Google Search Console is arguably the most important free SEO tool that exists, and it’s a keyword research goldmine that many site owners dramatically underuse. The Performance report shows you every search query that resulted in an impression or click to your site over the last 16 months. This data comes directly from Google, which means it’s showing you actual keyword demand for your specific site, something no third-party tool can replicate with the same accuracy.
What I find most valuable in Search Console for keyword research is the query data for pages that are already ranking but underperforming. Filter the Performance report by a specific URL and look at which queries it’s appearing for. You’ll often find pages ranking on page two or three for terms you haven’t explicitly optimised for. That’s low-hanging fruit: you’re already getting impressions, meaning Google considers your content relevant, and a targeted optimisation push can move you from page two to page one without starting from scratch.
The limitation, and it’s an important one, is that Search Console only shows you data for keywords your site already ranks for in some way. It’s brilliant for optimising and expanding your existing keyword footprint, but it can’t tell you about opportunities you haven’t yet entered. For that, you need a discovery tool like Semrush or Ahrefs. Think of Search Console as the essential companion to your research process rather than the whole process itself. Every website, from a new blog to an enterprise e-commerce store, should have it set up and checked regularly.