How to Find the Search Queries That Actually Matter
August 24, 2026
How do you find the SEO search queries that actually matter to your audience?
Stamats’ Chief Digital Strategy Officer Stu Eddins walks through a practical process for uncovering the real search queries people use to find your website.
Using Google Analytics 4 (GA4), Google Search Console data and Looker Studio, you’ll learn how to identify SEO opportunities and use real search behavior to improve your website content.
You’ll learn how to:
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- Find high-converting pages with untapped organic search potential
- Identify high-volume, non-branded search queries
- Conduct SEO keyword research using real search data
- Use Google Analytics 4 (GA4) to identify pages worth optimizing
- Use Google Search Console data to uncover search opportunities
- Understand the language your audience actually uses when searching
- Find relevant search terms missing from your website content
- Optimize existing website content for organic search
- Strengthen SEO through internal linking
- Turn audience search questions into new content ideas
- Track rankings, organic traffic and conversions after making SEO updates
About the Presenter
Stu Eddins
Chief Digital Strategy Officer
Stu leads a team of digital marketing and analytics professionals that provides strategic support to higher education clients striving to increase awareness and demand generation for their brands and their programs. He brings decades of digital marketing expertise, having led enterprise initiatives in industries such as healthcare, higher education, ecommerce, and manufacturing.
Certified in Google Ads, Analytics, and Tag Manager, Stu uses his background in sales, customer service, analytics, and marketing to plan and implement successful campaigns that address overarching strategic goals and outcomes with data-driven tactics.