How to Use Google Search Console for Keyword Research and Improve SEO
If you’ve ever found yourself staring at your website traffic wondering, “Where exactly are my visitors coming from?” or “How do I uncover new keyword opportunities without spending a fortune?”, you’re not alone. A lot of business owners ask: How to Use Google Search Console for Keyword Research? And better yet—how can you use it to improve SEO without drowning in data?
The good news is that you don’t need to be an SEO wizard to leverage one of the most powerful (and free!) tools out there—Google Search Console (GSC). What’s even better? Most businesses aren’t using it to its full potential. Let’s change that.
What Is Google Search Console, Really?
Google Search Console is a free platform from Google that helps you monitor, maintain, and troubleshoot your site’s presence in Google Search results. It tells you which keywords (aka search queries) people use to find your website, how often your pages appear in search, and where you rank for those terms.
Think of GSC as your website’s backstage pass to Google’s search engine.
But here’s the kicker—most people only scratch the surface. They look at impressions and clicks, maybe check for errors, and call it a day. But if you dig a little deeper, GSC is a goldmine for keyword insights.
The Standard Stuff (That Everyone Talks About)
Let’s quickly go over the basics—then we’ll get to the juicy, lesser-known tips.
In the Performance Report, you’ll see:
- Queries: The keywords people used to find your site
- Impressions: How many times your pages showed up in search results
- Clicks: How many times people clicked on those results
- CTR (Click-Through Rate): Clicks divided by impressions
- Average Position: Your ranking in Google
Sure, it’s nice to see which terms you’re ranking for, but the real magic happens when you connect the dots.
Secret Weapon #1: Discover Low-Hanging Fruit Keywords
Here’s something few people talk about—keywords with high impressions and low click-through rates. These are the “almost there” keywords.
Let’s say you’re a local HVAC company in Hamilton. You might see that you’re getting tons of impressions for “air conditioner repair near me”, but the click-through rate is below 1%.
This tells you two things:
- People are seeing your page.
- They’re not clicking.
That’s your opportunity. Maybe your title tag isn’t enticing enough. Maybe your meta description is weak. Or maybe your page doesn’t align perfectly with search intent.
Quick Fix Tip: Update the title tag with action-driven copy like:
“Fast Air Conditioner Repair in Hamilton | 24/7 Emergency Service”
Now you’ve made your listing more clickable without spending a dollar on ads.
Secret Weapon #2: Mine Queries for Unexpected Keywords
Most people filter their GSC data by their brand name or top-performing pages—but honestly, that’s playing it too safe.
Instead, dig deeper and look for queries that:
- You don’t have content for yet
- Are ranking in positions 10–30 (page 2 or beyond)
- Show high impressions but low clicks
These are untapped opportunities. It’s Google’s way of hinting:
“Hey, we think your site is somewhat relevant here—want to build something stronger?”
For example, if you’re a Hamilton-based plumber and you notice you’re getting impressions for terms like “how to unclog a shower drain”, but you don’t actually have a blog post or page targeting that, that’s your sign. Creating a simple guide or FAQ around that topic can help you move up in rankings and capture that traffic.
This approach not only drives more clicks—it can boost your authority on related topics over time.
And when done consistently, it lays the groundwork for building a strong content strategy rooted in what your audience is already looking for.
Secret Weapon #3: Segment by Device and Location
Here’s where things get ninja-level.
Head to the Performance tab → + New → Add a Device filter.
You’ll probably notice that some keywords perform better on mobile than desktop. Why? Because search behavior varies. A mobile user searching “emergency dentist” is likely in more pain than someone on a desktop. That urgency affects which keywords convert better.
The same goes for location.
If you’re targeting Hamilton but see traffic from nearby cities like Burlington or Stoney Creek, guess what? That’s a nudge to create local landing pages or blog posts tailored to those regions.
Don’t just guess your audience. Let GSC tell you.
Secret Weapon #4: Look at Queries by URL
Most people look at keywords site-wide, but what if you drilled down?
In the Performance report, click Pages, then click a specific URL, and then go to Queries.
Now you’re seeing what keywords that exact page is ranking for. This helps you:
- Optimize that page further
- Spot content gaps
- Create related blog posts targeting similar queries
Pro Tip: Look for keywords with similar intent and use them to create cluster content. Google loves topical depth.
Secret Weapon #5: Use Regex for Advanced Filtering
GSC now supports regular expressions (regex). This is a game-changer.
Let’s say you want to filter queries containing both “how” and “cost”. You can use a regex like:
pgsql
CopyEdit
how.*cost|cost.*how
Boom—you’ve just segmented queries where people are looking for pricing info. Perfect if you’re a service-based business that wants to create pricing pages or cost-related blog content.
Regex isn’t just geeky fluff—it’s laser targeting.
Why GSC Data Matters More Than Ever
According to BrightEdge, 68% of online experiences begin with a search engine, and 53% of all website traffic comes from organic search.
What’s more, keyword data is becoming harder to access due to Google’s privacy updates and encrypted search. But Google still gives you first-party search data in GSC—direct from the source. No third-party tools can match that accuracy.
How Click Typhoon Helps Hamilton Businesses Win with SEO
At Click Typhoon, we help local business owners in Hamilton use tools like Google Search Console to find profitable keywords, fix on-page issues, and grow traffic without relying solely on paid ads.
We don’t believe in fluff or vanity metrics. We dig into your GSC data to create a real strategy that turns clicks into calls and rankings into revenue.
If you’re tired of guessing what keywords to use or wondering why you’re not getting leads, it might be time to let the experts step in. Let our Hamilton SEO experts help you with your business.
Making the Most of Google Search Console
Google Search Console isn’t just for techies—it’s a secret weapon for smart business owners. From discovering underperforming keywords to optimizing for mobile and regional intent, GSC offers real, actionable insights you can use today. And best of all? It’s free.
Don’t let this tool collect dust. Dive in, and you’ll find more than just stats—you’ll find opportunities.
Ready to turn your website into a lead-generating machine? Want keyword research that brings in traffic—not just pretty charts? Let Click Typhoon help you dominate the local search results in Hamilton. We’ll turn your Google Search Console data into a smart, SEO-driven growth strategy. Reach out today, and let’s take your business to the next level.
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