The most accurate free way to see which keywords your website ranks for is Google Search Console. Open Performance and look at the Queries list. To check the current position of one keyword, use a live rank checker such as our Keyword Rank Checker. Lists from paid tools are estimates.
Here is how to use each, and why no two tools ever show exactly the same number.
What keywords does my website rank for?
This is the question most people are really asking. Search Console answers it directly, for free:
- Verify your site in Google Search Console.
- Open Performance > Search results.
- Scroll to the table and make sure the Queries tab is selected.
- Turn on Average position and sort by impressions.
You will see each query your site appeared for, how many times, how many clicks it got and its average position. Search Console keeps up to 16 months of data. It only lists queries where your site was actually shown, which is why a new site’s list starts short.
How to check the position of one keyword right now
Search Console averages positions over a date range. When you want today’s position for a keyword you care about, use a live check. The Keyword Rank Checker returns your live Google position for up to 3 keywords, and shows whether you’re in the local pack too.
Check from the location your customers search from. A plumber in Austin cares about results in Austin, not London.
Why your rank never matches between tools
It’s normal for your own search, a rank checker and Search Console to show different numbers. The main reasons:
- Search Console shows an average. Google defines position as the topmost position your site held for a query, averaged across all the queries it appeared for. See Google’s explanation of impressions, position and clicks.
- Location changes results. Google adjusts results by where the searcher is, especially for local searches.
- Device matters. Mobile and desktop results can differ.
- Personalization. Your own searches are shaped by your history, so you’re not seeing what a new customer sees.
Don’t chase one number. Pick a tool, a location and a device, check on a regular schedule, and watch the trend.
Free tools vs paid tools
- Search Console: free and real data, but only for sites you own.
- Live rank checkers: the exact position for keywords you choose, checked from a set location.
- Paid platforms such as Semrush or Ahrefs: useful for competitors and keyword ideas, but their “keywords a site ranks for” lists are modeled estimates.
What to do with the results
Look first at keywords on page 2 (positions 11 to 20). They are closest to page 1, so small improvements to the page can matter most. Check that the page is in Google with the Google Index Checker, and run the Website SEO Audit to catch technical issues holding it back. If you’re building links to move a page up, compare your link profile with the Domain Authority Checker.
Wondering how long movement takes? Our post on the Google ranking period covers realistic timelines.
Keep reading: What Is Crawl Budget? How It Works and When It Matters, What Is Crawling in SEO? How Search Engines Crawl a Site, How Much Does Website Design Cost? What Drives the Price, What Is a Sitemap? Types, Limits and How to Create One.
Check your own site: Keyword Rank Checker, Google Index Checker. Free, no signup.
Want it done for you? See our Local SEO services, or read a Sunrise tire shop that grew calls from Google.
FAQs
How do I find out what keywords my competitors rank for?
Search Console only shows your own site. For competitors you need a paid platform such as Semrush or Ahrefs, and the numbers are estimates.
Why is my site not showing up for my keyword?
The page may not be indexed yet, may rank beyond the pages you checked, or may be competing against stronger pages. Check indexing first, then look at where you actually rank.
How often should I check my rankings?
Weekly is enough for most sites. Rankings move daily, so checking more often mostly adds noise.
Is average position in Search Console accurate?
It’s real data from Google, but it’s an average, so one query’s position can differ from what you see in a single search.