There have been so many times I’ve sat down to write a blog post and had no idea where to start. And when you’re a solopreneur or working with a small team, that moment can feel overwhelming—because there are a hundred directions you could go, and no one to tell you what’s right.

Sometimes we get writer’s block because we’re not excited about the topic. Other times, we’re deeply passionate about something, but we’re not sure it’s what our audience actually needs. And as much as I believe in creating intuitively (and I do), I’ve also learned that content that doesn’t connect won’t do much for your business.

Over the years, I’ve published all kinds of content—some of it very strategic, and some of it just from the heart. And I’m grateful for both. Because now I can look back and say, “What actually worked?” And more importantly, “Where are the gaps between what I’ve shared and where I want to grow?”

That’s where Google Search Console comes in. It gives you a framework for getting from where you are to where you want to be—by showing you what’s already working and what’s quietly being ignored. It’s a tool I’ve come to rely on (and love!), both in my own work and with my clients.

Recently, I noticed that a blog post I wrote about motherhood, where I also talked about miniature watercolor paintings, was driving a surprising amount of traffic. But when I looked at the data, I realized people weren’t searching for my motherhood story. They were searching for miniature watercolor paintings. And while I’m glad they found the post, I also realized: I could write something more focused to actually meet them where they are.

Google Search Console gives you the kind of insight that helps you get specific. It helps you make better creative decisions—whether you’re building a blog from scratch, refreshing a website, or supporting a client who already has data but isn’t sure how to act on it.

If I could go back and tell myself one thing about blogging and SEO, it would be this: You don’t need an audience of thousands to grow your business. You just need one person to find the right post at the right time.

Why Intuition Isn’t Enough (And Why That’s Okay)

For much of my business, I’ve followed what felt right in the moment. I believe there’s something powerful—and very necessary—about honoring that kind of intuition. But when you have a lot of ideas, it helps to filter them through a lens that aligns with your goals. That’s what data does. It gives your creativity a compass.

My First Use of GSC Was Purely Technical—Until It Became Strategic

I started using Google Search Console years ago to index client websites after launch—submitting sitemaps so Google could crawl the site. It was just a step in the process. But over time, the back end became easier to understand. The interface improved. And with the rise of AI and data interpretation tools, I realized something: This wasn’t just a back-end box to check. It was a strategy tool I hadn’t been fully using.

How to Use GSC to Work Smarter, Not Just More

This brings me back to the Pareto Principle—that 80% of your results come from 20% of your effort. When I applied this principle to my own business, I mapped my biggest wins against the actions I’d taken—and realized that a few pieces of content were driving most of the interest.

With Google Search Console, you can do the same thing. You can:

• See which pages are getting the most impressions
• Spot which keywords are bringing people in
• Identify where there’s opportunity to add or update content

This isn’t a guessing game. It’s a framework for clarity.

How to Use Google Search Console to Know What to Write Next

Let’s break it down. Once you’re logged into Google Search Console, you’ve connected and selected your site, here’s what to look for:

1. Go to the “Performance” tab
   This is where you’ll find data about the search terms (queries) that are leading people to your site, along with clicks, impressions, and average position.
2. Switch to the “Pages” tab
   Identify which blog posts or pages are getting the most visibility. These are usually your top performers—and worth updating or expanding.
3. Now go back to “Queries” and filter by your top-performing pages
   This tells you what search terms are bringing people to specific posts. Are they searching for something that’s only briefly mentioned? That’s a gap—and an opportunity.
4. Ask yourself: What’s missing?
   Are you ranking for terms you’ve never directly written about? That’s your cue to create a new post. Are there keywords related to your main offers that aren’t showing up at all? You may need to introduce those topics more intentionally.
5. Create supporting content
   Use what you find to write new posts that:
   • Go deeper into a topic people are already searching for
   • Clarify or expand on an idea that’s getting traction
   • Introduce a new angle that supports your offers

This process doesn’t require any fancy SEO tools—just your existing content and a little curiosity. And best of all, you’re not starting from scratch. You’re building from what’s already working.

What Happens When You Follow the Data?

For example, one of my posts about creating cohesion started gaining unexpected traction. That told me something important: there’s an audience out there I haven’t met yet—one that’s finding me through this topic. That insight helps me write more strategically, not just randomly.

You don’t need a huge network to grow. I’ve spent two decades building strong relationships offline. But when you’re ready to scale local and beyond, this is where your website content can do the heavy lifting for you.

This Isn’t Just About “Blogs” Either

One quick myth to bust: Website content isn’t limited to a traditional blog. You don’t even need a blog to benefit from this—any page on your site can serve your audience and boost visibility when it’s built with purpose.

Also, your blog doesn’t have to look like a blog. It can be a journal, a guide, a resource library, or even a simple collection of helpful thoughts. The point is to publish content you care about in a way that helps people find you. And that’s where we begin. You can build:

• A resource library
• An FAQ section
• A topic hub for your services
• A project archive with case studies

As long as it lives on your site and answers a real question someone’s searching for, it counts. You don’t even need to enable comments or worry about keeping up with them. Your content can work for you quietly, consistently, and intentionally.

Your Website Can Reflect Your Strategy, Not Just Your Services

You’re already doing the work. Whether you’ve got a small website, a single blog post, or a full archive, Google Search Console helps you see the patterns in your effort—and turn them into a path forward. It’s not about doing more. It’s about doing what works, and building from there.

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