Understanding which keywords are sending organic traffic to a specific page on your website can be helpful when trying to understand:
- Which keywords or phrases the page ranks for in the search results.
- Which keywords Google and other search engines value a specific page for.
- Engagement metrics (time on site, page views, bounce rate) by keyword.
- How valuable specific keywords are for driving traffic.
- How valuable keyword are from a monetary and conversion standpoint.
Below you will find a step-by-step guide to finding which keywords sent traffic to a specific URL on your website.
Step 1: Click Content
You will need to get into your content sets within Google Analytics. To do this click on the content tab in the left hand column.
Step 2: Click Overview
You will then need to show the top pages from your website that received visits over the specified time period. To do this click on the “Overview Tab” within the content section.
Step 3: Click Full Report
If the URL you want to see the keywords for is not in the top URLs then you will need to click on “View Full Report” which is located in the lower right hand corner of the page. This will take you to a page that you can then either search for the specific URL or use the “Show Rows” option to expand the set of top URLs.
Step 4: Click The URL You Want To Get The Data For
Once you have reached the Full Report you will see more URLs to choose from. If your URL is still not in this list you can search for it by using the search box that is above the “Entrances” column. Or, if you wish to browse more URLs you can click the “Show Rows” drop down which is located in the lower right hand corner of the page. Once you find the URL you want to see the data for, please click on it.
Step 5: Select Secondary Dimension
Once you have found and clicked on the URL, the next step is to add a secondary dimension to the data. To do this simply click on the secondary dimension drop down.
Step 6: Click Traffic
Within this drop down you should see a box labeled traffic. Click on that to open up more options within the drop down.
Step 7: Click Keyword
Once you have clicked the traffic box you will be given more choices, one of which is “Keyword”. Click on that option.
Step 8: Keywords Are Shown
Once you click on “Keyword” it will add the keywords as a secondary dimension to your URL report. This will show the keywords and phrases that have sent traffic to the page, and thus those which you are ranked for.
You will notice a few labels within these keywords.
- Not Set: This means it was most likely a referral and no keyword was sent through.
- Not Provided: The dreaded “Not Provided” data means that the user who visited your page from the search results was logged into their Google Account and thus Google will not show you the keyword.
- Keywords That Have Sent Traffic To That URL: Finally you will see a list of keywords and key phrases that sent traffic to that specific URL. From this data you can gather which keywords were the most valuable based on your engagement goals; page views, time on site, or bounce rate. You can even determine page value from a monetary standpoint.