Been staring at a search query performance report and thinking about the keyword
By elizabeth-greene-junglr · September 4, 2026 · Curated by George's Blog
Been staring at a search query performance report and thinking about the keywords that aren't in it.
Like, SQP is great. It tells you where you're winning and where your click-through rate and conversion rate beat the category.
All useful.
The gaps are the problem.
We had a client who couldn't figure out why their sales were so volatile.
Good days, bad days, no pattern.
They were doing exact match ranking on their keywords, and when we looked, yeah, they were ranking on them.
But when we pulled search volume from Helium 10, some of those keywords didn't even have registered search volume.
Meanwhile there was another variation of the keyword, still very similar, with over 1,000 searches a month.
They were winning on keywords that didn't matter enough to move anything.
And SQP wouldn't have flagged that. It only shows you performance on what's already happening.
I keep coming back to this.
Pulling in external search volume data is the only way to see what SQP leaves out.