Search impressions measure how often your pages are seen in results. If impressions are low, search engines are not finding many situations where your pages are a good match. The way to increase impressions is to increase useful coverage, not to repeat the same keyword.
Think in terms of topics and questions
Start by grouping your work into topics. Under each topic, list out the real questions people ask. Examples:
- How does this work.
- What does it cost.
- How long does it take.
- What can go wrong.
- What options do I have.
Each of these can become its own page or article. When that happens across many topics, the total number of queries you can match rises.
Use an Information Center to organize the effort
An Information Center is a way to plan and publish this kind of content intentionally. You define key topics, outline the questions under each, and build out articles over time. That steady growth in pages gives search engines more chances to show your site.
The result is more impressions first, then more clicks as the right people start seeing you in the right moments.