What are striking distance keywords?
Striking distance keywords are search queries where your page already ranks close to the top, usually between positions 4 and 20, but not high enough to get most of the clicks. Google already considers the page relevant. A better title, a few missing sections or some internal links are often enough to move it up, which makes these pages the fastest SEO wins you have.
Clicks drop sharply with every position. The first result gets roughly a quarter of all clicks, while position 10 gets about 2%. Moving a page from position 8 to position 3 can multiply its traffic without writing a single new article.
Missed Clicks finds these pages in your own Search Console data, compares each page's click-through rate with what is normal for its position, and ranks them by how many clicks you could gain.
How to export your Search Console data
- Open Google Search Console and select your property.
- Go to Performance → Search results.
- Set the date range to the last 3 months and turn on all four metrics: clicks, impressions, CTR and position.
- Click Export → Download CSV and drop the ZIP file into the tool above.
The standard export gives you pages and queries as separate lists. To see which queries bring traffic to each page, install the free Search Analytics for Sheets add-on and export a table grouped by Query and Page. Paste it into the tool and every page will show its queries, which makes the AI prompts far more specific.
The tool reads exports in any Search Console interface language and handles both comma and semicolon separated files.
Expected CTR by position
To decide whether a page underperforms, the tool compares its CTR with an average click-through rate curve. Real numbers vary by industry, device and what else appears on the results page, such as ads, maps or featured snippets, so treat these as a baseline:
| Position | Expected CTR |
|---|---|
| 1 | 28.0% |
| 2 | 15.5% |
| 3 | 10.5% |
| 5 | 5.5% |
| 7 | 3.4% |
| 10 | 2.1% |
| 15 | 1.1% |
| 20 | 0.7% |
Potential clicks estimate what a page would get over the same period if it reached position 3: impressions × expected CTR at position 3 − current clicks. A page gets the weak title label when its CTR is below 60% of the expected value for its position.
What to fix first
Weak title and description
Google shows the page, but people scroll past it. Rewrite the title tag so it starts with the main query and gives a clear reason to click, and write a meta description that answers the search. This is the quickest fix and often shows results within a few weeks.
Page one, positions 4–10
Compare the page with the queries it ranks for. Add sections for the subtopics people search but the page does not cover, and add a short FAQ built from real queries. Point two or three internal links from related pages to it.
Page two, positions 11–20
These pages need a bigger content upgrade: more depth than the pages ranking above, better structure, and internal links from your strongest pages. Check that the page matches the search intent before you expand it.
Change one batch of pages at a time and wait 3 to 4 weeks before touching the same page again. Then compare 28 days before and after in Search Console to see what worked.
Frequently asked questions
Is Missed Clicks free?
Yes. The tool is free to use, with no sign-up and no limits on how many exports you analyze.
Is my Search Console data uploaded anywhere?
No. Your file is read and analyzed by JavaScript in your own browser. Nothing is sent to a server, so the tool is safe to use with client data.
What are striking distance keywords?
Striking distance keywords are queries where a page already ranks close to the top, usually positions 4 to 20, but not high enough to get most of the clicks. Small improvements to the title, content and internal links can often move these pages into the top 3.
Which Search Console export do I need?
Open Performance, then Search results, choose the last 3 months, turn on all four metrics and click Export, then Download CSV. Upload the ZIP file. For page-level query data, export a Query and Page table with the free Search Analytics for Sheets add-on.
What is a good click-through rate for my position?
It varies by industry and by what else appears on the results page, but as a rough average, position 1 gets about 28% of clicks, position 3 about 10%, position 5 about 5.5% and position 10 about 2%.
Why is my CTR low even though I rank on page one?
Usually the title and meta description do not match what people are searching for or give no reason to click. Ads, featured snippets and other results above you can also take clicks. Rewriting the title around the main query is the fastest fix.
How long until changes show up in Search Console?
Title and description changes often show within 1 to 3 weeks after Google recrawls the page. Wait 3 to 4 weeks before changing the same page again, then compare 28 days before and after.