The key factor in determining whether the URL is successful is if the searcher remained on the page after clicking through. Therefore, a keyword URL success is defined by the number of clicks the URL received minus its failed clicks.

Recall that a failed click is when a searcher clicks on a result but returns back to the search results page within twenty seconds. By reducing the likelihood of failed clicks, you will improve the rate of success for your keyword URL. You can learn more about failed clicks and how to reduce them by reading “How Do I Improve My Page’s Failed Search Rate?”

Keep in mind that a keyword success and a keyword URL success are different. Additional metrics are included in the calculations that determine the number of and rate of a keyword’s success, but only the number of clicks and number of failed clicks affect a keyword’s URL success.