How Google Analytics Tracks Organic Keywords

Discover how Google Analytics tracks organic keywords. Learn to unlock insights and boost your SEO strategy.

How Google Analytics Tracks Organic Keywords

In the ever-evolving landscape of online marketing, understanding how users discover your website through organic keywords is crucial. Organic keywords are the search terms people enter into search engines like Google, leading them to your website's doorstep. To gain insights into these keywords and harness their power, Google Analytics is an invaluable tool. 

In this blog post, we'll explore the fascinating world of organic keyword tracking through Google Analytics and how it can empower your digital marketing efforts.

Understanding Organic Keywords

What Are Organic Keywords?

Organic keywords are the search terms that users type into search engines to find information, products, or services. When someone clicks on a search result and lands on your website, it's referred to as organic traffic. These keywords are essential because they reflect user intent and can significantly impact your website's visibility and success.

The Role of Google Analytics

Unlocking Insights with Google Analytics

Google Analytics is a powerful and free web analytics tool offered by Google. It helps website owners track various aspects of their site's performance, including user behavior, traffic sources, and conversions. When it comes to understanding how users discover your site, Google Analytics is your go-to companion.

How Does Google Analytics Track Organic Keywords?

The Default Behavior

By default, Google Analytics provides valuable insights into your website's traffic sources, including organic search. However, in recent years, the majority of keyword data has been hidden behind the infamous "not provided" label. This change is due to Google's shift toward secure search, which encrypts keyword data, making it unavailable to website owners.

Discover how to see keywords in Google Analytics and track rankings

Using Google Search Console for Keyword Insights

Complementary Insights with Google Search Console

To overcome the "not provided" obstacle, website owners can turn to Google Search Console, another free tool by Google. It complements Google Analytics by providing detailed keyword data, allowing you to see which search terms bring users to your site.

Integration Benefits

Linking Google Search Console with Google Analytics can provide a holistic view of your website's performance. This integration unlocks a wealth of keyword insights within your Google Analytics reports.

Setting Up Google Analytics for Keyword Tracking

Step-by-Step Configuration

Configuring Google Analytics to track organic keywords is relatively straightforward. To get started, follow these steps:

  1. Create a Google Analytics account: If you don't already have one, sign up for a Google Analytics account and add your website.
  2. Set up Google Analytics tracking code: Install the tracking code on your website. This code collects data about your site's visitors.
  3. Link Google Analytics with Google Search Console: Connect the two tools to access keyword data within Google Analytics.

Learn how to track keywords in Google Analytics 4 (GA4)

Interpreting Keyword Data

Accessing Keyword Insights

Once you've set up Google Analytics and linked it with Google Search Console, you can access keyword data in various reports. Some key reports and metrics include:

  • Organic search traffic: The total number of visitors who found your site through organic search.
  • Top keywords: The search terms driving the most traffic to your site.
  • Landing pages: The pages users land on after clicking search results.

Leveraging Keyword Insights for SEO

Optimizing Your Content

Keyword data is a goldmine for SEO (Search Engine Optimization). Here's how you can make the most of it:

  • Identify opportunities: Discover which keywords have the most potential and create content around them.
  • Optimize existing content: Review your top-performing pages and optimize them further for their target keywords.

Challenges and Limitations

Navigating "Not Provided" Keywords

While Google Analytics and Google Search Console provide valuable data, it's essential to acknowledge their limitations. "Not provided" keywords will always be a hurdle, but by focusing on available data and other SEO tools, you can still make informed decisions.


Unlocking the power of organic keywords is essential for any website owner or digital marketer. Google Analytics, despite its challenges, remains a valuable tool in this quest. By integrating it with Google Search Console and understanding the available data, you can make informed decisions to enhance your website's performance. Embrace the world of organic keyword tracking, and watch your online presence thrive.

Ali Al-Talhi
By : Ali Al-Talhi