The first big thing to not is that 10.3% of ranking is CTR so if you have ever seen your content just jump up on the rankings and then slowly (or quickly) taper off as time goes its likely that people are clicking on you less and less as you slide below the pages. Its the single biggest impact. I feel Google gives you the benefit of doubt at first ranking you higher than average and then they allow people to determine if your site is worth it. That’s important to consider and similar to conversion rates.
When we take human behavior out we have largely backlinks and social media deciding your ranking ability. These make sense, if no one is talking about you but they are about your competition and more people click on your competitors site who also has the most backlinks you’re wasting your time trying to get your keywords exactly right in the headers, description and title….they combined contribute a value of 5 where backlinks are over 120.
If you’d like to access the Data Studio report directly you can visit https://datastudio.google.com/open/1lNt4SYd4jrfXWMo9HPKvrj1FWFO0oxG4