How to use Google Search Console for Keyword Research; Step By Step Guide

If you’re working on improving your SEO and dipping your toes into keyword research (nice move btw), you’ve probably already scrolled through all the fancy pricey keyword tools that promise a million filters, endless data, and “can’t-fail” results. 

Sound familiar? 

And I bet you’re left wondering if you really need to pay up just to figure out how to show up on Google.

Well, there’s one tool that’s free, packed with real data, and (brace yourself) comes straight from Google itself – Google Search Console. Yet, somehow, it gets completely overlooked. 

Why? 

Well, it might just be because some SEO “experts” love to keep it that way, so they can charge you a small fortune to “translate” it. They want it to sound like rocket science so you keep coming back for the next hit of “expert advice.” FYI – I’m not that kinda SEO expert! Not gatekeeping here.

Truth is, Google Search Console keyword research is nowhere near as complicated as the SEO bros would have you believe. It’s actually one of the best ways to see what’s driving traffic to your site, find keywords you’re already ranking for, and score a few quick wins without having to fork out cash on paid tools.

Curious? Let me show you how to use GSC for keyword research without any of the BS, hassle, or hefty price tag…

What is Google Search Console?

First things first… Google Search Console (or GSC, if we’re getting cosy) is not the same thing as Google Analytics. 

• Google Analytics is all about what happens after people land on your site. You can see how visitors interact with your pages, which buttons they’re clicking, and how long they’re sticking around.

• Google Search Console, on the other hand, shows you how people are finding your site in search results. Through GSC, you get the exact keywords – also called “queries” – that bring traffic to your site. You’ll also see which pages are ranking, where they rank, and what’s actually driving those clicks.

How Can I Set Up Google Search Console?

If you haven’t set up Google Search Console yet, go do it – like, now. You’re sitting on a pile of data just waiting to be tapped, and setting it up is actually really easy!

So, let’s get you set up, shall we? …

1. Go to Google Search Console – head to > search.google.com/search-console and sign in with your Google account.

2. Add your site – click on “Add Property” and pop in your website’s URL. You’ll see two options: “Domain” and “URL Prefix.” For maximum data and ease, go for the Domain option.

3. Prove It’s Yours – Now, Google needs proof you own the site (don’t worry, they’re not asking for your firstborn). They’ll give you a few options to verify – like uploading a file, adding a DNS record, or even just connecting through Google Analytics if that’s already set up. Pick whichever method sounds least stressful and follow the steps.

Prefer visuals? Check out the video below for step-by-step instructions.

Once you’re all set up, give it a few days for the data to start rolling in. Then come back here so you know what to do with all that juicy data!

Why Should I Use Google Search Console for Keyword Research?

Those other pricey keyword tools are basically just scraping Google’s search data – which, fun fact, is the same data Google Search Console hands you on a silver platter, free of charge. So why pay for someone else to repackage info that’s already waiting for you inside GSC?

With GSC you’re seeing exactly how people are finding your site and what they’re clicking on.

The 4 Best Ways on How to Find Keywords in Google Search Console

Alright, let’s get into the good stuff – how to actually find those golden Google Search Console keywords that can give your content a serious boost. 

Here are four key reports that show you what’s working, what isn’t, and where your next big opportunities are hiding.

1. Performance Report: Queries Tab

• Navigate to the Performance Report: In Google Search Console, go to the Performance section.
• View Query Data: Under the Queries tab, you’ll see all the keywords (queries) that your site currently ranks for.
• Analyse Top-Performing Keywords: Sort by Clicks or Impressions to identify the most impactful keywords bringing traffic to your site.
• Identify Low-Hanging Keywords: Look for keywords with high impressions but lower average positions (like positions 7-20). These can be optimised to improve rankings and visibility.

2. Pages Tab for Keyword Gaps

• Switch to the Pages Tab: In the same Performance report, go to the Pages tab.
• Select a Page: Click on any URL to view specific keyword data for that page.
• Analyse Related Queries: This shows you the specific keywords driving traffic to that page, helping identify gaps in keyword coverage or opportunities to expand with related terms.

3. Use Country & Device Filters for Targeted Insights

• Filter by Country or Device: In the Performance report, apply filters for specific countries or devices (like mobile or desktop).
• Analyse Keywords by Context: This lets you see which keywords perform best in different regions or on specific devices, enabling more targeted keyword strategies.

4. Discover New Content Ideas with Low-Impression Keywords

• Sort by Impressions: Look at queries with few impressions but high relevancy to your site.
• Identify Content Gaps: Use these low-impression queries as new content ideas, creating articles or pages to rank better for these keywords.

Each of these reports helps you understand where your keywords are currently performing, where you can improve, and even what new content to create.

How do I optimise my website pages for these keywords?

So now that you’ve unlocked all the juicy keyword data Google Search Console has to offer, let’s put it to work on your site. 

Optimising for these keywords isn’t just about sprinkling them around like SEO confetti – it’s about strategically updating your content to actually match what people are searching for.

Here’s how to make the most of it:

1. Identify Pages with Keyword Potential
   • Start with pages already bringing in traffic for promising keywords. If you’re on page 2 for a keyword with good impressions, that’s your cue – put some love into optimising this page to push it to page 1. 

2. Update Titles and H1s with Exact Keywords
   • This isn’t about stuffing keywords everywhere! It’s about using them naturally in key spots. Start with your page title and main header (H1), making sure they reflect those top-performing terms without sounding forced.

3. Refine Your Content Based on Queries
   • Got keywords with tons of impressions but barely any clicks? It could be a search intent mismatch. Ask yourself: Are you fully answering the question behind that search? Add some targeted copy or even an FAQ section to hit those questions head-on.

4. Improve Internal Linking
   • Boost visibility for underperforming pages by linking to them from your high-traffic pages. This isn’t just good for SEO, it gives visitors more ways to explore your site. A free plugin that I absolutely LOVE that does this for you is Internal Link Juicer – check out this video to see how it works.

5. Track, Tweak, Repeat
   • Optimisation isn’t a once-and-done kinda thing. Keep checking back in GSC to see if your updates are moving the needle. Watch for changes in impressions, clicks, and average position, then tweak as needed to keep climbing the ranks.

And if you need some extra help to put all these optimisations into place, grab my Free SEO Checklist – where I go into MASSIVE DETAIL!

Can You Track Keywords in Google Search Console?

Absolutely! Google Search Console makes it easy to keep tabs on the keywords that are bringing in traffic and to see exactly where your site is landing in search results for each term. 

How to Check Keyword Ranking in Google Search Console

1. Head to the Performance Report: Go to “Search Results” in GSC, then click on “Queries.” This list shows all the keywords your site currently ranks for, along with metrics like clicks, impressions, click-through rate (CTR), and average position.

2. Check Your Keyword Ranking Positions: The “Average Position” column tells you where your site appears in search results for each keyword. Focus on keywords with lower average positions (like 7-20) that have potential to rank higher.

3. Sort and Filter for Better Analysis: Use the filters to track specific keywords by location, device, or date range. This way, you’ll know exactly where your traffic is coming from and how your site’s performing on mobile versus desktop.

How Accurate is Google Search Console’s Average Position Rankings?

Google Search Console’s “average position” is useful, but it’s not always 100% exact. Think of it more as a general snapshot than a precise ranking.

Instead of giving you a fixed spot in the search results (like “you’re #4”), GSC calculates an average position based on where your site generally shows up for a specific keyword. This means if some people see your page on the first page while others find it buried further down, GSC will give you an average of those positions.

That’s because Google personalises search results based on things like location, search history, and device. So, your ranking can vary depending on who’s searching and where.

Getting Started with Keyword Research

Google Search Console is hands down the best free tool for keyword research. It’s Google’s own data, showing you exactly which pages and keywords are bringing people to your site. And the best part? It’s yours for exactly £0. Team it up with Google Analytics, and you’ll have the ultimate view of what’s working, what’s not, and where to double down.

But if keywords just aren’t your thing and you’d rather skip the DIY, I’ve got you covered. With my Keyword Research Services, I’ll sift through all that data, pull out the keywords that’ll actually move the needle, and set up a plan to get your site seen by the right people.