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How to Reclaim Your Keyword Data

In Google Analytics, once you see “(not offered)” as a substitute of the queries that led searchers to your web site, this implies Google is masking natural key phrases knowledge within the curiosity of defending the privateness of searchers.

However no worries, this doesn’t imply you might have configured your Google Analytics improper or your knowledge is misplaced. On this article, we’ll cowl two options to the “not offered” downside and a few recommendations on how 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 key phrases (or the “not offered” token) within the Acquisition report. To unravel this downside, you should use the identical options proven on this article.

Answer 1. Use Google Search Console (free instrument)

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

To see your natural key phrases knowledge, you want to arrange the instrument. You possibly can learn the way to do that in our information to establishing GSC.


Now, let’s see what sort of information you’ll discover in GSC. We’ll begin with the primary motive why you’d need to use GSC: You possibly can see your natural key phrases within the Efficiency report, which you’ll discover right here:

"Performance" tab to access Performance report

As soon as your knowledge turns into out there, you will note your key phrases within the Queries tab positioned within the backside panel:

List of queries under Queries tab


Right here’s what this knowledge means:

  • Prime queries refer to Google Search queries (i.e., key phrases) that generated impressions of your web site. This implies at any time when your web site’s URL reveals up in Google’s search outcomes (this may be internet search, picture search, video search, or Google Information), the key phrase that brought on that impression can be reported right here.
  • Clicks are the variety of clicks coming to your web site’s URL from natural search outcomes. Be aware this excludes paid Google Advertisements search outcomes. Any click on that takes the person 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. Be aware this doesn’t essentially suggest the searcher has seen your web site. This simply means it has been displayed.

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


Whereas GSC presents perception into the queries that led searchers to your web site, it doesn’t present your entire knowledge. The primary limitation is that Google doesn’t present very uncommon queries (carried out solely by just a few customers; Google calls these “nameless queries”). Secondly, GSC will solely present you up to 1,000 key phrases 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.
  • Nations the place the search got here from.
  • The kind of machine on which the search was carried out.
  • Grouped knowledge for particular sorts or options of search outcomes (Search Look tab). This knowledge is reserved for search outcomes apart from typical blue hyperlinks, equivalent to recipe galleries, overview snippets, movies, how-to outcomes, and more.
  • Dates (proven in Pacific Time Zone).

And so right here it’s. The primary answer to “not offered” key phrases is so simple as establishing GSC and ready on your knowledge to are available. However earlier than we get into the second answer, let’s see what different issues Google presents within the Efficiency report.

Ranging from the highest, we’ve got the filters.

Filters in Performance report

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

2 text fields to add in sources

You can even activate extra filters for a specific question, web page, nation, or machine.

Dropdown showing additional filters

Under the filters, you might have 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 can 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 charge) and common place are about:

  • CTR is the proportion 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 at any time when it seems in a search.

It’s price 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, ensure you arrange each companies for a similar property. Then entry your Google Analytics and:

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

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

  • Select your property (i.e., web site you need to see knowledge for).
  • Go to the Admin panel.
  • Within the Product Linking part, select Search Console Linking. In the event you don’t see that choice but, you could want to wait just a few days; that is as the mixing characteristic continues to be on the rollout.
  • Within the Search Console linking panel, click on Hyperlink.
  • Observe the steps within the setup wizard to join your GSC knowledge with Google Analytics 4 knowledge.
  • Admin tab in GA sidebar

    That’s it for unlocking your natural key phrases knowledge in Google Analytics with the assistance of Search Console—our first answer. However that’s not the tip of your choices for working with natural key phrases. This brings us to the second answer for “not offered.”

    Answer 2. Use Ahrefs Webmaster Instruments (free instrument)

    As already talked about, GSC has its limitations, with crucial being the 1,000-keyword restrict. In the event you want to work round this restrict, you may contemplate an search engine optimisation instrument like Ahrefs Webmaster Instruments (AWT).

    It’s our free instrument that enables you to enhance your web site’s search engine optimisation efficiency and get extra visitors from search. AWT has 4 most important benefits over GSC when it comes to natural key phrases. It reveals you:

  • All recognized key phrases. No 1000-keyword restrict right here.
  • search engine optimisation metrics for pages and key phrases.
  • A depersonalized SERP snapshot with aggressive knowledge.
  • SERP options for each key phrase.
  • Additionally, the information regarding your web site is offered ranging from the time our internet crawler discovers and crawls your web site. Because of this with Ahrefs Webmaster Instruments, you may entry historic knowledge older than 16 months (which is Search Console’s restrict).

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

    "Organic keywords" widget in AWT

    … and you may be directed to the Natural key phrases report:

    Organic keywords report results for Ahrefs' blog

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

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

    Subsequent to the URL knowledge are two nifty instruments that show aggressive knowledge about your key phrases. The primary one with the “line chart” icon reveals the place historical past of the URL or URLs rating for a key phrase:

    Line chart showing position history

    The second reveals you a depersonalized SERP overview for a key phrase. Additionally, it permits you to view historic SERPs for a key phrase.

    SERP overview for keyword "affiliate marketing"

    Above your key phrase knowledge, there are filters you should 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 quite a bit you are able to do with Ahrefs Webmaster Instruments. Right here, we’re solely exhibiting a fraction of the performance associated to natural key phrases. Within the video beneath, we undergo different options that may provide help to in search engine optimisation and share how to arrange the instrument.         

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

    In reality, 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 prime 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 price figuring out 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.

    3 recommendations on how to use key phrase knowledge

    Realizing which natural key phrases deliver visitors to your web site is nice. It is because you should use that information to enhance your search engine optimisation and develop your natural visitors. Listed below are three fast concepts to do this. Be aware that we’ll be utilizing each GSC and Ahrefs Webmaster Instruments.

    1. Optimize pages with underperforming key phrases

    Underperforming key phrases are these key phrases 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 kind of outcomes, you’ll miss out on plenty of natural 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 absolutely good, however that place provides us lower than half of the natural visitors that higher-ranking pages get.

    To seek out your underperforming key phrases utilizing Ahrefs Webmaster Instruments, entry your Natural key phrases report by clicking on the “Natural key phrases” widget within the venture 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’ll get an inventory of key phrases that rank in place #3 or decrease. These are the key phrases which can be underperforming.

    List of underperforming keywords

    Now you may flick thru that record to create a shortlist of pages for optimization. An excellent apply is to use the SERP instrument to see who ranks above you within the SERPs. That manner, you may gauge the chance of outranking them. For example, there may be little likelihood 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 just a few concepts on what you may do:

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

    In the event you bear in mind from the earlier sections, CTR is the proportion 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 have a tendency to click on search outcomes with excessive rankings. And the upper the CTR, the upper the visitors to your web site.

    However in some circumstances, 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 manner 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 key phrases with common rankings beneath 3.1. This fashion, you will note pages that you simply already rank for within the prime three.

    Position filter set to 3.1

    Now kind the report by CTR in ascending order. Then search for key phrases with numerous 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 manner larger. Which means, we’re someway lacking out on plenty of potential visitors that might go to our article on DIY search engine optimisation.

    Within the case of this key phrase, the reason for low efficiency could 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 probably the most consideration from searchers.

    Google SERP showing many elements above Ahrefs' article

    So a viable answer, on this case, is to try to optimize our article on DIY search engine optimisation to win a featured snippet.

    3. Discover simple key phrases to rank for 

    As you could know, a single web page can rank for lots of of key phrases. (We even did a examine on this topic.) A few of the key phrases 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, this can be a signal you need to create new content material optimized for that “unintentional” key phrase. In that case, you might get extra visitors than what you presently obtain. And the decrease the KD, the better it’s typically to create content material that can rank excessive.

    You possibly can search for low-difficulty key phrases utilizing the KD metric in Ahrefs Webmaster Instruments. Simply open the Natural key phrases report and put one thing low like “20” within the KD filter. Then kind the outcomes by quantity to spot alternatives with the very best potential. Right here’s an instance from a weblog on internet 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 deliver any 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 may assist the weblog rank larger and get extra natural visitors.

    Remaining 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 key phrases that introduced folks to your web site and/or made your web site seem within the SERPs.

    However if you need to transcend simply figuring out what your natural key phrases are, I like to recommend protecting each of these free instruments working in parallel. This fashion, you should have entry to extra knowledge and might spot extra alternatives for progress, as proven within the three search engine optimisation ideas above.

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

    Need to study extra than simply the search engine optimisation techniques talked about right here? Head to our full information on search engine optimisation.

    Acquired questions? Ping me on Twitter.

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