Updated 13 October 2026 · B2B advisory and acquisition in Tunisia

Google Search Console: using data and AI to decide SEO actions

A decline in clicks may come from lost visibility, weaker demand or a change in searches that display your website. An improvement in average position may also accompany declining traffic. The overall figure is not enough to choose a correction.

Google Search Console helps examine searches, pages, countries and devices. AI can classify an export and prepare hypotheses. The decision then requires checking data, content and the commercial journey.

For a Tunisian B2B website, here is a method for moving from a commercial question to a verifiable analysis, then to an action list with URLs and checking criteria.

1. Which commercial question should you ask of the data?

Start with an offer and a difficulty: is the service page visible in Tunisia? Do visits come from searches matching the need? Was an article revision followed by changes in relevant searches?

Define URLs and relevance criteria before looking for a conclusion. A page may receive visits from students or a market you do not serve. These visits may have editorial value, but they do not demonstrate a contribution to local acquisition.

Keep an analysis sheet: Search Console property, period, search type, country, device if necessary, and page or query filters. If a filter changes between two observations, the comparison must be redone.

This analysis informs your SEO priorities for 2026. It should lead to pages to examine and decisions, rather than simply a trend summary.

2. How should you prepare a reliable comparison?

Use periods of equal length with a comparable distribution of weekdays. For seasonal activity, an annual comparison may complement the previous period. Note campaigns, website changes and known incidents.

Check data maturity. Search Console may show preliminary recent data. Analysis intended to decide a correction should state whether the period includes data still subject to change.

Export pages and queries with clicks, impressions, CTR and position. Do not assume every export covers exactly the same set: dimensions and aggregation affect totals.

Visible data may omit certain queries to protect privacy. Differences between totals and detailed rows should not be filled with invented values. Consult Google’s explanations when totals appear inconsistent.

3. What do the four indicators actually mean?

Overall CTR = total clicks ÷ total impressions × 100. Do not calculate overall CTR by taking the simple average of row percentages with different volumes.

Fictional example. One row receives 10 clicks from 100 impressions, or 10%. Another receives 10 clicks from 1,000 impressions, or 1%. The set’s CTR is 20 ÷ 1,100 × 100, approximately 1.82%. The simple average, 5.5%, does not represent this set.

Average position also depends on search composition. If new queries appear far from the top positions, the average may deteriorate while priority searches remain stable. Examine details before announcing a ranking loss.

4. Which tasks should you give AI?

AI can group queries by intent, identify an export’s largest changes and prepare a checking list. Ask it to retain original data and distinguish calculations, observations and hypotheses.

A usable instruction may take this form:

Analyse this export within its stated scope. Compare both periods by URL. Recalculate CTRs from clicks and impressions. Do not invent missing rows. For each change, state the figures, a hypothesis and the necessary check. Distinguish relevant commercial searches from others.

Verify important calculations in the export. Also check categories: a query may be informational while preparing a purchase. Automated classification requires business understanding.

Before sharing a file, choose necessary data and processing conditions appropriate to the company. A summary does not systematically require detailed information about other projects or clients.

5. How do you turn an observation into a correction?

Revise a title or meta description when content, intent and presentation justify the work. Low CTR does not, by itself, prove that the title is poor. The search engine may adapt displayed elements.

If several pages answer the same question, examine their content and canonical URLs before discussing internal competition. Two URLs appearing for a query do not automatically justify merging or redirecting them.

An in-depth SEO audit connects these observations with access, content and internal linking checks. The roadmap specifies approved corrections and hypotheses still open.

6. Example: a B2B page visible in the wrong market

Illustrative example. A company sells a service only in Tunisia. Its article receives impressions in France, but Tunisian data is weak. The overall average appears encouraging without demonstrating visibility in its market.

The analysis starts with countries and queries. The team then checks whether the page clearly explains the Tunisian context, answers local buyers’ questions and links to a service available in that market.

It may decide to improve the article with suitable decision criteria, then add a contextualised link to the offer. Our guide to GEO and AEO content helps organise these answers. No ranking gain is assumed before monitoring.

7. How should you track effects after a correction?

Retain the date, URL, change and objective. First verify the technical result: displayed content, links, metadata and contact. Observation in Google follows; a change saved on the website does not mean Google has already reprocessed it.

Use URL Inspection to examine the state known to Google. The live test describes current access; it does not guarantee indexing. A crawl request is not a promise of immediate processing.

Compare the same segments after a period appropriate to volume and the activity’s cycle. If several elements change simultaneously, avoid attributing the entire variation to one modification.

Finally connect observations with contacts actually received and qualified. Google’s AI features are included in Search Console’s Web data; this report does not automatically attribute a gain to GEO alone.

Is a URL without clicks useless?

It may help inform or prepare a decision. Examine its role, relevant impressions, links and visits before deciding to retain it, improve it or revise its objective.

Can AI determine the cause of a decline?

It can propose hypotheses from the data provided. The cause requires additional checks: indexing, incidents, market developments and content changes.

How often should you analyse?

Adapt frequency to website volume and ongoing actions. Technical checks may be immediate; a visibility review requires more perspective when data is scarce.