About Search Engine Optimization

The Search Engine Optimization (SEO) reports in Google Analytics provide information about Google Web Search queries that have returned URL results from your site. The data is available via a Google Analytics integration with Google Search Console.

In this article:

See SEO data

To see SEO data in Google Analytics, you'll need to:

  1. Add your site and verify it with Search Console.
    If you have not yet used Search Console, you will need to add your site to Search Console to begin collecting search query data for the SEO reports in Analytics.
  2. Configure SEO reporting within Google Analytics.
To see the SEO reports:

  1. Sign in to your Google Analytics account.
  2. Navigate to your view.
  3. Select the Reporting tab.
  4. Select Acquisition > Search Engine Optimization.

SEO metrics and dimensions

The SEO reports in Analytics show:

  • Queries users typed to reach your site
  • Number of impressions of your website's URLs in search results pages
  • The number of clicks on your website's URLs from search results pages
  • The ratio of clicks to impressions for your website's URLs
  • The average position of your website's URLs in search listings
  • The pages users landed on when clicking on search results listing your site
For more information, read Using the SEO reports.

Using Search Console

If you already use Search Console and Google Analytics, the SEO reports provide a site performance view designed for Analytics. If you have not yet used Search Console, you will need to add your site to Search Console to begin collecting search query data for the SEO reports in Analytics.

In either case, see the Search Console Help Center for the following information about setup and analysis beyond the SEO reports in Analytics:

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