Effective keyword tracking and performance analysis are essential for SEO success. Google offers two powerful tools to help you in this endeavor: Google Analytics and Google Search Console. While both tools play a pivotal role in understanding keyword performance, each has its unique strengths. This guide will explain how to harness the capabilities of both platforms to boost your site’s visibility and search engine ranking.
Overview of Keyword Reporting in Google Analytics
Google Analytics (GA) offers two major keyword reporting tools: Organic Keywords and Paid Keywords. These reports provide essential insights into how users discover your site, either through natural search results or paid ads.
- Organic Keywords represent the search terms that visitors use to find your site through search engines like Google.
- Paid Keywords track the performance of keywords tied to paid campaigns, primarily Google Ads.
Both of these reports are critical for understanding how well your website attracts visitors through different channels, giving you a clearer picture of your SEO and SEM strategies.
Limitations of Organic Keyword Reports in Google Analytics
While the Organic Keyword report can be accessed in GA by navigating to Acquisition > Campaigns > Organic Keywords, there are some notable limitations to the data provided. One of the most significant drawbacks is the large volume of keywords classified as “(not provided)” or “(not set)“.
Why Keywords Are Marked as (Not Provided)
Since 2011, Google has prioritized user privacy by encrypting search terms for users who are logged into their Google accounts or using secure (HTTPS) websites. This has resulted in an overwhelming percentage of organic keywords being marked as “(not provided)”. SSL encryption protects personal search information, particularly for logged-in users, like those using Gmail or Android devices.
What Does (Not Set) Mean?
“(Not set)” indicates that keyword data wasn’t captured or tracked properly. This could be due to incomplete data collection, missing parameters, or other technical reasons. Unfortunately, this can make it harder to gather actionable insights purely from Google Analytics.
Historical Organic Keyword Data Analysis
Despite the increasing percentage of “(not provided)” data, historical keyword reports from GA can still offer valuable insights. For example, a Google Merchandise Store report from 2019 revealed that over 95% of organic traffic came from “(not provided)” keywords. However, some identifiable search terms still drove traffic, such as keywords tied to Google’s merchandise. Interestingly, competitor-related keywords, like those linked to Amazon, were also observed in the data.
By analyzing past data, you can discover trends related to your site’s keywords, even if the majority of recent organic search data is obscured.
Understanding Paid Keyword Reporting
Google Analytics’ Paid Keyword report tracks search terms tied to your Google Ads campaigns. This report is accessible through Acquisition > Campaigns > Paid Keywords. Paid keywords give you a snapshot of how effectively your ad campaigns are driving traffic to your website.
The Meaning of (Not Set) in Paid Keyword Reports
Just like in organic keyword reports, you may encounter keywords marked as “(not set)” in your paid reports. This can indicate a configuration issue or missing parameters in your ad campaign setup. Correcting these misconfigurations ensures you capture accurate keyword data for your paid ads.
Filling the Gaps with Google Search Console
While Google Analytics helps track paid keyword performance, Google Search Console (GSC) fills in the gaps for organic keyword data. Search Console provides detailed insights that complement Google Analytics by revealing keywords that GA classifies as “(not provided)”.
How Google Search Console Complements Google Analytics
Search Console offers detailed performance reports on:
- Clicks: How many users clicked on your site after seeing it in the search results.
- Impressions: The number of times your site appeared in search results.
- Click-Through Rate (CTR): The percentage of impressions that resulted in clicks.
- Average Position: Your site’s ranking for particular keywords.
By linking Google Analytics with Google Search Console, you can bridge the data gap created by “(not provided)” keywords, gaining access to specific search queries that users are using to find your content.
How to Connect Google Analytics and Search Console
To unlock this valuable data, you need to verify site ownership in Search Console and submit a sitemap. Once these steps are completed, you can link your GA account to your GSC profile, allowing data sharing between the platforms.
Tracking SEO Performance with Search Console
Google Search Console gives you detailed insights into how your site is performing in organic search results. Monitoring the key metrics provided by Search Console can significantly enhance your SEO strategy:
- Total Clicks: The total number of times users clicked through to your site.
- Impressions: The number of times your site appeared in the search results for relevant queries.
- CTR (Click-Through Rate): This shows the effectiveness of your titles and meta descriptions. Higher CTRs indicate that users are finding your content enticing.
- Average Position: This metric shows the average ranking position of your site for specific search queries.
By regularly analyzing this data, you can identify the top-performing keywords and optimize underperforming ones.
Utilizing Search Console for SEO Optimization
Beyond keyword performance, Google Search Console offers essential tools for SEO optimization and site health management. Here’s how you can use it to enhance your site’s performance:
- Identify Keyword Opportunities: Track underperforming keywords and optimize them for higher ranking. Look for keywords with high impressions but low clicks, as these often indicate the need for more compelling meta titles or descriptions.
- Monitor Site Errors: GSC alerts you to crawl errors, broken links, and other technical issues that may hurt your site’s visibility in search engines.
- Sitemap and URL Inspection: Ensure your pages are properly indexed by submitting a sitemap and using the URL inspection tool to check individual pages.
By consistently reviewing these reports, you can ensure your website is optimized for search engines and that you’re capturing as much organic traffic as possible.
Leveraging Google Analytics and Search Console for SEO Success
By combining the powers of Google Analytics and Google Search Console, you can gain a comprehensive understanding of both paid and organic keyword performance. While privacy limitations in GA hinder full visibility into organic search terms, Search Console compensates by providing the granular keyword data you need to optimize your SEO strategy.
Key Takeaways:
- Google Analytics offers robust tracking for paid keyword performance but struggles with organic keyword data due to privacy restrictions.
- Google Search Console complements Analytics by revealing detailed organic search query data, helping to bridge the gap left by “(not provided)” keywords.
- Together, these tools are critical for developing a successful SEO strategy, tracking keyword performance, and optimizing your site for maximum visibility in search results.
By regularly using both tools in tandem, you can make data-driven decisions that improve your site’s organic reach and ensure long-term success in search rankings.