How to Find SEO of a Website in Google Analytics

Google Analytics 4 can feel like a maze, but hidden inside is a treasure trove of data that reveals exactly how your SEO efforts are performing. Moving beyond basic traffic numbers to understand user behavior is the key to creating a smarter SEO strategy. This article will show you exactly where to find your most important SEO data in GA4 and how to use it to get better results from organic search.

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First, The Most Important Step: Connect Google Search Console

Before you do anything else, you need to connect your Google Analytics 4 property to your Google Search Console account. Alone, GA4 tells you what users do after they arrive on your site from organic search. Search Console (GSC) tells you what they do before they arrive — what they searched for, how many times your site appeared, and where you ranked. Combining them gives you the complete picture.

If you skip this step, you will be missing the most valuable SEO data GA4 has to offer. Luckily, the setup is simple:

1. Navigate to the Admin section by clicking the gear icon in the bottom-left corner of GA4.
2. In the Property column, scroll down to Product Links and click on Search Console Links.
3. Click the blue Link button.
4. Click Choose accounts and select the Search Console property you manage that corresponds to your website. Click Confirm.
5. Click Next, then select the web data stream for your website.
6. Finally, click Next and then Submit to create the link.

Once connected, it can take up to 48 hours for data to start populating. After that, you'll unlock a new set of powerful reports designed specifically for SEO analysis.

Finding Your Core SEO Reports

There are two primary ways to see how organic search contributes to your overall website traffic: the Traffic Acquisition report and the dedicated Search Console reports (which only appear after you link your accounts).

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The Traffic Acquisition Report

This report gives you a high-level overview of where all your traffic comes from, including Direct, Paid Search, Email, and of course, Organic Search. It’s the best place to see how much traffic SEO drives compared to your other channels and what that traffic does once it arrives on your site.

Here’s how to analyze your SEO performance in this report:

1. On the left navigation menu, go to Reports → Acquisition → Traffic acquisition.
2. The default view shows a table with a “Session default channel group” dimension. Look for the row labeled Organic Search.

This single row gives you a clear summary of your organic traffic, measured with key metrics like:

• Users: The number of unique individuals who visited from organic search.
• Sessions: The total number of visits from organic search.
• Engaged sessions: The number of visits that lasted longer than 10 seconds, had a conversion event, or had at least 2 pageviews. This is a great measure of traffic quality.
• Average engagement time: The average time your web pages were in the foreground of a user’s browser. Higher numbers are generally better.
• Conversions: How many times organic visitors completed a goal on your site, like filling out a form or making a purchase.

Use this report to answer fundamental questions like, "Does organic search bring high-quality, engaged traffic?" or "What percentage of our total conversions comes from SEO?"

Accessing Your Search Console Reports in GA4

After you’ve linked GSC to GA4, two new reports become available that combine Google's ranking data with your website's behavioral data. This integration is where the real magic happens for SEO analysis.

Sometimes, these reports don't appear in the main menu by default. If you don't see them, here's how to publish them:

1. In the left menu, click Reports.
2. At the very bottom of the reporting navigation, click Library.
3. You'll see a card for a collection called "Search Console." Click the three-dot menu on this card and select Publish.

Now, a new "Search Console" section will appear in your left-hand menu, containing the Queries and Google Organic Search Traffic reports.

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1. The Queries Report: See What People Search For

The Queries report shows you the actual search terms people typed into Google to find your website. This is incredibly valuable for understanding user intent and discovering new keyword opportunities.

In this report, you'll see four core metrics from Google Search Console:

• Organic Google Search clicks: The number of clicks your site received for a specific query.
• Organic Google Search impressions: The number of times your site appeared in search results for a query.
• Organic Google Search click-through rate (CTR): The percentage of impressions that resulted in a click (Clicks / Impressions).
• Organic Google Search average position: Your average ranking position in Google's search results for a query.

How to Use This Report for SEO

• Find "Striking Distance" Keywords: Sort your report by average position to find keywords where you rank between 5 and 20. These are your low-hanging fruits. They already have some visibility, and a little on-page optimization, backlinking, or content updating could push them onto the first page and significantly boost their traffic.
• Discover Content Gaps: Are you ranking for queries you never intentionally targeted? This often points to topics your audience cares about that you haven't fully covered. These queries are perfect inspiration for new blog posts or service pages.
• Identify Low-CTR Pages: Sort by impressions to see queries where you get a lot of visibility but few clicks. A low CTR (e.g., under 2%) might signal that your page title and meta description aren't compelling enough to earn the click. Rewrite them to be more engaging and relevant to the search query.

2. The Google Organic Search Traffic Report: Connect Keywords to Behavior

This report bridges the gap between GSC and GA4. It shows you which of your landing pages receive organic search traffic and then combines that with GA4’s behavioral metrics. You can answer the most important SEO question there is: “Are my top-ranking pages actually contributing to my business goals?”

Click on "Google Organic Search Traffic" in the report menu. The default view shows Landing pages as the primary dimension.

The beauty of this report is seeing metrics side-by-side. For each landing page, you can see its clicks and impressions from Google, right next to its Engaged sessions, Average engagement time, and Conversions from GA4.

How to Use This Report for SEO

• Identify Your SEO Stars: Sort by conversions or engaged sessions to find which landing pages are not only driving traffic but also keeping users engaged and moving them toward your goals. Double down on what works for these pages and apply those lessons to other content.
• Find Underperforming Pages: Look for pages with high clicks but very low engagement time or zero conversions. This mismatch is a huge red flag. It means your page is ranking but failing to meet user expectations. You may need to improve the content, fix the user experience, or clarify the call-to-action.
• Prioritize SEO Efforts: Pages with lots of impressions but low clicks can often get a quick traffic boost by optimizing their title tags and meta descriptions for better click-through rates. This report makes it easy to spot those opportunities.

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Going Further: Build a Custom SEO Exploration

The default reports are fantastic, but an SEO expert's true secret weapon is the Explore section. Here, you can build custom reports from scratch to answer specific questions your business has.

Let's build a simple but powerful report to find which keywords are driving conversions to specific landing pages.

1. Navigate to the Explore section and start a new Free form exploration.
2. Give your exploration a name, like "Organic Keyword Conversion Analysis."
3. Import Dimensions: In the Variables column, click the "+" next to Dimensions. Search for and import "Landing page + query string" and "Session default channel group."
4. Import Metrics: Click the "+" next to Metrics. Search for and import "Organic Google Search clicks," "Engaged sessions," and "Conversions."
5. Build the Report:
6. Apply a Filter: At the bottom, drag Session default channel group to the Filters box. Configure it to "exactly matches" and enter "Organic Search."

You now have a custom table showing your organic landing pages and the conversions they generate. This lets you see, at a granular level, which pieces of content are the most valuable to your business from an SEO perspective, helping you prioritize where to focus your resources.

Final Thoughts

Learning how to find SEO data in Google Analytics allows you to move past guesswork and make decisions based on what is actually working. Connecting Google Search Console is the starting point, enabling you to use the Queries and Organic Traffic reports to link ranking performance directly to on-site user behavior and business conversions.

Navigating these different reports and building your own custom explorations can take time, especially when you’re busy trying to grow a business. At Graphed, we automate this entire process for you. We connect to your Google Analytics and Search Console accounts and let you ask questions in simple, plain English — like "Show me a chart of my top 10 keywords by click-through rate" or "Create a report of my organic landing pages that have the most conversions this month" — and get instant dashboards, so you can spend less time searching for answers and more time acting on them.