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Keyword Movement & Trends

Keyword Movement & Trends helps SEO teams monitor ranking changes over time. Analyze gainers, losers, and significant keyword movements to identify opportunities, diagnose declines, and prioritize SEO actions.

Gainers & losersTime-range comparisonCreate tasks from drops

Purpose

What this is

Keyword Movement & Trends helps you understand how keyword rankings change over time. Track improving keywords, declining keywords, newly ranking terms, and significant ranking movements so you can react quickly and prioritize SEO efforts.

When to use it

  • Identify ranking declines before they affect organic traffic.
  • Discover newly ranking keywords worth optimizing.
  • Analyze movement using Device, Location, Date Range, and Intent filters.
  • Create tasks for keywords that require immediate attention.

How movement is calculated

Keyword movement is typically measured by comparing ranking positions between two reporting periods, such as the last 28 days versus the previous 28 days.

Always compare the same Project, Date Range, Device, and Country to ensure movement trends are accurate and meaningful.

Key Features

Gainers & Losers
Review keywords with the biggest ranking improvements and declines.
Comparison Period
Compare keyword rankings between two selected time periods.
Device & Location Filters
Analyze ranking changes by device and country.
Intent Filters
Prioritize keywords by search intent when available.
Movement Table
Sort keywords by position changes and supporting metrics.
Export & Tasks
Export results or create tasks from important keyword movements.
Tip

Review declining keywords first to reduce ranking losses, then analyze gaining keywords to identify successful optimization strategies.

Common Workflows

  1. Review newly ranking keywords

    Set a comparison period and identify newly ranking keywords worth tracking or optimizing.

  2. Analyze gainers and losers

    Switch between Gainers and Losers to understand ranking improvements and declines.

  3. Prioritize significant movements

    Sort the movement table by the largest position changes and review supporting metrics.

  4. Create tasks

    Assign declining keywords to team members for optimization and monitor progress.

  5. Export reports

    Export filtered keyword movement reports for reporting and future comparisons.
Review losers first, then validate whether the affected keywords have high impressions before assigning optimization work.

What You'll See

Movement Summary
Quick overview of keyword gains and losses.
Comparison Controls
Select reporting periods for movement analysis.
Filters
Filter results by Device, Country, and Intent.
Gainers & Losers
Separate views for improving and declining keywords.
Movement Table
Detailed keyword ranking changes with supporting metrics.
Actions
Export reports or create SEO tasks directly from the table.

Tips & Best Practices

  • Use consistent comparison periods such as the last 28 days vs. the previous 28 days.
  • Review high-impression keyword declines before low-volume keywords.
  • Keep Device and Country filters consistent between reports.
  • Use Intent filters to prioritize business-critical keywords.
  • Track recovered keywords after publishing updates.
Ranking movement is a signal—not the root cause. Always validate content quality, technical issues, internal links, and competitor changes before making SEO decisions.