When you can see what search terms are sending you the most organic traffic, you’ll gain insight about your site’s ranking and performance on search engines.
You can also check to see if your SEO efforts are paying off by comparing your targeted keywords with the actual keywords your site is bringing in traffic for.
Or, you can find new keywords for your website that’ll give you fresh content ideas. By creating more useful, high quality content around a keyword your site is already seeing a high rank and traffic for, you can further boost your search engine rankings and organic traffic.