Pages opportunities

What's in the Pages opportunities report

The goal of this report is to bring to your attention a list of pages from your website where data from the Search Console shows an improvement opportunity, likely to yield more traffic from Google.

The report lists pages where an opportunity has been identified. There are 3 types of opportunities, described below.

When a page is listed as an opportunity, you can click on it to open another window where additional details are shown, namely the list of keywords and search results data showing where the opportunity lies:

This data is not available from the Google Search Console itself

While the raw clicks count, impressions counts, keywords list can be found directly on Google Search Console website, pages opportunities are the result of additional computing and processing performed by 4SEO. In addition, by using the Google APIs to access raw data, 4SEO can work using a more complete dataset. Reports on the Search Console website are limited to 1,000 rows of data, while 4SEO can use 25,000 rows of data for each report.

Opportunity: High Impressions / Low position

These pages are:

• displayed often by Google in response to user searching for something ("High impressions")
• but are displayed on 2^nd, 3^rd or even later pages ("Low position")

Being on page 2, 3 or more means that these pages can't get many clicks and won't get you much traffic at the moment. However, they are interesting because 4SEO found in Search Console data that they are displayed a lot, which means:

• there are people searching for what this page is about
• Google does give some value to that content, otherwise it would not display it that often

What to do

• check the list of keywords this page is displayed for
• Improve the content to focus more on the keywords that matter to you
• Maybe link this page more from other pages of your site, also related to the topic, to increase its importance

Opportunity: High Impressions / Low clicks

These pages are similar to the High Impressions / Low position pages as they are displayed often, 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
• 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.

Opportunity: Rank for multiple keywords

Opportunities on these pages are a bit different, and must be evaluated on a case by case basis. 4SEO has found that the pages listed in that category of opportunities are displayed in Google search results for multiple, different keywords.

This may be normal and expected, or this may be the sign that a page content is too broad, not focused on the particular topic at hand.

What to do

• Check the list of keywords these pages are ranking for
• if the keywords, while different, are on the same topic, not much to do
• if the page is indeed about multiple different topics, it may be worth considering splitting the page into separate ones, possibly linking them together
• importantly, having a page shown for multiple keywords may be fine in some cases

Evolution over time

As an added benefit, you can click on the small chart icon next to all pages 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.