How to Find Your Website’s Keywords in Google Analytics 4

If you want to know which keywords bring visitors to your website, Google Analytics 4 can help you find useful search data, but there is an important distinction.

GA4 does not provide a complete list of the keywords your website ranks for on its own. To see organic search queries, you need to connect Google Search Console (GSC) with GA4. Once connected, you can use search data such as clicks, impressions, CTR, and average position to understand how people discover your website. More importantly, you can use those insights to find new content opportunities, improve underperforming pages, and turn organic traffic into more leads.

In this guide, you’ll learn how to find keywords in Google Analytics 4, how to connect GA4 with Google Search Console, and how to use your keyword data to improve SEO.

Can You See Keywords in Google Analytics 4?

Not directly.

GA4 does not show a complete list of organic keywords or keyword rankings by default. Instead, you can connect your Google Search Console property to GA4 and access search performance data through the Search Console reports.

Google Search Console and GA4 serve different purposes:

• Google Search Console shows how people find your website through Google Search.
• GA4 shows what visitors do after they arrive on your website.

When you use both together, you can better understand the journey from search query to website visit to conversion.

The Search Console data available through the integration can include:

• Clicks: How many times someone clicked your website from Google Search
• Impressions: How often your website appeared in search results
• CTR: The percentage of impressions that resulted in clicks
• Average position: The average position of your website for the queries included in the report

If you want to learn more about Search Console and how it can support your SEO efforts, check out our Google Search Console guide for startups and small businesses.

How Do You Find Keywords in Google Analytics 4?

To find organic keyword data in GA4, you first need to connect your Google Search Console property to your GA4 property.

The setup has four basic steps:

• Verify your website in Google Search Console.
• Link Google Search Console to GA4.
• Publish the Search Console reports in GA4.
• Review your organic search queries and landing pages.

Let’s look at each step.

How to Connect Google Search Console to GA4

1. Verify Your Website in Google Search Console

First, sign in to Google Search Console using the Google account associated with your website. If your website is not already set up in GSC, add it as a property.

Google provides two main options:

Domain property: Covers your entire domain, including subdomains and different protocols. DNS verification is required.

URL-prefix property: Covers the specific URL you enter and provides several verification options depending on your website setup.

Choose the option that makes sense for your website and follow Google’s verification instructions. Once verification is complete, you can connect Search Console with GA4.

2. Link Google Search Console With GA4

Open your GA4 property and go to:
Admin → Search Console links → Link

You will then need to select your Search Console property.

Follow these steps:

• Click Choose accounts.
• Select the correct Search Console property.
• Click Confirm.
• Click Next.
• Select the relevant web stream.
• Click Next.
• Review the information.
• Click Submit.

Your Google Search Console property is now linked to GA4.

3. Publish the Search Console Reports

Linking the two accounts does not necessarily mean the Search Console reports will immediately appear in your main GA4 navigation.

To publish them:
Reports → Library → Search Console → Three-dot menu → Publish

Once published, the Search Console collection should become available in your GA4 reports.

4. Check Your Organic Search Queries

After the Search Console data becomes available, open the Search Console reports in GA4.

The Queries report can help you understand the search terms associated with your website’s organic search visibility.

Look at metrics such as:

• Clicks: The number of visits generated from Google Search.
• Impressions: The number of times your website appeared in search results.
• CTR: The percentage of people who clicked after seeing your result.
• Average position: The average search position associated with the queries in the report.

This gives you a useful starting point for understanding how people discover your website.

What Is the Difference Between GA4 and Google Search Console?

If your goal is to understand SEO keywords and rankings, it is important to know what each platform does.

Google Search Console is focused on your performance in Google Search. It helps you understand the queries people use, how often your pages appear, how many clicks you receive, and where your pages appear in search.

GA4 focuses on what happens after visitors reach your website. You can use it to understand engagement, traffic sources, conversions, and visitor behavior.

A simple way to remember the difference is:

“Search Console shows how people find you. GA4 shows what they do after they arrive.”

That makes the two tools much more useful when they are used together. For more information about using GA4 effectively, you can also explore our GA4 tips and tutorials.

How Can You Use Keyword Data to Improve SEO?

Finding keywords is useful, but the real value comes from what you do with the data. Your search queries can show you what your audience wants, which pages are gaining or losing visibility, and where you may have opportunities to earn more clicks.

Here are three practical ways to use your keyword data.

1. Find New Content Ideas From Search Queries

Your existing search queries can reveal topics your audience already cares about. Instead of looking at individual keywords in isolation, look for patterns and related searches.

For example, imagine you run a bicycle store and notice searches such as:

• Best mountain bikes
• Best bikes for beginners
• Mountain bikes for beginners
• Best bikes for trail riding

These searches could point toward an opportunity to create useful buying guides, comparisons, and supporting content.

This can also help you build topic clusters.

A topic cluster usually has one broad pillar page supported by related pages covering specific questions or subtopics.

For example:

Pillar page: Indoor Plants

Supporting pages:

• Best Indoor Plants for Beginners
• Indoor Plants That Clean the Air
• Indoor Plants Safe for Kids
• How Often Should You Water Indoor Plants?

The idea is to create useful content around a subject instead of publishing unrelated articles simply because individual keywords have search volume.

If you want to take this further, our guide on how to perform keyword research for SEO can help you build a stronger keyword strategy.

2. Find Pages That Are Losing Organic Traffic

Keyword data can also help you spot pages that are no longer performing as well as they once did. A page may lose organic visibility because competitors have published stronger content, search intent has changed, or the information on your page is no longer current.

Compare your recent performance with an earlier period and look for noticeable drops in clicks or impressions.

When you find a declining page, review it from the searcher’s perspective.

Ask yourself:

• Does the page still answer the main query?
• Is the information up to date?
• Does it cover the topic thoroughly enough?
• Are important questions missing?
• Is the page easy to scan?
• Could stronger internal links improve navigation?
• Is there a clear next step for the visitor?

Do not update a page simply to make it longer.

The goal is to make it more useful, more relevant, and better aligned with search intent.

3. Improve Pages With High Impressions but Low CTR

A page that receives many impressions but relatively few clicks can represent a valuable SEO opportunity.

Google is already showing the page for searches, but people are not clicking it often enough.

Start by looking at the queries generating those impressions.

Then search those queries on Google and examine the results.

Pay attention to how competing pages:

• Write their titles
• Communicate the main benefit
• Address the search intent
• Structure their content
• Make their result more appealing

Use these observations to improve your own search result without copying competitors.

How to Write a Better SEO Title

Your title should make the topic immediately clear and give the searcher a reason to click.

For example:

How to Find Keywords in Google Analytics 4: Step-by-Step Guide

is more informative than:

Google Analytics Keywords

The first title tells the reader exactly what the page covers.

Keep the title natural and accurate. Avoid adding keywords repeatedly just to make the page appear more optimized.

How to Improve Your Meta Description

Your meta description
should briefly explain what the reader will find on the page.

For example:

“Learn how to find keywords in GA4, connect Search Console, analyze organic search data, and improve your SEO.”

Make sure the description matches the actual content. A misleading description might earn a click, but it will not create a good user experience.

Can You Track Keyword Rankings in GA4?

GA4 is not a dedicated keyword rank tracking tool.

The GA4 and Search Console integration can provide valuable organic search information, but you may need a dedicated SEO platform if you want to monitor a specific group of target keywords over time.

For example, you may want to track:

• Specific target keywords
• Ranking changes
• Search visibility
• Keyword movements
• Competitor rankings
• Estimated organic traffic

This type of monitoring can help you understand whether your SEO strategy is moving in the right direction.

It also makes it easier to spot important ranking changes instead of relying on occasional manual searches.

How Do You Turn Keyword Data Into More Leads?

Getting more organic traffic is useful, but traffic alone is not the end goal.

A page can rank well and receive hundreds or thousands of visitors without generating meaningful business results.

This is where GA4 becomes particularly useful.

Instead of stopping at:

Keyword → Click

look at the full journey:

Search query → Landing page → Engagement → CTA → Lead

For example, suppose one of your pages receives strong organic traffic but very few inquiries.

The problem may not be the keyword.

The page could need:

• A clearer call to action
• Stronger service messaging
• Better internal navigation
• More relevant supporting content
• A more prominent contact option
• A clearer connection between the visitor’s problem and your solution

This is why SEO should not be treated as a rankings-only activity.

Your SEO services can help connect keyword research, content optimization, website improvements, and organic visibility with broader business goals.

When Should You Get Professional SEO Help?

GA4 and Search Console are powerful tools, but interpreting the data and turning it into a complete strategy can take time.

Professional SEO support can make sense if:

• Your organic traffic has dropped
• Important keywords are losing rankings
• Your website gets traffic but few leads
• You are unsure which keywords to target
• Competitors consistently outrank your pages
• Your content does not match search intent
• You have a large website with many pages to optimize
• You do not have enough time to monitor SEO consistently

Engage Coders takes a results-focused approach to digital marketing, helping businesses improve their online visibility while keeping the strategy connected to their broader business objectives.

If your website is attracting visitors but those visitors are not turning into inquiries, our low-conversion solutions can also help you identify potential issues beyond search rankings.

Make Your Keyword Data Work for Your Business

GA4 and Google Search Console can give you valuable insight into how people discover and interact with your website.

Search Console helps you understand the searches that bring your pages visibility. GA4 helps you understand what visitors do once they arrive. When you bring those insights together, you can make smarter decisions about your SEO strategy. You can identify new content opportunities, improve pages that are losing visibility, increase clicks from existing impressions, and find opportunities to turn organic visitors into leads.

The key is to look beyond rankings and ask a bigger question:

FAQs