If you’re familiar, even remotely, with Google Analytics, then you would be aware that keyword data is withheld by the platform. While it was once possible to know the exact words that were used to arrive at your site, now this falls under information that is “not provided”. Google claimed that such a move was made to ensure privacy and to secure personal information about users’ browsing habits. However, this move has encouraged web marketers to use Google AdWords to test a variety of keywords for clicks and conversions.
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However, it’s not all bad news when you want to figure out how people found your website on Google. You can unlock this information in a number of ways. These methods are legal and give you an insight into how to strategically drive clicks to your website.
This platform aggregates data from Google Analytics and Google Search Console. You can pull out and analyse up to 1,20,000 keywords using SEO Monitor. You can also get a precise picture of how people found your site and how they use it, so that you can focus your time and efforts to increase traffic.
This site uses PHP to retrieve organic search keyword data. It works by using data or code that is made available by Google in its API library. This code will be made open source very soon.
If your website has a search function, you can use it as a tool to unlock keyword data using Google Analytics itself. People visiting your site use its search function just the way they use Google search. Configure Google Analytics for your site search in a way that lets you understand what your site’s visitors are searching for. As a result, you can optimise your site for increasing traffic.
Just like pop-ups and email subscription forms, ask people visiting your site what they searched for to get to your site. Even a small percentage of responses will give you an idea about your audience’s search behaviour.
Use these methods to understand how people find your site and optimise content on your site accordingly. This will also help you learn whether these users make a purchase or an enquiry after finding the page they’re looking for.