Even if you’re new to the world of search engine optimization, you’re probably familiar with keywords, which is one aspect of the optimization process. These search terms and phrases connect your readers to your content. You’re often trying to find new keywords to incorporate into your blog posts to generate more organic visits. However, as a blogger, knowing which keywords are already driving traffic to your site is the KEY to better understanding your audience and refining your content strategy.
When you know what keywords are bringing readers to your blog, you’ll be able to capitalize further on those search terms and make plans for future content. It should also help you find related keywords for new content to continually widen your reach and capture your audience. But . . . how do you find the keywords you’re ranking for? That’s what we’re going to explore together today!
How To Find Keywords In Google Analytics Driving Organic Traffic to Your Blog
In this post, we’ll show you exactly how to find the keywords you’re already ranking for on search engines. Then, we’ll explain what the heck to do with this data! Once you see how you’re performing for certain keywords, you’ll be able to refine your SEO strategies and add new post ideas to your content calendar to really level up your content!
We’ll also dive into how Google Analytics can be used with Google Search Console to give you the full picture of your organic keyword performance. This guide is totally packed with actionable tips and simple steps that will help you track the right metrics, measure conversions, and refine your content strategy to improve your readers’ needs.
Whether you’re a beginner or an experienced blogger, these are crucial insights that can take your blog’s performance to the next level. By the end, you’ll have a solid understanding of how to make Google Analytics work for you.
Why Track Keywords?
Understanding the keywords your content ranks for is crucial in assessing the effectiveness of your current search engine optimization strategy. It’ll help you see what content is reaching your audience well while identifying missed opportunities!
When you know what keywords and phrases are generating the most conversions, you can update old posts to rank even better and capitalize more on those keywords for future content. Plus, if there’s a keyword or phrase you know would be helpful for your growth, but you’re not performing well in that area, you can make plans to capture that search term! This data empowers you to make informed decisions and ultimately boost traffic and engagement on your blog.
How To Track Keywords In Google Analytics
Step 1: Set up Google Analytics on your website.
Before you can track any keywords, you need to have Google Analytics properly set up on your website. This is the first and DEFINITELY the most important step. Make sure that you’ve installed Google Analytics, and that it’s running on your website.
If you use a platform like Squarespace, here’s how to set up Google Analytics on Squarespace. If you use WordPress, here’s a guide for that! Other platforms will have similar processes. It’s really not too hard!
To track keywords, you’ll also need to connect your Google Analytics account with your Google Search Console account (as we show you below). Google Search Console provides specific data about how your website ranks in organic search, including which keywords are driving traffic.
Once this is done, Google Analytics will get straight to work tracking website traffic. But, to track specific keywords that visitors use to find you, you’ll need to check out the step below.
Step 2: Link Google Analytics with Google Search Console.
Google Analytics can pull search console data from Google Search Console once both accounts are properly linked. This step is crucial for tracking the performance of keywords in organic searches. Here’s how you can do it:
- Log into your Google Analytics account and navigate to the Admin section.
- Under the Property column, click the website you want to track.
- Click on Property Settings and scroll down to find Search Console Settings.
- If your Google Search Console account isn’t already linked, click on Adjust Search Console and select the Google Search Console property you want to link.
- After the linking process, Google Analytics will begin to receive data from Search Console, helping you track keywords directly in Analytics.
Step 3: Access keyword data in Google Analytics.
Now that your Google Analytics and Google Search Console accounts are linked, it’s time to access the keyword data in Google Analytics. This data is super important for understanding which keywords drive traffic. To access this data:
- In Google Analytics, go to the Acquisition tab in the left-hand menu.
- Under Acquisition, select Search Console and then choose Queries. This will show you all the keywords people are using to find your blog.
- The Google Search Console Queries report will then show you the following data:
- The search terms used by visitors.
- How often your site appeared in users’ search results for that keyword.
- The click through rate (CTR) your website received for that keyword.
- The percentage of impressions that resulted in clicks.
- Your blog’s average position in search results for that keyword.
Step 4: Analyze your keyword performance.
Tracking keywords isn’t just about gathering data, it’s about seeing and understanding the impact these keywords have on your site’s performance. To get the very best out of your marketing efforts, it’s essential to analyze this data. To do this, you need to identify which keywords get the most traffic to your site.
Look at the keywords bringing traffic to high-converting landing pages. If keywords are bringing traffic but not actually leading to conversions, you may need to optimize your content or even improve your call-to-action. Look for keywords with a high impression count but low click-through rates. These are blatant opportunities where your content can be improved.
Over time, monitor how your keyword rankings change on search engines. Google Analytics will allow you to see trends and make adjustments where you need to.
Step 5: Understand Google Analytics 4 vs Universal Analytics.
Google Analytics has evolved over time, so even if you’ve used it before, it’s probably changed a bit since then! Not long ago, in July of 2023, Universal Analytics was phased out. This handy tool was beloved by many, so saying goodbye to it has left a lot of people confused. As with anything on the internet, we just have to roll with the punches and evolve along with it.
So, understanding the difference between Google Analytics 4 (GA4) and Universal Analytics is really important. To put it simply, GA4 is the newer version of Google Analytics, designed to be more future-proof and focused on user-centric data. It has integrated features for cross-platform tracking, including app and web analytics. This is why Universal Analytics has been phased out in favor of it.
For a deeper understanding of how these two versions differ, take a look at this post on Google Analytics 4 vs Universal Analytics, where we dive deeper into the key features and differences between the two.
Step 6: Use UTM parameters for enhanced keyword tracking.
To get even more insights into keyword performance, consider using UTM (Urchin Tracking Module) parameters. UTM parameters are tags you can add to URLs to track specific campaign performance, and this includes keywords! To do this, you need to use tools like Google’s Campaign URL Builder to create custom UTM parameters for your campaigns.
You can also track campaign performance by using Google Analytics, then going to Acquisition, then Campaigns to view the performance of each campaign. UTM parameters will help you track keywords in more specific contexts. This includes paid campaigns, social media traffic, or email marketing.
Do you know the importance of keywords?
Keywords are an essential piece to the SEO puzzle. As you’re working hard to optimize your content, you want to know how you’re doing! Tracking keywords can help you measure the effectiveness of your current SEO strategy and refine it for the future.
However, remember that keywords aren’t the only factor that impacts your search ranking! You can find plenty of guidance on SEO best practices on the InfluencerSEO blog, and we def recommend you run a free SEO site audit that’ll show you gaps in your current approach to search engine optimization.
If you need help dissecting your data, improving your technique, or finding expert help to your blogging goals, contact us today! We’re here to take you to the top!
Jordan Becerra, founder and Lead SEO Strategist at InfluencerSEO, has spent almost 15 years in the creator internet space, the last nine building InfluencerSEO into the go-to SEO partner for content creators, with 500+ creators served from pre-launch to massive publication. She learned creator monetization and community building strategy from the inside working for Lauryn Bosstick of The Skinny Confidential prior to founding InfluencerSEO, so she understands both halves of the game: how search actually works AND how creators actually build a strong community online and make money. Her job now is to stay ahead of where search engine optimization is going, especially as AI rewrites the rules, and to make sure the creators she works with get there first.
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