Striking distance keywords are searches your site already ranks for, but just below the positions that get most clicks: typically the bottom of page one or page two. Because Google already considers the page relevant, improving it for that search is often faster than publishing something new. The position range is a convention, not a fixed rule, and the right range depends on how crowded the results page is.
Finding them
In Search Console's Performance report, filter queries by average position, for example between 8 and 20, and sort by impressions. Filter to a page to see its striking distance queries. Keep in mind that average position blends many searches, so confirm by looking at the live results. Rank trackers can also flag keywords in a chosen range.
- Meaningful impressions
- Average position just outside the top results
- Business value worth the effort
- A page that matches the search intent
Common improvements
Start by checking whether the page actually answers the query. Often the query is a subtopic the page mentions briefly; adding a clear section helps. Other levers include a title that better matches the search, stronger internal links from related pages, updated information, and better structure. If a different page on your site would be a better fit, that page may need the attention instead.
Expectations
Improvements may take weeks to show, and some keywords will not move. Track a small batch, make one round of changes, and review results before doing more. That makes it easier to learn which changes tend to work on your site.
Example
Lifting a guide with one section
Imagine Mirefield, a fictional data privacy platform, finds that its consent management guide sits on page two for a query about consent banner requirements in a specific region. The guide mentions the region in one sentence.
Adding a short, sourced section on that region's requirements and linking to it from a related compliance page addresses the query directly.
Common mistakes
Chasing every page-two query
Some striking distance keywords have little value or poor intent fit. Prioritize by business value.
Stuffing the keyword in
Adding the phrase repeatedly rarely helps. Address the need behind the query.
Questions
Common choices are roughly 8 to 20 or 11 to 20. Pick a range that fits how crowded your results pages are and use it consistently.
