Search Console setup: first the property, then the proof.

Search Console shows for free how Google sees your website: which search queries bring visitors, which pages are in the index and where technical problems lie. Setting it up is quick when two choices at the start are right: the property type and the way of verification.

Domain or URL prefix: which property fits?

When adding a site, Search Console asks for a decision. According to Google, a domain property bundles all protocols (http and https) and all subdomains under one name, such as example.com. A URL-prefix property, by contrast, applies only to the exact address entered, such as https://www.example.com/.

Our assessment: for most company websites the domain property is the more complete choice, because no variant of the address is overlooked. If you have no access to the DNS settings, for example because an agency manages them, the URL prefix is the practical route. Then enter it exactly as the site is reachable in the browser, with https and, if used, with www.

Verifying ownership: the five methods compared

1. 01
   DNS record

   Required for the domain property. At your domain provider you create a TXT or CNAME record. According to Google, manually created records can take two to three days.

2. 02
   HTML file

   URL prefix only. The given file sits unchanged in the root directory and must be reachable without logging in.

3. 03
   HTML tag

   URL prefix only. A meta tag named google-site-verification belongs in the head of the home page.

4. 04
   Google Analytics

   URL prefix only. The tracking snippet must be in the head; you need edit rights in the Analytics account and the same Google account.

5. 05
   Google Tag Manager

   URL prefix only. You need publish or admin rights for the container.

Important: file, tag or DNS record must not be removed even after successful verification, otherwise it becomes invalid. Google’s help therefore advises storing several methods. In a relaunch this is an obvious stumbling block, because the new website often no longer contains the file. More on preparing a move: Website relaunch: avoiding SEO losses

After verification: sitemap, access, first reports

Next, submit the sitemap in the report of the same name. This requires owner rights. First check that Googlebot can fetch the file without logging in. The status reads, in essence: success, has errors or could not be fetched. A submitted sitemap guarantees neither crawling nor inclusion in the index.

Assign access deliberately. Only owners can add or remove users. Users with full permission see all data and may, among other things, submit sitemaps, while restricted users can mostly only view data. For a service provider who is first to review, access without owner status is therefore enough. What matters when choosing one: Choosing an SEO provider: questions before the contract

1. 01
   Performance

   Shows how much traffic comes from Google Search, split by queries, pages and countries.

2. 02
   Indexing

   Lists pages with errors or exclusions; URL inspection shows the status of a single page.

3. 03
   Core Web Vitals:

   Rates page performance based on real usage data.

Google gives no fixed time until the reports are filled. You do not need to log in daily: according to the help page a look roughly once a month or after content changes is enough, and Google emails you about new problems. How to proceed when numbers fall: Fewer Google clicks: reading Search Console

Typical stumbling blocks during setup

1. 01
   Address variant forgotten

   A URL-prefix property for https://example.com does not automatically cover the www version. Enter the variant that is actually served, or choose the domain property.

2. 02
   Token removed during a move

   If the file or tag is deleted along with the old website, the verification loses validity. Recreate it on the new site.

3. 03
   DNS waiting time underestimated

   According to Google, manually created records take up to two or three days. Wait before recreating the record several times.

4. 04
   Too many owners

   Give the owner role only to people who need to manage users. Restricted or full user rights are enough for analysis.

Once setup is complete and an important page does not appear on Google, the step-by-step diagnosis of a single address helps: Page not indexed: checking the URL