Matching Keywords with Landing Pages


I was recently asked via Twitter (follow us @lunametrics) how to use Google Analytics to match landing pages with exact keywords sending traffic to those pages.

Simple enough, but first, let’s talk about why you would want to do this in the first place:

1. If you haven’t yet started optimizing a site, you can get an idea of which keywords the pages already get traffic from.

2. To check that the organic keywords sending traffic to a page are the keywords that you’re optimizing or link building for. It’s always good to measure your efforts.

To match your landing pages with the keywords used to get to those pages, it’s become much easier to do with the recent release of the new Google Analytics features – specifically Secondary Dimensions. Start off by going to the Traffic Sources report, and from there go to the Keywords report.

keywords report

If you’re only interested in organic visits (which, for this example we are) then be sure to click non-paid.


Then, all you have to do is click the Secondary Dimension dropdown menu and choose Landing Page. It’s really that simple.

2nd dimension

2nd dim 2

Tip: You’ll get a lot of branded keywords showing up at the top, mostly landing on the homepage. It helps to filter these out of your results using the keyword filter (Filter Keyword: excluding [insert branded term here]).

keyword filter

BONUS: For you analyst ninjas, the fun is just starting. Set it to show 500 rows and export your keyword/landing page report as a CSVfor Excel file. Now you can sort and organize the list any way you want.

Jim Gianoglio is a Senior Analytics Consultant. He works with implementation, analysis and training of Google Analytics and Google Tag Manager. Before focusing on analytics, he led the SEO campaigns of Fortune 500 companies in the insurance, retail and CPG industries. Things you didn’t know about Jim: he’s biked from Pittsburgh to Washington DC in 41 hours, roasts coffee beans and has done voiceovers for TV commercials.

  • Martin Snížek

    You can also view this using “classic” reports: Top Content > click on a particular page > Entrance Keywords.

  • Warner Carter

    hey thanks this will be very useful

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