SEO Business Intelligence
Strategic Analysis - What Can Not Be Controlled
- It is NOT possible to control a user’s keyword searches
- A user will search for many variations of keyword terms
- If you are not #1 for a keyword search, someone else is
Traffic comes to an optimized website from a variety of keyword searches. Even users looking for the same exact thing will often search using different keyword terms. This is one of the main reasons why it is important to be optimized for a variety of keyword terms. It is also possible for users to search using the same exact keywords, but use them in a different direction. Results WILL vary on search engines using the same keywords but place in different directions. Check out Google searches yielding different results: Training Microsoft PowerPoint & Microsoft PowerPoint Training
The impact can be more clearly seen when looking at incoming traffic data. The top ten keyword searches by users leading to actual website traffic for RentNewTampa.com is listed below. The top ten searches accounts for only 12.5% of the search engine traffic to the website. There are no adwords campaigns, the data is only for generic results clicks.
Top ten searches account for only 12.5% of search engine traffic
Ranking highly on many search terms is key to more traffic
Website Rankings for Multiple Search Terms
If users are going to search using a variety of search terms, why do website owners focus on only a few terms when checking the Search Engine Optimization for their site? A better strategy is needed, one that will monitor a wide variety of terms in a quantitatively. To analyze results for multiple search terms quantitatively, a mechanism needs to be established to calculate a measurable score.
Quantitative analysis for multiple search engines
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Where do users search?
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What results get "clicked"?
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By calculating the likelihood a user will search using a particular search engine along with the likelihood that user will click on a specific result, we can begin to establish a ranking mechanism across multiple search engines. Simple math establishes highest probability of an actual click for each keyword search (#1 on Google is 62.8% x 42.3% = 26.6% ) It is important to be #1 on Google, but discounting the other search engines completely is a very bad strategy. |
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Gathering Data and Generating Business Intelligence Reports
Analysis begins with actual keyword searches conducted on Google, Yahoo and MSN. Real search results provide the base for competitive analysis. Gathering enough meaningful data is generally the biggest challenge. The Business Intelligence Reports will include up to 50 keyword terms. Each keyword term is used to conduct a search on Google, Yahoo and MSN and results of the top 50 results are gathered into the database.
50 keyword terms x 3 search engines x 50 results = 7500 Data Points!Search Results Report - Raw Data From All Keyword Searches on All Search Engines
The detailed search results report provides all of the raw data collected from the searches in an easy to read format. All of the sponsored ads are removed and just the generic search results are displayed by domain. The raw data is used to generate the rankings report.
Rankings Report - True Competitor Analysis Establishes Likelihood of Getting Actual Website Traffic
Business Intelligence - Rankings Report
Rankings are "normalized" across all the keyword search terms into a Weighted Average Click Through (WACT) Score. The WACT Score indicates the % chance that a user will reach a site using any of the terms in the report. It provides a broad analysis across a large number of search terms instead of narrow focus on a few search terms.
Further competitive analysis using data collected provides further insight. "Total Hits" indicates the number of times the domain appeared in the results collected in the Search Results Report. "Page 1 Hits" are the number of times the domain appeared in the first page of search results. "Google", Yahoo" and "MSN" indicate the number of times the domain appeared on that search engines results.
