Google’s John Mueller explains why a site might appear for keywords that seem unusual or unrelated to what the site is about.
Mueller shared this information on Reddit in response to a thread titled: “My website has clicks from keywords that I cannot find my site using. How is it possible?”
The thread’s original poster is confused by keywords that appear in their Search Console report. When they try to find their own site using the same keywords, they can not find it even after ten pages of search results.
They cannot understand why their site is showing for these keywords. What could be the reason?
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Google’s John Mueller on Random Keyword Ranking
If a site shows unexpected queries and the results are not easily replicated, the most likely reasons are either personalization and / or local targeting.
“Normally it is personalization and local targeting. Often you can guess whether the queries are expected to have a large number of impressions and whether your site is listed as being in higher positions, but it just gets very few impressions. You also see it when you drill in by date and see that it just gets very few impressions sporadically (rather than regularly). ”
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Mueller goes on to say that images are another reason why this can happen.
It is possible that the site’s images are dragged into one of the fields that appear at the top of the search results or in the knowledge panels that appear on the page.
When an image is displayed in a single field or knowledge panel, it is logged as an impression in the Search Console. If an odd keyword has a large number of impressions, a high ranking and few clicks, it is likely that images why the site ranks according to these queries.
“Another option is from pictures. Some queries sometimes show image-in-boxes (where you have a lot of images at the top of the results), and if an image from your pages is displayed there, you will see it as an impression in the Search Console (similarly if the image is displayed in the knowledge panel section on the side). I suppose not many of these images get clicks, so it may seem that you have a large number of impressions, a high position, but few clicks for these queries. ”
Finally, Mueller recommends taking a different approach to analyzing the data in the Search Console to find out where the impressions are coming from.
Identify the country of origin, then adjust Google’s advanced search settings to see results from that country. Now you get a closer representation of what users see.
“When trying these, be sure to go down in the report for the relevant country version and use the relevant advanced search option for that country so that you are as close to what users see as you can.”