Search Query Performance is a Goldmine for Ranking Insights!

If you’re not leveraging Search Query Performance (SQP) to its fullest, you’re missing out on some hidden nuggets that can supercharge your ranking strategy.

By adding few extra columns to the report, you can uncover valuable trends:

■ CTR Metrics:
• Market CTR
• Brand/ASIN CTR
• Delta CTR (%): The difference between your Brand CTR and Market CTR. A positive delta means you’re outperforming the market; a negative delta means you’re lagging behind.

■ CVR Metrics:
• Market CVR
• Brand/ASIN CVR
• Delta CVR (%): Similar to CTR, this shows how your conversion rate compares to the market average.

As we know CTR and CVR have a huge impact on ranking, and you can visualize this in your data. When you sort your data by Brand Click Share(highest to lowest) and look at the organic ranking. There is a clear relationship:

➤ Higher click share correlates with better organic rank (makes sense—you’re getting more clicks and likely ranking higher).
➤ Higher CTR and CVR Delta (in green) are often at the top of the list, showing you’re outperforming the market.
➤ Lower down the list, CTR and CVR Delta turn red, indicating underperformance compared to the market average.

There are exceptions, of course, like competitor brand names. But the overall trend is clear:

✅ Higher organic rank --> Higher Delta CTR and CVR

The Takeaway?
If you’re investing in a ranking strategy, prioritize keywords with low click share (poor organic ranking) but high CTR and CVR Delta. These terms have the potential to drive better ranking gains with focused effort.

Have you analyzed your SQP data like this? Does your data reveal the same trends as in the image below?