Organic impression share estimates the percentage of available impressions you capture for target keywords. Increase share by improving rankings, targeting more keywords, and optimizing for SERP features.
Why Organic Impression Share Matters
Organic Impression Share is a crucial metric for a website’s overall SEO health because it provides a complete picture of a site’s organic presence. It goes beyond the vanity metric of a single top ranking and provides a more accurate picture of a site’s organic reach. A high OIS signals that your content is relevant for a wide range of user queries, which is a key part of building topical authority. It also helps you identify new opportunities for growth. If your OIS is low, it might be a sign that you need to create more content, target a wider range of keywords, or fix a technical SEO issue that is holding you back.
Across Different CMS Platforms
The management of organic impression share is a content and technical SEO strategy that can be applied to any CMS.
WordPress
WordPress users can track their organic impression share by using a tool like Google Search Console. A good SEO plugin like Yoast SEO or Rank Math can help you optimize your content to rank for a wider range of keywords, which can increase your keyword visibility.
Shopify
Shopify users can track their organic impression share by using a tool like Google Search Console. They can use the data to optimize their product descriptions and blog content to rank for a wider range of keywords, which can increase their keyword visibility.
Wix
Wix has a streamlined, user-friendly system, but you can still optimize for organic impression share. The platform’s built-in SEO tools make it easy to manage your titles, meta descriptions, and on-page content. You can use the data from Google Search Console to inform your strategy.
Webflow
Webflow gives you granular control over your website’s design and code, which is perfect for a sophisticated organic impression share strategy. You can build a system that allows you to track and analyze your keyword performance and to make changes to your content to improve your keyword visibility.
Custom CMS
With a custom CMS, you have the most control but also the most responsibility. You can build a system that automatically tracks and analyzes your impression share and provides your content creators with data-driven insights.
Across Different Industries
The way you use organic impression share will depend on your industry and your goals.
E-commerce
E-commerce sites can use it to see how their product pages are performing for a wide range of keywords. A high organic impression share can be a sign that a product is trending and that you should invest more in its promotion.
Local Businesses
Local businesses can use organic impression share to see how they are performing for a wide range of local keywords. A high organic impression share can be a sign that your local SEO strategy is working and that you are gaining visibility in your community.
SaaS Companies
SaaS companies can use it to see how their marketing pages are performing for a wide range of keywords. A high organic impression share can be a sign that your content is resonating with your target audience.
Blogs
Blogs can use organic impression share to see how their articles are performing for a wide range of keywords. A high organic impression share can be a sign that a topic is gaining popularity and that you should invest more in its promotion.
Dos and Don’ts
- Use a variety of tools to track your keyword visibility: A tool like Google Search Console is a must.
- Use a diversified keyword portfolio: A good keyword portfolio includes a mix of short-tail and long-tail keywords.
- Use keyword visibility to inform your content strategy: A high keyword visibility for a specific keyword can be a sign that you should create more content on that topic.
- Avoid focusing on a single keyword: This is a dated tactic that can harm your SEO.
- Avoid keyword stuffing: This is a dated tactic that can harm your SEO.
- Avoid ignoring a low keyword visibility: A low keyword visibility can be a sign of a problem that needs to be addressed.
Common Mistakes to Avoid
- Failing to do keyword research: This is a basic but critical step. You cannot improve what you do not measure.
- Ignoring a user’s intent: A keyword should be used with a user’s intent in mind.
- Focusing on short-tail keywords alone: Long-tail keywords are often easier to rank for and can be a great source of organic traffic.
FAQs
How is Organic Impression Share different from impressions?
Impressions are the total number of times a link to your website appeared in search results. Organic Impression Share is a percentage that compares your impressions to the total number of eligible impressions you could have received.
How do I measure my website’s Organic Impression Share?
You can measure your organic impression share by using a variety of tools, including Google Search Console and third-party SEO tools like SEMrush or Ahrefs. These tools provide a comprehensive report on your website’s performance.
What is a good Organic Impression Share score?
A good organic impression share score is a high one. It means that your website is a prominent and authoritative presence in your niche. The score is relative to your competitors and your industry.
Does Organic Impression Share directly affect my rankings?
This is not a direct ranking factor itself; rather, it is a result of your rankings. A higher Impression Share score is a consequence of a successful SEO strategy that has led to higher rankings for many keywords.
What is the difference between organic impression share and organic visibility?
Organic visibility is a broader metric that measures your overall presence in search results for a set of keywords. Organic Impression Share is a more specific metric that measures your presence for a specific set of eligible searches.
