How to build a comprehensive & complete SEO keyword ranking report

Question: Do you know, right now, what content your team is creating really ranks? And for what keywords?

Most marketers have a general idea of ​​how their SEO efforts are made. They can tell you the number of organic visitors they generate or even the number of keywords they currently rank in the top 10 search positions.

So how can you build a more sophisticated keyword ranking report to better understand and, more importantly, optimize your content marketing efforts?

1. Set goals for your keyword rankings

According to Vanessa O. Piccone of Mangools, goal setting is basic. Before anything else, create and discuss specific goals with your customers (remember to set realistic expectations!).

The software says they want to double the traffic, and you plan to achieve it through informative blog posts - organize the data in the ranking report so they can quickly identify your goals / The results / categories of each keyword will help you provide insightful information, educating customers in the most friendly way possible.

It's a tactic also used by Power Digital Marketing, as Annie Beltran advises: Manh really understands the goals and goals your customers deem relevant to their ROI in SEO. Then draw the data in a clear, concise way and focus on the ‘bottom line’ clearly.

Report on the most relevant information, the details behind your analysis and your strategy to continue from what you have learned.

You are not allowed to move an individual keyword needle, as the keywords are variable and cannot guarantee compelling results. Communicate how SEO is moving the business forward as a whole towards the Ranking or Average of ranking terms, according to Belt Beltran.

This is very useful when incorporating your report, as GetVOIP's Reuben Yonatan explains: Death Know how your rankings are good and good, but if you don't work to achieve the end result, basically You are wasting your time.

There may be goals like overcoming your competitors or establishing yourself as a competent person in a new segment. Whatever the goal, it helps focus your efforts. There is a progress update on SEO keyword reports to help you know if it's time to adjust your strategy or to keep things the same.

Involve : 23 best keyword tracking tools (According to SEO 107)

2. Purpose of search

Joshua Waller of Ontario SEO says that while it's important to know the rankings and search volume for keywords, knowing the intent behind each keyword is even more valuable.

Including the purpose for each keyword in the SEO keyword ranking report helps you start preparing which optimizations or types of content are needed to help increase keyword rankings. For example, you can take all keywords for informational purposes and use it as a basis for a blog strategy.

There are four main types of search purposes, depending on what action people want to perform after searching for that keyword:

  1. Buy
  2. Know (i.e. read or view something for information)
  3. Do (i.e. opening a securities account)
  4. Go (i.e., to your local Chinese restaurant.

Rashon Bryan explains how you can do this in your keyword ranking report: Italy Include the KW intent (create a column for it) and place weight on the KW with intent rather than without, even when the search volume is higher.

3. Prioritize high traffic keywords (or values)

In a keyword ranking report, Bannersnack's Iacob Sergiu thought that you should identify the most valuable keywords for your business.

If you are running PPC search campaigns, you can easily do this by correlating sales from search ads with the keywords you rank organically. This will help you identify the keywords you can and should rank higher for.

Similarly, Aristide Basque of SH1FT recommends focusing on keywords that are driving traffic. You can be ranked 15th in bulk and receive 15,000 visitors per month.

4. Highlight SERP features

An important advice for your keyword ranking report is to include SERP features where possible, advising Colin Mosier on JSL's Web Design & Marketing.

Including your keyword rankings is important, but it can tell your customers that you will go further if you also show them the SERP features they include.

When performing a Google search, many people pay special attention to featured snippets and local map packages. If you can put your customers in the location of featured snippets or local map packs, chances are they will get a lot of additional traffic!

Michael Keenan agrees: When reporting, you want to show snippets you rank, the traffic they help drive and which keywords you're working on to get the snippet. It is a great way to show stakeholders that what you are doing is working.

5. Add context to change rankings

According to Ben Johnston of Sagefrog Marketing Group, your keyword ranking report will highlight keyword movements in the SERPs and take into account external factors.

Is there a recent Google Algo update? Is the tracked keyword getting more traffic based on seasonality or a current event? Competitors have begun to promote their SEO efforts or have a new candidate in the circle appear online.

(Remember: Google changes the algorithm hundreds of times every year.)

All of this has to be considered to really bring value in your SEO keyword report, according to John Johnston.

Tung Dao of Avada Commerce adds: Earn Every SEOer tracking their keywords knows that they fluctuate. So make sure that when you create and present your report, give your boss or client the context of the whole SEO situation. Ranking is important, but that's just one factor and it may not reflect the big picture.

In addition, Kevin Dhimitri said, shooting a short video with Loom and showing them a ranking chart and what you did to increase rankings can also help customers understand what you do more.

6. Include average CPC for each keyword

The CPC of a keyword tells you the average amount that advertisers are paying to show for that term in Google Ads.

However, Tony Heywood of Dentons Digital recommends that you include this in your organic keyword ranking report because the hard cash value gives you an idea of ​​how well the keyword converts.

It may be a low traffic keyword but if the market is willing to pay the highest price for it it is likely to convert at a good level.

7. Add search volume data

Sam Olmsted of Pelicoin agrees that keyword ranking reports are important in any SEO report for customers. They want to see how they are doing and how far they've come thanks to your efforts.

One One's advice to build a deep keyword report is to include the search volume of the keywords you are ranking for well, according to Ol Olsted's advice.

Anyone can write a 500-word article on an obscure topic and rank for it on Google. However, if you can create a good ranking landing page for high volume keywords, you are providing real value to your customers. If you do not include the search volume of your ranking keywords, then in a way, you are hiding the true nature of your results.

It's a tactic also used by Yisoo Training, as explained by Tyler Tafelsky: this allows our team to understand which keywords have the greatest growth potential in generating organic traffic. muscle.

However, Best Company Rochelle Burnside has a word of warning: Search When creating a keyword report, pull more than one metric for the average search volume for a keyword. Instead, get data for the monthly search volume of each keyword (for a year) so you can see where it is affected by seasonality and get a better overall picture of volume. .

Involve : 14 free ways to research and analyze keywords for blog posts

8. Refers to the clickthrough rate of the keyword

One of my favorite insights to include in keyword ranking reports is the clickthrough rate compared to the average CTR for the SERP position of that keyword, according to expert Darin Evangelista of Lyda Law Firm.

For example, if my keyword is ranked in position 3 and my CTR is 8%, I know that I'm below the average for that position (currently 9.19% for mobile devices by AWR). From this information, I can extrapolate the amount of traffic I would receive if my CTR was improved to reach an average.

Evangelista adds: This is a great way to identify pages that can see an immediate increase in traffic with simple meta data adjustments.

9. Use more data shown in Google Search Console

Google Search Console is one of the most popular tools used by SEOs.

One of my tips for an SEO keyword ranking report is not taking Google Search Console position at its par value, he wrote Roman Kim of the Sleep Judge.

The keyword / page position reports in GSC are averaged over time, averaged by location, and averaged across device types. Having too many variables affecting a metric may not reflect actual performance.

I made a mistake reporting this GSC metric to a client in past monthly reports. How do you explain if the GSC rating is 2 positions lower than last year, but we have more clicks? Occasionally, an increase in seasonal impressions or regional differences can negatively skew the position, even if your overall performance is better.

Kim advises: A better way to report rankings is to use the ranking tool (SEMRush, Moz, Ahrefs or many others) to measure absolute position periodically and from the same position. By making proper measurements, we can evaluate rankings better over time.

10. Similar keyword groups

Dave Rohrer of NorthSide Metrics thinks that you should never report on a single keyword. No matter if it's the most important keyword for your boss or client. Instead, wrap those and others into one of two categories, business units or some other group that makes sense to the business.

This way, a product manager or business owner will see not only 1-2 keywords but 25-200 and how their entire vertical has been performing in recent weeks and months. . Focusing on a single keyword only hurts the ability to focus on a big picture of the business.

This is not due to the keyword similarity, though. SoftwarePundit's Bruce Hogan shares four other categories:

  • Branded keywords
  • Keywords without the highest traffic
  • Keywords specific to geography
  • Keywords for each of the main products or services you offer

11. Include page URL to rank keywords

Robert Taylor says that Eclix Digital's electronic customers want to know how they rank for a particular keyword but have more stories than just a numerical ranking value.

“Most people only care about what position their site ranks but don't ask but pages on their site hierarchy. This is why we always include the site's ranking page in our reports, which provide insight into reason The keyword returns that page in the search engine results pages.

Taylor adds: Showing page rank in keyword reports gives us 3 important information:

  1. Pages with the best content or more relative content with the keyword. These high-ranking pages are monetization sites and from here we can implement additional SEO tactics to improve the conversion rate and transfer the right of the page to other related pages.
  2. We can see if pages are ranked for many keywords. Usually, the homepage ranks for many keywords but we can use this information to adjust the content on the pages. is not should rank for many keywords if they are not relevant.
  3. See if multiple pages are ranked for the same keyword. AKA keyword cannibalism. This can help us identify pages that are too similar and ultimately compete with each other, so we can change the content to make each page unique.

Similarly, Hung Nguyen of Smallpdf thinks that you should include all URLs with a specific keyword rank, instead of just the main page being published for ranking purposes for that keyword.

Doing so will allow you to analyze whether you need content updates to prevent keyword theft, or to identify a standard page to avoid unintended traffic loss.

12. Includes competitor benchmarks

“When building a published SEO ranking keyword, the keyword's performance benchmark is important against your competitors,” Synthesio ‘s Anna Tolette advises.

Are their pages constantly ranked higher than yours? If so, what is their content or SEO strategy different from yours? Or, which of your pages always performs well compared to your competitors?

Tolette explains: This ad gives you insight into the topics or strategies that are working for your brand. Continuous reviews and benchmarks help you stay up to date on industry changes and competitor performance.

Dan Rawley of Twinkl Education Publishing House added: The keyword ranking process Benchmark versus competitors targeting the same terms adds context to the ranking movements and is a great way to Guaranteed purchase from customers or business stakeholders.

In SEO, there are a few things that will make them more satisfied than being able to see your rankings increase while your competitors drop in real time.

Jesus Meca applies this: Fact If ABC Company wants to rank ‘credit card’, we can compare ABC rankings with Nerdwallet, CreditCards.com, Credit Karma and Fool.com.

If ABC company is not ready to compete with the top, we can compare it with the companies ranking between them and the top. This is a good way to celebrate progress as we pass our competitors' rankings.

Involve : How to run an effective competition analysis and explore potential opportunities

13. Visualize your keyword data

Isn't it frustrating to open a marketing report and see a huge wall of text? (Or worse, a spreadsheet of numbers that make you feel like you need a math degree to understand?)

Lisa Parmley of IP Enterprises said that SEO ranking reports need to be easy to digest. Hopefully, you have goals that you hope to achieve and you need to keep these in mind.

For example, I am currently working on another part of the pillar content. I have a main keyword along with some sub keywords that I hope to rank for.

I will organize all these keywords on the report and even highlight them with different colors (one for the primary color and another for the secondary color). You can organize all the content from your website this way and see at a glance how your content is performing for specific search terms.

Wiza's Brooklin Nash also does this: Include an intuitive element that can be extremely helpful to get the big picture monthly (and throughout the year).

* Editor's note : You don't need to be a design expert to display your data in a way that is easy to understand and understand. We have a range of templates that automatically get your keyword ranking data from popular tools like Google Search Console, SEMrush and Accuranker:

14. Local keyword ranking data

It's easy to fall into the trap of only recording keywords for your content marketing strategy. However, 46% of Google searches are for local businesses; you can miss tons of keyword data by limiting your reporting.

Fannit 's Neil Eneix recommends' including the local city rankings reporting your keywords, so customers can see the 1 to 3 rankings you've achieved from searches. city ​​or county level. '

The most typical keyword followers don't have this ability. It's more expensive to track - we use agency analysis - but it provides more detailed data for growth and leads in targeted areas.

15. Display the general line of momentum

Jeremy Cross's team at Team Building Atlanta thinks that you should tell if the individual rankings are trending up or down in a keyword ranking report.

Sometimes a report can be misleading if, for example, it shows the top three rankings for the past 80 days, then a decrease in the last 10 days. By providing an indication that momentum is increasing or decreasing, reviewers of the report can take action on it.

This way, you can focus on the keywords you are losing rankings, while making sure you put the necessary efforts into maintaining the rankings where you do well, throwing Mashviso r torn Daniela Andreevska prize. prefer.

Packhelp's Phil Forbes also thinks this is important because time is a big factor when it comes to keywords.

Where did you rank these keywords for 12, 6, 3 and 1 month ago? Seeing their movements over time is important, your report is useless unless you can tell the reason why Your keywords move the way they were moving.

This may be why the majority of our specialists create and provide monthly keyword ranking reports:

Jonathan Aufray of Hacker Growth agrees: A profound SEO keyword ranking report, you want to show the progress that has been made. At what position these keywords were ranked last month or last quarter compared to now. This is how you express progress, growth and results.

SEO SEO is a long-term game; You will not be ranked first after just one night, JVT Media's Lien TonVi adds. Instead, focus on reporting your keyword rankings over time. This also allows you to troubleshoot if something doesn't rise in the ranks.

16. Based on some SEO metrics, not one

Remember how earlier we mentioned that you should use more tools than just Google Search Console?

Matt Slaymaker's advice on Folsom Creative follows a similar concept: Never just look at a metric. Always cross-analyze your SEO keyword rankings with multiple metrics.

Instead of looking at keyword impressions only, see the number of impressions and current position. Instead of just looking at keyword clicks, look at clicks and CTR.

Doing so will draw a much more complete picture and allow you to see not only the keywords that are being searched often, but also how you currently rank for them, and what you can do more to Increase rankings for those specific keywords. Education

Kyle Berkman of Hotels4Teams explains: Between the vast core updates and Google's resource volatility at 3rd party services, you can never be sure you're getting the whole picture. , especially with larger projects.

I recommend using standalone software, such as SEO Powersuite Rank Tracker, to directly verify all results and don't be afraid to check those results with actual searches.

17. Do not neglect rankings # 2

It is fascinating to include all the data the best in your keyword ranking report. You want stakeholders or customers think, wow wow! They are doing an incredible job.

But one report is not just to highlight your victory. Use it as your way to find opportunities to increase your keyword rankings even further, as Sneh Ratna Choudhary of Beaconstac explains: Don't ignore the keywords your site is ranking on the second page. .

Optimizing it with highly intentional keywords, long tail keywords and adding structured data can improve its rankings.

18. Display the revenue (or conversions) generated by the keywords

According to Igor Avidon of the Avidon Marketing Group, the keyword rankings themselves are quite meaningless. They do not say what ranking makes the company at the business level (sales or leads).

The only way to show the true value of rankings achieved for any particular keyword is to make sure you also show how that translates into business impact - how much revenue or how many customers. potential lead page.

Brendan Hufford's directive agrees: 'Often SEOs like to show off big traffic numbers, but keyword rankings should focus on higher ROI keywords that drive actual business results, not just metrics. nowhere.'

This is why Claire Shaner warns people who never create a report that says only the keywords you rank for. Also, include clicks from each keyword and the action taken on your site after clicking.

Sometimes you rank in the top ten for a keyword but that ranking does nothing for your bottom line.

For example, here at ZooWho, our feature page is ranked in the top 5 for a high volume keyword, which is the name of an unrelated business. The search purpose of that keyword has nothing to do with us. Although our site ranks high for keywords, the content ranked does not fit the keyword's search intent and so it does nothing for our business.

It's a tactic also used by Adam Kirk's team at Ketchup Marketing: Million We convert that baseline metric into more valuable data, such as how many subscriptions / purchases come from people access the site with that keyword.

By allocating keywords to specific pages, we can show real business benefits - revenue, leads, etc. - linked to improvements in keyword rankings.

In a nutshell, Matthew Woodward adds: Everyone is obsessed with ranking # 1 for as many keywords as possible. But if those rankings don't send you conversion traffic, there's no point.

You need to build a report that shows you the exact revenue each keyword is generating and acting accordingly to that data.

19. Explain your previous reporting strategy

A tip to building a profound SEO keyword ranking report is to always outline your procedure. I mean, outline what you did to achieve your SEO goal, Ellie-Paige Moore of The Bolt Way.

This is also a great way to show off what you've accomplished as well as meet other SEO goals, for example, writing missing meta descriptions, including alt attributes for images or correcting transitions. direction.

Điều này có vẻ là một điều hiển nhiên nhưng nó có thể dễ dàng bị lãng quên, ông Moore Moore tiếp tục.

Người dân rất thích xem bằng chứng về khoản đầu tư mà họ tự bỏ vào và bất kỳ chi phí nào khác của bên thứ ba như phần mềm SEO. Họ muốn biết rằng nó đang được đền đáp, vì vậy hãy luôn chú ý nhắc nhở bất cứ ai đang báo cáo cho bạn biết họ đang làm gì và cho thấy bạn đã làm việc hiệu quả như thế nào.

20. Chỉ bao gồm những gì hoạt động

Lời khuyên của một người sẽ là không lãng phí thời gian trong việc báo cáo những con số mà bạn không cần, đó là William Taylor của MintResume . Người dân thường không biết một số báo cáo tốn bao nhiêu thời gian và do đó trước khi bắt đầu thực hiện báo cáo, bạn nên biết những con số đó có giá trị như thế nào đối với doanh nghiệp của bạn.

Nếu bạn không thể ảnh hưởng đến các con số, vậy thì lý do nhìn vào chúng là gì? Thật là phí thời gian. Chỉ báo cáo KPI hiển thị kết quả của công việc tối ưu hóa chuyển đổi, chiến dịch, thay đổi nội dung, v.v. Điều đó giúp có thể hành động theo chúng và tiếp tục cải thiện.

Ngay khi tôi chuẩn bị báo cáo cho nhóm của chúng tôi hoặc cho khách hàng, trước tiên tôi sẽ xóa tiếng ồn, còn thêm Alex Robinson của Team Building Hero . Ý tôi là gì

Tất cả mọi người xếp hạng cho các từ khóa đuôi dài không liên quan cho mục đích kinh doanh thực tế. Ví dụ: bạn có thể là doanh nghiệp B2B và trong một bài viết cụ thể, bạn đề cập đến một thị trấn nhỏ ở vùng nông thôn Canada và chọn một số bảng xếp hạng cấp thấp cho tên của thị trấn đó.

Thứ hạng này chỉ là tiếng ồn. Thật ấn tượng khi cho thấy rằng bạn xếp hạng cho hàng ngàn từ khóa, nhưng tôi chỉ muốn hiển thị hàng chục hoặc hàng trăm thực sự phục vụ mục đích kinh doanh.

Mike LaLonde của Londes Digital Marketing đồng ý: Từ khi Google tiếp tục xây dựng trên công cụ từ đồng nghĩa của họ, đối xử với các từ khóa tương tự về cơ bản giống nhau, nhu cầu thêm các biến thể cho các từ khóa chính ngày càng ít quan trọng hơn. Hoặc ít nhất là kiểm tra chúng ít thường xuyên hơn.

Bạn có thể tóm tắt tốt hơn sức mạnh hữu cơ bằng cách xem xét một số ít 10 từ khóa duy nhất bao gồm các dịch vụ của một doanh nghiệp hơn 50 biến thể của cùng một từ.

21. Tư vấn về các bước tiếp theo của bạn

Giselle Bardwell cho biết, khi Khi ( Kiwi Creative ) tạo báo cáo xếp hạng từ khóa cho khách hàng, chúng tôi nhắm đến việc họ có thể hành động ngay lập tức.

Trong báo cáo, chúng tôi nêu bật các từ khóa mà khách hàng của chúng tôi xếp hạng, cùng với các từ khóa có tiềm năng xếp hạng. Điều này tạo ra một danh sách dài các từ khóa có số lần hiển thị, lần nhấp, TLB và vị trí SERP khác nhau.

Tuy nhiên, chúng tôi cũng đặt mục tiêu củng cố dữ liệu này, đó là nơi mà tiền boa của chúng tôi sinh ra. Một từ khóa xếp hạng thấp và có vẻ phù hợp có thể không có giá trị chiến lược và nội dung hoạt động nếu khối lượng tìm kiếm khá thấp.

Bardwell tiếp tục: Kiếm Khi tạo chiến lược SEO, tốt nhất nên nhắm mục tiêu từ khóa đuôi dài với khối lượng tìm kiếm cao và cạnh tranh SERP. Vì chúng tôi bao gồm lượng tìm kiếm trong các báo cáo của mình, chúng tôi có thể xác định các truy vấn để nhắm mục tiêu trên các trang hai và ba có lượng tìm kiếm phù hợp để chúng tôi sử dụng ngân sách của khách hàng một cách hiệu quả nhất.

Augurian ‘s Megan Upperman nghĩ rằng ‘một phần của việc xây dựng một báo cáo từ khóa sâu sắc là bao gồm điểm nổi bật của những thách thức mà bạn sẽ phải đối mặt trong nỗ lực cải thiện thứ hạng cho các từ khóa quan trọng nhất của mình.’

Tôi khuyên bạn nên bao gồm thông tin về việc trang nào xếp hạng cho các từ khóa ưu tiên của bạn cũng như các trang web được xác định là đối thủ cạnh tranh hữu cơ bằng một công cụ như SEMrush.

Dave Amoroso của Ron Sonntag Quan hệ công chúng cho biết thêm: Giả sử dữ liệu là chính xác, giá trị của báo cáo sau đó phụ thuộc vào sự chu đáo của phân tích.

Bạn có thể có hàng tá công cụ và bot quét trang web của mình, nhưng phải mất một con người để xác định công ty này là ai, khách hàng của họ là gì, họ muốn gì và do đó từ khóa bị thiếu trong dữ liệu báo cáo.

Final thought

Bây giờ bạn đã biết cách tạo báo cáo xếp hạng từ khóa, không có lý do gì để dựa vào bảng tính Excel để thể hiện kết quả tuyệt vời của bạn.

Hãy áp dụng những lời khuyên của chuyên gia này và bạn sẽ để lại một báo cáo hấp dẫn để cho thấy cách xếp hạng từ khóa của bạn thay đổi, chiến lược bạn đã sử dụng để đạt được điều đó và cách bạn sẽ cải thiện hơn nữa.