How to Reclaim Your Keyword Data

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In Google Analytics, whenever you see “(not provided)” as an alternative of the queries that led searchers to your web site, this implies Google is overlaying natural key phrases information within the curiosity of defending the privateness of searchers.

"(not provided" listed in a table on GA

But no worries, this doesn’t imply you’ve configured your Google Analytics improper or your information is misplaced. In this text, we’ll cowl two options to the “not provided” drawback and a few recommendations on how one can use your newly acquired key phrase information:


At the time of writing, Google Analytics 4, the successor of Universal Analytics, by default doesn’t present any natural key phrases (or the “not provided” token) within the Acquisition report. To clear up this drawback, you need to use the identical options proven on this article.

Solution 1. Use Google Search Console (free device)

Google Search Console (GSC) is a free device from Google designed to observe and troubleshoot your web site’s look within the search outcomes. On prime of showing 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 key phrases information, it is advisable arrange the device. You can learn to do that in our information to organising GSC.

Now, let’s see what kind of knowledge you’ll discover in GSC. We’ll begin with the principle cause why you’d need to use GSC: You can see your natural key phrases within the Performance report, which you’ll discover right here:

"Performance" tab to access Performance report

Once your information turns into obtainable, you will notice your key phrases within the Queries tab positioned within the backside panel:

List of queries under Queries tab

Here’s what this information means:

  • Top queries confer with Google Search queries (i.e., key phrases) that generated impressions of your web site. This means each time your web site’s URL exhibits up in Google’s search outcomes (this may be net search, picture search, video search, or Google News), the key phrase that precipitated that impression might be reported right here.
  • Clicks are the variety of clicks coming to your web site’s URL from natural search outcomes. Note this excludes paid Google Ads 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. Note this doesn’t essentially suggest the searcher has seen your web site. This simply means it has been displayed.

It might take some time for Google to begin displaying your information. But the excellent news is as soon as your information is in, you’ll see as much as 16 months of retroactive information.


While GSC gives perception into the queries that led searchers to your web site, it doesn’t present all the information. The first limitation is that Google doesn’t present very uncommon queries (carried out solely by a couple of customers; Google calls these “anonymous queries”). Secondly, GSC will solely present you as much as 1,000 key phrases in its interface.

Other tabs within the Performance report will present you clicks and impressions for:

  • URLs of pages that have been entered coming from the SERPs.
  • Countries the place the search got here from.
  • The kind of system on which the search was carried out.
  • Grouped information for particular varieties or options of search outcomes (Search Appearance tab). This information is reserved for search outcomes apart from typical blue hyperlinks, akin to recipe galleries, evaluate snippets, movies, how-to outcomes, and more.
  • Dates (proven in Pacific Time Zone).

And so right here it’s. The first answer to “not provided” key phrases is so simple as organising GSC and ready in your information to return in. But earlier than we get into the second answer, let’s see what different issues Google gives within the Performance report.

Starting from the highest, we now have the filters.

Filters in Performance report

They permit you to show solely information that meets sure standards. By default, you’ll be able to filter by search kind and date. Additionally, the “Search type” filter lets you evaluate sources:

2 text fields to add in sources

You also can activate extra filters for a selected question, web page, nation, or system.

Dropdown showing additional filters

Below the filters, you’ve the overview panel with one other set of filters and a graph that dynamically shows the info set in filters and plotted towards time. These filters additionally have an effect on the info proven within the Keyword report. So in case you tick the CTR filter, CTR information might 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 end in a click on.
  • Average place is the typical place of your website within the search outcomes based mostly on the positioning’s highest place each time it seems in a search.

It’s value noting that Universal Analytics and Google Analytics 4 customers can combine GSC information into Analytics to see all information in a single device.

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

  1. Choose your property (i.e., web site you need to see information for).
  2. Go to the Admin panel.
  3. In the Product Linking part, select All merchandise.
  4. Look for “Search Console” and click on Link Search Console.
  5. Follow the steps within the setup wizard to attach your GSC information with Universal Analytics information.
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:

  1. Choose your property (i.e., web site you need to see information for).
  2. Go to the Admin panel.
  3. In the Product Linking part, select Search Console Linking. If you don’t see that possibility but, you could want to attend a couple of days; that is as the mixing function continues to be on the rollout.
  4. In the Search Console linking panel, click on Link.
  5. Follow the steps within the setup wizard to attach your GSC information with Google Analytics 4 information.
Admin tab in GA sidebar

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

Solution 2. Use Ahrefs Webmaster Tools (free device)

As already talked about, GSC has its limitations, with an important being the 1,000-keyword restrict. If it is advisable work round this restrict, you’ll be able to take into account an search engine optimisation device like Ahrefs Webmaster Tools (AWT).

It is our free device that lets you enhance your web site’s search engine optimisation efficiency and get extra visitors from search. AWT has 4 essential benefits over GSC relating to natural key phrases. It exhibits you:

  1. All identified key phrases. No 1000-keyword restrict right here.
  2. search engine optimisation metrics for pages and key phrases.
  3. A depersonalized SERP snapshot with aggressive information.
  4. SERP options for each key phrase.

Also, the info regarding your web site is obtainable ranging from the time our net crawler discovers and crawls your web site. This signifies that with Ahrefs Webmaster Tools, you’ll be able to entry historic information older than 16 months (which is Search Console’s restrict).

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

"Organic keywords" widget in AWT

… and you can be directed to the Organic key phrases report:

Organic keywords report results for Ahrefs' blog

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

  • Keywords that searchers used to search out your web site—your answer to the “not provided” drawback.
  • SF stands for SERP Features that seem in search outcomes for a key phrase.
  • Volume exhibits the variety of common month-to-month searches for a key phrase.
  • Keyword Difficulty (KD) offers an estimate of how arduous it’s to rank within the prime 10 natural search outcomes for a key phrase on a 100-point scale.
  • Cost Per Click (CPC) exhibits the typical worth that advertisers pay for every advert click on in paid search outcomes for a key phrase.
  • Traffic exhibits an estimation of the month-to-month natural search visitors that your goal will get from a given key phrase.
  • Change (subsequent to Traffic) refers back to the change in visitors between your chosen dates.
  • Position is the top-ranking place of your goal for a key phrase.
  • Change (subsequent to Position) 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.

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

Line chart showing position history

The second one exhibits you a depersonalized SERP overview for a key phrase. Also, it lets you view historic SERPs for a key phrase.

SERP overview for keyword "affiliate marketing"

Above your key phrase information, there are filters you need to use to show information that meets sure standards, such because the nation the place the key phrase comes from, place in SERP, search quantity, or seek for a selected 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 Tools. Here, we’re solely displaying a fraction of the performance associated to natural key phrases. In the video under, we undergo different options that may aid you in search engine optimisation and share how one can arrange the device.         

So there you’ve it—two totally different options to the “not provided” drawback. Both are free to make use of. So go forward and check out them each with none commitments. You may even run them in parallel.

In truth, if you have already got GSC up and operating, it’s simpler to arrange Ahrefs Webmaster Tools, as you’ll be able to confirm your property in it utilizing GSC. On prime of that, you’ll be able to see the GSC information 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 information utilizing totally different sources. Google shows information from its personal companies, and Ahrefs aggregates information from a number of sources.

Three recommendations on how one can use key phrase information

Knowing which natural key phrases convey visitors to your web site is nice. This is as a result of you need to use that data to enhance your search engine optimisation and develop your natural visitors. Here are three fast concepts to try this. Note that we are going to be utilizing each GSC and Ahrefs Webmaster Tools.

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 cause being most individuals click on one of many first two search outcomes. And in case you’re not a kind of outcomes, you’ll miss out on a whole lot of natural visitors.

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

Ranking #6 for a aggressive key phrase is absolutely good, however that place offers us lower than half of the natural visitors that higher-ranking pages get.

To discover your underperforming key phrases utilizing Ahrefs Webmaster Tools, entry your Organic key phrases report by clicking on the “Organic keywords” widget within the mission overview. Once within the report, set the nation you need to see information for. Also, set the Position filter to “3.”

Dropdown option to set Position filter

In a flash, you’ll get a listing of key phrases that rank in place #3 or decrease. These are the key phrases which might be underperforming.

List of underperforming keywords

Now you’ll be able to flick through that checklist to create a shortlist of pages for optimization. A very good apply is to make use of the SERP device to see who ranks above you within the SERPs. That manner, you’ll be able to gauge the likelihood of outranking them. To illustrate, there’s little probability for us to outperform Google for the key phrase “google keyword planner.”

SERP overview for keyword "google keyword planner"

As for the optimization itself, listed below are a couple of concepts on what you’ll be able to do:

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

If you bear in mind from the earlier sections, CTR is the proportion of natural impressions that end in a click on to your web site.

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

But in some circumstances, pages rating excessive can have a decrease than common CTR. With the assistance of GSC, you’ll be able to rapidly 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 Performance report in GSC. Tick the Average CTR and the “Average position” filters. Then filter for key phrases with common rankings under 3.1. This manner, you will notice pages that you just already rank for within the prime three.

Position filter set to 3.1

Now type the report by CTR in ascending order. Then search for key phrases with a number of impressions however low CTR. Here’s an instance of such a key phrase.

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

As you’ll be able to in all probability guess, for place #3 within the SERP, the CTR right here must be manner increased. Meaning, we’re by some means lacking out on a whole lot of potential visitors that would go to our article on DIY search engine optimisation.

In the case of this key phrase, the reason for low efficiency may be seen simply by analyzing the SERP. Our webpage, although rating excessive, is “buried” underneath adverts, a featured snippet, a video carousel, and a People Also Ask field. Those components of the SERP in all probability 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. Find straightforward key phrases to rank for 

As you could know, a single web page can rank for a whole lot of key phrases. (We even did a research on this topic.) Some of the key phrases may even trigger a web page to be ranked unintentionally. This means Google can affiliate a webpage with a key phrase even in case 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. If so, you may 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 can search for low-difficulty key phrases utilizing the KD metric in Ahrefs Webmaster Tools. Just open the Organic key phrases report and put one thing low like “20” within the KD filter. Then type the outcomes by quantity to identify alternatives with the very best potential. Here’s an instance from a weblog on net design:

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

As you’ll be able to see, the “tinder ui” key phrase has a excessive search quantity. But it doesn’t convey any visitors to the web page that ranks for it due to the low place within the SERP. However, creating new, devoted content material concentrating on that key phrase may assist the weblog rank increased and get extra natural visitors.

Final ideas  

In this text, we’ve seen two totally different options for incomplete key phrase reviews in Google Analytics (each Universal Analytics and Google Analytics 4). Both Search Console and Ahrefs Webmaster Tools 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.

But if you wish to transcend simply realizing what your natural key phrases are, I like to recommend preserving each of these free instruments operating in parallel. This manner, you should have entry to extra information and might spot extra alternatives for development, as proven within the three search engine optimisation ideas above.

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

Want to be taught extra than simply the search engine optimisation ways talked about right here? Head to our full information on search engine optimisation.

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