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.

1. The New Visibility Indicators
to use in your SEO 2020
Reports SEO LEVEL REQUIRED :

2. The average position: an
indicator of Middle Age.

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. The SERP* landscape is changing
Rare footage of an
old 10 ‘blue links’
results in SERP.
*SERP : Search Engine Results Page

5. The SERP is
getting richer...
● Paid Text Ads
● Shopping
● Maps
● Images
● Videos
● News
● Jobs
● PAA
● Featured Snippets
● Associated Searches
● Brand Filters

6. The SERP is
getting
richer...
...but mainly Alphabet $_$
40%
of organic results
(grey)

7. New threats

8. The "text" links above
the fold are rare...
800 to 900 pixels
visibility is decreasing

9. So why use an old indicator
(avg position) to report on
real SERP visibility?

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. Before After

12. Organic average position
Positions 1 to 3
above the fold
Number of Featured
Snippets on keywords
Solution to avoid

13. Use (and cross-reference) the
right indicators to get a good
view of the SERP.

14. .................................
.................................
What if I told you
This is the end of
organic rank tracking tools*

15. Define ‘true’ ranking - organic
Organic Ranking
vs
Pixel ranking
& Block ranking

16. Fold
Visible
Less visible
1
2
I am
First
Organic Ranking
Organic Ranking
vs
Pixel Ranking
& Block Ranking

17. 1
2
3
4
Block Ranking
I am
3rd
Organic Ranking
vs
Pixel Ranking
& Block Ranking

18. 5
6
1
2
3
4
& below the fold (>800px)
I am
5th
Organic Ranking
vs
Pixel Ranking
& Block Ranking
Pixel Ranking

19. Integrate the importance of
your requests in your visibility
indicators.

20. High Volume = High traffic (positioned keywords)
Good Position (1st) Traffic (organic)
35k SV
70k SV
/! Search Volume /!

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. 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. Not considering Search Volume and
non-ranked keywords for rankings
report is a mistake.
Let’s change that too.

24. Let’s go to
WAR*

25. Weighted Average Rank (WAR)
Your new favorite indicator.

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. Two types of WAR (WWI and WWII)
200
Keywords positioned
(from 1 to 30)
Corpus of 350 keywords (targeted)
Weighted Average Rank (WAR)

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. 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. 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. Integrate the potential for market
visibility in your report
(uncovered volume).

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. 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. 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. Let's define the reporting levels for
WAR / GWAR

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. Indicators and visualizations for your
SEO 2020 visibility

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. Keywords tracked (by groups)

40. Volume tracked

41. Volume Positioned (by category) top 30

42. Visible keywords (0 to 800px)

43. Position 1 to 3 < the fold

44. Global WAR

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. Thank You!