Questions about the keyword analysis
Where do these positions come from?
From the real Google search results, not from your own Search Console. So you also see the keywords that bring you no visits at all today, and the positions the way a searcher actually sees them.
What do you mean by a quick win?
A keyword where you rank between position 4 and 20. The domain is already visible, but there may be room to make the matching page align better with the search. The scan does not predict how many extra clicks that would bring.
How do you determine who my competitor is?
Not by asking, but by measuring: the website that appears in Google on the same keywords as you. That is your organic competitor, and it is not always the competitor you would name yourself.
How often does it make sense to repeat this?
Positions move constantly, but rarely meaningfully from day to day. Measuring monthly is enough to see a trend. If you would rather not track it yourself, a subscription follows your positions automatically and lets you know when something shifts.
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