For anyone monitoring their traffic from Google, it’s not really a revelation that a single page can rank for hundreds (or even thousands) of relevant keywords.
But how many keywords exactly will an average page rank for?
That’s the question we wanted to answer (plus a few more), so we picked 3 million random search queries and looked at the top-ranking pages and how many other keywords they rank for.
Let’s dive right in!
Beginner's guide to keyword research
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Beginner’s guide to keyword research
How many keywords do the top20 ranking pages “also rank for”?
Here are the average and median numbers of keywords that we saw top20 pages “also rank for” (studied across 3 million search queries):
SIDENOTE. By saying “also rank for,” I actually mean “also rank for in top10.” For if you’re not in the top10 search results for a given keyword, you’re hardly getting any traffic from it.
It looks like the average #1 ranking page will also rank in the top10 for nearly 1,000 other relevant keywords (while the median value is more than two times smaller - around 400 keywords).
And the lower ranking pages tend to rank for less keywords.
We have also studied three groups of keywords separately:
all keywords in our sample;
keywords with search volume over 1,000 searches per month;
keywords with search volume over 10,000 searches per month.
We wanted to know if ranking for a more popular keyword would result in ranking for a larger number of relevant keywords. Which appeared to be exactly the case.
It’s always fun to look at outliers, right?
SIDENOTE. Outliers are the actual reason why we study average and median numbers separately. Quite a few pages rank for an enormous amount of keywords, which drives the “average” numbers up. For the previous experiment, we removed the biggest outliers to make the data more representative, but even then, the gap between average and median values was quite substantial.
So let’s see which pages rank in Google for an enormous amount of keywords.
Top10 pages by the number of “also rank for in top100” keywords (across all countries):