How to View Keywords in Google Analytics: A Deep Dive for Data-Driven Marketers

Unfortunately, the answer isn’t as straightforward as it used to be. Directly viewing the keywords users typed into Google to reach your site within Google Analytics is severely limited due to Google’s privacy policies. However, clever workarounds and alternative strategies exist to gain valuable keyword insights.

Unveiling the (Hidden) Keyword Data: A Multi-Faceted Approach

The harsh reality is that much of your keyword data is hidden under the dreaded “(not provided)” umbrella. This change, implemented to prioritize user privacy, started back in 2011 and has steadily increased. While it presents a challenge, it’s not a complete roadblock. Let’s explore how we can still glean valuable keyword insights:

1. Understanding the “(not provided)” Keyword

The infamous “(not provided)” keyword represents searches made by users who were logged into their Google accounts while searching. Google encrypts the search query, preventing Analytics from associating it with specific users and therefore not sharing that information with you. This impacts both organic search and paid search (to a lesser extent).

2. Leveraging Google Search Console Integration

The most reliable way to get some keyword data is by integrating Google Search Console (formerly Webmaster Tools) with Google Analytics. This integration unlocks the “Queries” report within Search Console, which shows you the keywords that trigger your website’s appearance in Google search results and the associated metrics like impressions, clicks, click-through rate (CTR), and average position.

How to integrate Google Search Console with Google Analytics:

1. Log into your Google Analytics account.
2. Navigate to Admin (the gear icon at the bottom left).
3. Select the property you want to link.
4. Under “Property settings,” scroll down to “Search Console Settings.”
5. Click “Adjust Search Console.”
6. Follow the on-screen instructions to link your Search Console account. You must have owner permissions in Search Console to complete this.

Once integrated, you can access the Search Console data within Google Analytics by navigating to Acquisition > Search Console > Queries.

3. Analyzing Landing Pages

Even without the exact keywords, analyzing which landing pages perform best organically can provide hints about the search terms driving traffic. Look at the content on these pages and consider the keywords you strategically targeted. This can help you infer the kinds of searches that resonate with your audience.

1. Go to Behavior > Site Content > Landing Pages.
2. Filter by “Organic Traffic” segment (or create a custom segment for organic traffic).
3. Analyze the performance of your landing pages. High-performing pages are likely attracting relevant organic searches.

4. Examining Paid Search Data (Google Ads)

If you’re running Google Ads campaigns, you can see the keywords users are searching for that trigger your ads. This data is available in the “Search terms” report within Google Ads and can be linked to Google Analytics for a holistic view.

Linking Google Ads and Google Analytics allows you to:

• See which keywords lead to conversions on your website.
• Track the ROI of your paid search campaigns.
• Gain insights into the search terms used by potential customers.

5. Utilizing Third-Party Keyword Research Tools

While Google Analytics itself is limited, third-party keyword research tools can help you identify potential keywords your audience is using. Tools like SEMrush, Ahrefs, Moz Keyword Explorer, and Ubersuggest offer features like:

• Keyword gap analysis: See which keywords your competitors rank for that you don’t.
• Keyword difficulty scores: Assess how challenging it will be to rank for a particular keyword.
• Related keywords: Discover alternative keywords that your audience might be searching for.
• Search volume data: Estimate the number of searches for a particular keyword.

These tools provide valuable context and direction for your content strategy and SEO efforts.

6. Content Grouping for Topical Analysis

Instead of focusing on individual keywords, consider using content grouping in Google Analytics to analyze traffic based on broader themes and topics. For example, if you sell running shoes, you could create content groups for “trail running shoes,” “road running shoes,” and “racing flats.” This allows you to see which topics are attracting the most traffic and engagement.

How to set up content grouping:

1. Go to Admin > View > Content Grouping.
2. Create a new content grouping.
3. Define the rules for assigning pages to each group based on URL structure, page titles, or other criteria.

7. Exploring Site Search Data

If you have site search tracking enabled in Google Analytics, you can see the keywords users are searching for within your website. This data reveals what information users are seeking once they’ve landed on your site, providing valuable insights into content gaps and user intent.

To enable site search tracking:

1. Go to Admin > View > View Settings.
2. Turn on “Site search Tracking.”
3. Enter the query parameter used in your site search URLs (e.g., “q,” “s,” or “search”).

Frequently Asked Questions (FAQs) About Keywords in Google Analytics

Here are 12 frequently asked questions about viewing keywords in Google Analytics, to further address your inquiries on the topic.

1. Why can’t I see all my organic keywords in Google Analytics?

Due to Google’s privacy policies, a significant portion of organic keyword data is now encrypted and reported as “(not provided).” This protects user privacy but limits keyword visibility for website owners.

2. Is there a way to bypass the “(not provided)” issue completely?

Unfortunately, no. There’s no legitimate way to see the exact keywords hidden under “(not provided)” in Google Analytics. However, the strategies outlined above offer alternative ways to gain valuable keyword insights.

3. How does Google Ads data differ from organic keyword data in Analytics?

With Google Ads, you can see the search terms users are searching for that trigger your ads because you’re paying for that information. This data is available in the “Search terms” report in Google Ads. Organic keyword data, however, is subject to Google’s privacy limitations.

4. What’s the difference between “queries” in Search Console and “keywords” in Google Ads?

While often used interchangeably, there’s a subtle difference. “Queries” in Search Console refer to the actual search terms users typed into Google that triggered your website’s appearance in search results. “Keywords” in Google Ads are the terms you bid on in your campaigns. Ideally, these should align, but discrepancies can occur.

5. How often should I check the Search Console Queries report?

Regularly! Aim to check it at least weekly to identify trending keywords, potential content opportunities, and areas where your website could improve its search ranking.

6. What metrics are most important in the Search Console Queries report?

Focus on impressions, clicks, CTR (click-through rate), and average position. These metrics provide a comprehensive view of your website’s performance in search results.

7. Can I use Google Analytics to track keyword ranking positions?

No, Google Analytics doesn’t directly track keyword ranking positions. You’ll need to use a dedicated rank tracking tool like SEMrush, Ahrefs, or Moz Rank Tracker for that purpose.

8. How can I use landing page analysis to infer keyword intent?

By examining the content on your top-performing organic landing pages, you can identify the topics and themes that resonate with searchers. Consider the keywords you targeted on those pages and the user needs they address. This will help you understand the underlying intent behind the searches driving traffic.

9. Is site search data GDPR compliant?

Yes, if you configure your Google Analytics settings to anonymize IP addresses and comply with other GDPR requirements. Always consult with legal counsel to ensure full compliance.

10. How can I use content grouping to improve my keyword strategy?

Content grouping allows you to analyze traffic based on broader themes and topics. This can help you identify areas where you have strong content and areas where you need to create more content to address user needs.

11. Which third-party keyword research tool is best for me?

The best tool depends on your budget and specific needs. SEMrush and Ahrefs are powerful but expensive options. Moz Keyword Explorer is a good mid-range choice. Ubersuggest is a more affordable option, especially for beginners.

12. How can I ensure my keyword strategy is privacy-compliant?

Always prioritize user privacy by anonymizing IP addresses in Google Analytics, obtaining consent for cookies, and being transparent about your data collection practices. Stay updated on the latest privacy regulations (GDPR, CCPA, etc.) and consult with legal counsel as needed.

By combining these strategies and tools, you can navigate the limitations of Google Analytics and gain valuable insights into the keywords driving traffic to your website. Embrace the challenge, adapt your approach, and continue to refine your keyword strategy for long-term success. Good luck!