Though there are many effective strategies for SEO as the process matures and you have capitalized on on-page optimization and gaining placement for your primary keywords, one place to turn to next will be identifying keywords that aren't currently providing leads but with a bit of work could be.
The cloud based SEO tool SEMRush offers a simple way to identify keywords on page 2 and 3, that with a little bit of optimization can be moved to page 1 and deliver a whole lot more users to your website.
To get started simply go over to SEMrush, type your website address in, hit enter, click Domain Analytics in left navigation, click the Keyword Positions section, and in the top left below the domain name you'll find the keyword count, associated traffic and estimated traffic cost.
The website example I used has 5,300 ranking organic keywords which is obviously a lot to wade through. SEMrush really rocks for it's ability to save you a ton of time getting to the real juicy data.
Click "advanced filters", and for the sake of identifying keyword opportunities on page 2 and 3, we'll be adding additional "advanced filters" to quickly identify opportunities.
We'll start with 6 filters set like below, if you have questions about altering filter values to change results please ask questions in comment section below.
Once you've applied filters, sort by position (pos.), everything between 11 and 20 is page 2 and everything 21 to 30 is page 3. The 5,300 organic keywords and associated landing pages are now 452 keywords sorted by opportunities closest to page 1 first.
Now it's simply a matter of reviewing each keyword and identifying the ones that will provide the highest returns and the least amount of work to move to page 1. Once identified, there are some quick things that can be done to improve placement;
1. Refresh existing content
Work in some of these new keywords, some semantically related language, and beef up the content.
2. Increase internal text links to targeted pages
Find the internal pages on the website that provide additional opportunities to link to the pages you are working on.