The “Trend Analysis” section provides insights into how your keywords have performed over the last 14 days. It compares the impressions (how often your site appears in search results) and clicks (how often users clicked through to your site) for the current week versus the previous week.
Contents
Understanding Impressions and Clicks
Impressions: This metric shows how often your website appeared in search results for a particular keyword. An increase in impressions typically indicates that your site is becoming more visible for that keyword.
Clicks: This metric shows how many times users clicked on your website after seeing it in search results. An increase in clicks suggests that your website’s listing is compelling and relevant to users.
Why Are These Trends Important?
By analyzing the trends in impressions and clicks, you can identify which keywords are gaining traction and which ones may require further attention. A significant increase or decrease in these metrics can indicate shifts in user interest, changes in competition, or the effectiveness of your recent SEO efforts.
How to Use This Information
If you notice a positive trend (e.g., increased impressions and clicks), consider reinforcing your efforts around those keywords by creating more content or building backlinks. Conversely, if the trends are negative, it might be time to re-evaluate your SEO strategy for those keywords, such as improving on-page SEO, refreshing content, or investigating potential technical issues.
For more information on how to analyze and act on keyword trends, please explore our SEO knowledgebase.