Understanding Data & Analytics

This article will guide you through the definitions and concepts associated with keyword tracking, helping you interpret and utilize your data effectively.

Overview

The Overview section provides a quick snapshot of your project's keyword performance in SERP (Search Engine Results Pages). Here’s what each metric represents:

  • Improved: The number of keywords that have moved up in position since the specified date.
  • Declined: The number of keywords that have dropped in position since the specified date.
  • Lost: The number of keywords that have fallen out of the top 100 rankings.
  • Top 3: The number of keywords that are currently ranked within the top 3 positions.
  • Top 10: The number of keywords that are currently ranked within the top 10 positions.
  • Top 30: The number of keywords currently ranked within the top 30 positions.
  • Top 100: The number of keywords currently ranked within the top 100 positions.
    • New: Represents the number of keywords that have entered a specific category when comparing data between two selected dates. This metric indicates the newly ranked or improved keywords that have achieved positions within specific ranking brackets (e.g., top 3, top 10).
    • Lost: Denotes the number of keywords that have exited a specific category when comparing data between two selected dates. This metric is used to track keywords that have dropped out of certain ranking brackets or have declined in performance.
  • Average Position: The average position of all the keywords in the project, combining their individual rankings.

Improved vs. Declined

The Improved vs Declined chart provides a visual representation of keyword performance over time. This chart allows you to quickly see the number of keywords that have improved, declined, or are lost from the rankings. It's a useful tool for tracking the overall trend and effectiveness of your SEO strategies.

Keyword Trends

The Keyword Trends chart provides a visual breakdown of your keywords' positions within various ranking brackets. It allows you to see the distribution of your keywords across different tiers: top 3, top 4-10, top 11-20, top 21-50, and top 51-100. This visualization helps you quickly assess the performance of your keywords and understand how many are achieving top rankings, giving you insights into the effectiveness of your SEO efforts.

Keyword Rankings Table

The Keyword Rankings table provides a detailed view of the position data for all your tracked keywords. This table includes several columns that help you analyze and understand keyword performance over time:

  • Keyword: The specific keyword that is being tracked.
  • Position: The most recently updated position of the keyword in SERP, as configured in the project settings.
  • 1d: Change in rank from one day ago, showing daily ranking fluctuations.
  • 7d: Change in rank from seven days ago, providing a week-over-week comparison.
  • 30d: Change in rank from 30 days ago, offering insights into monthly ranking trends.
  • Life: The total change in rank since the keyword was first tracked, illustrating long-term performance.
  • Best: The highest rank achieved by the keyword in search engine results since tracking began.
  • Start: The rank of the keyword at the time it was first added, indicating the initial benchmark.
  • Volume: Estimated monthly search volume for this keyword in the chosen region and language.
  • CPC: Estimated cost per click for advertising this keyword on Google AdWords, based on the average cost in the targeted location and language. Note that this value is approximate.
  • URL: The URL of the page on your site that ranks for this keyword, showing which page is appearing in search results.
  • Updated: The timestamp of the last update to the keyword ranking, indicating the recency of the data.

This table is a powerful tool for monitoring and managing your SEO strategy, allowing you to track the effectiveness of your keywords across various metrics and timeframes.

Navigating the Keyword Rankings Table

You can interact with the Keyword Rankings table by clicking on individual rows. This action provides access to detailed views for each keyword, specifically "Position History" and "Search Results."

Position History

Position History displays a graph that tracks the ranking of a selected keyword over time. This visual representation helps you analyze the keyword's performance, showing trends and fluctuations in its SERP ranking.

Search Results

Search Results show the most recent snapshot of the SERP for the selected keyword. This view allows you to see the current competitive landscape in search results for that keyword, providing insights into how well your and competitor pages are performing.

Project Performance

The Project Performance graph displays the overall Daily Average Position of your keywords. This graph provides a visual representation of the average ranking position of all tracked keywords within your project on a daily basis.

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