Why do striking distance keywords matter for a roofer?
Because a roofer's site often ranks on page two for the exact jobs it wants: "roof replacement" plus a town, "storm damage roof repair", "metal roof installer". Page two gets very few clicks. Moving a handful of those searches up a few places is usually faster than ranking a new page from nothing.
For example, a roofer's Search Console shows its roof replacement page at position 12 for "roof replacement" plus a nearby town, with steady impressions and almost no clicks. The page mentions the town once, in the footer. Adding a short section on roof replacement in that town, a heading that uses the phrase, and links from the town's own page gives Google a clear reason to move it up.
How do you find and work striking distance keywords?
Open Search Console
In Performance, set the last 3 months and show clicks, impressions and average position.
Filter to positions 8 to 20
Export the queries, then keep those with an average position between about 8 and 20.
Sort by impressions
The searches with the most impressions are worth the most if they move.
Check the page against the search
Make sure the ranking page answers the search's intent, then improve the heading, the first answer and the internal links.
Change one page at a time
Wait two to three weeks before judging, so you know which change moved it.
Related terms
Search intent
What the searcher wants, the first thing to check on a page that stalls.
Conversion rate
The share of visitors who act, which decides whether a new click is worth the effort.
Local pack
The map results that sit above the organic results for local searches.
Finding and moving these searches is a regular part of our SEO work, and for contractors of roofing SEO.
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