How can you improve the visibility of high-potential pages and keywords?

To improve the visibility of high-potential pages and keywords, first identify pages that already have a foothold in search rankings, have room for improvement, and are relevant to your business. Then focus on updating their content, strengthening relevant links, and improving on-page SEO. Priority candidates include pages with several target keywords already close to the top positions, as well as older content that still has potential despite recent traffic declines. You do not need to rewrite every page or choose only the keywords with the highest search volume.

Review pages to find opportunities worth prioritizing

In material dated 2023, Semrush recommends focusing on target keywords ranking in positions 2 through 12, based on its own data. Its analysis suggests that the relevant pages already have some authority and relevance for these keywords, so even moving up one position may have a greater impact on visibility. This is Semrush’s analysis and optimization advice, not a search engine guarantee. Positions 2 through 12 are not a fixed threshold, either.

During the review, consider the keywords for each page together. If a page has several keywords in this range, improving its content may boost rankings for multiple keywords at once. Consider these pages first rather than spreading your efforts across individual keywords. When setting priorities, consider:

• Business importance: Whether the page addresses important products, services, or needs with commercial intent.
• Room for improvement: Whether the content is outdated, lacks sufficient explanation, or is missing relevant internal links.
• Combined search volume: Assess demand across the page’s related keywords rather than looking only at a single popular keyword.

Low-difficulty keywords still need to fit your site’s topic and business needs

Keywords with less competition are worth considering, but being easy to rank for does not necessarily make them worth pursuing. Semrush’s material notes that improving visibility for commercially oriented or popular keywords may generate more revenue than doing so for noncommercial or less popular keywords. This is a possibility, not a promise of returns.

If your tool provides a Personal Keyword Difficulty (PKD) score tailored to your website, you can use the 0–29 range recommended in Semrush’s material as an initial filter, then check relevance and search volume. This is a filtering recommendation for a specific tool, not a universal ranking standard. The tool’s current interface or scoring method may also differ from what the material describes.

Address each page’s weaknesses rather than simply adding keywords

For high-potential pages with recent traffic declines, Semrush’s 2024 material recommends updating existing content first—for example, adding necessary information, checking statistics and dates, revising wording, and organizing the heading hierarchy. A traffic decline is a starting point for investigation; it does not, on its own, establish outdated content as the sole cause.

• Content and on-page SEO: Make the information more useful and readable, incorporating target keywords naturally into relevant content.
• Relevant links: Link to the target page from relevant locations within the site, use anchor text that describes the target page’s content, and seek backlinks from relevant websites.

At Procrustes, our content service turns the questions clients genuinely care about into articles, with ongoing planning, writing, and updates.

Screaming Frog’s 2025 content audit guidance adds that, after optimizing high-intent pages, you can prioritize a group of high-potential but underperforming pages. If the problem lies in the layout or calls to action, check whether they meet readers’ needs and suit their stage in the user journey. These adjustments focus on the conversion experience and should not be presented as directly improving search rankings.