Google Search Console is a free tool that shows you exactly how Google sees your website. It tells you which keywords you are ranking for, which pages Google has indexed, whether Google is encountering errors on your site, and how many clicks you are receiving from search results. For funeral home owners who have never used it, setting it up takes about 15 minutes and immediately provides more actionable data than most paid marketing reports.
Why Search Console Matters More Than Google Analytics
Google Analytics tells you what happens after someone arrives on your website. Google Search Console tells you what happens before they arrive — what they searched, whether your site appeared, and whether they clicked. For SEO purposes, Search Console is the more important tool. It shows you the keywords you are ranking for on page 2 or 3 of Google — keywords where a small improvement in ranking would generate significant new traffic. These are your highest-leverage optimization opportunities.
Of search traffic goes to page 1 results
Page 2 keywords in Search Console are your fastest path to new traffic
The 15-Minute Setup Process
Step 1: Go to search.google.com/search-console and sign in with a Google account. Step 2: Click "Add property" and enter your website's domain. Step 3: Verify ownership — the easiest method is adding a DNS TXT record through your domain registrar, or uploading a verification file to your website. Step 4: Submit your sitemap. In the left sidebar, click "Sitemaps" and enter your sitemap URL (typically yourdomain.com/sitemap.xml). Step 5: Wait 48–72 hours for data to populate.
The Three Reports That Matter
Performance report: Shows your top queries (keywords), top pages, click-through rates, and average position. Sort by "Impressions" to find keywords where you appear but rarely get clicked — these are your CTR optimization opportunities. Coverage report: Shows which pages Google has indexed and which have errors. Any "Excluded" or "Error" pages need investigation. Core Web Vitals report: Shows your mobile and desktop performance scores. Any pages marked "Poor" are actively suppressed in rankings.
Key Takeaway