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Google Analytics: Using Secondary Dimension for Organic Search

01/02/12 – 7:30 am | Posted By: Lienna

First, let me say I’m a big fan of Google Analytics; especially the new version (v.5). Secondary dimensions & advanced filters are my new best friends. Seriously.

Let’s say you have a keyword phrase you want to rank for. More specifically, you want to rank your home page for this particular phrase. You may also want to view usage metrics for said keyword phrase to determine quality visitors.

Want to know how to get this information? It’s easy to find, it really is. I’m almost embarrassed to show you just how easy it really is.

  • Log into Google Analytics, and make sure you’re in the newest version. (Not sure? Visit the top of the analytics screen and click on the red “new version” text.)
New Google Analytics
  • Go to the “Traffic Sources” tab on the left sidebar.
  • Click on “Sources.”
  • Go to “Search
  • Navigate to “Organic.”
Organic Search in Google Analytics


Applying a Secondary Dimension for Organic Search Visitors

  • Click “Select” next to “Secondary dimension”
  • Go to “Traffic Sources”
  • Choose “Landing Page”

Landing Pages for a Secondary Dimension

On top of that, let’s set up a keyword filter to only display results with your targeted keyword or phrase.
  • Click on “advanced” right across from the secondary dimension.
Filtering for Keywords
  • Type in the keyword or keyword phrase that you want to highlight. For an example, we typed in “web design” so we could see all the results containing those two words. You can set different rules, or exclude certain keywords- it’s up to you and the data you’re looking for.
  • Click “Apply” and view results.

Apply Keyword Filter

Now what you do from here is up to you.  For me, it’s interesting to see which keyword phrases are most interested in our site (and by interested I mean staying and looking around). The keywords with good usage metrics would be a good indication as to which keywords would work for a PPC campaign if you’re interested in starting one.


BONUS: Add another advanced filter, filtering all previous visitors- the new data shows new visitors and their keywords bringing them to your site – which is what SEO is all about!
Additional Advanced Filter- New Visits
See? Super easy. Now there’s no excuse not to know which keywords are bringing new visitors to your site and specific pages! 🙂

Happy analyzing!

About the Author: Lienna

Lienna is the Web Marketing Specialist at DKS Systems. She is an expert in SEO (Search Engine Optimization), Social Media, Online Marketing, and building a positive online web presence.


  1. Posted 01/30/13 at 9:30 am | Permalink

    Hi Courtney, very helpful, thanks! What does it mean when the Keyword is not provided?

  2. Posted 01/30/13 at 9:32 am | Permalink

    Hi Jennifer- Thanks for your comment. To summarize, (not provided) is a group of search queries from users logged into Google Accounts. If a user is logged into a Google account (gmail, YouTube, etc.) and they are searching for things on Google, they are automatically entered into secure search (https:// instead of http://) and therefore; Google does not pass back those queries in analytics.

    Hope that helps!

2 Trackbacks

  1. By Lia Shope on 02/13/12 at 5:18 am

    Looking forward to reading more. Great article post.Thanks Again….

  2. By Julie Hazlett on 02/14/12 at 11:26 pm

    Julie Hazlett…

    I think this is a real great article post.Much thanks again….

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