Find what search keywords bring visitors to your site

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Find what search keywords bring visitors to your site

Last updated September 28, 2026 17:17

Use the Search keywords report to review the search terms people use on Google and other search engines to find your site.

The Search keywords panel shows which search terms drive traffic to your site from search engines, so you can focus your content on the language people use to find your site.

To see what visitors search for within your site instead, visit Track what visitors search for on your site.

Also try: Keyword best practices and Optimize your site for AI-powered search engines.

Verify your site with Google Search Console

To access Google search data, verify your site with Google Search Console by completing the prompts in the Google tab, then wait 72 hours for data to populate.

If you've already verified your site, you may be prompted to verify again. If it's been more than 72 hours and there's data to show, it appears the first time you open the Search keywords panel.

Tip: If you have a Google Workspace account, ensure Google Search Console is turned on for all users.

Where do I find my Search keywords report?

To view your search keywords report:

  1. Open the Analytics panel, click Traffic, then click Search keywords.
  2. Click Google or Other search engines, depending on the traffic you want to review.
  3. Click the date range dropdown menu to filter by time frame. Data is available from January 2014.

Note: In the Squarespace app, search keyword data is available in the Android app only, and only for Google search. Tap Analytics, then tap Google search keywords.

Find the top Google search keywords for your site

The Google tab shows which Google search keywords bring the most clicks to your site, and your average position for each one. Data goes back to whichever is more recent: when you first verified your site with Google Search Console, or 16 months ago.

What does the Google tab measure?

The Google tab focuses on four KPIs. Click any one to see its data:

  • Total clicks — The number of clicks your site got from searches for a keyword.
  • Total impressions — The number of people who saw your site in search results for a keyword, whether or not they clicked.
  • Avg. click-through rate — The percentage of impressions that led to a click: (clicks ÷ impressions) × 100.
  • Avg. position — Your site's average position in search results for a keyword in your date range. If two people search for Toronto book editing and your site appears first for one and third for the other, your average position is 2, or (1 + 3) ÷ 2. If your site appears more than once in a single search, we use the highest position.

The graph shows trends over time for your top four keywords in the date range.

Click a KPI to filter and compare results. Depending on your date range, a percent change comparison may appear beneath each one.

Click the Daily or Weekly dropdown menu to change the time scale. Your options depend on how many data points are available.

The table shows up to 200 keywords, with your most successful at the top. Each row includes:

  • Search keyword
  • Clicks, including the percentage of your overall clicks that keyword accounts for
  • Impressions
  • Click-through percentage
  • Avg. position

Click Pages to see which pages rank for each keyword, or Domain to see results for the whole site.

Find search keywords from other search engines

The Other search engines tab shows terms that bring traffic from search engines like Bing and DuckDuckGo.

The graph shows keywords that led visitors to your site, and the table breaks them down:

  • Count is how many times a search term was used.
  • Not provided is search activity that search engines hide from third-party platforms like ours.
  • An arrow appears beside keywords that came from more than one search engine. Click it to see each source URL.

Improve your site traffic using search keyword insights

After reviewing which keywords bring people to your site, you can focus your content on the language they use.

  • High impressions, low clicks. Your site is appearing in results but not attracting the click, often because your average position is low. Try adding that keyword to relevant areas of your site, following our keyword best practices.
  • A successful keyword that doesn't match your product names. If your most popular product is a pen and one of your top keywords is school supplies, adding school supplies to the product description connects what people search for with what they buy once they arrive.
  • Few keywords beyond Google. Consider verifying your site with other search engines. To get started, visit Bing Webmaster tools.

Is there a character limit to the search terms included in the report?

Yes. Searches of 80 characters or more aren't included in the search keywords report.

My Clicks total doesn't match the table.

For privacy reasons, Google withholds keywords used by only a small number of people, but we still count clicks from those searches. So the Clicks total can be higher than the sum of the table.

The graph shows No data available.

If the graph says No data available, Google couldn't provide any specific keywords for that date range. This happens when your site is new to Search Console, when the date range is short, or when every keyword in that range came from too few people for Google to share.

Data looks missing or wrong.

Google Search Console is the source for this tab. Log into Google Search Console and compare against Google's Queries report. Data can take a few hours to sync between our platforms — if a discrepancy lasts more than 72 hours, contact us.

Error: “Connected Account Deactivated”

To troubleshoot, visit Verifying your site with Google Search Console.

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Find what search keywords bring visitors to your site