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Google Search Keywords Analytics

The Google Search Keywords panel shows which search terms drive traffic to your site from Google. You can see which search keywords result in the most clicks to your site and your average position for different searches.

This data helps you understand what people look for when they find your site so you can focus your content on the search terms people use.

The Google Search Keywords panel is available in all plans

Step 1 - Verify your site with Google Search Console

To see data from Google searches, you need to verify your site with Google Search Console. 

  1. Follow the prompts on the panel to verify your site with Google Search Console. If you have trouble, visit Verifying your site with Google Search Console.
  2. Wait 72 hours for the data to populate.
Notes: 
  • If you already verified your site with Google Search Console, you don't need to verify it again to see keyword data. If it's been more than 72 hours and there's data to display, you'll see it the first time you visit the Google Search Keywords panel.
  • If you have a G Suite account, ensure Google Search Console is turned on for all users.

Step 2 - Review the Google Search Keywords panel

After 72 hours of verifying with Google Search Console, the Google Search Keywords panel will start collecting search terms. To review results:

  1. In the Home Menu, click Analytics, and then click Google Search Keywords.
  2. Click the drop-down menus at the top of the panel to filter results by a built-in date range and device (Mobile, Tablet, Desktop, and Unknown). You can also filter using a custom date range.

Google provides data from when you first verified your site with Google Search Console, or up to 16 months ago.

Search Keywords KPIs

Google Search Keywords focuses on four key performance indicators, or KPIs. Click any KPI, and the panel will show data related to that metric.

Clicks

Clicks are the number of clicks your site got from searches for a certain keyword.

Impressions

Impressions represents the number of people that saw your site in search results for a certain keyword, even if they didn’t click the link.

Click Rate

Click rate is the percentage of impressions for a keyword that lead to a click to your site, or (Clicks ÷ Impressions) x 100.

Avg. Position

This is your site’s average position in search results for a certain keyword in the selected date range. For example, if two people search for Toronto book editing, and your site appears in the first and third positions, your average position would be 2, or (1 + 3) ÷ 2. If your site appears more than once in a single search, we use the highest position.

Graph

The graph near the top of the panel shows trends over time for the selected time and device. The graph compares results for the top four keywords during the selected date range.

At the top of the graph, Clicks, Impressions, Click Rate, and Avg. Position filter the graph by KPI. Click one of the KPIs to compare results.

Click by day or week to change the time scale. Time scale options depend on the number of available data points.

GSK_Graph_Screenshot.png

Percent changes

After selecting a date range, the percent change from the previous period will display under each KPI. Percent change is calculated using one of the following date comparisons, depending on the selected time filter:

  • DoD - Day-over-day
  • WoW - Week-over-week
  • MoM - Month-over-month
  • YoY - Year-over-year

Positive changes display in green, while negative changes display in red. If there isn’t sufficient historical data to calculate a change, a percent change and date comparison won’t display.

Time period comparisons use the day of the week, not the date. For example, looking at the week Sunday, July 31 to Saturday, August 6, the WoW comparison would be to the previous Sunday, July 24 to Saturday, July 30.

Table

The table at the bottom of the panel displays results for up to 200 keywords. The most successful search keywords display at the top of the table. The table displays:

  • Search keyword
  • Clicks (including the percentage of overall clicks a certain keyword is responsible for)
  • Impressions
  • Click rate
  • Avg. position

For security reasons, Google doesn’t provide specific search keywords only used by a small number of people, but Squarespace still tracks clicks from those search results. Because of this, the total that displays under Clicks at the top of the page might not equal the total number of clicks displayed in the table. If Google can't display any specific keywords, the graph will say No data available.

GSK_Table_Screenshot.png

Next steps

Once you know what keywords people use to find your site, you can focus your content on the language people naturally use. Speaking the same language as potential visitors helps you connect with people interested in your content.

  • Read our guide on Increasing your site’s visibility to search engines to learn about areas on your site that Google and other search engines use to determine search ranking. 
  • Find areas for improvement. If you have a lot of impressions but a low click rate for a certain keyword, it could be because your average position is low. Try adding that keyword to relevant areas on your site.
  • Channel people to popular content. If one of your most popular products is a pen, and one of your most successful search keywords is school supplies, adding school supplies as a tag for that product or to its description can help your product appear in search. Using keywords like this lets you connect what people are looking for with what people buy when they reach your site.
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Google Search Keywords Analytics