E-commerce
September 18, 2026
Are you wondering how to leverage underutilized SEO reports in Google Search Console to improve the visibility of your online store? The answer is simple: by exploring lesser-known sections like devices, images, and countries, you discover traffic opportunities that most merchants ignore. This data helps you adapt your content strategy and SEO technique without spending a penny.
However, simply skimming the usual reports is not enough. You need to know where to click and how to interpret the numbers to take concrete action. So, how do you exploit underutilized Search Console SEO reports? On the agenda:
Why are device reports essential for your SEO?
How to identify queries driving traffic from Google Images?
Which countries offer untapped e-commerce potential?
How to use this data to optimize your product pages?
What routine should you adopt to monitor these reports regularly?
Let's go.
Summary
Why are Search Console SEO reports underutilized?
Google Search Console (GSC) is a free and powerful tool for SEO, but most merchants limit themselves to the classic "Performance" section. They look at the most visited pages, the queries generating clicks, and traffic drops after a Google update. This is good, but insufficient.
In reality, GSC is packed with lesser-known reports that reveal valuable opportunities. For instance, data on devices, images, and countries are often ignored, even though they allow you to fine-tune your SEO strategy in a targeted way. By leveraging them, you can adapt your content, your images, and even your offering to specific segments of your audience.
Do not just settle for global figures. Dive into the details to discover trends that your competitors are overlooking. That is where the competitive advantage is hidden. By taking the time to explore these reports, you transform raw data into informed strategic decisions.
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How to analyze visitors by device in Search Console?
Smartphones have become the main tool for browsing and shopping, but every site has its own reality. Some e-commerce sites still receive more visitors on desktop than on mobile. To find out, use the "Performance" report in GSC.
In "Performance" > "Search results", click on "New" to create a filter. Select "Device", then the "Compare" tab. Apply "Desktop" vs. "Mobile". You will immediately see the breakdown of clicks and impressions by device type.
If your audience is mostly on desktop, focus your SEO efforts on the desktop experience. Conversely, if mobile dominates, make sure your site is perfectly optimized for small screens. This simple data can guide your design and content decisions. Don't forget to also check trends over several months to spot seasonal developments.
Which Search Console report reveals traffic from Google Images?
Google Images can be a significant source of traffic, but it is difficult to know which images are performing well. Fortunately, GSC offers a dedicated report. In "Performance" > "Search results", select "Search type: Image".
Next, click on the "Queries" column and sort by "Clicks". You will get the list of queries for which your images appear and generate clicks. This is a goldmine for understanding what users are looking for visually.
Use this data to optimize your images: alt text, format, size, etc. For example, if a query like "red dress" generates clicks, make sure your product images match this intent. Adjust your image strategy accordingly. Also, remember to check the click-through rate (CTR) for each image query, in order to identify those that need improvement.
How to identify the countries that generate traffic to your site?
Most English-language sites attract visitors from the United States, but other countries can offer strong e-commerce potential. To find out, use GSC's "Performance" report. Click on the "Country" column and sort by "Clicks".
You will see which countries send the most visitors. But go further: create a filter to identify visitors who translate search results into their language before accessing your site. This indicates a market where a localized version would be beneficial.
For example, if visitors from Indonesia consistently translate your pages, consider creating an Indonesian version or adapting your content for this audience. This data helps you prioritize your internationalization efforts. Also compare click-through and impression rates by country to identify markets with high growth potential.
How to use the device report to improve the mobile experience?
Once you know that the majority of your visitors are using mobile, it is time to act. The devices report gives you the exact breakdown, but also the trends. If mobile is growing, your site must be flawless on smartphones.
Check loading speed, text readability, button size, and ease of navigation. Test your purchase process on mobile. A slow or poorly designed site will drive customers away.
Use GSC data to justify technical investments. For example, if mobile generates 70% of your clicks, it makes sense to prioritize mobile optimization in your roadmap. This is a decision based on facts, not assumptions. Also, remember to regularly test your pages on different devices to ensure a seamless experience.
How to optimize your images using Search Console data?
The GSC images report shows you which queries trigger the display of your images. Use this information to improve your visual SEO. For each high-performing query, check that the image matches the search intent.
Optimize the alternative text (alt) with relevant descriptions including natural keywords. Choose the right file format (JPEG for photos, PNG for graphics) and compress the images so they do not slow down your site.
Also consider the context: a product image on a white background often works best for e-commerce. Test different variations and track performance in GSC. It is a continuous improvement cycle that can increase your organic traffic. Do not forget to use descriptive file names and add structured data for images if possible.
How to interpret country data for your e-commerce strategy?
Country data in GSC is not just statistics. It reveals market opportunities. If a country generates a lot of clicks but few conversions, there may be a language or shipping issue.
Conversely, a country with few clicks but a high conversion rate deserves your attention. Analyze these trends to decide where to invest: content translation, local advertising campaigns, or adapting payment methods.
The "Translated results" filter is particularly useful. It shows visitors who translate your pages before reading them. If this volume is high, a localized version could significantly improve the experience and sales. Also, examine the most viewed pages by country to adapt your offer accordingly.
What other Search Console reports deserve your attention?
Beyond devices, images, and countries, GSC offers other underutilized reports. For example, the "Queries" report with a "Position" filter can reveal page 2 keywords that are easy to improve. The "Pages" report shows URLs with impressions but few clicks.
The "Search Appearance" report indicates if your pages appear with rich snippets. The "Performance" data by date helps you spot seasonal trends.
Explore these reports regularly to identify optimization opportunities. Each report brings a piece of the SEO puzzle. By combining them, you get a complete view of your site's health. Also, remember to monitor coverage reports to detect any indexing errors.
How to create custom filters in Search Console?
Custom filters are essential to fully leverage GSC. In "Performance", click on "New" to create a filter. You can combine multiple dimensions: device, country, page, query, etc.
For example, create a filter to see mobile queries in France, or pages that generate impressions but few clicks. These filters allow you to isolate specific segments and analyze their performance.
Use the "Compare" tab to run a parallel comparison of two periods or two segments. This helps you measure the impact of your SEO actions. Filters are easy to configure and can be saved for recurring use. Feel free to create multiple filters for different objectives, such as tracking new pages or specific campaigns.
How can you integrate these reports into your monthly SEO routine?
To get the most out of these reports, integrate them into your SEO routine. Once a month, review the data on devices, images, and countries. Note any significant changes and emerging trends.
Create a dashboard with key indicators: mobile traffic share, top-performing image queries, growing countries. Track these metrics over time to evaluate the effectiveness of your optimizations.
Share these insights with your team to align efforts. For example, if image traffic is increasing, strengthen your visual content strategy. A regular routine allows you to react quickly to algorithm updates or changes in user behavior. Schedule more in-depth quarterly reviews to adjust your overall strategy.
How does Qstomy help leverage this SEO data for your store?
Qstomy, the Shopify AI agent, does not just improve conversion. It helps you understand your visitors and adapt your strategy. By analyzing traffic data, Qstomy can identify the most promising audience segments, such as those from Google Images or certain countries.
Thanks to its personalized recommendations, Qstomy guides you in optimizing your product pages, images, and content based on SEO reports. It alerts you to traffic opportunities you are overlooking, such as image queries or foreign markets.
Additionally, Qstomy improves the shopping experience: package tracking, product recommendations, cart management, and after-sales service. By combining SEO insights with an optimized customer experience, you maximize your chances of conversion. Over 100 merchants are already using Qstomy to boost their performance. Try it to discover how it can transform your data into concrete actions.
What checklist should you use to leverage Search Console SEO reports?
Here is a checklist so you don't forget anything:
Devices: compare mobile vs. desktop, adapt your design and your priorities.
Images: identify high-performing image queries, optimize alt text and format.
Countries: pinpoint emerging markets, consider localization.
Filters: create custom filters for targeted analyses.
Routine: schedule a monthly review of these reports.
In brief
Underutilized Search Console reports offer valuable insights for your e-commerce SEO. By analyzing devices, images, and countries, you uncover traffic and optimization opportunities. Integrate this data into your strategy to stay competitive.
FAQ
Why are device reports important? They show you whether your site is optimized for mobile or desktop, which influences user experience and SEO.
How do I know if my images are driving traffic? Use the "Performance" report with the "Search type: Image" filter and sort by clicks.
What should I do if a country generates a lot of clicks but few sales? Analyze the causes: language, shipping, payment. Consider a local adaptation.
To go further: E-commerce SEO Strategy for Category Pages - Qstomy, Which Domain Name to Choose for an E-commerce Site? - Qstomy, Which Free Website Builder to Choose for E-commerce? - Qstomy, Can You Use Wix for an E-commerce Site? - Qstomy, Optimizing an E-commerce Product Page: UX Best Practices - Qstomy, E-commerce Searchandising: Optimizing Internal Search with Customer Words - Qstomy, Using AI in Your SEO Strategy: Google Framework, Shopify Magic, and Governance - Qstomy.
Enzo
September 18, 2026
