Raven Power Users: Get more from ranking reports
Hate ‘em or love ‘em, ranking reports are most likely part of your online marketing routine. For good reason, too. Your typical ranking report can be a good quality indicator of your SEO. The problem with most ranking reporting tools is they do little more than just show you your most recent ranking position. Raven allows you to look beyond that.
Are you targeting the right keywords?
Raven helps answer a question that is often overlooked: are you targeting the right keywords? You can determine this a couple of different ways:
1. Turn on Google Analytics in the SERP Tracker
Assuming you’ve hooked up Google Analytics to your Raven Tools account, you can view traffic for the last 30 days from each keyword you are tracking in the SERP Tracker. Additionally, you can view daily trend information so you can see how traffic has been increasing/decreasing as your rankings shift.
To turn on Google Analytics in the SERP Tracker, simply click on “Display Settings” and check the Google Analytics data you want to see.
2. Turn on AdWords Statistics in the SERP Tracker
I recommend turning on AdWords Statistics in correlation with Google Analytics so you can not only see how much traffic you are getting, but also get an idea of how much traffic you could be getting based on monthly search volume on Google. Obviously you’ll never get 100 percent of that traffic, and they are just estimates, but you should be able to tell if your traffic is peaking for a keyword and whether you should be investing more or less time targeting it.
3. Look at your Landing Pages referrals
One of my favorite reports in Raven actually is a little buried in the Google Analytics section. If you head over to the Landing Pages section of Google Analytics, you’ll be given the option to drill down by page on your site. If you see the page you want to view, select it, or search for the URL of the page you’d like to view and find the appropriate link.
Next, drill down by Source. In this case, you should select a search engine. Now you’ll be able to not only view which keywords are referring the most traffic to this particular landing page, but you can also view where they rank, how events affected that landing page’s traffic and which keywords are sending you the most conversions!
What has the greatest impact on your rankings?
Trying to decode the Google algorithm? Let Raven help you figure out what’s working and what isn’t. Using Raven’s Event Manager you can plot changes you have made to see how they affect your rankings. Whether you changed title tags or secured key links, you can finally see the ROI of your SEO efforts. In order to see this, you’ll need to do two things.
First, you need to set up events in the Event Manger. This is easy and they can be added at any time. Just make sure you stay disciplined about it. To set up an event, hover over the Dashboard tab and select Event Manager. The Event Manager is a simple system where you can plot the day an event occurred or a time frame.
Next, head over to the SERP Tracker. To see the affect an event has had on a keyword’s rankings, you need to click on the keyword to view the Keyword History. This report will plot the full history of your keyword’s rankings, the traffic that keyword has generated from each search engine, and it will plot gray bars on the graphs for events. Not only can you see what happened to your rankings after the event, you also can see how the ranking change affected your traffic.
Keep an eye on your competitor’s ranking shifts
While it’s great to see how your website is ranking compared to your competitors, you should also be keep an eye out for any major shifts in their rankings for key terms you’re interested in. Were they suddenly able to oust you out of the No. 1 ranking result for that critical keyword? What caused them to fall ten places all of a sudden? This is a great way to keep an eye on their SEO activity and learn from what they are doing right and wrong.
Tracking competitors is easy to set up, too. Simply hover over either the Dashboard or Rankings tab in Raven and select Competitors. Here you’ll be able to add competitors to Raven and choose whether or not you want to track their rankings. To view your competitors’ rankings in the SERP Tracker, click Display Options on the SERP Tracker tool and select “Display competitor results next to your website.”
Bonus tip: Did you know you can also view the Average Rank of all of the keywords you’re tracking in the SERP Tracker for each search engine (your competitors’ too!)? To view the Average Rank, just check the “Display Average Rank” in the Display Settings.