Google Search Console keywords are one of the most fundamental pillars for any professional or online store owner who wants to maximize their online visibility and, consequently, their sales or conversions. Through Google Search Console, we can access the keywords that users actually use when searching on Google and analyze how they relate to our site's performance.

Utilizing Google Search Console keywords helps us understand not only the ranking keywords, i.e., the words for which the site appears in organic search results, but also how users interact with our site through clicks, impressions, and click-through rate (CTR). This allows you to identify opportunities for SEO optimization, see where performance is low, and where you can increase your organic traffic.

How to find Google Search Console keywords

To locate Google Search Console keywords, the first step is to log in to Google Search Console with your account. After selecting the property (i.e., your website), go to the “Performance” section in the left menu. There you will find the report on search queries—i.e., the keywords through which users found your site.

In the Google Search Console keywords tab, you will find various columns with metrics. The most important ones are:

Queries: The actual keywords used by users.

Clicks: How many clicks each keyword received.

Impressions: How many times your site appeared in organic search results for that specific keyword.

CTR (Click-through rate): The percentage of users who clicked in relation to impressions.

Average position: The average ranking of your site for each keyword in searches.

For example, you may see that a keyword has many impressions but a low CTR, or many clicks but is positioned below page 1. This data forms the basis for any serious SEO keyword analysis.

Google Search Console allows you to export keywords and all related data to a CSV, Excel, or Google Sheets file. This means you can perform further analysis, group keywords, correlate them with other SEO tools such as SEMrush, Ahrefs, or Google Analytics for even more detailed insights into how your keywords affect organic traffic and the overall visibility of your site.

Benefits of using Google Search Console keywords correctly in your SEO strategy

Using Google Search Console keywords, you can identify keywords for which your site already ranks, but perhaps not in an ideal position. This gives you the opportunity to improve the content of these pages, add questions related to the keywords, optimize meta tags, or add new sections that meet user requirements—such as guides, examples, or new FAQs.

Often, analyzing Google Search Console keywords reveals queries with low search volume that can bring targeted organic traffic with minimal competition. Such long-tail keywords may not have ten times the search volume, but they are extremely important, especially for e-shops that want to capture very specific user intentions (search intent).

How we use Google Search Console data for SEO strategies

Creating new content without taking into account data from Google Search Console keywords is no longer appropriate. Instead, queries with low rankings, high impressions, or rising CTR can become the basis for new blog posts, categories, product pages, or even landing pages, boosting the overall performance of the site in organic search results.

Regular Google Search Console keyword reports help evaluate your SEO strategy and assist in making decisions about necessary improvements. For example, your data shows you which keywords are gaining search volume, where there are problems with rank drops, or which queries show similar traffic to the competition.

Practical examples of using Google Search Console keywords

An e-shop owner selling fashion products noticed that his site appeared for the keyword “women's leather bag” with high impressions but low CTR. He enriched the content of the relevant page by adding useful tips and terms related to the keyword, thus improving its ranking and clicks.

A cosmetics company noticed on Google Search Console that it ranks for the long-tail keyword “vegan fragrance-free sunscreen.” It created a new article on this topic, answering common user questions.

A marketing professional noticed that the keyword “SEO tools for e-shops” was gradually increasing in impressions. He wrote a detailed guide on SEO tools and created related video content.

Best practices for effective use of Google Search Console keywords

Check Google Search Console keywords reports regularly (ideally 1-2 times a month).

Export and group queries to identify patterns that you can leverage for SEO.

Focus on keywords with high potential (many impressions, low CTR, or words in rank positions 8-20).

Compare your data with that of your competitors using tools such as SEMrush or Ahrefs.

Combine Google Search Console keywords with search intent analysis to identify immediate optimization steps.

The effective collection and analysis of Google Search Console keywords is a must for any professional or online store owner aiming to optimize SEO and increase organic traffic. Leveraging this data allows you to create targeted content that responds to audience searches, identify new opportunities, and stay ahead of the competition.

Sources
https://www.semrush.com/blog/google-search-console-keywords/
https://support.google.com/webmasters/answer/9128668?hl=el
https://ahrefs.com/blog/search-console-keywords/