Keywords Opportunities
What's in the Keywords opportunities report
The goal of this report is to bring to your attention keywords for which pages of your site already are displayed in Google search results but where data from the Search Console shows an improvement opportunity, likely to yield more traffic from Google.
The report lists keywords where an opportunity has been identified. There are 2 types of opportunities, described below.
When a keyword is listed as an opportunity, you can click on it to open another window where additional details are shown, namely the list of pages from your site, and search results data showing where the opportunity lies:
Opportunity: High Impressions / Low position
Pages from your site are:
- displayed often by Google in response to user searching for these keywords ("High impressions")
- but are displayed on 2nd, 3rd or even later pages ("Low position")
Being on page 2, 3 or more means that these pages from your site can't get many clicks and won't get you much traffic at the moment. However, these keywords are interesting because Google thinks your pages are relevant enough to the keywords to display them often.
It also means many people are searching for these keywords, and so they are likely worth some efforts to rank for.
What to do
- check the list of pages that are displayed for this keyword
- Improve the content of these pages to focus more on the keyword, assuming the keyword is valuable to you of course
- Maybe link these page together differently, from other pages of your site also related to the topic, to increase their importance
Opportunity: High Impressions / Low clicks
These keywords have the same properties as the High Impressions / Low position ones as pages from your site are displayed often for them, but instead of being displayed in a low position (page 2,3,...), they simply don't get many clicks.
This may be the sign of issues which can be fixed and therefore improve performance.
Typical issues to look for
- page title and page meta description not attractive for searchers, not mentionning enough the keywords for instance
- the page does talk about the keywords topic but not enough, or this is not the main topic of the page, or there's competition has more attractive features such as Rich Snippets or images displayed by Google
If your pages are not attractive enough, or your competition pages are more attractive, then searchers will just click on your competition links rather than yours.
Evolution over time
As an added benefit, you can click on the small chart icon next to all the keywords in the list to view its evolution over time:
The chart itself looks like this:
This gives you a quick idea of whether your website ranks better or worse for a given keyword. As mentioned elsewhere, you can also immediately identify changes caused by updates in Google search engine algorithm updates.