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The main table provides a breakdown of top-performing queries linked to specific landing pages. It includes metrics such as impressions, URL clicks, click-through rates (CTR), and average search position. This allows for a detailed analysis of how each query contributes to traffic and how users interact with your site based on their search intent.

The filters at the top of the dashboard align with those in other Looker Studio reports for a consistent analysis experience. These filters include:

• Date Range: Customizes the data displayed based on selected time periods.
• Query: Allows filtering by specific search queries to analyze particular keywords.
• Landing Page: Focuses on data for specific URLs to see how individual pages perform.

Adjusting these filters enables more targeted insights into your search traffic, aiding in precise SEO adjustments.

• Observation: High impressions but low clicks indicate a missed opportunity.
• Action: Review the titles and meta descriptions for the affected pages. Make them more compelling by incorporating power words, aligning with user search intent, and ensuring they are relevant to the search queries. Consider adding clear calls to action or adjusting phrasing to increase CTR, while maintaining alignment with the page content.

• Observation: Top-performing pages offer growth potential.
• Action: Analyze the topics and keywords driving traffic to high-performing pages. Leverage these insights to expand the content by covering related subtopics or creating a content cluster around the original page. Additionally, improve internal linking from other relevant pages to boost the authority of these high-performing pages. Continue refining and updating the content with fresh data or media to maintain its ranking and relevance.

• Observation: Low-ranking queries reveal areas where your site lacks content or optimization.
• Action: Conduct keyword research to find high-potential keywords where your site is not ranking well. Develop new content that directly answers these queries or enrich existing content to cover the topic more comprehensively. Make sure to optimize this content for on-page SEO factors, like using target keywords in headings and ensuring a logical, user-friendly structure. 

• Observation: High clicks but low impressions suggest low visibility despite user interest.
• Action: Identify the keywords that are driving clicks but have low visibility (impressions). Strengthen on-page SEO by enhancing keyword usage in headings, content, and image alt texts. Implement a targeted intersite linking strategy by seeking relevant ohio.edu pages that we can link to the page. 

• Observation: Understanding the queries that drive traffic reveals user intent.
• Action: Review the user journey from search to on-page activity (Web Element Report or User Pathways Report) to identify how well your content meets the user's needs. Adjust your content to be more aligned with user intent by answering common questions, providing solutions to pain points, or offering detailed guides and resources. Consider revising page layouts, adding interactive elements like FAQs or collapsible headings, or enhancing the call to action to better engage users and lead them toward conversions.