GUIDE 2. Keyword Strategies

Evaluates keyword performance, and suggests winning strategies for higher SERP rankings and increased CTR.

Jul 04, 2024

Contents

Understanding CTR Based on SERP Rankings 3 Keyword Strategies 1. Good Keywords: Target Long-tail/Broader Keywords 2. CTR Boosting Keywords: Improve Meta Title 3. Chance Keywords: Just a Little More!

Not only does Inpages simply display GSC data on a single page, but also measure the performance of the keywords you have and provides winning strategies for well-performing keywords or potential keywords. Here’s a closer look.

Understanding CTR Based on SERP Rankings

Keyword strategy insights provide comparisons based on the rankings of keywords within your domain's subcategories, using CTR data from SERP pages where people click to enter your page, compared against averages.

Understanding the average CTR relative to SERP rankings is crucial.

Here is the handy table which Sixtrix has produced demonstrating the SEO CTR for a purely organic SERP in blue against the average.

Ranking #1 generates a typical CTR of 34.2%. This is more than double the CTR of the 2nd position, which is 17.1%, and nearly 4 times the CTR of the 3rd position, which is 11.4%.

Our team at Inblog has plotted graphs based on a large dataset of client keywords, using CTR and SERP rankings as axes, to understand the distribution of keywords.

The orange line represents the average, with most keywords falling within this range and forming a normal distribution. Of particular interest are keywords that deviate from this average range(±σ).

3 Keyword Strategies

To aid in understanding why some keywords perform exceptionally well above average while others underperform, our team have developed a guide for analysis.

1. Good Keywords: Target Long-tail/Broader Keywords

Queries that rank 1-6 on the SERP and have a higher CTR compared to the average are performing well. Depending on the number of impressions, you can take two different actions.

When impressions are high:
Since these are high-search volume queries that many people search for, adopt a strategy to dominate similar related keywords and long-tail keywords.
When impressions are low:
Even though these queries perform well, they are low-search volume queries that not many people search for. Therefore, efforts should be made to find more general keywords.

2. CTR Boosting Keywords: Improve Meta Title

Queries that rank 1-6 on the SERP and have a lower CTR compared to the average need improvement. Consider making your page titles more compelling to encourage clicks, or review the actual search data to understand why your post has a low conversion rate.