Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Conference deck - The new visibility indicators to use in your seo reports

The average position formerly used to know the visibility of a site in search engines is no longer a relevant indicator. A lot of different results have come to interfere with Google's SERPs and the way to apprehend them in SEO reports must also change. In this talk, we will see the importance of choosing your visibility indicators and how to take into account all the new elements to track and measure your performance the right way. Join us to learn how to build a real SEO report relevant to your business and your industry.

  • Be the first to comment

  • Be the first to like this

Conference deck - The new visibility indicators to use in your seo reports

  1. 1. The New Visibility Indicators to use in your SEO 2020 Reports SEO LEVEL REQUIRED :
  2. 2. The average position: an indicator of Middle Age.
  3. 3. Why Positions: an old good practice since Google Analytics’ not provided happened, but: ● A whole new world of complexe and changing SERP. ● Increasing amount of queries targeted in your SEO & Content strategies. ● Additional indicators that can help to enrich position metrics & do better reports ● Powerful SEO platforms capacity to collect and personalize your Key Indicators
  4. 4. The SERP* landscape is changing Rare footage of an old 10 ‘blue links’ results in SERP. *SERP : Search Engine Results Page
  5. 5. The SERP is getting richer... ● Paid Text Ads ● Shopping ● Maps ● Images ● Videos ● News ● Jobs ● PAA ● Featured Snippets ● Associated Searches ● Brand Filters
  6. 6. The SERP is getting richer... ...but mainly Alphabet $_$ 40% of organic results (grey)
  7. 7. New threats
  8. 8. The "text" links above the fold are rare... 800 to 900 pixels visibility is decreasing
  9. 9. So why use an old indicator (avg position) to report on real SERP visibility?
  10. 10. An example: how to fail reporting with Avg Position Observation: Traffic is decreasing (on several pages) Search volume for my keywords has not change Average position is still the same So what the hell is going on?
  11. 11. Before After
  12. 12. Organic average position Positions 1 to 3 above the fold Number of Featured Snippets on keywords Solution to avoid
  13. 13. Use (and cross-reference) the right indicators to get a good view of the SERP.
  14. 14. ................................. ................................. What if I told you This is the end of organic rank tracking tools*
  15. 15. Define ‘true’ ranking - organic Organic Ranking vs Pixel ranking & Block ranking
  16. 16. Fold Visible Less visible 1 2 I am First Organic Ranking Organic Ranking vs Pixel Ranking & Block Ranking
  17. 17. 1 2 3 4 Block Ranking I am 3rd Organic Ranking vs Pixel Ranking & Block Ranking
  18. 18. 5 6 1 2 3 4 & below the fold (>800px) I am 5th Organic Ranking vs Pixel Ranking & Block Ranking Pixel Ranking
  19. 19. Integrate the importance of your requests in your visibility indicators.
  20. 20. High Volume = High traffic (positioned keywords) Good Position (1st) Traffic (organic) 35k SV 70k SV /! Search Volume /!
  21. 21. Integrate Search Volume in Average Position Keywords Search volume (monthly) Position bathroom 350.000 1 how to renovate bathroom 2.000 7 Average 176.000 4
  22. 22. Keywords Search Volume (monthly) Position bathroom 350.000 1 how to renovate bathroom 2.000 7 Average 176.000 4 Integrate Search Volume in Average Position Keywords Search Volume Position bathroom 350.000 3 (-2) how to renovate bathroom 2.000 5 (+2) Average 176.000 4 (=)
  23. 23. Not considering Search Volume and non-ranked keywords for rankings report is a mistake. Let’s change that too.
  24. 24. Let’s go to WAR*
  25. 25. Weighted Average Rank (WAR) Your new favorite indicator.
  26. 26. Two types of WAR (WWI and WWII) 200 Keywords positioned (from 1 to 30) 150 Keywords not positioned(>30) Corpus of 350 keywords (targeted)
  27. 27. Two types of WAR (WWI and WWII) 200 Keywords positioned (from 1 to 30) Corpus of 350 keywords (targeted) Weighted Average Rank (WAR)
  28. 28. Two types of WAR (WWI and WWII) 200 Keywords positioned(from 1 to 30) 150 Keywords not positioned(>30) Corpus of 350 keywords (targeted) Global Weighted Average Rank (GWAR)
  29. 29. Keywords Monthly Volume Position WAR bathroom 350.000 1 - how to renovate bathroom 2.000 7 - Sum / Avg / WAR 352.000 4 (moy) 1,03 Formula: sum((SV*Position))/sum(SV) = WAR Weighted Average Rank (WAR)
  30. 30. Keywords Monthly Volume Position WAR bathroom 350.000 3 (-2) - how to renovate bathroom 2.000 5 (+2) - Sum / Avg / WAR 352.000 4 (moy) 3,01 (-2) Weighted Average Rank (WAR)
  31. 31. Integrate the potential for market visibility in your report (uncovered volume).
  32. 32. 350 targeted keywords Volume : 1,4M 200 Keywords positioned (1 to 30) Volume : 200k 150 Keywords not positioned (>30) Volume : 1,2M Number of keywords 200 MC Vol : 200K 150 KW (not positioned) Volume : 1,2M Search volumes
  33. 33. Global Weighted Average Rank (GWAR) Keywords Monthly Volume Position WAR (Globae) bathroom 350.000 3 - how to renovate bathroom 2.000 5 - modern bathroom 150.000 NP (+30) - Sum / Avg / WAR 502.000 NC 11,08
  34. 34. PerfRank: simplifying overall rating We have created a PerfRank indicator to give a visibility score (from 100 to 1 or from 1 to 100) in order to facilitate the understanding of positions and their weighting. > Avoid confusion. > Have an increasing value (for GDS)
  35. 35. Let's define the reporting levels for WAR / GWAR
  36. 36. Reporting levels WAR and GWAR visibility indicators are available for: - Domain (site) : www.domaine.com - Group of pages (or folders /blog /local /holiday) - Pages : /holiday/martinique - Groupe de keywords (universe) : travel, destinations, etc.
  37. 37. Indicators and visualizations for your SEO 2020 visibility
  38. 38. Indicators for your SEO 2020 report Google Positions 1. Keywords monitored 2. Total Search Volume 3. Attendance rate top 30 4. Global Weighted Average Rank 5. Position 1 to 3 above the fold Visibilité (GSC) 1. Impressions 2. Clicks Traffic (GA) 1. Organic Sessions 2. Pages per visites 3. Conversions
  39. 39. Keywords tracked (by groups)
  40. 40. Volume tracked
  41. 41. Volume Positioned (by category) top 30
  42. 42. Visible keywords (0 to 800px)
  43. 43. Position 1 to 3 < the fold
  44. 44. Global WAR
  45. 45. 1. Define what kind of position you want to use (organic, block, pixel). 2. Integrate Search Volume in Average Rankings indicators 3. Report on a larger keyword list by integrating non-ranked keywords in rankings so you can show opportunities and potential growth to your client 4. Don’t forget to watch on pixel rankings and SERP elements 5. Integrate it all into a simple and accessible report To make visibility reports in 2020
  46. 46. Thank You!

×