To improve organic search, it helps to know which searches already bring visitors to your site. Exact keyword data is limited now, but you can still see useful patterns using tools you likely already have.

Start with Google Search Console

Search Console is the primary place to see which queries are leading to impressions and clicks.

• Open the search results report and switch to the queries view.
• Sort by clicks to see what already drives visits.
• Sort by impressions to see where you appear but do not yet earn many clicks.

You will not see every detail, but you will see enough patterns to guide your content.

Look at query themes, not just single phrases

Individual queries may vary, but they often cluster around themes.

• Questions about how something works.
• Searches that include pricing or cost language.
• Searches that include industry or location details.

Your Information Center topics can mirror these themes, so you publish articles that deepen coverage where search demand already exists.