|SEO||– 8 min read|
Rank Tracking: Choosing The Right Focus With Igal Stolpner
In case you've missed the chat or would like to re-read it, here's the short recap.
I don't think there's a magic number for how many keywords to track, I'd say that you need to have a significant diversification per every topic to get a good sense of the trend over time. Not 1-2 keywords for every topic, 10x content piece, large section, etc, but probably in the dozens.
We track the same keyword rankings on both Desktop and Mobile, but separately. We group them by the same topics and subtopics for all of our languages.
Tracking each subtopic separately allows us to spot ranking changes much better, then understand them.
I also like the idea of Koray Tuğberk to calculate the position according to the Pixels. If the first organic web search result's position is below 450 pixels below, you can spend my budget and time for another query group gladly. There is a tool that calculates pixels from the top today - nozzle.io.
And here's the unique approach applied by Boyd Norwood: based on overall SERP features, they first allocate CTR to 4 top-level sections you can see in the top left of the screenshot: paid, no-clicks, organic column 1 and 2, based on recent research and clickstream data.
Then inside each of those sections, we start with a base CTR curve, which is again research-driven and different for devices, branded searches, etc. Next, each pack receives a boost or reduction in CTR, depending on pixel coverage and specific SERP features included. That is normalized to give a CTR allocation per pack.
Then inside of each pack itself, those clicks are allocated to each of the clickable items. The base item level CTR is driven by pixel coverage, with modifiers applied based on specific features inside the item, similar to how the pack modifiers work. Again, those numbers are normalized and put through an exponential decay curve that differs based on the pack layout. With all of the data available to us, I believe we have the most accurate CTR calculation ever made, which flows through to all other metrics.
Serpstat Rank Tracker is a useful tool as you can download the maximum number of keywords, divide them into groups by topics, and then track both the positions of your site and the positions of your competitors.
Summing up, it's a very confusing period for everyone. The uncertainty is driving people insane and makes many of them wait. In regards to any kind of spend and our goal is to help them focus on the main.
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