Google Search Console (GSC) is a free tool best known for measuring site performance and fixing issues, but you can also use it for keyword research.
GSC contains data on the organic queries (keywords) that attract users to your website. This makes it an excellent tool for discovering the ideal keywords to grow your organic site traffic.
Why Search Console Matters for Keyword Analysis in 2025
That’s why marketers now invest more time in Google Search Console keyword analysis instead of relying on outdated projections.
Google Search Console is a vital tool for keyword analysis in 2025 because it provides direct insights into how users are actually searching for your website.
It helping you optimize content and improve search visibility—something that’s difficult to achieve with traditional spreadsheets and SOPs alone.
This is also where the benefits of AI SEO Agents become clear, since they transform raw GSC data into actionable SEO moves.
And if you want to go one step further and understand how your brand performs against competitors in search, analyzing your Share of Search can help you benchmark branded search demand and discover growth opportunities beyond basic keyword data.
It offers real-time GSC keyword data on which queries are driving traffic, which keywords are being searched but aren’t being used on your site, and how your site is performing in search results.
Why use Google Search Console for keyword Analysis?
Google Search Console is a goldmine for keyword insights. Here’s why you should use it.
- Free and requires no subscriptions: Many SEO tools require costly subscriptions, but GSC is completely free, making it accessible easily.
- Provides real keyword performance data: Most keyword research tools provide estimated search volumes, but GSC shows actual data on searches that lead users to your site, ensuring accuracy with Real-Time SEO Data.
- Helps identify keywords with high optimization potential: Analyzing existing keyword rankings allows you to optimize content and improve visibility with small tweaks.
- Uncovers content gaps and new topic opportunities: GSC reveals queries that may not have been intentionally targeted but are already driving traffic, providing ideas for new content.
- Tracks keyword performance over time: You can monitor how rankings fluctuate, which keywords are growing in importance, and how search behavior is evolving.
- Helps understand search intent: By analyzing query data, you can refine content to better match user intent and increase engagement.
- Provides device-specific insights: Performance can vary between desktop and mobile users, and GSC helps fine-tune SEO strategies accordingly.
Find High-Value Keywords to Keep in Your Strategy
In the Performance tab, filter for the last 3 to 6 months and sort by clicks. This reveals the keywords driving the most traffic.
Target those with an average position between 4 and 10. These are close to the top and have potential to move higher with small optimizations.
Google Search Console keyword analysis offers this clarity without needing premium tools.
For teams scaling SEO across multiple brands, combining GSC insights with automation for agency workflows streamlines research, clustering, and on-page optimization at scale.
For those scaling SEO, pairing GSC with an AI SEO agent like KIVA helps uncover even deeper keyword opportunities. KIVA’s Hidden Gems system analyzes your Search Console data and tags keywords as Reclaimers, Contenders, or TrendSpotters, surfacing high-potential queries that deserve immediate attention.
“Reviewing high-performing queries helped refine two pages and increase their rankings by three positions within a month.” – Chloe Garcia, SEO Analyst
Identify Keywords With High Impressions, Low Clicks
Some queries generate large impressions but low CTR. That usually points to a disconnect between the snippet and what users want.
Sort the query list by impressions. Compare CTR and average position. If a page is on page one but not getting clicks, revisit the meta title and description.
This optimization can lift visibility without new content creation.
Discover Page-Specific Keyword Opportunities
Go to Performance > Pages and select any URL. Then click the “Queries” tab to see which search terms are tied to that specific page.
Include relevant keywords in subheadings, image alt text, and FAQs. Keep the content natural. Even subtle on-page improvements help boost Google Search Console keyword analysis outcomes, especially when viewed through approaches like Tools vs Agents, which highlight how agents elevate optimization compared to traditional tools.
KIVA, your AI SEO agent, enhances this process by generating detailed content briefs that align query data with user intent, SERP structure, and brand voice—ensuring each update improves both rankings and engagement.
Pages targeting multiple similar terms can conflict. Consolidate or rewrite when needed.
Track Progress Over Time
The “Compare” view in Search Console gives you search performance insights across time—revealing trends in rankings, CTR, and traffic behavior.
Compare metrics such as:
- Total Clicks
- Impressions
- CTR
- Average Position
Choose two timeframes and observe how rankings evolve. This creates a clear feedback loop between updates and actual performance.
To take this further—into implementation, link building, and tracking—head over to our complete SEO resource guide.
Find Long-Tail Keyword Gems
Google Search Console lists thousands of low-volume queries—these are long-tail opportunities.
Export the query data. Filter terms with fewer than 10 clicks but over 100 impressions. These often represent niche user intent or rising trends.
Creating content around these topics helps capture traffic early and build stronger topical authority in SEO within niche subject areas.
With KIVA’s Keyword Clustering, long-tail keywords can be grouped into strategic topic clusters. This allows you to target multiple low-competition phrases with fewer, more comprehensive content pieces.
Solve Keyword Cannibalization with Data
Multiple pages may rank for the same keyword. This can dilute rankings.
Google Search Console shows which URLs appear for each query. Focus on one strong page. Redirect, merge, or rework weaker ones to clarify relevance.
Search engines reward focused coverage. This ensures the correct content ranks better.
Build a Monthly Keyword Optimization Routine
A routine helps maintain momentum:
- Week 1: Export data from Google Search Console
- Week 2: Highlight high-impression, low-CTR terms
- Week 3: Adjust meta tags and headers for those queries
- Week 4: Run comparison reports to track shifts
Repeat monthly to align keyword targeting with changing search behavior and improve long-term organic keyword tracking.
Many solo marketers use an SEO agent to automate these weekly keyword analysis routines, saving hours on data exports and optimizations.
These workflows directly help overcome the Challenges Freelancers Face Without AI Agents in SEO by cutting repetitive work and freeing up time for strategy.
Evaluate Individual Page Trends
Review how each URL performs. Are rankings improving? Is traffic declining or stagnant?
Pages slipping in average position may need refreshed content or stronger internal linking.
Google Search Console keyword analysis supports this level of granularity.
Avoid Common Optimization Mistakes
- Ignoring impressions—high visibility with low CTR signals an opportunity
- Letting pages overlap creates keyword confusion
- Updating without data
- Mismatched intent—keyword fit matters more than density
Avoiding these traps prevents wasted effort.
Visualize Keyword Insights with Dashboards
Native GSC visuals have limits. Connect the tool to Looker Studio or alternatives.
Visual dashboards help monitor trends across clusters, URLs, and topics. This aids decision-making, especially in collaborative teams.
Good visuals simplify spotting new SEO opportunities.
Boost Your Keyword Research with KIVA
Teams exploring smarter workflows use KIVA to streamline Google Search Console keyword analysis. KIVA automatically flags high-potential keywords, audits on-page SEO alignment, and detects underperforming pages in a unified view.
By integrating GSC data into its AI-powered system, KIVA helps scale analysis without losing detail. Its automation supports timely updates, structured briefs, and clarity in content strategy. Pairing it with a regular SEO site audit to ensures that your content is well aligned.
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Conclusion
Google Search Console keyword analysis reveals what users search for before landing on a site.
Data-backed adjustments help content align with demand. Every click signals intent. Recognizing patterns, improving relevance, and iterating often builds lasting SEO strength.
For marketers aiming to turn raw search data into action, an AI SEO agent like KIVA connects the dots, automating analysis, surfacing hidden opportunities, and aligning every piece of content with what your audience is truly searching for.
