Google has relaunched the “Insights” section in Search Console. The section doesn’t provide data unavailable in other reports, but it’s helpful for quick trends and items needing attention.
“Insights” shows just two organic search metrics: clicks and impressions.
Impressions are declining across most sites, presumably owing to Google’s dropping support for the &num=100 URL parameter, which eliminated many bot searches. Thus don’t be alarmed for declines.
“Insights” shows just two metrics: clicks and impressions in organic search results.
‘Your content’
The “Your content” pane shows pages with the most organic clicks, as well as those trending up or down compared to the previous period (7 days, 28 days, or 3 months).
I focus here on the pages whose clicks are trending down. Each URL is worth exploring. I start with those that lost 100% of clicks, as it could indicate a technical glitch. A quick use of the “URL inspection” tool will confirm indexation, or not.
Clicking a URL in the report produces the “Performance” section, which shows additional data.
Pages that lost 100% of clicks could have a technical glitch, requiring a quick “URL inspection” to confirm indexation.
‘Queries leading to your site’
This section shows click performance by query:
- “Top queries,” those that drove the most clicks during the reporting period.
- “Trending up” queries are those that had the largest percentage increase in clicks as compared to the previous period. (New pages include a notation “Previously 0.”)
- “Trending down” queries are the most critical, especially those that lost 100% of clicks.
Each of these tabs includes a “View more” link for metrics on additional pages.
For websites that rank for extensive search terms, the “Queries leading to your site” report may show groups of keywords.
Keep in mind that organic search results increasingly drive less traffic, mainly due to AI Overviews. Thus “trending down” queries are expected, requiring no fix typically, although 100% losses could mean deindexation, as confirmed by the URL inspection tool.
‘Additional traffic sources’
This section shows other Google properties that sent traffic. It’s a handy overview of channels to monitor and optimize. Common sources include:
- Image search
- Video search
- Google News
- Google Discover
Clicking each source displays the Performance section with details for that source, not overall. For example, a high position in “Image search” is for that channel only.
Google News and Discover sections show the top pages by clicks and impressions, but not queries.
In short, the revamped “Insights” report is useful for a quick status check of potential glitches requiring attention.