Level: Advanced
Combining Search Console's query data with Analytics' behavioral data in Excel reveals which keywords are driving not just clicks, but genuine engagement and conversions.
The Excel Technique
Export both reports (often tab-separated), bring them into the same sheet, and use VLOOKUP or XLOOKUP to pull conversion or engagement metrics next to each corresponding query. This surfaces queries with strong click volume but weak downstream performance, and vice versa.
Example Scenario
Cross-referencing shows that a query driving your third-highest click volume has a conversion rate barely a third of your site average, while a much lower-volume query converts exceptionally well — insight neither report reveals clearly on its own.
Where This Fits in Your Keyword Research Process
Both exports often arrive in a tab-separated format that needs converting to a proper Excel-friendly structure before the VLOOKUP will work cleanly against it.
Next step: Use Convert Tab-Separated Text to Lines from SeoWolf's Notepad to convert your tab-separated Search Console and Analytics exports into clean, properly structured lists before pasting them into Excel, so your cross-referencing VLOOKUP has well-formed data to match against from the start.