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Best & Worst Trends

Best & Worst Trends

Discover which keywords are improving or declining the most in your search performance.

Best Trends

The Best tab shows keywords that have improved the most. These are opportunities where you're gaining traction — the keywords you should keep nurturing.

For each trending keyword, you see:

  • Keyword — The search query
  • Previous position — Where it was ranking before
  • Current position — Where it ranks now
  • Change — How many positions improved (green = good)

Worst Trends

The Worst tab shows keywords that have declined the most. These need attention — either the trend is concerning or the keyword has become more competitive.

For each declining keyword, you see:

  • Keyword — The search query
  • Previous position — Where it was ranking
  • Current position — Where it ranks now
  • Change — How many positions dropped (red = bad)

Understanding the Data

The trend is calculated as the difference between:

  • Current period — The selected time range (e.g., last 28 days)
  • Previous period — The equivalent period before (e.g., 29-56 days ago)

This ensures fair comparisons — you're not comparing a month to a week.

Investigating Drops

If you see a keyword that's dropped significantly:

  1. Check your content — Has the page content changed?
  2. Check competition — Have competitors improved their content?
  3. Check Google — Has there been a algorithm update or search result change?
  4. Check coverage — Is Google still indexing your page?

Adding a note to track why you think the drop happened helps maintain context for future decisions.

Investigating Gains

Similarly, when a keyword improves:

  1. What changed? — Did you update the content? Build links?
  2. What worked? — Apply the same tactics to other keywords
  3. Is it sustainable? — Or was it a temporary boost?

Notes on gains help you understand what's actually working in your SEO strategy.