This was a Talking Web newsletter on 14 April 2026 - join the newsletter here.

Hi,

Hope you’re having a good week? We’re in the midst of, what feels like, the longest school Easter holiday in the history of the world. But we had a mini road trip last week to York which was very lovely – the hype about York is accurate.

Lots of new faces here this week – hi! 👋

A quick note…

Next Thursday (23rd April) at 2pm I’m doing a 1hr live Masterclass to walk you through the BIG changes that Google rolled out in March.

​Read more and grab your seat here >>​

Back to today’s agenda…

Last week’s “one thing to do” was to set up Google Search Console (GSC). If you haven’t got it set up yet, see if you can get it done this week and start collecting data.

Once you’ve got some data – do this…

(I wrote a blog post yesterday called 5 really useful things you can do with GSC data and this is one of my faves. Hop over to the post to read the others.)

Turn impressions into clicks

Sometimes in GSC, you’ll see pages getting loads of impressions, but hardly any clicks.

That’s not a ranking problem – that’s a conversion problem.

If you’re in this boat, you don’t need to rank higher to get more traffic – you just need more people to choose you from the results they see.

Look at the “Search results” graph in GSC (instructions with pics here), look for terms that are getting you high numbers of impressions, in the top 10 results on Google, but a really low CTR (click through rate). These are results that are showing in Google, but people just aren’t clicking on them.

Then:

  • Rewrite your page title so it’s more compelling – your title tag is typically (although not always) what Google shows as the heading of your search result.
  • Make your meta description actually sell the click – make it work harder at explaining why people really want what’s on that page!

Right – now I’ve got to crack on as I’ve got a busy morning of client catch up calls ahead of me.

Lisa

PS. Link to join the Google Core Update masterclass is here.

Lisa Freeman

​Web strategy and development​

​https://www.linkedin.com/in/lisafreemanweb​

​https://www.instagram.com/talking.web​