You don’t need expensive tools for keyword research.
There are free valuable keywords right under your nose!
Use Google Search Console to find terms driving traffic to your site— and double down on what’s already working.
In this post, I’ll show you how to use GSC for keyword research. And to make it easier for you, I’ve included a free template and checklist that you can follow.
GSC Keyword Research Template
I created a simple spreadsheet you can use to log everything in one place.
How to Use the Template
- Open the template and Copy your exported GSC data (Query, Clicks, Impressions, CTR, Position) into the matching columns.
- Add or edit any columns you wish—like “Semrush Volume” or “Action Required.”
- Update the “Action Required” column as you optimize your pages. For example, “Revise meta description” or “Add FAQ about X topic.”
Google Search Keyword Research Checklist
- Export your queries from GSC.
- Sort by Clicks → ID top performers (improve or expand).
- Sort by Impressions → find low-CTR queries (fix snippet or push rank from page 2).
- Check Pages → see each URL’s queries for easy-win keywords.
- Find brand-new queries worth a new page.
- (Optional) Cross-check search volume or difficulty in Semrush.
- Update content or site structure.
- Compare date ranges in GSC after a few weeks to see changes.
But before we get to the keyword research part, let’s first help you set up your Google Search Console. If you already have it set up with your properties, you can skip this step.
Step-by-Step Guide to Use GSC for Keyword Research
Step 1: Open the Performance Report
We start with the Performance tab in GSC.
It shows how many clicks your site received from Google’s organic search, how many times you appeared in search results (impressions), your average click-through rate (CTR), and your average position (ranking).
Open Performance → Search Results
Then check all four metrics:
↳ Total Clicks: The number of times users clicked on your website from Google search results.
↳ Total Impressions: The number of times your website appeared in Google search results, regardless of clicks.
↳ Average CTR: The percentage of impressions that resulted in clicks, calculated as (Total Clicks / Total Impressions) × 100.
↳ Average Position: The average ranking of your website’s URLs in search results for the queries where they appeared.
Below that graph, you’ll see:
↳ Queries: The search terms that people typed before seeing or clicking on your site.
↳ Pages: The specific URLs on your site that appeared in Google results for those queries.
You can filter by date ranges (like the past 3 months or up to 16 months), device type (desktop, mobile, or tablet), and more.
I like to grab about 3–6 months of data to see recent trends, but you can experiment with longer windows to spot bigger patterns.
Now, let me show you how I use all this data for keyword research.
Step 2: Export Queries Data
Scroll down to the queries table.
Click Export (top right) to download the data in CSV, Excel, or Google Sheets format. (I prefer Google Sheets)
This export will show columns like Query, Clicks, Impressions, CTR, and Average Position for each query your site ranks for (based on GSC’s sample).
GSC might not show every single query if you have a huge site. It has a limit of 1000 rows of data per report. So, for any page you can see up to a 1000 keywords only. But it’s enough to get started.
Add filters to your metrics columns.
This will be useful in the later steps when we sort the keywords based on their performance.
Select these columns: Clicks, Impressions, CTR, and Position.
Click Data > Create a filter.
Step 3: Identify High-Value (Top-Performing) Keywords
Now it’s time to see which queries bring you the most traffic. To find them:
a. Sort by Clicks
In your exported queries file, sort Clicks in a descending order. The queries with the most clicks will come up to the top.
These are the keywords that are performing the best for your website. Paste them to the template.
b. See their Position
If a keyword is ranking around Positions 1–3, it has the potential to bring more clicks and traffic. Making little tweaks like refreshing the titles or meta descriptions around these keywords can boost your ranking.
So, add these keywords to your list as well.
But if certain keywords have Positions 4–9, you can still target them better and potentially improve your rankings and CTR. Improving your on-page SEO (like adding more detailed content, internal links, or a clearer heading structure) around these keywords can be helpful. So, you could include these keywords in your list, too.
Step 4: Spot Underperforming (High-Impression, Low-CTR) Keywords
Some queries have loads of Impressions but very few Clicks.
That means you either rank on page 2 (where very few people click) or your snippet isn’t compelling enough to make people click.
To find these keywords:
a. Sort Impressions in a Descending Order
If you’re using Google Sheets, select the Impressions tab and click Sort Z to A.
Queries near the top have the highest visibility.
Add these keywords to your list, and you can use them later to make your meta description and titles more clickable.
b. Compare CTR vs. Position
If you’re in the top 5 positions for a certain keyword, but the CTR is super low (like under 5%), maybe your title tag or meta description doesn’t match the user’s intent.
Save these keywords to later rewrite them with more direct or benefit-focused language.
And if you rank on page 2 or 3 (positions ~10–30), you might have a “striking distance” keyword. This means your website is ranking for this keyword on the second SERP.
You can make small improvements to nudge it onto page 1. So, these keywords are worth saving too.
↳ Find Underperforming Keywords with Semrush
I prefer to use Semrush Domain Overview Tool for this because it’s simpler and faster.
Just enter your domain and hit Search.
Scroll down to Top Organic Keywords and click View details.
Select the Positions filter, add an 11 to 30 custom range, and hit Apply.
This will show you keywords for which your website ranks between 11th to 30th on the SERP.
Then pick keywords with good to decent metrics and add them to the template.
Step 5: Find “Easy Win” Keywords for Each Page
Let’s switch from focusing on queries to focusing on individual pages.
This shows you which queries each page ranks for, so you can make quick and more targeted improvements.
Click the Pages Tab in GSC and select a page that matters to you (like your best blog post or a main product page).
GSC will filter and show only the queries that the page ranks for.
You might see a relevant query, but you never explicitly mention it in your headings
That’s your chance to add a subheading or FAQ on that exact topic.
Maybe just a new subheading or expanding your page with 100–200 more words addressing that query will do the trick.
For example, if there’s a query like “best budget macbook” showing up under your “MacBooks” page, consider writing a section about “budget-friendly macbooks” to match user intent.
But if you see multiple queries that differ significantly from your page’s main topic, it might be time for a separate post or product page.
When using my template, add these “easy win” queries under the specific page you have selected. Write a note like “Add new bullet list on budget-friendly accessories.”
Step 6: Discover Brand-New Keyword Opportunities
Occasionally, you’ll spot queries that rank around position 30–50, or even further back.
If these keywords are relevant, but you haven’t covered them very well on your site, consider adding them to your list to re-optimize your content with them.
To find such terms:
First, sort by Position (Descending)
Check queries ranked below 30.
They’re far from page 1, but sometimes these topics may be valuable for your niche.
If a topic is relevant and the impressions are decent, you could create an entirely new piece of content to target it.
Next, confirm their search intent.
Copy any query that matches the above criteria and Google it in an incognito tab.
Check the results and see what type of content dominates the SERP– blog posts, product pages, or Q&A.
You want to match that content format. Like, if it’s mostly blog posts, you probably need an in-depth article. If it’s a commercial page, focus on product details or listings.
Label these as “Brand-New Opportunities” in the template. Note if you’ll create a brand-new piece of content or expand on existing pages.
Step 7: Use Semrush to Validate Found Keywords & Find More Related Keywords (Optional)
At this point, you have a list of promising keywords.
But how do you know which keywords are actually worth it?
Running each keyword through Google to understand its search intent can also be time-consuming.
This is why after finding keywords on Google Search Console, I make it a point to validate them using Semrush.
It helps me prioritize keywords that have the most potential while automating the whole process.
Open Semrush Keyword Overview Tool for a bulk analysis of your keywords.
Enter them into the box (up to 100 at once) and hit Search.
This will show you all the important things you need to know about these keywords– their search volume, difficulty score, search intent, etc.
Based on this information, you can prioritize your keywords better.
Now, pop each promising keyword into Semrush’s Keyword Magic Tool to find related keywords.
Copy an already well-performing keyword with high clicks.
Open Semrush Keyword Magic Tool > paste the keyword in the box, hit Search.
You’ll see monthly search volume, keyword difficulty, and related phrases. This helps confirm if it’s worth your time to optimize more aggressively.
Select Related to find keywords related to the term you entered.
Use filters like Volume and KD% to find related keywords with good search volume and manageable competition.
You could find some related keywords that may be perfect for subheadings or separate blog posts if they differ enough in intent.
Add them to the template as well.
What to Do With GSC Keywords?
After finding keywords on Google Search Console, always cross-check important metrics like search volumes, keyword difficulty, etc. with reliable SEO tools so you don’t waste your time on hopeless keywords.
You can also use Google Trends for free keyword research, or check out how I do keyword research for free.
Also learn what to do with your researched keywords to make the most of them.
Frequently Asked Questions
It’s a good idea to refresh your GSC export and re-check your queries at least once a month. This timing gives Google enough opportunity to re-crawl your pages and show new data. If you make major site changes (like adding a new blog section), wait a few weeks, then grab new GSC data to see how it influenced your rankings.
Google calculates an average rank for each query and then averages those numbers together for a final “average position.” In practice, if a page ranks #2 for one keyword and #8 for another, the “average position” might be 5. This can be misleading—so dig deeper into each query’s position instead of relying purely on the overall average.
Google Search Console may filter out very low-volume or privacy-sensitive queries. They want to protect user anonymity. If you have a large site, GSC will also provide a sample of your queries rather than all of them. Typically, though, it shows enough data to guide your SEO strategy. You can cross-check with other tools like Google Analytics or Semrush for additional insights.
TR (click-through rate) varies by position, industry, and query intent. Generally, positions 1–3 see much higher CTR than positions 4–10. If you’re in positions 1–3 with a CTR below ~5–10%, you might want to optimize your title or meta description. A quick test is to compare your CTR to the average CTR for your ranking position—if you’re way below, it likely needs improvement.
Sometimes Google may rank your pages for unrelated or loosely related keywords. If you consistently see these irrelevant queries:
→ Check user intent—maybe you can spin an article or product to match it if it’s somewhat relevant.
→ Consider whether that query might be driving poor-quality traffic or high bounce rates. In that case, you might update your content to clarify your topic better so you don’t rank for it.
→ Ignore truly off-topic queries that appear sporadically. Google’s algorithm often ignores them over time if your page isn’t a good fit.
GSC doesn’t show competitor data directly. You’d need a third-party SEO tool (like Semrush, Ahrefs, or Moz) to compare your domain with others. Those tools can reveal keywords your competitors rank for but you don’t. You can then combine those findings with your GSC queries to round out your keyword strategy.
Yes—sometimes a keyword has potential, but your current snippet or position isn’t compelling enough. If you see consistent impressions (visibility) but zero clicks:
→ Review your meta title & description—does it directly answer the user’s question or offer a clear benefit?
→ Check your ranking—if you’re on page 2, small changes can help push you onto page 1.
→ Look at query intent—maybe searchers want a different format (like a list of tips vs. a product page). Matching that format can boost clicks.
It’s often helpful to separate the queries that mention your brand name (like “YourBrand reviews” or “YourBrand product line”) from generic or informational queries (like “best running shoes”). Brand queries usually reflect navigational or loyal searchers, while non-brand queries show you how new people discover you. Keep an eye on both, but focus your SEO efforts more on the non-brand terms if you want to expand visibility beyond your existing audience.
Prioritize keywords that:
→ Have moderate-to-high impressions yet a low CTR (underperforming)
→ Rank on page 2 (positions ~11–20), meaning they’re close to page 1 (striking distance)
→ Align with your business goals or content strategy.
Often, these factors combined will give you the best return on your optimization efforts.
After implementing changes (e.g., updated headings or meta descriptions), wait 2–4 weeks for Google to recrawl your pages. Then:
→ Compare date ranges in the Performance report to see if clicks, impressions, or CTR improved.
→ Check average position for target queries—did they move closer to page 1?
→ Look at engagement metrics in Google Analytics (like bounce rate or session duration) to see if new visitors find your content more relevant.
Use Google Keyword Planner to find keyword ideas, search volume, and competition. Enter a word or website, and it suggests relevant terms. Even without running ads, you can use it for free. Combine this with Google Trends to see keyword popularity over time.
Sign in to Google Search Console, add your website, and verify ownership. Use it to track search traffic, fix errors, submit sitemaps, and check for indexing issues. It helps you understand how Google sees your site and what to improve for better rankings.
No, Google Keyword Planner is free, but full data (like exact search volumes) is available only if you run Google Ads. Without ads, you still get keyword ideas and estimated search ranges, which are useful for SEO research.
Yes, you can use Google Keyword Planner, Google Trends, Ubersuggest, and Ahrefs’ free tools to find search volume, keyword suggestions, and trends. While some tools have paid features, free versions offer enough data for basic SEO research.
Yes, you don’t have to pay to rank in Google’s search results. SEO is about optimizing content, improving site speed, and fixing technical issues. While free, it takes time and effort. Paid options exist for expert help, tools, or ads to speed up results.
Use Google Search Console to track search rankings, fix errors, and submit sitemaps. Analyze which keywords bring traffic, find indexing issues, and improve mobile usability. Regularly checking reports helps optimize your site for better search visibility.
Go to Google Search Console, log in, and add your website. Verify ownership using a DNS record, HTML file upload, or other method. Once verified, access reports on search performance, indexing issues, and technical errors to optimize your site.
Yes, Google Analytics has a free version that tracks website traffic, user behavior, and conversions. For advanced features, you could buy Google Analytics 360, but I personally find the free version enough for tracking and optimizing SEO performance.