Market Analysis and Performance Tracking using the Searchmetrics Suite

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Market Analysis &
Performance Tracking
Increasing Your Market Share and Measuring Your Success

2
AboutMe
Works with our enterprise-level clients,
specializing in technical optimization
Supports large-scale initiatives, such as
website migrations and international site
optimization
Kirby Burke, Jr.
Professional Services Manager
k.burke@searchmetrics.com
www.linkedin.com/in/kirbyburkejr
@KirbyBurkeJr

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What’saDeminar?
Demo+Webinar=Deminar!

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AboutUs
Established in 2005
Searchmetrics is an SEO & Content Optimization platform
We own all of our own data (Research Cloud)
A data and knowledge repository that contains over 250 billion data elements that are
continuously updated like keywords, search topics, social and PPC data—reaching back to
2009.
We have two products Searchmetrics Content Experience™ and the
Searchmetrics Suite™ that services a variety of customers (F500,
enterprise, eCommerce)

Performance
Tracking &
Market Share

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WhoMovedMyCheese?

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WhyisPerformanceTracking
important?
“If you can't measure it, you can't improve it.”
— Peter Drucker, Educator

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WhatisMarketShare?
“The portion of a market controlled by a particular company or product”
McKean, Erin. The Office Professional's Guide. Oxford University Press, 2003.

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WhyisMarketShareimportant?
• Higher Market Share = Higher Visibility
= More traffic & conversions
• SEO landscape is constantly changing
• Other companies are competing for
Market Share too
• Google algorithms can significantly
shift Market Share

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TypesofCompetitors
Indirect InformationalDirect
: : :
Retail Model

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Searchmetrics Data
• Research Cloud has instant access
to over five years of historical data
across 130 million domains in 27
countries
• Project Area includes specific
keywords and ranking data across
multiple search engines, including
local and mobile performance in
some countries
Research
Cloud
Project
Data

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MarketShareperDataSource
• Different performance in each
• Research Cloud data is unfiltered
and includes all competitor data,
possibly including non-relevant
sites and terms
• Project Data includes designated
competitors and specific terms Research
CloudProject
Data

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MarketShareperDataSource
• Research Cloud is good for high-
level analysis of competitors and
markets
• Project Data is good for targeted
analysis for specific competitors,
keywords, devices and locations
Research
CloudProject
Data

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“men’s
jeans”
OtherMarketShareVariables
• Multiple markets
- Locations (countries, cities, etc.)
- Devices (mobile, desktop or tablet)
- Topics / Products
• Different competitors for each
• User intent may vary too
“dresses”
Mobile vs.
Desktop
USA

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PerformanceMetrics
• Position
• Traffic Index
• CPC & SEO Value
• SEO Visibility
• Device Spread
• Universal Search
• Tags
We have seven years worth of ranking
data in our Searchmetrics Suite
TM

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Position
• Position in which a page appears in the search results
• Average search results pages contain 10 results
- This number may vary based on which snippets appear on the page
- Direct Answers, Maps, etc.
• Most engagement occurs on pages one and two (approx. 1-20)
• Our data reveals the first 50 positions
- Identify progress on URLs that aren’t yet ranking well

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TrafficIndex
• Keywords have a Search Volume based on the number of users who
search for them over a given period of time
• Traffic Index is a calculation of how much traffic a page will receive
based on the Search Volume of a keyword term and its Position within
the search results
• We also measure Potential Traffic Index to identify optimization
opportunities

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CPC
• CPC is a PPC metric
• We also use this metric to measure Organic performance
• PPC budgets can be significantly reduced if Organic rankings can be
improved
• SEO Value is the total of all CPC value for the domain or Project

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SEOVisibility
• SEO Visibility is our proprietary metric
• Number of ranking keywords, positions and Traffic Index
Competitor Competitor Competitor

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DeviceDistribution
• How content is performing across different devices
• Desktop, Tablet and Mobile

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UniversalSearch
• Non-text elements from the site that appear in search results pages
• Images, Maps, Videos and News articles

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Tags
• Tags can be added at the Keyword or URL-level
• Can be used to isolate them in suite reporting

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MarketAnalysis
• Search Engines
• Market Share
• Competitors
• Performance Comparison

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SearchEngines
• Project Area
• 53 countries
• Eight search
engines
• 34 languages
• Desktop, Mobile and
Tablet
• City data available in
seven countries

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MarketShare
• Percentage of Traffic Index owned by each domain
• Includes competitors’ shares as well
Competitor
Competitor
Competitor

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OrganicCompetitors
• Competitors who are also ranking for the same keywords
• Domain and page-level insights
Competitors
CompetitorCompetitor Competitor Competitor Competitor Competitor Competitor

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PerformanceComparison
• Compare multiple domains, subdomains, directories or pages
• Competitors can be added to many reports in the suite
Competitor
Competitor
Competitor

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Dashboards
• Consolidate reporting
from multiple sections of
the Research Cloud &
Projects
• Easily created / updated
• Personalization
• Can be set up for
automatic delivery – even
to stakeholders who don’t
use the suite

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ProjectEvents
• Add milestones and
other annotations
• Will appear as overlays in
reporting throughout the
suite
• Help effectively gauge
the impact of changes to
the site and within
Project setup
Competitors

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Takeaways
• The Search market is volatile and performance will constantly change
• Tracking performance and progress is imperative to success
• Competitors performance must be tracked!
• Market Share is subjective to specific products, lines-of-businesses, etc.
• The Searchmetrics Research Cloud is a great tool for high-level analysis of
multiple competitors
• Project Data is great for monitoring specific keywords and competitors
• Automated reporting makes your job easier and can engage multiple
stakeholders in the SEO process

Thanks for Downloading our Content!
Be sure to check out our blog:
https://blog.searchmetrics.com/us/
k.burke@searchmetrics.com
www.linkedin.com/in/kirbyburkejr
@KirbyBurkeJr

Market Analysis and Performance Tracking using the Searchmetrics Suite

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