Analyzing Your Data
The KopplaHQ Site Performance tool is designed to help mental health professionals optimize websites for performance and SEO.
Website performance data can feel overwhelming. The KopplaHQ Site Performance tool transforms complex data into clear, actionable insights that directly impact how potential clients find and experience mental health practices online.
While website optimization involves many moving parts, understanding the data doesn't have to be complicated. This guide breaks down the essential metrics and analysis strategies needed to improve both search rankings and user experience.
Getting Started with Website Analysis
Follow this proven workflow to extract actionable insights from Site Performance data:
Establish Baseline Metrics
Select the 28-day view and document starting metrics: total clicks, average CTR, and average position. Export this data as a performance baseline. Switch between 7-day (recent changes) and 90-day (trends) as needed for context.
Identify Performance Patterns
Examine the Performance Trends graph for the selected period. Classify trends as growth (upward), plateau (flat), or declining (downward). Note any sudden spikes or drops that correlate with specific dates for investigation.
Categorize Top Pages
Review the Top Pages report and classify each into four buckets:
- Star Performers (optimize for conversions),
- Hidden Gems (improve rankings),
- Workhorses (maintain and enhance), or
- Underperformers (fix urgently). Focus on the top 10 pages first.
Surface Quick Wins with Filters
Apply Quick Filters in this priority order: Zero Clicks (critical fixes), Low CTR <2% (meta tag rewrites), and Page 2 positions 11-13 (content enhancements). Export filtered results for the optimization list.
Build a Priority Matrix
Create a simple action list:
- Immediate (Zero clicks, CTR <0.5%),
- This Week (Low CTR pages, positions 11-13), and
- This Month (positions 14-20, content gaps).
Assign specific pages to each category and schedule optimization work.
Reading Performance Trends
Understanding the Graph
The Performance Trends visualization shows how search visibility evolves over time. Each line represents a different metric, creating a story about the practice's online presence.
- Identify patterns - Notice weekly cycles in search behavior (e.g. many people search for therapy on Sundays and Mondays)
- Track improvements - See how content updates and optimization efforts impact visibility
- Spot issues quickly - Sudden drops might indicate technical problems needing attention
Time Period Selection
7-Day View: Daily fluctuations and immediate impact
- Best for monitoring recent changes
- Identifying day-of-week patterns
- Checking campaign effectiveness
28-Day View: Monthly trends and reliable patterns
- Recommended default view
- Smooths out daily variations
- Shows meaningful changes
90-Day View: Quarterly performance and seasonality
- Reveals seasonal trends
- Long-term trajectory analysis
- Strategic planning insights
Interpreting Trend Patterns
Steady Growth Pattern
Gradual upward trends in impressions and clicks indicate:
- Improving domain authority
- Content strategy success
- Growing local recognition
Plateau Pattern
Flat performance over time suggests:
- Market saturation in current keywords
- Need for content expansion
- Time to target new search terms
Volatility Pattern
Large fluctuations might indicate:
- Seasonal search behavior
- Algorithm adjustments
- Technical issues requiring attention
Page-Level Analysis
Top Pages Report
The Top Pages report reveals which content drives practice growth. Understanding this data helps prioritize optimization efforts.
Performance Categories
Star Performers (High clicks, High CTR, Good position):
- Most valuable content
- Models for future content creation
- Priority for conversion optimization
Hidden Gems (Low clicks, High CTR, Poor position):
- Content that resonates when found
- Prime candidates for SEO improvement
- Quick wins with position improvements
Workhorses (High impressions, Average CTR, Mid-position):
- Reliable traffic generators
- Foundation of search presence
- Optimization can yield significant gains
Underperformers (High impressions, Low CTR, Any position):
- Appearing frequently but not compelling clicks
- Need title and description improvements
- May indicate search intent mismatch
Actionable Page Insights
For each page category, specific actions apply:
Improving High-Impression Pages
When pages show frequently but generate few clicks:
- Audit the search snippet:
- Does the title clearly state the page's value?
- Is the description compelling and action-oriented?
- Are important keywords visible?
- Match search intent:
- Review actual search queries leading to impressions
- Ensure content delivers what searchers expect
- Add missing information gaps
- Enhance visual appeal:
- Add structured data for rich results
- Include publication dates for freshness
- Feature author credentials
Keyword Intelligence
Understanding Search Queries
The Keywords report shows actual terms people use when finding mental health practices. This invaluable data reveals:
- How clients describe their needs
- Language patterns in mental health searches
- Emerging topics and concerns
- Geographic and demographic insights
Query Categories
Navigational Queries:
- Practice name
- Therapist names
- Direct brand searches
Action: Ensure excellent user experience for brand searches
Informational Queries:
- "What is EMDR therapy"
- "Signs of anxiety disorder"
- "How to find a therapist"
Action: Create educational content that builds trust
Transactional Queries:
- "Therapist near me"
- "Book therapy appointment"
- "Anxiety treatment city"
Action: Optimize for conversions with clear CTAs
Using Quick Filters for Rapid Analysis
Quick Filters help you instantly identify optimization opportunities without manual sorting. These pre-configured filters surface your most actionable insights.
What it shows: Keywords with below-average click-through rates despite receiving impressions.
Why it matters: These represent immediate optimization opportunities where content appears but fails to attract clicks.
How to use it:
- Apply the Low CTR filter to see all underperforming keywords
- Look for patterns in the filtered results:
- Are they mostly informational queries? (Need better content matching)
- Service-related terms? (Require stronger value propositions)
- Branded searches? (May indicate competitor confusion)
Action priorities for Low CTR keywords:
- CTR under 0.5%: Critical - immediate meta tag rewrite needed
- CTR 0.5-1%: High priority - test new titles and descriptions
- CTR 1-2%: Medium priority - minor optimizations can help
What it shows: Keywords where the site appeared in search results but received no clicks at all.
Why it matters: These highlight the biggest gaps between visibility and engagement, often indicating severe misalignment with search intent.
Common causes of zero clicks:
- Position 20+: Too far down to attract attention
- Wrong intent match: The page doesn't match what searchers want
- Weak metadata: Title and description don't compel action
- Competition: Other results are more appealing
Recovery strategy for zero-click keywords:
Week 1: Diagnose the issue
- Check average position
- Review search intent
- Analyze competitor listings
Week 2: Implement fixes
- Rewrite meta tags completely
- Ensure content matches intent
- Add missing information
Week 3-4: Monitor improvement
- Track CTR changes
- Watch position movement
- Document what works
What it shows: Keywords ranking on the second page of search results (positions 11-20).
Why it matters: These keywords are on the cusp of significant traffic. Moving from page 2 to page 1 can increase clicks by 10x or more.
The Page 2 Opportunity:
- Positions 11-13: Closest to page 1, minimal effort needed
- Positions 14-17: Moderate effort required
- Positions 18-20: Need substantial improvements
Optimization checklist for Page 2 keywords:
- Content Enhancement
- Add 300-500 words of valuable content
- Include related subtopics and FAQs
- Update statistics and references
- Add expert insights and unique perspectives
- Internal Linking
- Link from your strongest pages
- Use exact match anchor text (sparingly)
- Create topic clusters around the keyword
- Ensure logical site architecture
- User Experience Signals
- Improve page load speed
- Enhance mobile usability
- Add engaging visuals or videos
- Implement clear navigation
- Authority Building
- Display author credentials
- Include citations and references
- Add trust badges and certifications
- Feature testimonials (where appropriate)
Combining Filters for Advanced Analysis
Use multiple filters together to find specific optimization opportunities:
Strategic Filter Combinations
| Filter Combination | What You'll Find | Action to Take |
|---|---|---|
| Low CTR + First Page | High-visibility pages failing to attract | Urgent meta tag optimization |
| Zero Clicks + Page 2 | Near-miss opportunities | Content depth and quality improvements |
| Low CTR + Specialty Keywords | Core service visibility issues | Comprehensive service page overhaul |
Creating Custom Analysis Workflows
Monthly Optimization Workflow:
- Week 1: Apply Zero Clicks filter
- Identify and fix the most severe issues
- Focus on high-impression keywords first
- Week 2: Apply Low CTR filter
- Optimize meta tags for filtered results
- A/B test different approaches
- Week 3: Apply Page 2 filter
- Enhance content for near-wins
- Build internal links to these pages
- Week 4: Review unfiltered data
- Assess overall improvement
- Plan next month's priorities
Keyword Opportunities Matrix
| Position | CTR | Action Required |
|---|---|---|
| 1-3 | High | Protect and enhance |
| 1-3 | Low | Improve meta descriptions |
| 4-10 | High | Push for top 3 positions |
| 4-10 | Low | Content and meta optimization |
| 11-20 | Any | Significant optimization needed |
| 21+ | Any | Consider new content creation |
Finding Content Gaps
Use keyword data to identify missing content:
- Sort by impressions: High-impression keywords without dedicated pages
- Group by theme: Related searches that could form content clusters
- Analyze modifiers: Location, insurance, specialty variations
- Track questions: "How," "what," "when" queries needing answers
- Apply Quick Filters: Use Zero Clicks and Low CTR to prioritize gaps
Competitive Intelligence
Reading Between the Lines
Site Performance data provides indirect competitive insights:
Position Changes
- Sudden position drops might indicate competitor improvements
- Gradual declines suggest increasing competition
- Position improvements show successful differentiation
Impression Variations
- Decreased impressions may indicate new competitors
- Increased impressions suggest growing search demand
- Stable impressions indicate market maturity
Strategic Response Framework
Based on competitive signals:
When positions decline:
- Audit affected pages for technical issues
- Review competitor content for gaps
- Enhance content depth and expertise
- Build topical authority through related content
When impressions decrease:
- Expand keyword targeting
- Create content for emerging topics
- Improve internal linking
- Strengthen local SEO signals
