DATAPREPREP

Measurement & queries · Original data

89.6% of clicks came from queries with 10 or fewer impressions

DATAPREPREP · data as of 2026-08-16 · 2 min read한국어로 읽기

In our data they came from the low end. Across 15 Korean local-service sites whose click records are complete, 89.6% of 221 clicks came from queries with 10 or fewer impressions, and 96.7% of clicked queries were clicked exactly once in the 60-day reporting period.

Keyword research usually starts by sorting by impressions, on the assumption that big queries bring big clicks.

We checked that assumption on our own records: 15 sites whose Naver Search Advisor query report accounts for every click, and where each of 221 clicks came from.

Finding 01

Queries with 1–3 impressions took 67.4% of clicks

The two smallest impression bands took most of the clicks
≤10 impressions: 89.6%1–3 impressions · 67.4%1–3 impressions67.4%4–10 impressions · 22.2%4–10 impressions22.2%11–30 impressions · 6.3%11–30 impressions6.3%31–100 impressions · 2.7%31–100 impressions2.7%101+ impressions · 1.4%101+ impressions1.4%≤10 impressions: 89.6%1–3 impressions · 67.4%1–3 impressions67.4%4–10 impressions · 22.2%4–10 impressions22.2%11–30 impressions · 6.3%11–30 impressions6.3%31–100 impressions · 2.7%31–100 impressions2.7%101+ impressions · 1.4%101+ impressions1.4%

Finding 02

96.7% of clicked queries were clicked exactly once

206 of 213 clicked queries got one click
1 click · 2062061 click2 clicks · 662 clicks3+ clicks · 113+ clicks1 click · 2062061 click2 clicks · 62 clicks3+ clicks · 13+ clicks

The total was not pulled in by one big query. It was built from many small queries clicked once each, typed by people who already knew what they wanted.

Finding 03

Even a site's top query took a median 10.5% of its clicks

At every one of the 15 sites, the top query took 33.3% or less
1 · 33.3%33.3%2 · 25%3 · 16.7%4 · 14.3%5 · 12.5%6 · 11.8%7 · 11.1%8 · 10.5%10.5%9 · 9.1%10 · 7.1%11 · 6.9%12 · 6.7%13 · 6.7%14 · 5.3%15 · 4.8%4.8%1 · 33.3%33.3%2 · 25%3 · 16.7%4 · 14.3%5 · 12.5%6 · 11.8%7 · 11.1%8 · 10.5%10.5%9 · 9.1%10 · 7.1%11 · 6.9%12 · 6.7%13 · 6.7%14 · 5.3%15 · 4.8%4.8%

One column per site, sorted by share; the blue column is the median site.

So how should keywords be chosen?

  1. Before sorting by impressions, check whether the query already has a settled answer.
  2. Open one page per distinct answer instead of stacking pages on one big query.
  3. Let one page serve queries that mean the same thing.
  4. Measure by the number of queries that earned a click, not by one top query.

Methodology

  • Each site's query data is the top 30 rows of its Naver Search Advisor query report, sorted by clicks, rather than the site's full query set.
  • Only the 15 sites whose query report click total equals the Search Advisor summary total were counted (Diet & body care, Specialty cleaning, Construction & repair). These are small sites with 30 or fewer clicked queries.
  • Zero-click queries can drop out of the report, so we analyze where clicks came from instead of click-through rate by impression band.
  • The reporting period is the last 60 days and the capture date is 2026-08-16. All 53 sites share the same reporting period.