Hi {{given_name}},

Are you pouring hours into creating new content, hoping Google will notice, while perfectly good pages sit invisible on page 2?

You might be ignoring the easiest traffic win hiding in plain sight: keywords you're already ranking for. And that one oversight could be costing you massive amounts of traffic you're currently missing out on.

💡 This week's 80/20 rule - Log into Google Search Console, filter for keywords ranking in positions 11-15, pick one, and add that exact keyword 2-3 more times to the page (in a heading and in the body text).

🧠 Think of page 2 rankings like being the runner-up who never gets called to the stage. You've already done the hard work of proving relevance to Google. You just need a small nudge to cross the finish line.

The traffic gap between page 1 and page 2 is staggering. First-page Google results capture more than 70% of all search traffic clicks, while page 2 results generate only 6%. Research shows that moving up in position can significantly increase your CTR, making these "striking distance" keywords the highest-ROI optimization opportunity available.

This works because Google has already determined your content is relevant for that query. The algorithm is simply making a judgment that current page 1 results are marginally better. By adding the keyword to a heading and body text, you're sending clearer on-page relevance signals that can tip the scales in your favor.

It's like being 95% of the way up a mountain and deciding to turn back. You've already done the climbing. A 10-minute edit to add your keyword in the right places is often all it takes to plant your flag at the summit and watch your traffic multiply overnight.

📊 Hurdlr – This SaaS company offering tax and financial tracking software discovered they were ranking on page 2 for high-intent keywords like "1099 paycheck calculator" and "expense and mileage tracker." They expanded content on these existing pages by adding valuable context, FAQ sections, and use-case guidance. The result was a 70% improvement in average position for targeted keywords.

Find your hidden gold in Search Console

Go to Google Search Console, click "Search Results," set the date range to the last 90 days, and filter for positions 11 to 15. Sort by impressions to find keywords getting eyeballs but no clicks. Pick the one most relevant to a service you actually sell.

Add the keyword to your page title

Open the page ranking for that keyword and update the title tag to include the exact phrase. Keep it under 60 characters. If you rank for "business coach Atlanta," make your title "Business Coach Atlanta | Your Company Name."

Drop it into a heading

Add or edit one H2 heading on that page to include your target keyword naturally. If your page talks about your coaching services, add a section called "Why Hire a Business Coach in Atlanta" instead of something generic like "Our Approach."

Sprinkle it in the body text

Add the keyword 1 to 2 more times in your page copy where it fits naturally. Mention it in your opening paragraph and once more when describing your services. Do not force it where it sounds awkward.

Filter for product keywords stuck on page 2

In Google Search Console, filter for positions 11 to 15 and look for keywords with product names, colors, sizes, or "buy" in them. These are buyers ready to purchase if they can find you.

Update your product page title

Change your product page title to match the exact keyword people are searching. If you rank for "organic cotton baby blanket blue," make sure that phrase appears in your title tag, not just "Baby Blanket."

Add the keyword to your product description

Write the keyword into your product description naturally within the first two sentences. Then mention it again when describing materials, sizing, or use cases.

Create a short intro on category pages

If a category page ranks on page 2, add 200 to 300 words at the top explaining what makes these products special. Include your target keyword in the first sentence and once in a subheading.

1️⃣ The rule change: Log into Google Search Console, filter for keywords ranking in positions 11-15, and add that exact keyword 2-3 more times to the page in a heading and body text.

2️⃣ Why it works: Google has already determined your content is relevant for these queries. You just need to send clearer on-page signals to tip the scales in your favor and jump from page 2 to page 1.

3️⃣ The result: A 10-minute edit that can multiply your traffic, since page 1 captures over 70% of clicks while page 2 gets only 6%.

🔎 For this week's website review, let's look at Mood Artisan Coffee. Mood Artisan Coffee is a women-owned specialty coffee roaster based in Canada that sources beans exclusively from women farmers and cooperatives around the world.

💡 The Good

Values woven into every detail

The women-owned positioning isn't just a tagline. It's baked into product sourcing, storytelling, and customer testimonials. Shoppers who care about supporting female entrepreneurs feel like they're joining a mission, not just buying beans.

Educational content that builds confidence

The blog breaks down intimidating topics like flavor notes and processing methods into approachable guides. This turns curious browsers into confident buyers who understand why specialty coffee costs more.

Testimonials that feel real

Customer reviews mention specific brewing methods, flavor experiences, and why they chose a women-owned brand. This variety of voices builds trust with both coffee newbies and seasoned enthusiasts.

🔧 Suggestions

Add a coffee finder quiz

New customers might feel overwhelmed choosing between origins without guidance. A simple "Find Your Coffee" quiz based on flavor preferences would reduce decision anxiety and boost conversions.

Consider a subscription option

Specialty coffee drinkers often want regular deliveries. A monthly subscription would increase customer lifetime value and create predictable recurring revenue.

Expand product filtering

Letting shoppers sort by roast level, flavor profile, or origin would help browsers discover their perfect match faster instead of defaulting to the sampler pack.

See you next time for another simple, high-impact strategy!

The LOGO.com Editorial Team