Now you can harness real user queries to learn unprecedented insights about your audience, optimize for search intent, create ideal user experiences, and boost meaningful organic growth on your website.

1. Kyle Blanchette
Search Data Strategist
Prior to joining Botify, Kyle was an SEO analyst at Merkle, working on
technical SEO projects and developing long-term growth strategies for
several large e-commerce sites. Kyle joined Botify as a Search Data
Strategist and helps Botify's customers find strategic and technical SEO
insights using Botify's industry-leading tools, and customer data to help
inform decisions on new features for the platform.
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GSC vs. Scraping:
Go Beyond Rankings

2. The New Standard in
Organic Search Analytics
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3. @Botify
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Real Queries and Actual User
Behavior Mean Unmatched
Accuracy & Precision

5. ● Understanding Scraping vs Real Queries
● Capture the Power of Real Queries - Go
Beyond Scraping
● The Only Solution to Merge Real Rankings
with the Technical SEO that Impacts Them
● Actionable Strategies for Taking Advantage
of Real Rankings
GSC vs. Scraping: Go Beyond Rankings

6. Understand Scraping vs.
Real Queries
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7. Scraped Keywords
1. Specially designed computer programs make
requests to search results pages for each tracked
keyword in a list
2. Tracked keywords are checked a few times a
week, typically from a singular location
3. Rankings reported are determined by the position
that appeared most often over the week/time
period

8. 1. Google reports on first-party data that they collect
on searches
2. Any time a site’s page appears in a search result,
Google records an impression for that page/site
3. If a page is clicked, Google records the position in
which the site/URL appeared
4. Ranking position is then averaged for each click for
each search term/URL combination
5. An average position is calculated, weighted by the
number of impressions
Google Search Console Query Data

9. Capture the Power of
Real Queries - Go
Beyond Scraping
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10. ● Rankings based off of real users
searching for the site
● Normalizes for localization and
personalization with multiple data
points for the same keyword ranking
● Basing rankings off of a few fake
“impressions” that are a snapshot in
time.
● Subject to localization and doesn’t take
into account personalization issues
UTILIZING GSC APISCRAPING

11. Take Advantage of Impressive Keyword Volume
Identify, filter, and sort on millions of keyword/URL/Country combinations
Total number of unique Keyword + URL
ranking combinations!

12. According to Google, 15% of
searches every day have never
been seen before
15%
Identify Emerging Long-Tail Keywords
*https://www.seroundtable.com/google-15-percent-queries-25730.html

13. Track popularity of
seasonal trends without
tracking specific keywords
Long-Tail
Keywords
Uncover never seen
long-tail keywords
Seasonality in
Rankings
Emerging Search
Trends
Identify and analyze
new trends in rankings

14. See what is popular now without actively monitoring specific queries.
Automatically Track Seasonality and Events

15. Use URL-Level Segmentation to Get Insights by Page
Template or Site Section
Clicks for the “news”
segment come from URLs
ranking in position 1.
Clicks for the “news”
segment come from URLs
ranking in position 11+.
43%
30%
Average Position by Segment

16. Capture Differences Between Mobile & Desktop Performance
Automatically user differentiate behavior by device
● Completely compare ranking
queries across devices
● Understand how performance
and CTRs change between
devices
● Analyze your website’s
audience by device, and by
segment of the site
GSC Performance by Device

17. Integrate User Behavior Into Analysis for Behavioral
Insights by Device
Average CTR by Device on Page 1

18. Build Your Own CTR Model to Make Customized, Data
Driven Behavioral Optimizations
CTR By Position

19. Find Traffic Opportunities by Looking at Segments with
Low CTR

20. Use Real User Data to Understand Local & International
Search Trends

21. Use Real User Data to Understand Local & International
Search Trends

22. The Only Solution to Merge
Real Rankings with the
Technical SEO that Impacts
Them
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23. Identify Rankings of Deep Pages or Pages with Low
Pagerank
Impact of Website Depth on Rankings

24. Improve CTR by Combining Technical SEO and Rankings
Identify the presence of a main keyword in HTML tags and understand the impact on-page
optimizations on CTR
Impact of Title Length on CTR

25. Identify Slow Pages with Low Rankings
Impact of Load Times on Rankings
Monitor changes in rankings and how they are impacted by page speed, especially on
mobile with pending Google mobile page speed update.

26. Identify the Ideal Content Length for your Website
Content Size by Position
Don’t rely on industry best practices and other people’s data. Use your own data to
definitely determine how long your content should be to perform well in search.

27. Maximize Rankings by Optimizing On-Page Elements for
Top Ranking Keywords
Presence of Main Keyword in On-Page Elements

28. Compare Keywords Data with Structured Data
Understand how number of reviews are impacting CTR for your highest trafficked pages
Clicks and CTR by Number of Reviews

29. This website ranks for 70x more keywords for articles/pages that are crawled more
than 20 days a month.
Number
of URLs
Avg.
# Keywords
Avg. # KWs On
Page 1
Avg. of No. of
Visits
Avg.
Impressions
Avg. URL CTR Avg URL Position
Crawls < 10
Days/Month 37,198 0.72 0.45 0.50 34.73 0.98 50.64
Crawls 10-20
days/month 591 21.52 12.24 8.07 456.76 1.70 19.89
Crawls > 20
Days/Month 266 50.33 26.74 90.38 2085.83 2.71 10.63
See How Crawl Frequency Directly Correlates to
Rankings

30. Filter on and track KPIs for a specific list of keywords with the URL explorer
Use Advanced Filters to Analyze a Specific List of Keywords

31. Filter on and track KPIs for a specific list of keywords with the URL explorer
Use Advanced Filters to Analyze a Specific List of Keywords

32. Actionable Strategies for
Taking Advantage of Real
Rankings
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33. Join Keyword Data to Quickly Identify On-Page
Optimizations
Find quick wins and low-hanging fruit for on-page optimizations like title tags, H1s and
anchor text.

34. Identify Thin Content With Low Average Position
Find quick wins for content expansion and optimization
Content Size by Position

35. Compare Inlinking with Top Ranking/Low Ranking Pages
Avg. number of inlinks for
URLs ranking better than
position 3.
Avg. number of inlinks for
URLs ranking worse than
position 6
Impact of Inlinks on Rankings
78.9
14.8

36. Identify Rankings that are Driving Clicks on One Device
but Not Another

37. ● Improve ranking based on technical SEO indicators
like site structure and performance
● Improve content quality, by optimizing metrics like
thin content with low ranking
● Compare inlinks with top ranking/low ranking pages
● Identify rankings driving clicks on one device but
not another
● See how crawl frequency directly impacts ranking
within log files
Action Items Using Real Rankings Data

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