Tags combine keywords or URLs into groups and thus facilitate reporting and analysis. Tags are rather keywords that can describe, categorise and classify the text or content. This term does not have to appear in the text. Tags are therefore different from keywords.
An example: the keyword for a text about dogs can be "dog", while the keyword, i.e. the tag, is "mammal" and this word does not necessarily have to be used in the content.
Why should I tag?
Increasingly complex reporting structures, the growing number of product portfolios and the enormous growth of market segments make it increasingly difficult to measure SEO measures. Especially for companies that are involved in different market segments, it takes a lot of effort to get a good overview of the individual segments.
For these reasons, it makes sense to combine your individual keywords and URLs into groups. This is where tags help.
Keyword Tags
Keyword tags enable keyword based analyses (visibility, market shares and competitors) of individual market segments or even individual product levels.
For example, Amazon wants to know what share the Kindle reader has in the overall performance of the electronics sector.
Day 1: Electronics, Day 2: Computers and accessories, Day 3: Tablets, Day 4: Kindle (product level)
See attached: Structured tagging.
Screenshot of Tag Performance.
URL Tags
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URL tags are used to group several URLs together. This is useful if you want to analyse how individual parts of the domain perform. After the creation of URL Tags, you can then filter for them in areas of the Search Experience.
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Example A: I am relaunching pages and would like to see how the launched URLs perform overall.
Merging these pages in one day: Relaunch
Example B: Several publishers are responsible for writing my pages and I want to compare the performance of the publishers.
Summary of published pages by publisher: Publisher 1, Publisher 2
Tags in the Search Experience
As soon as keyword and/or URL tags are defined in a project, they can be filtered in every area of the Search Experience to analyse the performance for these specific tags.
Each subpage of the Search Experience has the following bar:
This allows the project performance shown below to be easily changed to tag level. To do this, click on "project" and then select the tag for which you wish to view data.
Tip: Check out this workflow to see the benefits of a good tag structure: Search Experience: Tailored reporting of individual market segments
How can I tag Keywords and URLs? Have a look in Project Management!