When was the last time you checked Google Search Console?
If it’s been a while (or never), you’re potentially missing out on some great data.
It’s worth checking which terms people are actually typing into Google that result in your site appearing. You might be surprised by what you find.
https://search.google.com/search-console
Often, you’ll find you are ranking well (perhaps even near the top of Page 1) and getting a healthy amount of organic clicks for specific terms you didn’t intentionally optimise for.
For example, you might be targeting “handmade pottery”, but Search Console shows you’re getting a good visibility and clicks for “terracotta plant pots”.
So, how to capitalise on this?
Once you identify these rankings, you can drive more engagement by making a few small tweaks to the URL that’s getting the attention (nb. be sure to check the URL – as if it is getting more clicks from other terms, you want to consider which are the valuable search terms to be optimising for):
Adjust the messaging. Ensure the specific term is seen the moment they land on your page – and if desired you could further optimise towards it by mentioning the keyphrase in your H1 tag or opening paragraph. Nb. If it’s not an ideal search term for your website, then include a strong call to action that would feel relevant to the people that did find you via that particular search term.
FYI – To get a wider picture an SEO tool such as Semrush or Mangools can give you traffic estimates, but I wouldn’t rely on their numbers!