Easy methods to Reclaim Your Keyword Knowledge

  • January 5, 2023
  • elkenz
  • 14 min read

In Google Analytics, if you see “(not offered)” as an alternative of the queries that led searchers to your web site, this implies Google is masking natural keywords knowledge within the curiosity of defending the privateness of searchers.

"(not provided" listed in a table on GA

However no worries, this doesn’t imply you have got configured your Google Analytics unsuitable or your knowledge is misplaced. On this article, we’ll cowl two options to the “not offered” downside and a few recommendations on easy methods to use your newly acquired key phrase knowledge:


On the time of writing, Google Analytics 4, the successor of Common Analytics, by default doesn’t present any natural keywords (or the “not offered” token) within the Acquisition report. To unravel this downside, you need to use the identical options proven on this article.

Resolution 1. Use Google Search Console (free instrument)

Google Search Console (GSC) is a free instrument from Google designed to watch and troubleshoot your web site’s look within the search outcomes. On high of unveiling natural queries that led to your web site, you need to use GSC to search out and repair technical errors, submit sitemaps, see backlinks, and extra.

To see your natural keywords knowledge, you have to arrange the instrument. You may learn to do that in our information to organising GSC.

Now, let’s see what kind of information you can find in GSC. We’ll begin with the primary cause why you’d need to use GSC: You may see your natural keywords within the Efficiency report, which you’ll discover right here:

"Performance" tab to access Performance report

As soon as your knowledge turns into obtainable, you will note your keywords within the Queries tab situated within the backside panel:

List of queries under Queries tab

Right here’s what this knowledge means:

  • High queries discuss with Google Search queries (i.e., keywords) that generated impressions of your web site. This implies every time your web site’s URL exhibits up in Google’s search outcomes (this may be net search, picture search, video search, or Google Information), the key phrase that brought on that impression will likely be reported right here.
  • Clicks are the variety of clicks coming to your web site’s URL from natural search outcomes. Observe this excludes paid Google Adverts search outcomes. Any click on that takes the consumer exterior of the search outcomes is taken into account a click on. And when somebody clicks a hyperlink to a web page, returns to the SERP (search engine outcomes web page), after which clicks on that web page once more, it counts solely as one click on.
  • Impressions are the variety of instances any URL out of your web site appeared within the search outcomes. Observe this doesn’t essentially indicate the searcher has seen your web site. This simply means it has been displayed.

It might take some time for Google to start out exhibiting your knowledge. However the excellent news is as soon as your knowledge is in, you’ll see as much as 16 months of retroactive knowledge.


Whereas GSC affords perception into the queries that led searchers to your web site, it doesn’t present all the knowledge. The primary limitation is that Google doesn’t present very uncommon queries (carried out solely by a couple of customers; Google calls these “nameless queries”). Secondly, GSC will solely present you as much as 1,000 keywords in its interface.

Different tabs within the Efficiency report will present you clicks and impressions for:

  • URLs of pages that have been entered coming from the SERPs.
  • International locations the place the search got here from.
  • The kind of system on which the search was carried out.
  • Grouped knowledge for particular varieties or options of search outcomes (Search Look tab). This knowledge is reserved for search outcomes aside from typical blue hyperlinks, comparable to recipe galleries, overview snippets, movies, how-to outcomes, and extra.
  • Dates (proven in Pacific Time Zone).

And so right here it’s. The primary resolution to “not offered” keywords is so simple as organising GSC and ready in your knowledge to return in. However earlier than we get into the second resolution, let’s see what different issues Google affords within the Efficiency report.

Ranging from the highest, now we have the filters.

Filters in Performance report

They mean you can show solely knowledge that meets sure standards. By default, you may filter by search kind and date. Moreover, the “Search kind” filter permits you to examine sources:

2 text fields to add in sources

You may as well activate further filters for a specific question, web page, nation, or system.

Dropdown showing additional filters

Beneath the filters, you have got the overview panel with one other set of filters and a graph that dynamically shows the information set in filters and plotted towards time. These filters additionally have an effect on the information proven within the Keyword report. So when you tick the CTR filter, CTR knowledge will likely be proven subsequent to “Clicks” and “Impressions”:

CTR and Position data in a table

Since we’ve already touched on clicks and impressions, let’s see what CTR (click-through price) and common place are about:

  • CTR is the share of natural impressions that lead to a click on.
  • Common place is the common place of your web site within the search outcomes primarily based on the positioning’s highest place every time it seems in a search.

It’s value noting that Common Analytics and Google Analytics 4 customers can combine GSC knowledge into Analytics to see all knowledge in a single instrument.

To combine your Google Common Analytics with GSC, be sure you arrange each companies for a similar property. Then entry your Google Analytics and:

  1. Select your property (i.e., web site you need to see knowledge for).
  2. Go to the Admin panel.
  3. Within the Product Linking part, select All merchandise.
  4. Search for “Search Console” and click on Hyperlink Search Console.
  5. Comply with the steps within the setup wizard to attach your GSC knowledge with Common Analytics knowledge.
Admin tab in GA sidebar

To combine your Google Analytics 4 with GSC, be sure you have arrange each companies for a similar property. Then entry your Google Analytics and:

  1. Select your property (i.e., web site you need to see knowledge for).
  2. Go to the Admin panel.
  3. Within the Product Linking part, select Search Console Linking. When you don’t see that choice but, chances are you’ll want to attend a couple of days; that is as the combination function continues to be on the rollout.
  4. Within the Search Console linking panel, click on Hyperlink.
  5. Comply with the steps within the setup wizard to attach your GSC knowledge with Google Analytics 4 knowledge.
Admin tab in GA sidebar

That’s it for unlocking your natural keywords knowledge in Google Analytics with the assistance of Search Console—our first resolution. However that isn’t the top of your choices for working with natural keywords. This brings us to the second resolution for “not offered.”

Resolution 2. Use Ahrefs Webmaster Instruments (free instrument)

As already talked about, GSC has its limitations, with an important being the 1,000-keyword restrict. If you have to work round this restrict, you may take into account an website positioning instrument like Ahrefs Webmaster Instruments (AWT).

It’s our free instrument that permits you to enhance your web site’s website positioning efficiency and get extra site visitors from search. AWT has 4 primary benefits over GSC with regards to natural keywords. It exhibits you:

  1. All recognized keywords. No 1000-keyword restrict right here.
  2. website positioning metrics for pages and keywords.
  3. A depersonalized SERP snapshot with aggressive knowledge.
  4. SERP options for each key phrase.

So let’s see how AWT works. When you set it up, click on on the “Natural keywords” widget within the undertaking overview…

"Organic keywords" widget in AWT

… and you can be directed to the Natural keywords report:

Organic keywords report results for Ahrefs' blog

By default, you can be offered with the next knowledge (from left to proper):

  • Key phrases that searchers used to search out your web site—your resolution to the “not offered” downside.
  • SF stands for SERP Options that seem in search outcomes for a key phrase.
  • Quantity exhibits the variety of common month-to-month searches for a key phrase.
  • Keyword Problem (KD) provides an estimate of how exhausting it’s to rank within the high 10 natural search outcomes for a key phrase on a 100-point scale.
  • Price Per Click on (CPC) exhibits the common worth that advertisers pay for every advert click on in paid search outcomes for a key phrase.
  • Site visitors exhibits an estimation of the month-to-month natural search site visitors that your goal will get from a given key phrase.
  • Change (subsequent to Site visitors) refers back to the change in site visitors between your chosen dates.
  • Place is the top-ranking place of your goal for a key phrase.
  • Change (subsequent to Place) refers back to the change in place between your chosen dates.
  • URL refers back to the URL that’s rating in search outcomes for a key phrase.

Above your key phrase knowledge, there are filters you need to use to show knowledge that meets sure standards, such because the nation the place the key phrase comes from, place in SERP, search quantity, or seek for a specific key phrase.

Filters in Organic keywords report

As seen within the above screenshots, there’s so much you are able to do with Ahrefs Webmaster Instruments. Right here, we’re solely exhibiting a fraction of the performance associated to natural keywords. Within the video beneath, we undergo different options that may make it easier to in website positioning and share easy methods to arrange the instrument.

SEO tool: Ahrefs Webmaster Tools to improve your website's SEO health and gain actionable insights to improve SEO for your site. Sign up Free ► https://ahrefs.com/webmaster-tools?campaign=ynawt-rttut Additional SEO Resource"/>SEO Tool"/>


So there you have got it—two totally different options to the “not offered” downside. Each are free to make use of. So go forward and take a look at them each with none commitments. You may even run them in parallel.

In actual fact, if you have already got GSC up and working, it’s simpler to arrange Ahrefs Webmaster Instruments, as you may confirm your property in it utilizing GSC. On high of that, you may see the GSC knowledge overview proper in AWT.

Line chart showing key data, e.g., total clicks and impressions

One very last thing value realizing about these options is that they show knowledge utilizing totally different sources. Google shows knowledge from its personal companies, and Ahrefs aggregates knowledge from a number of sources.

Three recommendations on easy methods to use key phrase knowledge

Understanding which natural keywords carry site visitors to your web site is nice. It is because you need to use that information to enhance your website positioning and develop your natural site visitors. Listed below are three fast concepts to try this. Observe that we are going to be utilizing each GSC and Ahrefs Webmaster Instruments.

1. Optimize pages with underperforming keywords

Underperforming keywords are these keywords the place you don’t rank in positions #1 or #2. The reason is most individuals click on one of many first two search outcomes. And when you’re not a type of outcomes, you’ll miss out on a number of natural site visitors.

SERP overview showing Ahrefs' organic traffic is around 1.2K, lesser than top-ranking pages that get 3-4K

Rating #6 for a aggressive key phrase is basically good, however that place provides us lower than half of the natural site visitors that higher-ranking pages get.

To search out your underperforming keywords utilizing Ahrefs Webmaster Instruments, entry your Natural keywords report by clicking on the “Natural keywords” widget within the undertaking overview. As soon as within the report, set the nation you need to see knowledge for. Additionally, set the Place filter to “3.”

Dropdown option to set Position filter

In a flash, you’re going to get an inventory of keywords that rank in place #3 or decrease. These are the keywords which are underperforming.

List of underperforming keywords

Now you may flick through that listing to create a shortlist of pages for optimization. A great follow is to make use of the SERP instrument to see who ranks above you within the SERPs. That approach, you may gauge the chance of outranking them. As an example, there’s little probability for us to outperform Google for the key phrase “google key phrase planner.”

SERP overview for keyword "google keyword planner"

As for the optimization itself, listed here are a couple of concepts on what you may do:

2. Optimize pages with low CTR however excessive key phrase rating

When you bear in mind from the earlier sections, CTR is the share of natural impressions that lead to a click on to your web site.

Usually, a web page with a excessive rating on the SERP ought to analogically have a excessive CTR. That is as folks are inclined to click on search outcomes with excessive rankings. And the upper the CTR, the upper the site visitors to your web site.

However in some instances, pages rating excessive can have a decrease than common CTR. With the assistance of GSC, you may shortly discover these pages, analyze the reason for their efficiency, and see if there’s a approach to enhance CTR.

To do that, go to the Efficiency report in GSC. Tick the Common CTR and the “Common place” filters. Then filter for keywords with common rankings beneath 3.1. This manner, you will note pages that you just already rank for within the high three.

Position filter set to 3.1

Now kind the report by CTR in ascending order. Then search for keywords with a number of impressions however low CTR. Right here’s an instance of such a key phrase.

Keyword "diy seo" with around 7.2K impressions but CTR is 2.1%

As you may most likely guess, for place #3 within the SERP, the CTR right here ought to be approach greater. Which means, we’re by some means lacking out on a number of potential site visitors that might go to our article on DIY website positioning.

Within the case of this key phrase, the reason for low efficiency will be seen simply by analyzing the SERP. Our webpage, although rating excessive, is “buried” beneath adverts, a featured snippet, a video carousel, and a Folks Additionally Ask field. These parts of the SERP most likely get essentially the most consideration from searchers.

Google SERP showing many elements above Ahrefs' article

So a viable resolution, on this case, is to try to optimize our article on DIY website positioning to win a featured snippet.

3. Discover simple keywords to rank for 

As chances are you’ll know, a single web page can rank for lots of of keywords. (We even did a examine on this topic.) A number of the keywords may even trigger a web page to be ranked unintentionally. This implies Google can affiliate a webpage with a key phrase even when you haven’t particularly focused the key phrase with a web page.

When that occurs, it is a signal it is best to create new content material optimized for that “unintentional” key phrase. In that case, you could possibly get extra site visitors than what you presently obtain. And the decrease the KD, the better it’s typically to create content material that may rank excessive.

You may search for low-difficulty keywords utilizing the KD metric in Ahrefs Webmaster Instruments. Simply open the Natural keywords report and put one thing low like “20” within the KD filter. Then kind the outcomes by quantity to identify alternatives with the very best potential. Right here’s an instance from a weblog on net design:

Low-difficulty keyword "tinder ui" in Organic keywords report

As you may see, the “tinder ui” key phrase has a excessive search quantity. Nevertheless it doesn’t carry any site visitors to the web page that ranks for it due to the low place within the SERP. Nonetheless, creating new, devoted content material concentrating on that key phrase might assist the weblog rank greater and get further natural site visitors.

Closing ideas  

On this article, we’ve seen two totally different options for incomplete key phrase studies in Google Analytics (each Common Analytics and Google Analytics 4). Each Search Console and Ahrefs Webmaster Instruments will present perception into the natural keywords that introduced folks to your web site and/or made your web site seem within the SERPs.

However if you wish to transcend simply realizing what your natural keywords are, I like to recommend conserving each of these free instruments working in parallel. This manner, you’ll have entry to extra knowledge and might spot extra alternatives for development, as proven within the three website positioning suggestions above.

And when you’re severe about rising natural site visitors, instruments like GSC and AWT are merely must-haves.

Need to be taught extra than simply the website positioning ways talked about right here? Head to our full information on website positioning.

Obtained questions? Ping me on Twitter.