What is Search Queries in Google Analytics?

Every time someone types a question into Google or uses the search bar on your website, they’re telling you exactly what they want.
Those words are search queries – and in Google Analytics, they’re one of the clearest signals of user intent.

In simple terms, search queries in Google Analytics are the words and phrases:

People type into Google (and other search engines) before landing on your site
People type into your internal site search once they’re already on your pages

In GA4, external queries are mostly available through Google Search Console integration, while internal queries are tracked as events such as view_search_results with a search_term parameter.

Used properly, this data helps you:

Improve your SEO strategy
Fix content gaps
Make your on-site search more helpful
Increase conversions by matching content to real user needs

Search Queries vs Keywords vs Site Search

Before going deeper, it helps to get the terminology clear.

Search queries

Search queries are the exact words users type:

Into Google (external search)
Into your site’s own search bar (internal search)

They’re raw, often messy, and full of real-world phrasing.

Keywords

Keywords are what you target in SEO or ads.
They’re usually:

Grouped into themes
Cleaned up from real search queries
Used for planning content and campaigns

Every keyword strategy should be grounded in real search queries, not the other way around.

Internal site search queries

Internal search queries are what users type into your website’s search function.
In GA4, these are typically captured via:

The view_search_results event
The search_term parameter

These tell you what users looked for after they arrived, which is often what they couldn’t easily find via your menus or homepage.

Types of Search Queries You Can See in Google Analytics

You can think of search queries in two main buckets.

1. External search queries (Google search)

These are the queries that bring visitors from Google to your site. They’re available when you:

Use Google Search Console
Link Search Console with your GA4 property

For each query, you can see things like:

Impressions – how often your site appeared
Clicks – how many people actually clicked
Average position – where you showed up in search results
Click-through rate (CTR)

When you connect this data with GA4, you can analyze queries alongside behavior metrics like engagement, bounce rate, and conversions.

2. Internal site search queries

These are the words typed into your own site’s search bar, for example:

“pricing”
“refund policy”
“iphone cases red”
“cancel subscription”

In GA4, internal searches are usually tracked when:

A search results page is shown
The URL contains a search parameter (like q, s, or search)
The event view_search_results is fired with a search_term

This internal search data is incredibly powerful for understanding what users can’t immediately find.

Why Search Queries in Google Analytics Matter

Search queries aren’t just “extra data.” They are direct feedback from your audience.

1. Understand real user intent

Search queries show you:

What problems users want solved
What language they use (often very different from your brand copy)
What they expected to find on your site

When you build content and UX around user language instead of internal jargon, everything starts converting better.

2. Discover content gaps fast

Look at your internal search terms and ask:

Are people searching for topics that you don’t cover at all?
Are they searching for terms related to your product but not finding a dedicated page?

Those are content gap opportunities. They can become:

New blog posts
New documentation articles
New landing pages
New features or FAQs

3. Sharpen your SEO strategy

Search queries from Google reveal:

Which topics already bring some traffic but could be improved
Where you get impressions but low clicks (titles/meta might need work)
Which long-tail queries are appearing that you never intentionally targeted

Instead of guessing keywords in a vacuum, you base your SEO strategy on real query data.

4. Improve on-site search and UX

Internal search queries expose friction points:

If people search “login,” maybe your login link is hard to find
If people search “pricing” a lot, perhaps the pricing page isn’t prominent
If users repeat searches multiple times in one session, your search results might be poor

Fixing those issues improves user satisfaction and reduces frustration.

5. Boost conversions and revenue

Search queries often reveal how close someone is to converting:

“discount code,” “coupon,” “free trial” → high purchase intent
“cancel,” “refund,” “support” → friction or confusion

When you respond to these patterns with better content, clearer CTAs, and smoother flows, conversions and retention both improve.

Where to Find Search Queries in GA4

Let’s divide this into two practical areas: Google search queries and internal site search queries.

A. Google search queries (via Search Console + GA4)

To see what people typed into Google before landing on your site, you need to:

Have a GA4 property set up and tracking
Have a verified Google Search Console property
Link Search Console to GA4

After linking, you’ll get dedicated reports in GA4 that show:

Google organic search traffic
Queries leading to your site
Landing pages for those queries
Engagement and conversion metrics for that traffic

This combination lets you go beyond basic SEO metrics and see what queries actually lead to valuable actions.

B. Internal site search queries (GA4 site search)

For internal search, GA4 uses the view_search_results event and the search_term parameter.

There are typically two setups:

1. Automatic detection (enhanced measurement)

If your search results page uses common query parameters (such as q or s), GA4 can automatically:

Detect that a search occurred
Fire view_search_results
Populate the search_term value

You just need to ensure site search is enabled under the enhanced measurement settings for your web data stream.

2. Manual tracking (Tag Manager or code)

If your search is more custom (for example, using POST requests or unusual parameters), you can:

Fire a custom view_search_results or search event when a search happens
Include search_term as a parameter with the actual query string

Once tracking is configured, you can explore internal search data in GA4:

Under Events (look for view_search_results)
In custom Explore reports, using Search term as a dimension

How to Use Search Queries Data Step by Step

Here’s a simple workflow you can reuse regularly.

Step 1 – Export and group your queries

Collect:

External queries (from Search Console)
Internal queries (from GA4 site search events)

Group them into themes like:

Pricing and plans
Setup and onboarding
Feature comparisons
Support and troubleshooting

This turns a long list of random words into a structured view of user needs.

Step 2 – Match queries to landing pages

Look at which pages users land on for each query. Ask:

Does this page answer the query quickly and clearly?
Is the main heading aligned with what they searched?
Is there a logical next step (signup, contact, read more)?

If the answer is “not really,” optimize the page or create a better one.

Step 3 – Create and optimize content

For each high-value query or theme:

Improve existing pages (titles, headings, examples, FAQs)
Add missing sections to answer related questions
Create new posts or resource pages where needed

Make sure you use the same wording users use in their queries, so they immediately feel they’re in the right place.

Step 4 – Improve your on-site search experience

Use internal search data to:

Identify zero-results queries (nothing found)
Find frequently searched terms with low engagement afterward
Spot navigational searches like “contact,” “login,” “dashboard”

Possible improvements:

Add synonyms or redirects in your search logic
Build new landing pages for frequent searches
Make key pages easier to access directly via navigation

Search queries are valuable beyond analytics and SEO:

Marketing can update messaging and campaigns based on real phrases
Product can understand user problems and desired features
Support can build better help articles and canned responses
Sales can use search language in pitches and demos

Common Mistakes With Search Queries in Google Analytics

A few traps to avoid:

Focusing only on high-volume queries
Low-volume, long-tail queries often reveal very specific, high-intent needs.
Ignoring internal search entirely
Internal search is like users shouting what they want. Treat it as a priority, not an afterthought.
Not segmenting by device
Mobile users type differently and behave differently. Look at queries separately for mobile and desktop.
Looking at queries without behavior metrics
A query alone is interesting, but the real value comes from combining it with bounce rate, time on page, engagement, and conversions.
Assuming GA4 will show all organic keywords
Because of privacy and data protection, most organic search keywords are not visible directly in analytics. That’s why Search Console and internal search data are so important.

Frequently Asked Questions

What are search queries in Google Analytics?

Search queries in Google Analytics are the actual words and phrases users type into:

Search engines like Google before they land on your site
Your website’s own search bar once they’re already on your pages

They help you understand user intent, content needs, and where your site might be confusing or incomplete.

Can I see every keyword people used on Google to find my site?

No. Modern privacy rules mean that most organic keywords are not exposed directly in analytics reports.
However, you can still see a lot of query data by combining:

Google Search Console data (for external queries)
GA4 reports (for behavior and conversions)
Internal site search data

Together, these give you a very strong picture of what people are looking for.

How do I see internal search queries in GA4?

You need to:

Make sure site search tracking is enabled or configured
Track the view_search_results event along with the search_term parameter
Open GA4 reports for that event and add Search term as a dimension

This shows you what people type into your site’s search bar and how they behave afterward.

Why is internal search data so important?

Because it reveals what users couldn’t find easily through your navigation.
If many users search for the same thing, it usually means:

That topic is important
It should be easier to access
It might deserve a dedicated page or better menu placement

How often should I review search queries?

A good starting point is:

Monthly for most sites
Weekly for high-traffic sites or during active campaigns

Regular reviews help you:

Catch new emerging topics
Spot seasonal trends
Adjust your content and SEO strategy before you lose opportunities