High impressions, weak CTR
Check whether the title and description clearly match the search intent and make a specific promise the page fulfills.
Last reviewed: September 6, 2026.
Build the opportunity set
Compare the last 28 days with the previous period and review a 90-day window for stability. Export page-and-query pairs, then isolate meaningful queries with impressions and average positions roughly 4–20. Remove irrelevant terms and brand searches when the goal is non-brand growth.
Diagnose before editing
Positions 4–10
Improve completeness, internal links, clarity, evidence, and usability. Confirm the page is the right result for the query.
Positions 11–20
Decide whether the existing page needs expansion or whether the query represents a distinct intent deserving its own page.
Change one coherent theme at a time
Update content to answer the demonstrated intent, strengthen internal links from relevant pages, and improve titles only when the current snippet underperforms. Do not add repetitive location or keyword variations that reduce readability.
Measure the result
Annotate the date and exact page changes. Allow enough time for recrawling and demand variation, then compare clicks, impressions, CTR, and position over the next 28 days. Keep changes that improve qualified traffic or conversions; investigate declines before making another broad edit.