What the purpose of this area? What’s in it for you? Ranking data informs you about: You and your market today Who’s the competition for your whole market or groups of keywords? What’s your share of search for your whole market for groups or of keywords? Which specific keywords are you performing vs your competitors? How many pages are you getting to rank vs

Why?

What the purpose of this area? What’s in it for you?

Ranking data informs you about:

You and your market today

  • Who’s thecompetition for your whole market or groups of keywords?
  • What’s your share of search for yourwhole market for groups or of keywords?
  • Whichspecific keywords are you performing vs your competitors?
  • How manypages are you getting to rank vs your competitors for your whole market for groups or of keywords?
  • Do you have a page of content for that keyword and/or isthe right page ranking?

Current and forecast performance

  • How many visits are youcurrently getting for a keyword or group of keywords?
  • How many visits are youforecast  to get for a keyword or group of keywords if you improve your ranking ?
  • What’s theequivalent paid search media value of the traffic your current and forecast traffic?

Trends

  • How did aspecific keywords performance change through-time?
  • How didall or specific group of keywords performance change through-time?

So what

  • Keywords are a guide towhat consumers want to find out about and therefore the content a company needs to have on their website – keywords are a content strategy and information architecture
  • Keywordsalert the marketing team when there’s a problem with a website or page – optimizing websites and pages for people and engines is SEO.
  • Understanding where you’restarting from and the size of the opportunity and being able to formulate a planto succeed can made simple and more effective with data from this area.

What?

How do we do it? What makes Linkdex a leader in this area?

Basics

  • Linkdex rank tracks 5 engines,Google, Bing, Yahoo, Baidu and Yandex. It’s Google that the vast majority of clients and brands are concerned with.
  • When you rank track a keyword you’re doing so against aconfiguration (config). A config consists of anEngine > Country > Language > Geography.
  • Rank tracking also has a frequency –Weekly or Daily.
  • Keywords have associated monthlysearch volume and Cost Per Click
  • Keywords can exist in one or moretag groups.

Advanced

  • Google results containuniversal results like local listings, video, image, author and news results. Linkdex flags which combination of these are found amongst the ranking results and whether specific domain form are universal rankings.
  • Typically, more people click the results ranked #1 than #2 and so on. The drop in the number people that click rankings lower on the page is called aclick-through curve. Linkdex allows you to apply a generic, brand or customer click-through curve to individual keywords. The calculation of:

(Relevant Ranking Position Clickthrough %) x (Monthly Search Volume) = Estimated Visits / Month

  • Having the wrong page ranking can mean a drastic drop in conversions. Linkdex flags keywords with the wrong page ranking with the help ofkeyword to page mapping.For any keyword you can map / assign a page URL you think should rank. When the wrong page ranks Linkdex flags the issue. Using this feature allows a user to plan which content to write, edit / improve, or use onsite optimization strategies to change the ranking page.A page can and should have many keywords associated with it.
  • It’s difficult to associate actions with a change in ranking performance. Linkdexannotates completed tasks and content published on the ranking change chart.

Warning Signs

What are the warning signs that you’re not making the most of this area and why should you care?

Rankings touches many other parts of the platform. If this area is not invested in, not only does this part of the platform suffer, other parts of the platform see a drop in their usefulness. These include:

  • Dashboards
  • Reports
  • Content360
  • Writers Desktop
  • Authorship
  • Keywords

Warning signs of a project that has a sub-optimal set-up include:

  1. Too few keywords– Your understanding of the traffic and revenue opportunity, competitor landscape, content requirement and performance directly relates the quality and quantity of the keywords rank tracked. The brands they dominate sectors typically rank track the most keywords. In fact, market leading brands often rank track tens of thousands of keywords.
  2. Too few tags– The better and more creative your keyword tags / groups are the better you’re able to understand and report how performance and opportunity change by group. It’s an essential part of formulating strategy as well as informing more tactical work. It’s common for large keyword sets to have over 100 tag groups.
  3. No keyword mapping– If you haven’t mapped your keywords the only clue Linkdex will have on whether you have content optimized for that keyword query is the ranking. It’s common the have content for queries that doesn’t rank as well as the wrong content ranking. To optimize content that’s been written and plan the content that needs to be, you’ll need to map keywords. It’s common for people to rank track keywords and not have content that answers search query on their website i.e. can’t map a page.

Rankings Overview

Understanding and monitoring your organic visibility, traffic and conversions through-time for keywords that have the potential to make you money helps shape your content and search strategy.

Linkdex has an incredibly powerful and flexible suite of tools and data inside Rankings to help you not just understand where you rank, but what the actual and potential value of pages, groups of keywords are.

Explore each section to get the detail on how best to use this area of the platform.

Subsections

Rankings is split into a few sections: Rank Tracking, Page Analysis, Group Analysis and Share of Search.

  • Rank Tracking is where you can compare rankings, traffic and value for any search term across search locations of your choosing.
  • WithPage Analysis you can assess the ranking performance of specific pages on your site.
  • Group Analysislets you look at pages by the tags you have assigned to them. For instance, ranking performance for pages you have tagged ‘Blog’.
  • Share of Searchvisualizes the share the selected domain owns as a proportion of the entire market.

Click on each section to look at it in more detail.

Section Walkthrough

The buttons on the toolbar are Action, Filter, Display Options, Ranking Configurations, Show/Hide Chart and Add Task. You then have a search bar that allows you to search your keywords. On the right of the toolbar you will see a small spanner icon which – when you hover over it – displays your current Ranking Configuration, and a ‘Found’ count which notes the amount of keyword entries found for the current view.

As always, the Action button is one of the main functions, allowing you to add or delete keywords, set tags, change the rank tracking timelines, map specific pages to keywords and more. The filter dropdown might look complex, but it easily allows you to filter the data for a vast range of options. Display Options allow you to edit the chart and change which data appears in the table. The last two buttons are self-explanatory, allowing you to see the chart and add a task.

You can change between the subsections mentioned above by clicking on an option from the left pane. This area also shows filters for the domains and tags you are currently analyzing. Also note the bottom of the table lets you change the amount of cells you view at once or switch between ‘pages’ of the table data.

In terms of how Rankings integrates into other platform sections, note how you can map specific pages to a keyword. This comes in useful for the Writer’s Desktop, where you can see whether the rankings you have obtained are for the correct pages. Mapping keywords to pages is an important process to make the most out of the platform. It is common for pages to rank unexpectedly during campaigns and often redirects will be put in place or on page changes will be made to ensure the preferred page is the one which is most visible.

Geo-Rankings

What are Geo-Rankings?

Geo-Ranking data is an innovation to the Linkdex platform. We allow users to track rankings for any number of keyword searches in any location in the world, whether this is by city, town or ZIP / postal code. Geo-Rankings can be tracked in the Rankings section, along with your other Rank Tracking data.

Why is this important?

67% of the time, when you rank in the Top 30 for a keyword in one location you will not rank for that keyword across all other locations. We compiled an industry white paper which showed that out of the 2,000 keyword phrases tracked across 10 locations, not one had a consistent rank in SERPs. Also, when the location was not set, the average keyword ranking deviated by 4 positions compared to the location specific ranking.

Ranking configurations and Geo-Ranking locations

When in the Rank Tracking section of Rankings, click on the Ranking Configurations button (the crossed spanner and screwdriver) and create a New Configuration. Here you can select a country, search engine, a language and a specific location.

You can enter a city, town or ZIP / postal code to track rankings in that location, but ensure you have selected the correct country so the system knows the difference – for example – between Boston, UK and Boston, USA.

You might choose to track rankings in Baidu for Beijing, for example, or track them with Google in a certain ZIP code for New York. Choose whichever engines and locations best suit the market for your website.

 

Measuring changes in Geo-Rankings

Check the boxes next to your Geo-Ranking Configurations so you are looking at the rankings for two or more locations. You can then compare the rankings in the columns to see where the differences lie. As with normal rank tracking changes you can see how these rankings develop over time and whether or not they include universal search results.

Use Ranking Configurations

In the Rank Tracking part section of Rankings you can configure which keywords are tracked and which appear in the table by customizing your Ranking Configurations. This might include which search engine or even which location(s) you want to track rankings from.

To create a configuration click on the Ranking Configurations button (the spanner and screwdriver icon) and choose New Configuration. You can also edit your existing configurations from here. Enter the relevant details when the pop-up asks you and you can select which configurations actively display by checking the boxes.

Also see more about Geo-Ranking configurations.

Chart Your Ranking Data

The Rankings chart is a powerful reporting asset. To toggle it on or off click the Show Chart/Hide Chart button.

Once it is activated you can include or exclude keywords from the chart by clicking the small chart icon next to each keyword. Once selected this icon will turn blue. You can also remove all keywords from the rank tracking chart by clicking the same graph icon on the top of the table.

The graph doesn’t show traffic to your website but the rank of your search term in the search results. i.e. if it’s 1 you are at the top and for >30 you do not appear in the top 30 results for your search term.

Exporting Data To A Report

 

Besides the full reports you can create in the Dashboards section, you can also export Excel spreadsheets or PDFs from various sections by clicking on the Action button and selecting ‘Export’. You can select this option inTasks, Rankings, Link Data, Authors, Networks and Campaigns.

The Reports section is accessible by clicking on the Settings icon and selecting ‘Reports’. We will also email you once the export is ready to download.

Forecasting Overview

 

It finally happened. You no longer get to find out which keywords are driving your natural search traffic. The good news is Linkdex has and will continue to invest in solutions that provide not just traffic, value and conversion forecasts at keyword level, but forecasts for groups of keywords that drive the content and channel investment.

Review forecasts of traffic at keyword level and using two sliders forecasts the additional traffic, value and conversion higher rankings would bring. But before you can use it we recommend you make the data inputs as good as they can be.

New Inputs & More Keywords:

In Excel collate the following data:

  1. Keywords Phrases:Add the universe of keywords that want traffic and forecasting data for from sources like your historic analytics and adwords data – go back 12 months if you can. Don’t worry about de-duplicating keywords you’re already rank tracking in Linkdex, we will do that for you and you won’t lose the ranking data. We will replace fields like CPC and volume though.
  2. Search Volume / CPC: Use standard keyword planner data (Need help doing this? Let support know) or add custom search volume / CPC data based on what sources like your Adwords campaigns are showing for even higher data accuracy.
  3. Tags: Add a tag taxonomy that allows you to filter your keywords into groups. The better your tag taxonomy the better the analysis we can provide. In addition to the usual broad keyword groups e.g. credit cards, think about using classifications like ‘brand’, ‘high conversion’, ‘informational’, ‘long tail’.

Optional But Highly Recommended Inputs:

  1. Click-through Formula:Linkdex offers a ‘default’ and a ‘brand’ keyword click-though by position formula. You can also create your own and tell Linkdex which formula to use at keyword level. To create a new click-through rate profile click ‘Manage CTR’ in Rankings.
  2. Tag Conversion & Value:Tags can have a conversion rate and monetary value assigned. Keywords with tags that have this data will have conversion forecasts calculated. To add these metrics click ‘Manage Tags’ in Rankings.

Whilst you’re at it:

  1. Page mapping:Why not add the ‘mapped page’ aka ‘the page you think should rank’ for the individual keyword. This drives lots of other insights like the potential value of a page and warnings when the wrong page is ranking.

Here’s a template you can download and use. It contains some example entries which you can replace with your own keywords:

Download Keyword Template

Then upload the data. If there are any new keywords in the list we’ll then get the ranking data in 3 – 4 hours. Once we’ve got the lot, you’re good to go.

Then go to Forecasting in Rankings to see forecasted visits, value and conversions based on current ranking data and potential positional improvements using the sliders. We’re looking forward to hearing how you’ve got on and whether this helps with the issue of ‘not provided’ and more specifically, how you find it as a forecasting tool.

Map Keywords To Pages

For each page in the Rankings table you will notice a colored square under the column ‘Page/KW Mapping’. This represents whether your ideal page is appearing for the search term you are ranking for.

Mapping pages to keywords is vitally important. Imagine ranking first for a term, without realizing that the wrong page is appearing, potentially losing all the benefit of that position. This is particularly common where blog posts outrank carefully crafted landing pages and with international sites when – even worse – a landing page can appear in the wrong language!

It is common for practitioners to rank check a list of target keywords where in some cases no landing page exists at all, this is another incredibly actionable insight that can be identified using Keyword Page Mapping. Linkdex recommends as a best practice all pages where feasible should be both mapped to keywords and tagged to make the most of the platform.

Grey: If the icon is grey then you have not mapped a page to this keyword (or we are waiting to check its status).

Red: You have assigned a page to the keyword, but a different page is ranking.

Green: The page you have mapped to the keyword is ranking.

To map a page, click on the ‘edit’ pencil icon on the far right of the row for the relevant keyword. Then insert the URL you wish to assign. If you want to edit them in bulk, you can check a number of keywords with the checkboxes, and then click on the Action button and choose ‘Update Mapped Page’, allowing you to map multiple pages at once.

 

Keyword Tagging

For a general overview of managing tags, see this article.

Managing Rank Tracking Tags

If you want to tag a keyword, select the checkboxes adjacent to those keywords, click the Action button, select ‘Add Tag’ and choose your tag (or click ‘Add new tag’ to create a new one).

Grouping keywords using tags allows you to quickly see the rankings, traffic, and value of specific groups of keywords.

The tags names we suggest you add first are either keyword modifiers or campaign tags. Keyword modifiers are commonly repeated words that appear frequently in large keyword phrase lists, such as:

  • Brand or URL e.g. British Airways, www.britishairways.com
  • Market, product, service or profession e.g. insurance, chiropractic, dress, shoes
  • Purchase intent e.g. buy, cheap, quote, compare, offer, deal, shop, budget, low cost
  • Geography e.g. country, state / county, city, town, zip code / postal codes
  • Sex e.g. male, female, man, woman, boy, girl, children
  • Age e.g. 17, young, old
  • Time e.g. latest, new, old, today, 12 month, short term, long term, daily, weekly, monthly, yearly
  • Q & A e.g. which, where, when, how, why
  • Colors e.g. red, blue, green, silver, gold
  • Sizes e.g. large, big, small, mini, thick, thin
  • Occasions e.g. birthdays, wedding, engagement, Christmas
  • Material e.g. metal, wood, silk, cotton, aluminum, rubber
  • Product specific e.g. part or model number
  • Priority e.g. high/medium/low

There are lots more. In fact, what you find is that each market has its own repeating language patterns and both the group name and the individual modifier can often make great tags.

Campaign tags are the keywords you’re focusing on at a specific moment in time e.g. ‘Nov 2013’, ‘Q4’ etc.

If you take a few minutes to create tags and apply them to your keyword phrases it’s easy to see the keyword rankings, number of searches, traffic, and value for each and combined groups of modifiers. Which tells you:

  • How much tagged groups are worth
  • Where you and your competitors are performing and underperforming
  • Where opportunities exist to increase sales because of sufficient value and low competition
  • Where and how specific and related keyword use could improve the relevancy of existing content and where authoring new pages is necessary
  • Where you should build links and with what the context of those links should be

Imagine not seeing or knowing the rankings and value of different keyword groups. Imagine not knowing whether where you are performing / under-performing by keyword groups. Imagine not knowing about how the language in your market splits by modifier so you can optimize your navigation, pages and links.

How Many Keywords Should Be Tagged?

We recommend that you add the keywords that define your industry. This normally means adding hundreds and even thousands of keywords even when you exclude the long-tail (long string of keywords with small search volumes).

Not adding the keyword variations that define your market means not knowing the value of your market and the size of your opportunity.