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What is Traffic by Keyword?
Use Cases for Traffic by Keyword

Traffic by Keyword Position is not a standard metric from Google Search Console, at least not the way it’s shown in the GSC Insights dashboard. This article will explain what Traffic by Keyword Position actually shows you and how can you use it to further your SEO goals.
What is Traffic by Keyword Position?

Traffic by Keyword Position can help you understand which SERP positions are driving the most traffic to your site. Each bar represents the number of keywords where your pages rank in the specified position. The line represents the CTR across all of the keywords in the rank position.

The Traffic by Keyword Position display can be isolated to focus solely on traffic or solely on CTR. To change the display, you can view both metrics, or you can click the circle to the right to hide either metric.

Use Cases for Traffic by Keyword

A standard Traffic by Keyword presentation should show the most traffic and highest CTR in the top rank positions. This is because over a third of organic clicks go to the #1 ranking result, while the overwhelming majority of all clicks go to the top three organic results.

Finding Traffic Volume Opportunities

It’s natural for keywords ranking in the top rank positions to have a higher organic traffic and click-through rate. This graph helps site owners understand the potential organic traffic their website can tap into if they improve average rank position across all keywords.

The above site is getting more traffic from keywords where their pages rank in the #2 position, which differs from the traditional benchmark. The reasons for this could be as follows.

The keywords that their landing pages rank for in the #1 position have a lower monthly search volume that the keywords that their landing pages rank for in the #2 position
The page titles and meta descriptions of their landing pages that rank in the #2 position are better optimized or more highly relevant to the search queries
The total number of keywords that their landing pages rank for in the number #2 position is higher than the total number of keywords that their landing pages rank for in the #1 position

If this site could earn the #1 spot for the keywords they rank for in position #2, they could likely tap into a significant amount of traffic volume.

Overall, this graph provides additional insights into the relationship between your website’s rank positions and organic traffic. Site owners can utilize the data to determine which individual keywords have untapped traffic potential, where they should focus their efforts, and forecast potential traffic increases for certain keywords.
Finding CTR Opportunities

It’s natural for pages that rank in the top rank positions to have higher CTR than those on the bottom of the first page. The below site has a high CTR rate for keywords that rank in the first and second position. After the second rank position, CTR goes from more than 10% to less than 5%. That tracks in general with SERP tendencies.

If your graph shows inversions in CTR stats, like a lower CTR for the top-ranked keywords than for second-ranked keywords, then you’ll want to review your page titles and meta descriptions for keyword inclusion and a strong CTA for users.

By understanding more about the relationship between your site’s rank position and click-through-rate, you can make adjustments to key meta tags that influence clicks.
You might want to consider A/B testing meta descriptions and page titles for the search terms where your pages are underperforming and tracking those changes in the Site Events feature.

Combine with other GSC Insights Features

The Traffic by Keyword Position feature can be utilized in conjunction with other GSC Insights features. Utilize the Page Groupings feature to tag all your #1 pages as one group and #2 pages as a second group. Then, compare the economic value of the two groups, ensuring that the traffic you’re getting also has a high value. Or utilize the Site Events feature to A/B test the changes you make.

[[Learn more about Page Groupings](]
[Learn more about Site Events]

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