To determine what type of page you need, look at the keyword's search intent (i.e. the reason a user is searching) in the "Intent" column.
"Intent" column country area code philippines highlighted in the "All Position Changes" report.
For example, if the intent is "I" (i.e. informational), you might want to create a blog post.
But if the intent is "C" (commercial) or "T" (transactional), you might be better off creating a product page.
If you're still not sure, Google the term to see what kind of pages rank high. And replicate them.
For further reading:
What is search intent? Complete guide
Lost keyword rankings
When a competitor loses rankings for keywords, you could turn them into wins for your site.
You can see the keywords that any competitor has missed in Organic Research .
Again, open the tool, enter any competitor's URL and click " Search ."
Then, go to the " Pages " tab.
From there, apply the following filters:
The top 20 positions in search engine results pages (SERPs) - to see only the most relevant keywords
Position Changes: Lost - to see what terms you can capitalize
"Pos: Top 20" and "PC: Missing" filters highlighted in "All Position Changes" report
So, you should see a table like this:
"All Position Changes" report with filters applied
These are keywords that your competitor used to rank in the top 20 for, but then lost.
A site can lose keyword rankings for a number of reasons. It may have been affected by the latest Google algorithm update , for example.
In any case, these keywords represent an opportunity.
If you already have pages targeting these keywords that aren't ranking well, optimize them.