In an earlier post we explained the methodology for a “Search Engine Visibility” (SEV) report. We showed how it’s a beautiful differentiator from the early days of Search Engine Optimization (SEO), when reporting was accomplished on a keyword-by-keyword basis. SEO reporting was often just a list of terms (sometimes hundreds of terms) with a number next to them. No good.
The SEV report takes a broader view, grouping keywords into categories and allowing you to see how those categories shift over time. Here’s an example of what a SEV score for page one results would look like:
In the “All KWs” category of the above example, only 13% of the 454 keywords being tracked appeared on page one of the search results. Meanwhile, for the category of keywords that include the term “Clarksville,” the client’s site had 0 of 74 ranking on page one. Ug. Not good, but at least we knew where we stood and how much we needed to improve.
As an aside, SEV reports can be easily customized to track more than just page one rankings. We also regularly track top three or top five rankings, as well as page two rankings. All of these work together to give us a clearer view of your website’s health.
Once you have the above information set up, you’re well on the way to measuring SEO efforts over time. A few months down the road, it might look something like this:
Once you know where you are, you can target a category to optimize. In this case we were working primarily on Nashville and Clarksville terms, which also had some effect on the overall score.
Possibly more important, though, is that when you see significant drops in the SEV for no known reason, you have an indicator that something is very wrong. Did Google make a big change to their algorithm (again!)? Did pages get deleted from the site? Did a developer misplace the sitemap file? A small slip could cause it all to disappear. Not trying to freak you out, just letting you know. SEV reporting protects you against the possibility of a change like this going unnoticed.
How do you measure the results of your organic efforts? Are you taking a piecemeal approach, looking at keyword-by-keyword reports and trying to make strategic decisions based on that info? How would your marketing strategy change if you were able to make informed decisions based on trustworthy data, data that takes a wider view and shows long-term trends?
If you’d like to talk about how that would look for your business, give us a call at 615-669-9728 or contact us online. We’d love to hear your vision and see if there’s anything we can do to help you realize it!