Analyze Search Keywords to Track Your Website's SEO Performance
Keyword search data helps you understand how visitors find your website through search engines. Here's a comprehensive guide to analyzing this data in Squarespace Analytics.
Accessing Search Keywords Data
- Open Analytics panel
- Click Traffic
- Select Search Keywords
- Choose Google or Other search engines
- Set date range (data available from January 2014)
Google Search Keywords
The Google tab shows search terms driving clicks to your site and their average position. To access this data:
- Verify your site with Google Search Console
- Wait 72 hours for data population
- Access the Search Keywords panel
Key Performance Indicators (KPIs):
- Total clicks: Number of clicks from specific keywords
- Total impressions: Times your site appeared in search results
- Average clickthrough rate: (Clicks ÷ Impressions) x 100
- Average position: Average ranking in search results
The keyword table displays up to 200 keywords, showing:
- Search terms
- Clicks and click percentages
- Impressions
- Clickthrough rates
- Average positions
Other Search Engines
The Other Search Engines tab shows traffic from platforms like Bing and DuckDuckGo, including:
- Search term counts
- Multiple search engine sources
- "Not provided" data for secure searches
- Searches up to 80 characters
Using This Data Effectively
- Identify improvement areas:
- analyze high-impression, low-clickthrough keywords
- improve content for keywords with low average positions
- Optimize content:
- incorporate successful keywords naturally
- focus on terms visitors actually use
- align product descriptions with popular search terms
- Expand search visibility:
- verify site with additional search engines
- monitor search patterns across platforms
- regularly update content based on keyword performance
Troubleshooting Tips:
- Compare data with Google Search Console for discrepancies
- Allow 72 hours for data synchronization
- Check account verification if "Linked account disabled" appears
Remember that some search data may be hidden for security reasons, affecting total click counts in reports.
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