Let’s be real: finding the right SEO keywords can feel like searching for a needle in a haystack. While we know keywords are essential for ranking on SERPs, figuring out which ones actually matter and attract your audience can be quite overwhelming. However, if you want to ace keyword research and rank for exactly what your target audience is searching for, Google Search Console (GSC) can be a hidden gem. What’s even better is the tool is free and packed with real-time insights from Google itself.
So, if you are all set to roll up your sleeves and find keywords that will actually make an impact, here’s a guide that walks you through how Google Search Console can help you identify the terms that are already bringing in traffic, those that are closing to rank higher, and the ones that could become your next top drivers of organic growth.
Why Use Google Search Console for Keyword Research?
Most businesses think why they should use Google Search Console specifically for keyword research when there are popular tools like Ahrefs, SEMrush, and Moz. Well, while these tools are quite brilliant, Google Search Console is directly from Google itself, which makes it an unbeatable source for accurate data about how people are finding your website. In addition, it’s completely free!
GSC offers you a wealth of real-time information on which keywords are bringing in, where you are ranking in search results, and how often users see your pages in search engine results (impressions). So, instead of speculating or only focusing on keywords you hope to rank for, GSC lets you focus on data-backed keywords where you are already gaining traction.
Setting Up Google Search Console for Keyword Research
Before you are all set to take a plunge into the deep ocean of keywords research, let’s make sure you are set up correctly on Google Search Console. If you haven’t already set up your GSC, here’s what you need to do:
- Go to Google Search Console and sign in with your Google Account.
- Add your website as a property by entering the URL and verifying ownership using one of the recommended methods.
- Once you are verified, you will gain access to data, but it may take a few days to get any important insights, so be patient.
- When you are all set, head to the “Performance” section, and this is where the real fun begins.
Understanding the Key Metrics in Google Search Console
Before diving into the keyword strategy itself, it’s helpful to understand some of the primary metrics you will see in GSC and how they impact your SEO decisions:
- Impressions: This is the number of times your website has appeared in search results for a particular query. High impressions mean people are seeing your pages but might not always be clicking through.
- Clicks: The number of clicks your site received from search results. This indicates the effectiveness of your title and meta descriptions in attracting clicks.
- Average Position: Your average ranking position for a query. An average position of 1 means you are usually at the top.
- Click-Through Rate (CTR): This percentage shows how many people clicked on your site after seeing it in the search results. A high CTR means your result is appealing to searchers.
These metrics give you a snapshot of how well your pages are doing and help you decide which keywords to focus on. High impressions but low clicks, for instance, might mean you need to tweak your meta titles to make them more engaging.
How to Find High-Potential Keywords in Google Search Console
In case you are want to know how to find high-potential keywords in GSC, here’s how you can do it!
Step 1: Open the Performance Report
First, log in to Google Search Console and click on the “Performance” tab. Here, you will see an overview of your clicks, impressions, CTR, and average position. It’s a great place to start getting a general feel for which keywords are already working for you.
Step 2: Explore the “Queries” Tab
The “Queries” tab shows you a list of search queries that are bringing users to your site. It’s a goldmine for finding keywords that you might not even know you are ranking for. Here’s how to analyze it:
- Sort by Clicks: To start, sort the data by clicks. This will show you which keywords are already driving traffic to your site. These are usually your most valuable keywords and should be prioritized.
- Look for High-Impression, Low-Click Keywords: Keywords with high impressions but low clicks could mean people see your site but aren’t clicking on it. You might need to tweak your title and description to make your link more appealing, or even create dedicated content to target this search query better.
- Identify Mid-Range Position Keywords (Position 8-20): Keywords where your pages rank between 8-20 are “low-hanging fruit” – with some optimization, you can likely bump them up to higher positions and drive more traffic.
Step 3: Use Filters to Dig Deeper
Google Search Console’s filtering options allow you to be specific about which data you are viewing, helping you find the most relevant keywords. Here’s how to use filters effectively:
- Filter by Date Range: Select a date range that represents recent data, like the past three months. This gives you a current view of how keywords are performing.
- Filter by Country: If your business is focused on specific regions, you can filter results to only see keywords relevant to your target market.
- Filter by Device: Check how keywords perform on mobile versus desktop. If some keywords perform better on mobile, it may indicate mobile users’ needs differ from desktop users.
Prioritizing Keywords Based on Goals
Once you have identified potential keywords, it’s time to prioritize them based on your business goals:
- Conversion Keywords: Keywords with high CTR and clicks may already be driving conversions, so prioritize these to maintain and enhance your position.
- Awareness Keywords: High-impression keywords that are currently not getting many clicks can help increase brand visibility. Optimize these with better content or on-page SEO to capture more clicks.
- Opportunity Keywords: Keywords with a position between 8 to 20 that could move up with some optimization can be extremely valuable. These are usually long-tail keywords that, with targeted content updates, can move into higher-ranking positions.
This prioritization allows you to focus on keywords that directly impact your goals rather than trying to optimize for every possible keyword.
Creating Content Around New Keywords
Once you have identified keywords worth focusing on, it’s time to create or update content that targets them:
- Answer Searcher Intent: When creating content, ensure it matches the intent behind each keyword. For example, if users are looking for information, write educational, informative content; if they are ready to buy, create product-focused or service-related content.
- Include Keywords Naturally: Avoid stuffing keywords into your content. Instead, use them naturally in headings, subheadings, and within the content. GSC often helps you find long-tail keywords, which can improve the specificity and relevance of your content.
- Monitor Keyword Performance After Updates: Google Search Console is perfect for tracking how your keyword optimizations are performing. Revisit your “Performance” tab periodically to see if your updates have improved your rankings and CTR.
Conclusion
Believe us when we say this: keyword research doesn’t have to be complicated or costly. With Google Search Console, you can have the insights to understand what’s working and what needs improvement, and that too directly from Google’s data. So, partner with SEO services in India, take advantage of this free tool and experiment with different keywords while keeping an eye on your metrics.
Need more information on SEO keywords, or want an estimate on how keyword research is going to cost you? Contact the team at SEOTonic, get a free SEO Audit today!
