How To View Users By Search Term

Learn how to analyze user behavior through search terms in GA4, enhancing your SEO strategy and content optimization. Follow our step-by-step guide to create a detailed exploration report.

Understanding User Behavior Through Search Terms in Google Analytics 4

Analyzing how users find your website through specific search terms is crucial for optimizing your SEO strategy and understanding user intent. We’ll show you how to create a detailed exploration in GA4 that reveals which search terms are driving user engagement, helping you make data-driven decisions to improve your content strategy and user acquisition efforts.

Basic Report Structure

• Primary dimension: Search term
• Secondary dimensions: User source and medium
• Key metrics: Users, New users, and Engaged sessions
• Visualization: Table format with search term performance
• Segments: Organic traffic users

Steps to Create the Report

1. Open GA4 and navigate to the Explore section.
2. Click the Blank template to start a new exploration.
3. Under the Dimensions, click the + button and search for Session source/medium, Search term, and Landing page. Check the checkbox beside them and click Confirm.
4. Under the Metrics, click the + button and search for Users, New users, Engaged sessions, and Average engagement time. Check the checkbox beside them and click Confirm.
5. Drag Search term to the Rows section.
6. Drag Users, New users, Engaged sessions, and Average engagement time to the Values section.
7. Create a filter for organic traffic by clicking the + button in the Filters section.
8. Set the filter dimension to Session source/medium and condition to “contains organic”.
9. Set your desired date range in the report settings.

Important Dimensions and Metrics

• Search term: Shows the actual keywords users searched for.
• Session source/medium: Identifies traffic sources and helps filter organic searches.
• Landing page: Shows which pages users land on from specific search terms.
• Users: Total number of users for each search term.
• New users: First-time visitors from each search term.
• Engaged sessions: Sessions with meaningful engagement.
• Average engagement time: How long users from each search term engage with your site.

Actionable Insights

1. Identify high-performing search terms with strong user engagement to inform your content strategy.
2. Optimize landing pages for search terms with high bounce rates.
3. Use search terms with high engagement times to create similar content.
4. Identify new keyword opportunities from unexpected search terms bringing quality traffic.
5. Adjust your SEO strategy based on search terms bringing new users vs. returning users.

Answers Similar Questions

1. How to track organic search terms in GA4
2. View keyword performance in Google Analytics 4
3. GA4 search term analysis report
4. Track users by keywords in Google Analytics
5. How to see which search terms bring users to my site