean?

Explanation: The page returns a 404 error, indicating it could not be found. These pages are not indexed and can negatively impact user experience and SEO.

Solution: Redirect the URL to a relevant, existing page with a 301 redirect, and fix or remove links pointing to non-existent URLs.

‍

What does "URL blocked due to other 4xx issue" mean?

Explanation: The page returns a different 4xx error (such as 410 Gone or 407 Proxy Authentication Required), preventing it from being indexed by Google.

Solution: Investigate and resolve the specific 4xx error. Restore the page if it should exist, or ensure proper redirects or status codes are used as needed.

‍

What does "Blocked by 'Page Removal Tool'" mean?

Explanation: The page has been temporarily blocked from appearing in Google search results via the Google Search Console Page Removal Tool.

Solution: If the removal was unintended, revoke the request in Search Console. If permanent removal is needed, ensure the page returns a 404 or 410 status or is noindexed.

‍

What does "Alternate page with proper canonical tag" mean?

Explanation: Google has identified this page as a duplicate of another and follows the canonical tag to index only the preferred version. This is expected behaviour for canonicalised content.

Solution: If this is not the intended outcome, review and adjust your canonical tags to define your preferred URL, and check for consistency in your canonicalisation strategy.

‍

What does "Duplicate without user-selected canonical" mean?

Explanation: Google has found duplicate pages but no canonical tag has been set, so it cannot determine which version to index.

Solution: Add a canonical tag to the most relevant page to indicate to Google which version should be indexed.

‍

What does "Duplicate, Google chose different canonical than user" mean?

Explanation: A canonical tag is present, but Google has decided to index a different page as the canonical version, possibly due to content similarity or technical signals.

Solution: Check the accuracy of your canonical tags, improve content uniqueness, and ensure the chosen canonical page provides the most value. Adjust as needed so Google follows your preferred version.

‍

Conclusion

Search Console remains a cornerstone for managing site visibility, indexability, and performance. It flags improvement areas, supports continuous optimisation, and enables SEO strategy adjustments to maximise organic traffic in competitive environments. However, on its own, it is insufficient. As demonstrated by the Jardindeco case, combining GSC data, structured methodologies, and prioritisation tools transforms insights into measurable growth.