Validate you are targeting the best variation of your keyword

Typically, metrics like monthly search volume and rank help provide directional insight into the search demand and traffic potential of a topic. But layering in additional analytics, such as Google Search Console data, can further hone your understanding of the quality of a keyword.

Google Search Console provides insight on performance metrics, such as impressions, clicks, and click-through rate, so you not only get a sense of how keywords are driving traffic but also of their potential to drive audience engagement.

For example, your audience might use slightly different variations of a keyword that you have targeted with a particular piece of content. Google might recognize that these variations have the same intent, and assign the same monthly search volume. By digging into Google Search Console data, you can find which variation drives the most clicks from your audience.

Your integrated Google Search Console data in the Page Details report uncovers keyword variations with higher search demand and engagement. You can use what you learn to optimize your content for the specific variation with the best potential for success.

1. In Conductor, go to the Pages↗️ report.
2. In the Select Page Group filter at the top of the report, select a page group that contains pages you’re looking to optimize as part of your campaign.
3. In the Performance by Page table below, click the page you want to explore in more detail to jump to the Page Details report. You may want to start with an underperforming page.
4. In the Keywords This Page Ranks for table at the bottom, click to sort the Monthly Search Volume columne by highest volume. 
5. Review the Impressions, Clicks, and CTR columns to the right. Look for variations that drive higher visibility and engagement for your page. Consider optimizing your content for the variations that your audience clicks most often.

What's next?

By reviewing Google Search Console data in the Page Details report, you can decide on the right keyword variations to optimize. Find which variations to prioritize when looking to improve each page’s performance in the SERPs. Ready to optimize? Refer to the Draft new and existing content with Writing Assistant lesson.