The terms "keyword" and "search queries" are often confused and occasionally used interchangeably. Although they are similar, it is helpful to understand the difference to understand the information you see in Leadfeeder.

A keyword is what a marketer will use to guide SEO optimization and paid advertising goals. Marketers use keyword that are high ranking for particular campaigns in content, meta descriptions, and tags. In paid advertising, these keywords are bid on and used in ads.

A search query is the real word or words that people type in to search forms to find what they need online.

Search queries often contain keywords. For example a keyword your marketing department decides upon may be "lead identification". The search queries that trigger the keyword may be the exact term, or a variation such "free lead identification," "quality lead identification," or "website lead identification".

Not all search queries are available from your Google analytics data. If a visitor is logged into a Google product (such as Gmail or any Google Account) when searching, their search is secured and private, and the search query isn't shared. Google implemented this to protect the privacy of its users. Keywords that result in a click on a Google organic search result will not be available.

Leadfeeder shows you the keyword and the search query for a visit only in cases of a paid ad campaign (Google PPC for example).

You will see search queries when available with the visit information shown and keywords used when available by hovering over the small key icon by the Lead name in the Lead view.

If you are interested in seeing more about your search queries you may want to look into Google Search Console as a supplement to your standard Google Analytics and Leadfeeder.

Leadfeeder and Google Ads

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