If you’re ranking below page 2 for high-opportunity keywords, then it’s easy to put your efforts somewhere else, especially if you’re not sure how much work it will take to see results. But these keywords represent untapped value and it’s possible to work on them without losing ground elsewhere. You can generate new traffic with a scalable, modular program.
Here is a script for identifying which low-ranking keywords to go after and how to do it. This approach assumes that you’ll need time to get traffic generating rankings, but it gives you plenty of flexibility in terms of resource management.
If you are looking for a plan to move better ranking keywords to page 1 or to the top of page 1, then look at this post on SERP positions 5-15.
Keywords Rank 16-20+
Start: Collect rankings and traffic data for keywords ranked 16 or higher. You can get data from Google Search Console or from tools like Moz. If you’re not seeing any traffic from lower position keywords, then use impressions from Google Search Console as an alternative data point.
If possible, try to group the keywords based on their relation to keywords that are already generating traffic and conversions. These might be similar organic keywords or keywords from AdWords. That similarity is a sort of proxy for business potential: you know that similar keywords have driven conversions in the past, so it makes sense that related keywords could also drive conversions.
| Then:|| Then:|
|Look at this White Board Friday for link building tips.|
|Repeat every 120-180 days|
This SEO approach assumes you have opportunities you’ve been putting off to pursue lower-hanging fruit or due to a lack of resources. You might find that some of these keywords aren’t worth the time, but you’ll definitely find some winners if you do the early research. If you’re looking for a way to slowly reduce paid channel spend or have been seeing organic search decline for a while, then this is a good way to start rebuilding your SEO program.
Also published on Medium.