Using Console Rocket it’s easy to drill down from Pages to the Keywords that have positions for those pages. When doing this you’ll often find keywords that have positions in the 6 – 20 range with impressions. What you notice with these keywords is that there are often patterns where words or phrases are being used but are not in the top positions where most clicks happen.

A quick filter and you can see if all phrases that contain this word suffer from a similar issue. In the example of ‘Storytelling’ this is a common theme.

Investigate the page further and you often find that the issue is as simple as the page doesn’t mention that word or phrase or does so in passing or in low instances.

The solution therefore is simple. Work ‘Storytelling’ into this story and see if more clicks are earned by the increase in relevance.