Analyzing your site’s keyword traffic is a highly effective way to determine where your most valuable traffic is coming from. By digging into your keyword traffic, you can refine your SEO efforts, target high-quality traffic in your paid search campaigns, and capture additional traffic from relevant searches.
Keyword traffic analysis can help you:
- Identify content topics that your audience will find informative and useful
- Prioritize your content production efforts to target the most valuable, high commercial intent keywords
- Structure your paid search campaigns to target relevant keywords with tightly organized ad groups
- Find negative keywords that you should exclude from your PPC campaigns
Let’s review three steps you should follow to better understand your existing keyword traffic and find new keywords to target in your search campaigns.
Using the Google Search Console to Analyze Keyword Traffic
Identifying and analyzing keyword traffic is simple. The functionality offered by the Google Search Console, formerly known as Webmaster Tools, allows you to quickly and easily identify keywords that are driving traffic to your website, making it an excellent starting point in your keyword traffic analysis.
Inside the Search Console, go to Search Traffic > Search Analytics:
Here you’ll find all your keyword traffic data, including what search queries your site ranks for as well as the number of impressions and clicks to your site for each keyword, CTR and average position.
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