What Are Google Analytics Keywords and How to Use Them

If you’ve ever wondered how people find your website through Google, you’re not alone. It’s one of the most common questions we get at Netzoll, especially from small businesses trying to make sense of all the SEO and Google tools out there. The truth is, understanding which keywords bring traffic to your site can unlock a whole world of valuable insights, and the best tool for researching and understanding your websites keywords, Google Analytics.

Let’s break it all down simply.

So, What Are Google Analytics Keywords?

In basic terms, keywords are the words or phrases people type into Google Search when they’re looking for something. If you have a burger restaurant and someone types “best burger place in London” and your site appeared, that’s a keyword you’re ranking for.

But when we talk about Google Analytics keywords, we’re really talking about the search terms that drive traffic to your site from search engines like Google. These are the actual search terms people use before clicking on your site. Tracking keywords helps you understand what your visitors are looking for, and whether your content is giving them the answers they need.

Why Are Keywords in Google Analytics So Important?

Here’s the thing: when you know what search terms are pulling in organic traffic, you get a clearer picture of your audience’s intent. This helps you:

• Create better content based on what people are genuinely interested in.
• Refine your SEO strategy by focusing on targeted keywords that actually perform.
• Track your SEO success by monitoring keyword performance over time.
• Spot gaps using tools like keyword gap research to find opportunities your competitors may be missing.

Essentially, you’re not just guessing anymore, you’re making data-driven decisions. And that’s a game-changer for any business trying to improve search rankings.

Can You Still See Keywords in Google Analytics?

Here’s where things get a bit tricky. If you’ve logged into your Google Analytics account (especially Google Analytics 4) and tried to find the exact keywords bringing in traffic, you’ve probably noticed a lot of “(not provided)” in your reports. That’s because Google started hiding organic keyword data for privacy reasons.

But don’t worry, you can still get that keyword data. You just need to link Google Search Console with your Google Analytics account. This gives you access to actual search queries, organic search impressions, click-through rates, and your average position in Google Search, right within your Analytics dashboard.

How to Set It Up: Linking Google Search Console to Google Analytics

If you haven’t done this already, it’s a quick win. First, make sure you have a Google Search Console account and your website is verified. Then head over to your Google Analytics 4 property, go to Admin, then find the option to connect to Search Console.

Once linked, you’ll unlock reports that show how your landing pages perform in organic search, including which organic keywords drove traffic, the number of clicks, and your average search position.

This is where the magic happens, you finally get access to real search terms people used to find your site, and not just vague traffic numbers.

Tips and Tricks to Make the Most of Keyword Data

Now that you’ve got the data, let’s talk about how to use it properly. It’s easy to get overwhelmed by all the numbers and charts, but here’s how to turn those into actionable insights:

Start by identifying high performing keywords and focus on those. The ones with high organic google search clicks and impressions. Look at the content those keywords are tied to. Are the pages optimised? Is the headline clear? Is the content answering the search query? If not, tweak it. Small changes can lead to big results.

Next, identify high-potential keywords, those with lots of impressions but few clicks. These are perfect for SEO optimisation. Often, improving your title tags, meta descriptions, or even just reworking your headlines can improve your click through rate and boost traffic.

Another tip? Keep an eye out for keywords that are slipping in rankings. Your search console report can show changes in your average ranking over time. If a keyword that used to be on page 1 is now on page 3, that’s a red flag. Review the page, update the content, and get back in the game.

Also, don’t forget to look at your landing pages. Are they aligned with the search intent behind the keywords? If someone searched “how to run Facebook ads,” but landed on your generic homepage, you’re likely to lose them. Align your content with the search term data to reduce bounce rates and increase engagement.

And finally, never stop researching. Use tools like Google Ads Keyword Planner, SurferSEO, or SEMrush for keyword research and to identify relevant keywords you haven’t targeted yet. You can use this info to plug gaps, spot trends, and expand your reach.

How Netzoll Can Help You Track and Optimise Keywords

At Netzoll, we specialise in helping businesses like yours make sense of all this. We don’t just throw a bunch of tools at you, we explain how everything works, guide you through setup, and build a real strategy tailored to your goals.

Whether you’re running a WordPress site, a Shopify store, or a custom web build, we can help you:

• Set up your web stream in Google Analytics 4
• Connect and interpret your search console data
• Track your organic google search traffic properly
• Perform deep-dive keyword analysis to guide your SEO content
• Build PPC campaigns that complement your organic search queries
• Create high-performing landing pages around specific keywords

Think of us as your digital marketing co-pilot. You stay focused on running your business, and we make sure your website is effectively drawing traffic through smart SEO tactics and paid campaigns.

Keyword Insights: The Bottom Line

Here’s what it comes down to: keywords drive visibility, and visibility drives sales. But without the right tools and strategy, you’re flying blind. By tapping into the power of Google Analytics keywords, and connecting it with your Search Console data, you gain control over how your site performs in organic search.

It’s not about stuffing your pages with search terms. It’s about understanding what your audience is looking for, and making sure your site shows up with the right answers. That’s how you win in SEO.

If you’re feeling overwhelmed or unsure where to start, reach out to us at Netzoll. We’re here to make things easier, clearer, and more effective.

Want to know what people are really searching to find your site? Let’s find out together. Get in touch.