You’ve probably noticed in the acquisition tab of Google Analytics that your blog or website gets traffic from Organic Search. It is also possible to see what words and phrases people searched when they found your blog + what pages they landed on.
In order to see search keywords, you need to connect your Google Webmaster account with Google Analytics. If you haven’t set up a Google Webmaster account, do that first. (You should also check out my other post about Google Webmaster)
Special thanks to Nicole of Mendez Manor for letting me use her screenshots!
Displaying keywords in Google Analytics
From your Google Analytics dashboard navigate to Acquisition > Search Engine Optimization. If you do not have Webmaster Tools enabled yet, you will only see this:
To enable click the Set up Wembaster Tools data sharing button.
This will bring you to the settings page in your admin tab. Scroll down to the bottom where it says Webmaster Tools Settings. Click the edit button.
Select the site you wish to link with your Google Analytics account and hit Save.
Now when you go to Search Engine Optimization tab you will be able to see the keywords people are searching to find your blog (Google calls them Queries).
Utilizing the Search Engine Optimization tab in Google Analytics
Queries in Google Analytics
There are 5 columns in the Google Analytics Queries tab:
- Query: The words or phrased people search for in Google.
- Impression: The number of times your blog shows up in search results when that particular search is made
- Clicks: The number of times your site was clicked on during the search.
- Average Position: The average ranking your blog shows up for that search.
- CTR: (click through rate) The percentage of clicks per impression for the search.
Sort by Impressions
By default, queries are sorted by the number of impressions each word/phrase receives. This tells you what phrases your blog shows up for in Google the most.
If your click through rate is low for high impressions (and the query is relevant to the post), try making adjustments to your title, meta title and description to make it more enticing to click on your site. Sometimes the CTR is low because your site really isn’t relevant to the query. You’ll be able to judge which search terms you want to focus on.
Sort by Clicks
I like to sort by clicks to see what search terms are bringing people to my blog. This will show you the subjects on your blog that are performing well for search engines.
Sort by Average Position
If you want to see which search terms you are ranking the highest for, sort by average position (1 is highest). Again, if people aren’t clicking on your site when you’re ranking high try making adjustments to your titles and meta title/description (called SEO title/description if you are using Yoast WP SEO pluign).
Query landing pages
The Landing Pages tab under Search Engine Optimization tells you which pages people clicked through your site. You can sort with the same sections as the query page. I find it interesting and helpful to see what pages my search traffic lands on.
Have fun discovering what people are searching for to find your blog! Use the knowledge to improve your titles and descriptions and to continue to produce content that ranks well on search engines.
What are people searching to find your blog?