Should you really focus on improving queries you're already ranking for instead of chasing new keywords?

Why does Google consider these queries easier to optimize?

When your site already appears in search results for a query — even at position 45 — Google has already done the semantic understanding work. It has analyzed your content, established a link with search intent, and determined that you deserve to be in the index for this query. You have crossed the first barrier: thematic relevance.

Moving this query from position 45 to position 15 typically requires less effort than creating a new page for a query where you're completely absent. No need to convince Google that you're legitimate on the subject — you just need to strengthen quality and authority signals.

What exactly is a query with low positioning and low CTR?

We're typically talking about positions beyond the 10th place, so page 2 and beyond, with CTR often below 1%. These queries generate a few impressions in Search Console, but virtually no clicks. They represent what we call the invisible long tail: dormant potential.

Daniel Waisberg's idea is that these queries constitute your reserve of low-cost opportunities. Rather than investing in new content for new topics, you optimize what already exists.

How do you identify these queries in Search Console?

Go to the Performance > Queries tab, then filter on average positions above 10 and CTR below 1-2%. You can also export the data and sort by impressions in descending order to spot those with volume but no traction.

Be careful though: some queries in low positions are there because your content simply isn't relevant to the actual intent. Not all ranking queries necessarily deserve to be optimized — which is why manual analysis is important.

• Queries already ranked indicate that Google has already validated you as relevant for the topic
• Improving an existing query ranking generally costs less (time, content, links) than starting from zero
• Search Console makes it easy to identify these opportunities through filters on position and CTR
• Not all ranking queries necessarily deserve optimization — an analysis of intent is essential

Is this recommendation consistent with real-world observations?

Yes, and it's even a strategy we've been applying systematically for years. SEO quick wins almost always come from optimizing existing content rather than creating new pages. A site that's stuck at positions 12-18 on 50 queries often has more rapid potential than a site that wants to launch on 50 ultra-competitive new queries.

That said — and this is where Waisberg's advice deserves nuance — you shouldn't turn this logic into dogma. Some sites need to broaden their thematic footprint to gain overall authority. If you're stuck on page 2 for 200 queries but your domain authority is plateauing, it might be better to invest in pillar content + link building than to polish 200 mediocre pages.

What nuances should be added to this approach?

First point: not all ranking queries are equal. A query at position 35 with 10 impressions per month has no interest whatsoever, even if it's "easy" to optimize. You need to cross-reference position, search volume, intent, and conversion potential. Otherwise you're optimizing thin air.

Second point: be careful of queries that rank by accident. Sometimes Google ranks you on a query because a secondary keyword is buried in your meta description or in a lost H3. The actual user intent has nothing to do with your content. Optimizing these queries amounts to forcing a round peg into a square hole — it won't work long-term. [Verify] each query individually.

Third point: this logic works well for sites that already have a solid content foundation. If you're a new site with 15 pages, you don't have enough material to optimize — you need to build first.

In what cases doesn't this rule apply?

Case 1: Ultra-competitive SERPs. If you're at position 25 on "life insurance" with an average site, you won't reach page 1 just by adding 300 words and 2 internal links. Sometimes the authority gap is too massive — better to target long-tail variations where you have a chance.

Case 2: Incompatible search intent. You rank at position 18 for "best CRM" but you sell billing software. Google put you there by semantic mistake. Optimizing this query is a waste of time — even if you reach page 1, the bounce rate will be catastrophic and Google will drop you back down.

Case 3: New or penalized sites. If your domain is 3 months old or recovering from a Helpful Content Update, you probably don't have enough SEO credit to push anything up quickly. You need to build overall authority first before attempting granular optimizations.

What should you do concretely to exploit these queries?

First step: export and analyze Search Console. Get all queries with average position > 10, impressions > 50 per month (adjust based on your volume), CTR < 1%. Cross-reference this data with a search volume tool to eliminate queries without potential.

Second step: relevance audit. For each retained query, manually verify whether your content actually answers the intent. Search for the query in Google, analyze the top 3 results. If your page isn't in the same ballpark at all, abandon it — it's a false positive.

Third step: targeted optimization. Strengthen the semantic signal by incorporating the query into the H1 or H2, enrich the content with 200-400 relevant words, add internal links from other authoritative pages on your site, improve the structure with clear subheadings. No need to rewrite the entire page — strategic adjustments are often sufficient.

What mistakes should you avoid in this approach?

Mistake #1: mass optimizing without thinking. Some SEOs export 500 queries and try to treat them all in 2 weeks. Result: diluted content, keyword-stuffed pages, zero consistency. Better to handle 20 queries properly than 200 on autopilot.

Mistake #2: neglecting UX and CTR. Moving from position 35 to position 12 is good. But if your meta description is poor and your title bland, you'll stay at zero clicks. Think about optimizing snippets at the same time as content — CTR is an indirect relevance signal.

Mistake #3: ignoring internal cannibalization. Sometimes multiple pages on your site rank for the same query, yet none moves up significantly. Before optimizing, check for internal conflicts. If there is one, consolidate content on a single URL and redirect or de-optimize the others.

How do you measure the effectiveness of this strategy?

Set up weekly position tracking on your targeted queries. Use Search Console or a rank tracking tool to monitor progress. Generally, first results appear within 2 to 4 weeks — if nothing moves after 6 weeks, the optimization wasn't relevant or was insufficient.

Also track actual CTR and clicks, not just position. A position jump from 18 to 9 that generates no additional clicks indicates a snippet or intent alignment problem.

• Export Search Console queries with position > 10, impressions > 50/month, CTR < 1%
• Manually verify intent-to-content relevance for each retained query
• Strengthen semantic signal (H1/H2, enriched content, internal links)
• Optimize meta title and description to boost CTR
• Identify and resolve internal cannibalization cases
• Track position and CTR evolution over 4 to 6 weeks
• Prioritize 15-20 strategic queries rather than 200 in rush mode