Leveraging Google Search Console for Local Search in Pennsylvania

Let’s be real. Local SEO can get messy. If your business isn’t showing up in local search results or your Google Business Profile feels invisible, it’s time for a smarter approach. 

As experts in marketing services in PA, we know that leveraging Google Search Console for local search in Pennsylvania helps you stop guessing and start making real progress.

With insights into local keywords, search rankings, and how nearby customers find you, GSC turns data into action. In this post, we’ll show you how to use it to improve your local SEO, strengthen your online presence, and connect with the right local audience.

Key Takeaways

• Google Search Console helps you understand how local customers are finding—and not finding—your business online.

• Simple actions like refining local keywords or updating your content can make a measurable impact on search performance.

• Instead of relying on guesswork, use real data from GSC to shape a smarter, more effective local SEO strategy.

Why Google Search Console Matters for Local Businesses in PA

Google Search Console (GSC) is a free tool that shows how your website performs in Google Search. 

It tracks the keywords people use to find your site, how often your pages appear, and where you rank in search results.

Whether you run a law firm, a medical practice, a real estate agency, or any other local business in Pennsylvania, GSC is one of the most valuable tools you can use to improve your local search visibility.

Here’s why it matters:

• See exactly which local keywords are driving traffic or falling flat

• Understand how your site shows up in local search results like “Lancaster PA dentists” or “coffee near me Pittsburgh”

• Get real data on clicks, impressions, and search engine rankings for your pages

• Identify content gaps and create more locally relevant content

• Track how updates to your site affect your local SEO rankings

Unlike Google Analytics, which focuses on what users do after they land on your site, GSC focuses on how they got there. Compared to paid tools like Ahrefs or SEMrush, GSC pulls its data directly from Google Search, making it more reliable for local SEO.

If your goal is to attract nearby customers, show up in Google Maps, and compete with other local businesses, GSC gives you the insights you need to take action that actually moves the needle.

Set Up and Verify Your Website in GSC

Before you can make the most of Google Search Console, you’ll need to set it up and prove that your website is yours. It’s a one-time task that unlocks all the insights you’ll need for smarter local SEO efforts. The setup process is straightforward, but there are a few choices to make right out of the gate.

Domain vs. URL-prefix: What’s the difference?

When adding your website to GSC, you’ll be asked to choose between a Domain property or a URL-prefix property.

• Domain property: Tracks everything under your domain, including all subdomains and both HTTP and HTTPS versions. It’s the best option for full-site tracking and ideal for businesses looking to monitor local search rankings across multiple versions of their site.

• URL-prefix property: Only tracks URLs with the specific prefix you enter. Great for simple setups, but easier to miss data if you have multiple site versions.

For most local businesses, a domain property offers a clearer picture of your online visibility, especially when you’re trying to reach local customers through various platforms and devices.

How to verify your site

Getting started with Google Search Console only takes a few minutes. Once your site is verified, you'll have access to the search data that can shape your entire local SEO strategy. Here’s how to get set up:

1. Go to Google Search Console

2. Click “Start now” and sign in with your Google account

3. Choose your preferred property type (domain or URL-prefix)

4. Follow the verification method suggested. For the Domain, add a DNS record through your domain registrar (like GoDaddy or Namecheap). For URL-prefix, you can verify using simpler methods like uploading an HTML file, adding an HTML tag, or connecting through Google Analytics or Tag Manager.

Pro tips for common platforms

If you're using a website builder, verifying your site might look a little different depending on the platform. Here are a few quick tips to make the process smoother:

• Squarespace: Use the HTML tag method via the settings panel under “Advanced” > “Code Injection”

• WordPress: Use a plugin like Yoast SEO or Rank Math to add the verification HTML tag to your site header

• Wix: Add the meta tag directly in your dashboard under SEO settings

Want more insight? Connect GSC to GA4

If you're already using Google Analytics 4, linking it with GSC is a smart move. This connection brings your search engine optimization and user behavior data together in one place. You’ll be able to:

• Track keyword rankings alongside bounce rates and conversions

• Understand how mobile users interact with search-driven traffic

• Compare search engine results with actual on-site engagement

Make the Performance Report Your New Best Friend

Once your site is verified, head straight to the Performance Report in Google Search Console. This is where you’ll get the real story of how your site shows up in Google search results, especially when tracking your local SEO efforts. 

You can find it by clicking on your site in the GSC dashboard, and then selecting Performance > Search Results from the left-hand menu.

Key metrics to watch

• Total clicks: The number of times people clicked through to your site from Google’s search results. This gives you a clear picture of what’s bringing local traffic to your site.

• Impressions: How often your site appeared in search results, even if no one clicked. If your impressions are high but clicks are low, it may be time to update your meta descriptions, review your local keywords, or rethink how your content connects with your target audience.

• Average CTR (Click-Through Rate): The percentage of impressions that turned into clicks. A low CTR could mean your title tags aren’t speaking to what your local customers are searching for.

• Average position: Where your page ranks on average for a given query. Positions 1–3 mean you’re dominating. If you’re hanging around spot 15, you’ve got some work to do with content optimization, maybe even building local backlinks or updating your Google Business Profile.

How often to check

Weekly check-ins work well for most local businesses. Look for spikes or drops in traffic, shifts in keyword rankings, or rising queries tied to local events or trending local search results.

Uncover Local Search Opportunities with Query Filters

Once you’ve got a handle on your Performance Report, it’s time to see how people are actually searching for businesses like yours. Google Search Console’s query filters, especially regex, help highlight local intent and surface search terms that matter.

With the right filters, you can find search queries tied to specific locations, local phrases, or services in demand. Instead of scrolling through a long list, you can zero in on what potential customers in your local market are looking for.

Try these simple regex filters

Want to see searches tied to your area? Try this regex:

(?i)\b(pittsburgh|philly|lancaster|pa|pennsylvania)\b

This will pull all queries that include those location-based terms, giving you a sense of where your local traffic is coming from and where you might need to improve your local search visibility.

You can also filter by intent with something like this:

(?i)\b(local|near me|nearby|best in)\b

That one’s great for identifying local searches that people use when they’re ready to act—think “best pizza near me” or “nearby car repair open now.”

How to use the data

Once you add these filters under Performance > Search Results, here’s how to make them work for you:

• Spot local intent: See what your local customers are searching for that you may not be targeting yet

• Fuel content ideas: Use filtered queries to plan Google Business Profile updates or locally relevant content

• Find new opportunities: Showed up for “emergency vet Harrisburg” but never advertised it? That’s a prompt to add it to your site or local listings

Turn Customer Questions into SEO Gold

Your potential customers are asking questions. Google Search Console can help you find them. 

With a quick regex filter, you can spot real search queries that start with words like what, how, or where. These are perfect for turning into useful content that helps your site show up in local search results.

Use regex to find question-based queries

In GSC, under Performance > Search Results, use this regex to filter:

(?i)\b(what|where|when|why|how|can|do|will|which)\b

This will surface searches like:

• “how much is HVAC repair in Pittsburgh”

• “where to find a notary near me”

• “what time does the bakery open in Lancaster”

Turn questions into content

Once you have these queries, use them to create content that answers real concerns:

• FAQ pages: Add common questions to your site to help with search engine optimization and user trust

• Blog topics: Turn seasonal or service-related questions into short, helpful posts

• Google Business Profile Q&A: Pre-load relevant questions with your answers to help local customers get quick info

Page-Level Insights: What’s Working and What Needs Help

Once you’ve reviewed search queries, check the Pages tab in Google Search Console to see which URLs are performing well and which ones need improvement. It gives you a clear view of what’s connecting with your local audience.

Find your top local pages

In the Performance report, switch to the Pages tab. You’ll see which URLs are getting clicks and impressions, helping you spot:

• Pages that bring in steady local traffic

• Content that ranks for important local keywords

• Underperforming pages that need better targeting or updates

If a page is doing well in search engine results but could still improve, that’s your opportunity to fine-tune it for more clicks and higher local search rankings.

Look for “striking distance” keywords

Some pages may show up on page two or the bottom of page one. These are often just one or two tweaks away from real traction. Look at queries tied to those URLs and ask:

• Can I add a specific location (like a neighborhood or town)?

• Would including terms like “open late,” “near campus,” or “weekend service” make the page more relevant to local consumers?

• Are we missing opportunities to include positive customer reviews or highlight local citations?

Even small content updates can move a page up the ranks and help you attract local customers who are actively searching for what you offer.

Refresh content with search terms that matter

If a page ranks for “family dentist near York, PA” but doesn’t mention York, add it. Seeing traffic for “pet-friendly rentals in Reading”? Make that clear on the page. This kind of search engine optimization helps align your content with what your target audience is already searching for.

UTM Tagging + GSC = GBP Performance Clarity

Your Google Business Profile (GBP) may be getting traffic, but do you actually know which links are working? 

UTM tagging paired with Google Search Console gives you that clarity. It’s one of the simplest ways to track how your GBP content impacts your local SEO and overall online visibility.

Track your GBP links with UTM tags

When adding links to your GBP, like in your website URL or posts, append UTM parameters to track them. For example:

?utm_source=google&utm_medium=organic&utm_campaign=gbp_post_june

In GSC, go to Performance > Pages and filter using this regex to see traffic tied to UTM-tagged URLs:

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\?(?:utm_source|utm_medium|utm_campaign|utm_term|utm_content)=[^&]+

This will isolate the traffic coming from your GBP links and help you evaluate what’s sending visitors to your local site.

What these insights reveal

Once filtered, this view tells you:

• Which GBP post or section (like “Updates” or “Products”) brought in clicks

• How well your call-to-actions are performing

• What kind of content draws attention in your local market

Real Talk: What to Expect from GSC and What Not to

Let’s set the record straight. Google Search Console is powerful, but it’s not a crystal ball. Local SEO is one of the most underrated tools out there, but only if you understand what it can and can’t do.

What GSC can do:

• Shows you how your local keywords perform over time

• Reveals which pages are doing the heavy lifting in your online presence

• Highlights terms that potential customers are using in local queries

• Uncovers page-level issues that could affect your local search rankings

• Gives you insight into search engine algorithms without needing to decode them

• Helps you fine-tune content to create more locally relevant content that connects with your local community

What GSC can’t do:

• Provide real-time keyword rankings

• Compare your data with competitors

• Show traffic from other search engines like Bing

• Track every post on your local blogs, social media groups, or directories

Why it’s still a must-have

Too many local SEO services overlook it. But when used well, GSC helps you respond to online reviews, connect with local influencers, and create content that gets your local sites in front of your target audience. 

It’s not fancy, but it works—and it’s free. For any successful SEO strategy, that’s hard to beat.

Tired of Guessing What’s Working? Let’s Fix That

If your content’s solid but local customers still aren’t finding you, the problem might be in the data you're not seeing. Many Pennsylvania businesses are doing all the right things but aren’t sure which efforts are actually driving traffic.

At LeaseMyMarketing, we turn guesswork into strategy. We’ve helped clients grow using insights from Google Search Console and smart, targeted content. But that’s just the start. From local SEO services and content marketing to websites and digital advertising, we connect the dots between what your audience is searching for and what your business delivers.

Want to know what’s really working? Let’s walk through your Search Console dashboard together. Schedule a free consult, and we’ll show you what’s next.

Conclusion

Google Search Console isn’t flashy, but it’s one of the most useful tools for improving local SEO. It shows how your site performs in search results, which local keywords are gaining traction, and what content needs a little more work.

If you’re not sure where to begin, start small. Apply a regex filter to see which searches include your town or “near me.” Use that info to update a page or refresh your Google Business Profile. One smart change at a time is all it takes to build a stronger online presence.

Your local audience is out there. Show up where they’re already searching.

Need help spotting what’s working (and what’s not)? Our guide on How to Do a Local SEO Audit for Your PA Business makes it easy to take that first step.

Frequently Asked Questions

How to use Google Search Console effectively?

Start by verifying your site, then head to the Performance Report to see which local keywords are bringing in traffic. 

Use filters to spot search terms tied to your area, update pages that are underperforming, and refresh content with relevant local keywords. A little regular maintenance goes a long way.

How do I rank my local search on Google?

Claim and complete your Google Business Profile, use local keywords naturally in your content, and make sure your site is mobile-friendly. 

Keep your citations consistent across local directories, and encourage satisfied customers to leave positive reviews. Consistency and relevance are your best friends.

What does the Google Search Console allow you to do?

It shows you how people find your site through Google, what they search for, and how your pages perform in search results. 

You can track keyword rankings, spot local queries, and find quick wins for your SEO strategy. It’s like a search engine performance report card—and it’s free.