📘 This article provides examples of keyword performance reports.

Overview

There is significant potential within your site’s existing keywords. Find what Google determines to be the most relevant answers to user queries with your own site’s data in RealKeywords. While SEO best practices may dictate the characteristics of top-ranked pages, they may not apply to your website based on type, industry, or intent. If best practices recommend 1,000 words as the ideal page content length, for example, and your top-ranked pages all contain 500 words, there is no value in changing what already works for your site.

The following examples provide common use cases for finding keyword opportunities based on your existing performance:

Keywords with Missed Clicks
Pages with Additional Traffic Potential
Keywords with Biggest Losses
Trending Keywords

Keywords with Missed Clicks

Identify your missed opportunities by evaluating the keywords you currently rank for where you are not getting traffic. The “Missed Clicks By Average Position” chart shows the number of clicks you miss over time. Access this chart by navigating to the RealKeywords > Ranking:

To find the specific keywords where you are missing clicks, click into a chart segment.

In this example, the 1-4 segment shows the following Keywords Explorer report of the keywords ranking with an average position between one and four. Sorting the results by the most impressions, you can see many missed clicks. Investigate opportunities to improve the pages that rank for these keywords to influence the biggest traffic wins.

Determine your optimization strategy based on your results:

Rank position: If most of your pages missing keyword clicks are not ranking well, focus on finding improvements to those pages to see if a quality issue may be contributing to a lower position for that keyword (e.g., combine your missed click data with word count to determine if you should focus on increasing or decreasing the number of words on the page).
Organic click-through rate: If your pages ranking in the top positions for a keyword are not getting clicks, focus on improving your organic click-through rate (CTR). In the example above, adding a filter to show where the keyword is missing in the title tag reveals several opportunities to make your page appear more relevant to users. Adding the keyword to the title tag in these pages will likely win you more clicks.

Pages with Additional Traffic Potential

Look at pages currently ranking in positions with a low organic CTR to find pages that could get more traffic if they ranked higher for a particular keyword.

In the example below, pages ranking in position #3 on Google get clicked on very infrequently, significantly less than the number of clicks on URLs in position #2. Click on the #3 column to see all pages that rank in that position with the keywords that trigger them. The #3 position has an average organic CTR of 1.89%, while the #2 position has an average organic CTR of 2.37%. If the keyword with the most impressions at position #3, “stanford football”, gets searched 93,140 times per month, moving into the #2 position could yield a +25% increase in organic traffic - an additional 447 clicks!

Access this chart by navigating to RealKeywords > Ranking and scrolling to the bottom of the page.

See the Target Precise Keywords example to learn about adding search volume to RealKeywords reports.

Keywords with Biggest Losses

Monitoring the keywords for which your site loses impressions and clicks over time lets you take action quickly to protect your organic traffic. You may expect some content to lose traffic, such as seasonality-based content or news that is no longer relevant. But you should investigate ranking drops for keywords on your evergreen content to evaluate opportunities to optimize those pages.

The following example shows the keyword “notre dame recruiting” had a decrease in the number of URLs, impressions, and clicks between the compared periods. Click the trend icon to display a trendline chart of the performance over the compared periods or the list icon to display the URLs that saw the most losses:

Click the AI icon next to a URL to get recommended keyword optimizations:

See the related Comparing Annual Performance use case.

Trending Keywords

While there are many methods for gauging general interest in topics, the keywords your site already ranks for that are surging in popularity provide more specific data on what is trending in your industry. Find the topics that interest your audience most with the “Winning Data Dimensions” chart by keyword. Use these keywords to create more content your audience will love and drive additional organic traffic.

Access this chart by navigating to RealKeywords > Overview:

See also: