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The SERPs have changed significantly over just the last few years, consequently the metrics that we have traditionally used are becoming less relevant. Being in position 3 used to mean that you were pretty close to the top of the page. Now you can have 4 ads, a knowledge box or some local listings and two other organic listings above you.
This can push your position 3 ad below the fold and much lower down the page than the number 3 might suggest. We provide you with:
We also have machine learning algorithms that look at this data and analyse it for patterns, providing you with ongoing insights, recommendations and round-ups.
We look at a range of factors such as:
The biggest increases or decreases, we also weight this by scoring keywords based on their search volume and competition / keyword difficulty. It’s more relevant to highlight a keyword with material search volume moving from position 6 to 3 than a keyword with no search volume moving from position 36 to 21.
If keywords are all stable and have not moved much in any direction, the insight is that keyword rankings are currently experiencing a period of 3 weeks of stagnation or stability (depending on their rank).
We provide a range of ongoing recommendations based on ranking data or that at least factor ranking data in the analysis. These can vary considerably and are specific to a range of circumstances, but for example:
If we have detected a correlation between rankings and an increase in content production in the areas being ranked, we might recommend that you continue or ramp up this activity.
If we detected that rankings had dropped after all Page Titles were changed, we might recommend reviewing them or changing them back.
We also look at known competitors and provide round-up style information about them, an example of this might be:
Competitor X saw a net decrease in rankings of 23 positions, but this falls within the typical range of movement we see week on week.
Combined with the keyword labelling / categorisation tool, our reporting on this can be very detailed providing much more meta-analysis. All of this data can be exported into a PowerPoint presentation, PDF or Word document and Excel.
Raptor’s Keyword Ranking tool will be released for Beta later this year, this SEO tool has a huge range of features to help Digital Agencies and Freelancers as well as businesses with website migrations.
Sign up today and get Beta access to Raptor in late 2017, plus get 2 months’ free full usage when we launch in early 2018.
This module is part of Raptor's SEO Tools suite, which you can read more about, by clicking the link.
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