{"id":17900,"date":"2019-09-12T05:00:43","date_gmt":"2019-09-12T05:00:43","guid":{"rendered":"https:\/\/www.brickmarketing.com\/?p=17900"},"modified":"2025-06-30T17:48:11","modified_gmt":"2025-06-30T17:48:11","slug":"use-keyword-data-make-page-improvements","status":"publish","type":"post","link":"https:\/\/www.brickmarketing.com\/blog\/keyword-data-page-improvements","title":{"rendered":"Use Keyword Data to Make On Page Improvements"},"content":{"rendered":"

\"\"Despite what you might believe, keyword ranking data isn\u2019t the \u201cbe all, end all\u201d SEO metric to track. That\u2019s because rankings fluctuate and vary depending on the device being used to search and the location and search history of the person searching. While overall organic traffic growth (and sales and leads from that traffic) over time is the best gauge of SEO success, keyword data is certainly still useful and can be used to uncover page improvement opportunities that can result in more traffic from the search engines. Here is a step by step guide to using keyword data to make on page improvements:<\/p>\n

1. View keyword data in Google Search Console<\/h3>\n

In Search Console, view the \u201cSearch Analytics\u201d report. You can only view the last 90 days so it\u2019s advisable to pull this report at least every 90 days and save it so that you have more than 3 months of historical data on file. View \u201cposition\u201d data. In this report, you\u2019ll see an average rank for keywords and a \u201cpop out\u201d next to each keyword which brings you to the search results for that keyword. There, you can see what specific page on your site is ranking in that spot for that keyword.<\/p>\n

2. View page data in Google Analytics<\/h3>\n

Once you know what page is ranking for a specific keyword, look at the data for that specific page in Google Analytics. What is the organic traffic trend over time? How long are visitors viewing the page? What is the bounce rate? Are visitors converting?<\/p>\n

3. Make page improvements<\/h3>\n

\"\"
\nWhat can you do to improve that page, and ideally improve its position in search? This is especially important for pages that are in positions where a small improvement can make a big difference, such as bumping a page from the top of page 2 in the search results to page 1. Start with the title and meta description. Are they enticing enough? Under the character limit so they aren\u2019t getting cut off? Is the content on the page the best it can be? Or is it an older blog post that could use some updating? Look at the pages that are ranking ahead of your page in search. What does their content look like compared to yours? Can you make changes to mirror that content (not copy!)? Of course, only do this if it makes sense. Sometimes it won\u2019t, and that\u2019s OK. For example, if the pages ahead are blog posts and yours is product focused.<\/p>\n

4. Review inner links<\/h3>\n

When a page is linked to prominently on your site (within the top-level navigation, footer, on the homepage, etc.) it\u2019s telling the search engines that it\u2019s important. Does it make sense to link to this page somewhere that could give it a boost?<\/p>\n

5. Look for other opportunities<\/h3>\n

In some cases, there aren\u2019t any changes that make sense for a specific page. When that happens, shift gears and determine if the data you\u2019ve gathered justifies creating a new page of content, to fill the gap. For example, if your product page is ranking behind blog posts, can you create a blog post on the topic that could potentially outrank the competition?
\nAs you\u2019re going through this process, it\u2019s imperative to keep in mind that user experience always trumps SEO. Never make changes to a page just to get a ranking boost. If the page is attracting the right audience and they\u2019re converting, it\u2019s probably best to leave it as is!<\/p>\n","protected":false},"excerpt":{"rendered":"Despite what you might believe, keyword ranking data isn\u2019t the \u201cbe all, end all\u201d SEO metric to track. That\u2019s because rankings fluctuate and vary depending on the device being used… More Info<\/a>","protected":false},"author":2,"featured_media":16449,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[9],"tags":[],"class_list":["post-17900","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo"],"acf":[],"yoast_head":"\nUse Keyword Data to Make On Page Improvements | Brick Marketing<\/title>\n<meta name=\"description\" content=\"Here is a step by step guide to using keyword data to make on page improvements.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.brickmarketing.com\/blog\/keyword-data-page-improvements\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Use Keyword Data to Make On Page Improvements | Brick Marketing\" \/>\n<meta property=\"og:description\" content=\"Here is a step by step guide to using keyword data to make on page improvements.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.brickmarketing.com\/blog\/keyword-data-page-improvements\" \/>\n<meta property=\"og:site_name\" content=\"Brick Marketing - Digital Marketing Agency\" \/>\n<meta property=\"article:published_time\" content=\"2019-09-12T05:00:43+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-06-30T17:48:11+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.brickmarketing.com\/wp-content\/uploads\/2011\/06\/keywords.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2624\" \/>\n\t<meta property=\"og:image:height\" content=\"1873\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Nick Stamoulis\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Nick Stamoulis\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.brickmarketing.com\\\/blog\\\/keyword-data-page-improvements#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.brickmarketing.com\\\/blog\\\/keyword-data-page-improvements\"},\"author\":{\"name\":\"Nick Stamoulis\",\"@id\":\"https:\\\/\\\/www.brickmarketing.com\\\/#\\\/schema\\\/person\\\/dd420fc038644ad2ee1a62912b6368fb\"},\"headline\":\"Use Keyword Data to Make On Page Improvements\",\"datePublished\":\"2019-09-12T05:00:43+00:00\",\"dateModified\":\"2025-06-30T17:48:11+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.brickmarketing.com\\\/blog\\\/keyword-data-page-improvements\"},\"wordCount\":595,\"image\":{\"@id\":\"https:\\\/\\\/www.brickmarketing.com\\\/blog\\\/keyword-data-page-improvements#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/eqo6k4wde6o.exactdn.com\\\/wp-content\\\/uploads\\\/2011\\\/06\\\/keywords.jpg?strip=all\",\"articleSection\":[\"SEO\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.brickmarketing.com\\\/blog\\\/keyword-data-page-improvements\",\"url\":\"https:\\\/\\\/www.brickmarketing.com\\\/blog\\\/keyword-data-page-improvements\",\"name\":\"Use Keyword Data to Make On Page Improvements | Brick Marketing\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.brickmarketing.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.brickmarketing.com\\\/blog\\\/keyword-data-page-improvements#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.brickmarketing.com\\\/blog\\\/keyword-data-page-improvements#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/eqo6k4wde6o.exactdn.com\\\/wp-content\\\/uploads\\\/2011\\\/06\\\/keywords.jpg?strip=all\",\"datePublished\":\"2019-09-12T05:00:43+00:00\",\"dateModified\":\"2025-06-30T17:48:11+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/www.brickmarketing.com\\\/#\\\/schema\\\/person\\\/dd420fc038644ad2ee1a62912b6368fb\"},\"description\":\"Here is a step by step guide to using keyword data to make on page improvements.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.brickmarketing.com\\\/blog\\\/keyword-data-page-improvements#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.brickmarketing.com\\\/blog\\\/keyword-data-page-improvements\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.brickmarketing.com\\\/blog\\\/keyword-data-page-improvements#primaryimage\",\"url\":\"https:\\\/\\\/eqo6k4wde6o.exactdn.com\\\/wp-content\\\/uploads\\\/2011\\\/06\\\/keywords.jpg?strip=all\",\"contentUrl\":\"https:\\\/\\\/eqo6k4wde6o.exactdn.com\\\/wp-content\\\/uploads\\\/2011\\\/06\\\/keywords.jpg?strip=all\",\"width\":2624,\"height\":1873},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.brickmarketing.com\\\/blog\\\/keyword-data-page-improvements#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.brickmarketing.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Use Keyword Data to Make On Page Improvements\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.brickmarketing.com\\\/#website\",\"url\":\"https:\\\/\\\/www.brickmarketing.com\\\/\",\"name\":\"Brick Marketing - 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