Custom keyword metrics help you focus on keywords that align with your business goals, whether that’s driving leads, sales, or revenue. Instead of relying on generic metrics like search volume or keyword difficulty, custom metrics combine factors like conversion rates, intent, and revenue potential to prioritize high-value opportunities. Here’s how to get started:
- Define metrics tied to goals: For example, a local business might track "Service Opportunity Scores" that predict demand, while an e-commerce store could use "Revenue Potential Scores" to identify keywords with the highest earning potential.
- Standardize your data: Ensure consistent formats for rankings, search volume, and conversion data. Regularly update and validate your inputs to maintain accuracy.
- Create composite scores: Combine multiple data points (e.g., search volume, difficulty, and intent) into a single score to simplify decision-making.
- Set up filters: Use filters like "Quick Wins" (keywords ranking in positions 11–20) to easily identify opportunities for improvement.
- Organize keywords: Cluster keywords by topics, funnel stages, or regions, and assign primary URLs to avoid cannibalization.
Keyword Analysis Process For SEO (How To Prioritize The Best Keywords + Free Template)
Define Custom Keyword Metrics with Clear Objectives
Custom keyword metrics need a clear sense of purpose to be effective. The first step is defining what success looks like for your business. From there, you can create metrics that track progress toward those specific goals.
Align Keyword Metrics with Business Goals
Custom metrics should align with your business model and objectives. A local plumbing business in Austin, Texas, will measure success differently than a nationwide e-commerce furniture retailer. Your metrics should reflect these differences.
For lead generation businesses – like B2B services, SaaS platforms, or professional services – focus on metrics such as conversion rate per keyword, cost per lead, and leads generated from organic traffic. For example, if you run an HVAC company in the U.S., tracking rankings for "AC repair near me" is only useful if it correlates with service calls or bookings. Combine search volume, local search rankings, and historical conversion data to create a "Service Call Potential Score" to help prioritize high-value keywords.
Local visibility goals require a different strategy. Businesses like restaurants, retail stores, and home service providers should focus on local pack rankings, "near me" keyword performance, and traffic from Google Business Profile listings. For instance, a coffee shop in Seattle should prioritize "best coffee shop in Seattle" over generic terms like "coffee", even if the latter has higher search volume. Metrics for local businesses should consider geographic modifiers, local pack presence, and actions like calls, direction requests, and in-store visits.
For e-commerce businesses, metrics should tie directly to revenue. Focus on transactional keywords with clear purchase intent, such as terms including "buy", "price", or "discount." Use tools like Google Analytics 4 to track revenue per keyword, monitor add-to-cart rates, and calculate return on ad spend (ROAS) from organic traffic. An online furniture store, for example, could create a "Revenue Potential Score" that combines search volume, click-through rate, average order value, and keyword difficulty to identify which keywords are most likely to drive sales.
Every keyword metric should map back to a specific business KPI, whether that’s leads, sales, or foot traffic. Avoid tracking rankings that don’t contribute to measurable outcomes.
Standardize Data Inputs
The reliability of your custom metrics depends on the consistency of the data feeding into them. Inconsistent inputs can lead to poor decision-making.
Start by standardizing all data formats. Use U.S. conventions for dates (MM/DD/YYYY), currency ($1.50), and numbers (e.g., 1.2K/month). Keep keyword difficulty scores on a 0–100 scale and track rankings as positions 1–100. When direct data isn’t available, apply U.S. SERP click-through rate benchmarks – for example, position 1 typically captures 27–32% of clicks, while position 3 captures around 15%.
Ensure your tools – like rank trackers, Google Analytics 4, Google Search Console, or keyword research platforms – export data in a consistent structure. Standardized CSV templates with uniform column names can save time and reduce errors during data updates.
Document your SERP feature presence systematically. Track which keywords trigger features like snippets, local packs, shopping results, "People Also Ask" boxes, or video carousels. These features can significantly impact click-through rates. For instance, a keyword ranking first but losing clicks to a featured snippet may need a different optimization approach than one with a straightforward organic result.
Set a regular update schedule – monthly works for most businesses – and document your data sources, refresh rates, and any assumptions. This documentation ensures consistency, even when team members change or you need to explain your process to stakeholders.
Once your data is standardized, you can focus on metrics that truly impact your business goals.
Focus on Metrics That Drive Results
Not all metrics are created equal. The key is to differentiate between metrics that add value and those that are merely vanity numbers.
High-impact metrics include keyword difficulty, search volume, traffic potential (calculated by multiplying search volume by an estimated click-through rate), commercial intent, and conversion value per keyword. For U.S. businesses, prioritize keywords with low-to-medium difficulty (below 40) and clear commercial intent, indicated by modifiers like "buy", "price", or "best [product] 2025." These metrics help balance the likelihood of ranking with actual business value.
Traffic potential often provides a clearer picture than raw search volume. For example, a keyword with 1,200 searches, a 30% click-through rate, and a difficulty of 35 scores ~10.3 using the formula (1,200 × 0.30) / 35. Compare this to a highly competitive keyword with 10,000 searches, a 5% click-through rate, and a difficulty of 80, which scores ~6.25. Despite its lower volume, the first keyword may be the better opportunity.
Commercial intent should also be explicitly scored. Assign values based on the likelihood of conversion: 1 for informational queries ("what is SEO"), 2 for commercial investigation ("best SEO tools 2025"), and 3 for transactional searches ("buy SEO software"). Multiplying opportunity scores by these intent values ensures you’re prioritizing keywords that lead to meaningful outcomes.
Avoid vanity metrics like total keyword count or average position across all keywords. These can be misleading if the keywords don’t convert. For instance, ranking for "shoes" might generate a lot of impressions but few sales, while a keyword like "best running shoes for flat feet 2025" could attract buyers ready to purchase. Custom metrics should prioritize the latter.
Build your custom metrics around six core inputs: search volume, keyword difficulty, click-through rate, cost-per-click, relevance to your offerings, and current organic position. This approach transforms keyword data from a simple report into a powerful tool for driving leads, sales, and revenue.
Build and Implement Custom Keyword Metrics
Once you’ve established clear objectives and standardized your data, the next step is to create metrics that guide your SEO strategy. This involves developing composite scores that combine multiple data points, setting up filters to identify opportunities quickly, and organizing keywords in a way that reflects your business priorities. These steps help you focus on actionable keyword prioritization.
Create Composite Metrics for Business Insights
Composite metrics simplify decision-making by combining multiple data points into a single score. Instead of juggling search volume, difficulty, and conversion rates individually, you can create a single number that highlights which keywords deserve your attention.
One example is the Keyword Opportunity Score, which integrates traffic potential, difficulty, commercial value, and business relevance into a 0–100 scale. To build this metric, normalize each input on the same scale. Assign a 0–100 score for search volume (higher volume = higher score), invert and scale difficulty (lower difficulty = higher score), and adjust for rank ranges to refine the results. A possible formula could look like this:
Opportunity Score = (Volume Score × 0.4) + (Difficulty Score × 0.3) + (Rank Range Score × 0.3).
Keywords scoring 80–100 are high-priority, 50–79 are secondary targets, and anything below 50 is lower priority.
If revenue is your primary focus, consider using Revenue Potential per Keyword. This metric calculates potential monthly revenue by multiplying U.S. search volume, expected click-through rate (CTR), conversion rate, and average order value (AOV). For instance, a keyword with 5,000 searches per month, a 30% CTR, a 3% conversion rate, and a $150.00 AOV could generate $6,750.00 in monthly revenue. You can then categorize keywords into tiers: Tier 1 for those exceeding $5,000.00 per month, Tier 2 for $1,000.00–$4,999.00, and Tier 3 for under $1,000.00.
To gather data for these metrics, rely on tools like keyword research platforms for search volume and difficulty, Google Analytics for organic sessions and conversion rates, and CRM or ecommerce systems for AOV and revenue per conversion. Updating these metrics monthly is typically sufficient, though highly competitive industries might benefit from biweekly updates.
Set Up Keyword Filters
Filters are essential for managing large keyword datasets. Instead of scrolling through endless rows of data, you can create saved views to quickly access high-value keywords based on specific criteria like rank, intent, device, or location.
A "Quick Wins" filter is particularly effective. Configure it to show keywords ranking between positions 11–20, with a minimum of 500 monthly searches, a difficulty score under 40, and high commercial intent. These keywords often require only small adjustments – like improved on-page optimization or internal linking – to break into the top 10 and drive meaningful traffic.
Another useful filter is "High-Value Low-Visibility". This targets keywords with revenue potential above $1,000.00 per month, rankings beyond position 20, and difficulty scores below 50. These represent untapped opportunities with significant potential.
For businesses with strong regional performance, a "Mobile Local" filter can focus on keywords triggering map packs or local results. Set it to show mobile-only traffic for specific U.S. states or cities, include SERP features like local packs, and prioritize commercial or local intent. Save these filters in your SEO platform for easy access.
To ensure consistency across teams, adopt a shared taxonomy for keyword intent, device classifications, and location modifiers. For example:
- Informational queries: "how", "what", "why"
- Commercial investigation terms: "best", "top", "vs"
- Transactional terms: "buy", "price", "coupon"
Regular quarterly audits help refine these rules as search engine results pages (SERPs) and user behavior evolve.
Organize Keywords Through Clustering and Tagging
Keyword organization is key to aligning your SEO efforts with business goals. Grouping keywords into clusters and applying consistent tags make it easier to track performance and prioritize efforts strategically.
Start by clustering keywords based on topics or business objectives. Common clustering methods include:
- Topical clusters: e.g., "running shoes", "trail shoes", "shoe care"
- Funnel stage clusters: awareness, consideration, decision
- Product-line clusters: e.g., "men’s running shoes", "women’s trail shoes"
- Regional clusters: national, state, or city-level
Once clusters are defined, tag each keyword accordingly. For example, "best trail running shoes for women" might be tagged as:
- Topic: Trail Running
- Funnel: Consideration
- Product: Women’s Trail Shoes
- Region: US Nationwide
This approach allows you to create dashboards that show aggregated performance. For instance, a "Trail Running" cluster generating $45,000.00 in estimated monthly organic revenue with an average rank of 12–15 highlights a high-priority opportunity for content and link-building. Clustering also aligns SEO reporting with how businesses view product categories and financial goals, making it easier to gain stakeholder support.
For large portfolios, combine algorithmic clustering with manual review. Many keyword tools offer built-in grouping based on shared terms or SERP similarities. You can refine these groups further with rules-based scripts, such as regex patterns for keywords containing "near me", "price", or specific brand names. Advanced teams might also use machine learning to group semantically related keywords. After clustering, review and adjust group names, merge or split clusters as needed, and ensure alignment with your product and content strategy. Re-cluster every 6–12 months to account for new search trends and language shifts.
Assign a primary URL to each cluster to prevent keyword cannibalization. If multiple pages target the same cluster, rankings and revenue data may become fragmented. Mapping one primary URL per cluster ensures clean, reliable metrics.
Finally, calculate custom metrics at both the keyword and cluster levels. For example, track total cluster revenue potential, average opportunity score, and the number of keywords ranking on page one. This approach provides a clearer view of where to allocate resources.
Maintain Data Quality and Validate Metrics
To ensure reliable custom keyword metrics, it’s crucial to work with clean, up-to-date data. By routinely maintaining your data, you can avoid misalignment and inaccuracies in opportunity scores, revenue estimates, and prioritization models, keeping them in sync with actual performance.
Ensure Data Integrity and Regular Updates
Once you’ve established a metric framework, the next step is maintaining high data quality. A solid data governance routine should outline your data sources, storage methods, ownership, and refresh schedules. For most U.S.-based SEO programs, rank tracking and visibility metrics should be refreshed daily or weekly, while conversion and revenue data (in USD) are typically synced daily from analytics and CRM platforms.
Centralize all data in a dashboard and implement validation rules to spot issues like missing values, unexpected rank positions, or zero traffic. Set up alerts for sharp changes – such as a day-over-day traffic or ranking shift greater than 30% [7,9]. To manage daily fluctuations, use rolling averages (e.g., 7-day or 28-day). If a significant change occurs, compare it against seasonal trends, recent site updates, or known Google algorithm changes to determine whether it reflects a real performance issue.
Document and annotate anomalies to maintain the accuracy of long-term models. This practice ensures your data remains trustworthy and supports sound decision-making.
De-Duplicate and Normalize Keywords
To track performance accurately, remove duplicate and near-duplicate keywords. These duplicates can fragment your data and inflate keyword counts, making it harder to assess your SEO performance.
Start by exporting your keyword list and grouping terms by their canonical form. Standardize everything – convert to lowercase, remove extra spaces, and use U.S. spelling conventions (e.g., "color" instead of "colour"). Combine singular and plural variations under one canonical term to prevent fragmentation [3,9].
Advanced matching tools can help identify near-duplicates, like "best running shoes 2025" and "top running shoes 2025." Consolidate these into a single cluster metric or tag them to avoid double-counting demand. Store canonical keywords and their variants in a reference table to ensure consistent reporting across dashboards.
In Q2 2024, an e-commerce retailer using SEMrush discovered that 18% of their tracked keywords were duplicates or near-duplicates (e.g., "running shoes for men" vs. "men’s running shoes"). After cleaning up and normalizing their list, their keyword performance dashboard became 35% more accurate, leading to better content prioritization.
Once normalized, group canonical keywords into clusters by topic, funnel stage, geography, or business line. Use flat, non-nested tags for clarity, such as topic (e.g., "trail running", "road running"), intent (informational, commercial, transactional), and product category [3,12]. This structure enables more meaningful metrics, like cluster-level opportunity scores that combine volume, difficulty, and conversion data, rather than relying on noisy single-keyword data.
Address Cannibalization and URL Mapping
Keyword cannibalization – when multiple URLs compete for the same terms – can destabilize rankings and distort metrics. Resolving these conflicts improves clarity and stabilizes performance. Fix cannibalization by merging similar pages, setting up 301 redirects, and refining internal links [5,6].
A 2024 SEMrush study found that websites resolving cannibalization issues saw an average 23% increase in organic traffic for affected keywords within 3–6 months.
A B2B SaaS company noticed that multiple blog posts ranked for "best CRM software." In January 2024, they conducted a content audit, merged overlapping posts, and set a single primary URL for the keyword. Over the next four months, organic traffic to that page increased by 41%, and their domain authority for CRM-related terms improved.
In cases where multiple pages must coexist (e.g., category vs. product pages), refine target modifiers – like "running shoes" versus "men’s trail running shoes size 10" – to ensure each page dominates its unique keyword cluster. These adjustments stabilize URL performance and improve the accuracy of composite metrics.
To validate your custom keyword metrics, document the formula for each metric and cross-check inputs against reliable data sources [3,9]. Test the metric by correlating high scores with actual business outcomes, such as increased organic sessions, leads, or revenue in USD, for a sample of keywords or clusters over several months [7,9]. If the top-ranked keywords fail to drive results, adjust the weighting of inputs – emphasizing conversion rates and revenue over pure volume or vanity metrics – to ensure the metric aligns with profitable opportunities.
For businesses without in-house analytics teams, agencies like SearchX can set up standardized keyword tracking systems tailored to U.S. markets and en-US content [2,9]. They can create canonical keyword lists, clustering rules, and keyword–URL mapping tables, as well as automated dashboards and anomaly detection routines. SearchX also validates metric formulas against real revenue data and conducts periodic audits to identify issues like cannibalization, tracking gaps, and data quality problems [7,9].
"You’ll always know where your campaign stands. With real-time dashboards and regular updates, we keep you in the loop, so you’re never left wondering about your progress." – SearchX
Optimize SEO Performance with Custom Metrics
Building on a custom metrics framework, these strategies are designed to directly boost SEO performance and revenue. By ranking opportunities, tracking impact, and refining strategies, you can turn custom metrics into actionable steps.
Prioritize SEO Actions Based on Metrics
The best SEO teams don’t waste time chasing every keyword. Instead, they create a priority score that factors in current position, estimated click-through rate (CTR) by rank, monthly U.S. search volume, organic conversion rate, and potential revenue per conversion. This score helps rank initiatives based on their true business value – not just traffic numbers.
Opportunities can be divided into two groups: quick wins and long-term investments.
- Quick wins involve keywords where you already rank between positions 4–20 (bottom of page 1 or page 2). Moving these to the top 3 positions often yields significant traffic gains with minimal effort, as the top 3 organic results capture about 68.7% of all clicks. These improvements might require content updates, on-page optimization, or better internal linking. Example: An outdoor gear ecommerce site notices "men’s waterproof hiking boots" ranks at position 8 with 2,000 monthly searches. Assuming a 25% CTR at position 2, a 3% conversion rate, and an average order value of $120, the potential monthly revenue is $1,800 (500 clicks × 0.03 × $120).
- Long-term investments focus on high-value but challenging keywords where you rank beyond position 20 or don’t rank at all. These typically require new content, link-building, and technical improvements, which may take months to deliver results. Classify these terms by projected monthly revenue in dollars and the estimated effort required, much like managing items in a product backlog.
To streamline prioritization, create a keyword priority matrix. Include columns for details like primary keyword or cluster, mapped URL, search intent (informational, commercial, transactional), current position, U.S. search volume, estimated incremental clicks, organic conversion rate, and projected monthly revenue. Add synthesized fields like an Impact score (1–10 based on revenue potential) and an Effort score (1–10 based on required resources). Use an Impact/Effort quadrant to group tasks into categories like quick wins, strategic bets, maintenance tasks, or low priorities.
In sprint planning, ensure content and development teams see not just the keywords but the business case in dollars and specific actions, such as "update buying guide", "merge duplicate pages", or "improve Core Web Vitals on the /category/ page." This approach ensures the entire team understands why certain keywords are prioritized and what actions will capture their value.
Measure and Report Impact Over Time
Once priorities are set, consistent measurement is key to validating impact and refining tactics. Start by establishing a baseline snapshot for each priority keyword or cluster. This should include metrics like rankings by device and location (U.S.), impressions, clicks, CTR, average position, organic sessions, engagement stats (bounce rate, session duration, pages per session), organic conversions, and revenue in dollars. Lock this baseline on a specific date for clear comparisons.
Over the next 28 days, monitor short-term indicators such as ranking changes, impressions, CTR, and initial increases in sessions or micro-conversions (like email signups). Over 90 days, assess sustained ranking improvements, adjusted organic revenue, and ROI. Compare controlled date ranges – like 28 days versus the previous 28 days or 90 days versus the same period last year – to account for U.S. seasonality and holidays like Thanksgiving and Black Friday.
To link keyword-level improvements to broader KPIs, ensure clean URL–keyword mapping. Use landing pages as the connection between keyword-level changes (from tools like Search Console) and business metrics (from analytics or CRM). Track metrics like organic sessions, ecommerce revenue, lead submissions, or pipeline growth for those pages.
Define attribution rules to credit SEO contributions. For instance, count any sale where the initial touchpoint was an organic visit from a tracked keyword cluster as SEO-driven revenue. Summarize results into metrics like "organic revenue from informational keywords" or "pipeline from comparison-intent clusters." This helps executives see how moving keywords from positions 8–10 into the top 3 translates into more revenue or qualified leads while lowering customer acquisition costs. Use 90-day windows to smooth out fluctuations, and annotate major SEO changes for easier interpretation.
"Lorenz & team take a measurement-forward approach to SEO and optimizing for both search engines and gen AI platforms. Important as a business owner since you can see not only why something worked or didn’t, but how to address it moving forward." – Aayaam Verma
This focus on measurement ensures you’re not just tracking rankings but also understanding why certain strategies succeed or fail – and using those insights to improve going forward.
Use SearchX Services for Better Results
With a solid measurement framework in place, external expertise can help you achieve even better results. SearchX integrates seamlessly with your custom metrics framework to maximize SEO performance.
SearchX audits your metrics and aligns its research and execution to deliver the best outcomes. During keyword research, SearchX enriches each term with fields like business relevance, projected U.S. revenue per click, and competitive difficulty, feeding directly into your priority scores. For content creation, SearchX develops or optimizes pages tailored to high-impact keyword clusters, tagging each piece with key metrics for future performance evaluation.
Through technical SEO audits, SearchX uncovers issues like crawl errors, slow load times, or indexation problems that hinder performance for valuable keywords. It also quantifies the expected revenue gains from addressing these issues. With expertise across platforms like Shopify, Amazon, and YouTube, SearchX applies the same metric-driven logic to multi-channel SEO, helping you compare returns across different surfaces.
For example, SearchX’s optimizations on 15 high-value keyword clusters could deliver an additional $25,000 in organic revenue over 90 days, directly tied to the custom metrics used in planning. For businesses without in-house analytics teams, SearchX can set up tailored keyword tracking systems for U.S. markets, create canonical keyword lists, and establish keyword–URL mapping tables.
This integrated approach ensures that every effort – from keyword research to technical fixes – translates into measurable business outcomes, giving you the tools and insights needed to make data-driven decisions with confidence.
Conclusion
Custom keyword metrics transform SEO from a guessing game into a revenue-driving strategy. By aligning these metrics with your business goals – whether that’s generating qualified leads, increasing ecommerce sales, or growing your pipeline – you shift the focus from vanity metrics like rankings and traffic to outcomes that matter to executives and stakeholders. Instead of chasing keywords with high search volume but low impact, you zero in on high-intent, high-value keywords that actually convert.
This approach ties together the strategies outlined earlier. The process is straightforward: define clear metrics, standardize your data, create composite scores that balance search volume with conversion potential, ensure data quality, and use these insights to guide your SEO priorities. Each step builds on the previous one, creating a scalable process that grows alongside your business.
For U.S.-based companies, custom keyword metrics link organic search performance directly to revenue. You can focus on specific markets, states, or cities where demand and conversion rates are strongest. For example, an ecommerce brand could group product-related keywords into clusters and calculate a revenue opportunity score based on U.S. monthly search volume, conversion rates, and average order value. This allows them to identify 30 high-priority keywords for content updates and internal linking. Within just six months, this targeted approach could boost organic revenue by 15–25%, even with only modest traffic growth. It’s a clear demonstration of how focusing on value-driven metrics outperforms strategies based solely on search volume.
Success becomes evident through clear baselines, improved KPIs, and trend reports that highlight compounded SEO gains over time. Marketers get actionable insights into which campaigns drive results, executives benefit from simplified dashboards tied to financial outcomes, and content teams receive specific guidance on which topics and optimizations will most impact rankings and conversions.
To get started, audit your current keyword reporting. Identify any vanity metrics and replace them with two or three custom metrics tied directly to revenue or qualified leads. Test these metrics on a single product line first, and then scale them across your site. For teams that lack advanced analytics capabilities, SearchX provides tailored solutions to integrate custom metrics into your U.S. market strategies. Their services include keyword research, technical audits, content creation, and local SEO, along with user-friendly dashboards for ongoing performance tracking.
As you refine your approach, keep your metrics simple and easy to explain – each one should be understandable in a single sentence. Review these metrics consistently to avoid overreacting to short-term fluctuations, and retire any that no longer influence decision-making. Simplify your dashboards so SEOs, marketers, and executives can all see the same story at a glance. By using custom keyword metrics as a prioritization tool, you can maximize ROI and focus on what truly drives growth. When implemented consistently, these practices deliver measurable SEO improvements that align perfectly with your business goals.
FAQs
What makes custom keyword metrics different from traditional SEO metrics, and why are they essential for business growth?
Custom keyword metrics zero in on the keywords that match your business objectives and resonate with your target audience. Unlike traditional SEO metrics, which often prioritize general rankings or traffic patterns, these metrics dig deeper into user intent and keyword performance. The result? Insights that reveal how specific search terms are influencing conversions and driving revenue.
With this level of detail, businesses can fine-tune their strategies for measurable results. Custom keyword metrics make it possible to optimize with precision, ensuring your SEO efforts are not just boosting visibility but also contributing directly to your revenue and long-term growth.
How can I standardize my data inputs to create accurate custom keyword metrics?
To keep your data inputs consistent, make sure all formats are standardized. Stick to imperial units for measurements, represent money in U.S. dollars ($), and use the MM/DD/YYYY format for dates. For numbers, include proper thousand separators, and adopt clear, logical naming conventions for keywords and categories.
Take the time to clean your data by eliminating duplicates and fixing any errors. Set up data validation rules at the point of entry to catch mistakes early and maintain accuracy. Regular audits of your data are essential to ensure its reliability and to allow for meaningful comparisons within your custom keyword metrics.
What’s the best way to prioritize keywords using metrics to support my business goals?
To prioritize keywords effectively, consider using a composite metric approach tailored to your business goals. Begin by assessing keywords based on three key factors: search volume, relevance to your target audience, and potential to drive conversions. The importance of each factor can vary depending on whether your aim is to boost sales, generate leads, or enhance brand visibility – so adjust the weights accordingly.
After assigning these weights, calculate a score for each keyword. This will help you pinpoint the high-priority terms that are most likely to yield measurable results. Concentrate your SEO efforts on these top-performing keywords to achieve the greatest impact.
