Do you know which segment of your website has performed best in the last month? And which has been lagging?
Comprehensive reporting is worth its weight in gold – how else can you accurately break down your online development and allow easy KPI comparison with other departments?
With Search Experience, you can keep a close eye on each product category, clearly understand developments and plan strategies, receiving comprehensive reports for your market segments. You can also create bespoke dashboards from keyword and URL performance, to SERP features and market analysis.
Tag Performance
Tag your project keywords – the structured tagging will allow you to map your SEO performance according to your website or product hierarchy.
Read more about Tags in general or get to know learn how to tag your project keywords in the project management article.
Analysis of individual tags
Let’s imagine we are a large online retailer and want to find out how the SEO visibility of certain segments of our website have developed over the last 6 months.
Within Search Experience we would navigate to Keyword Performance > Tag Performance page where we can see the sunburst chart. The sunburst chart allows an overview of the current developments of the individual tags.
In our project (see picture below) we created the different segments from sports to computers as tags and sub-tags and can now view their individual performances. Here the motors segment can be analysed in detail, from parts to car electronics. We can also see that the visibility decreased for our lighting and lamps section but increased for wheels and tyres.
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We can compare the entire motors segment with other segments, such as electronics, party supplies, or garden and outdoors, which allows you to always have your high performing segments in view and act immediately if one of them is stalling. At the same time, you can check if any weaker categories require optimising.
If you scroll to the bottom of the page in Tag Performance, you will find the Search Performance by tag as a table. It shows you all keywords by tag. With one click in the "Keywords Total" column you can see the ranking URL, the SERP features, the search intent, and your detailed position history for each keyword. This allows you to break down strategies per segment to individual keywords and plan your content systematically.
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Here, we can see which keywords our car radio tag is already ranking for, and through targeted keyword research with Research Cloud we can determine which keywords we should strategically include and develop in our content planning.
If you eventually publish new content, enter the keywords for which the text should rank. This way you can track the success of your campaigns.
As the online retailer, we can, for example, publish new content on car lights to enhance the performance of the tag. We can also reduce gaps between the keywords for which the URL should rank and the keywords for which the URL actually ranks.
SERP Features
To meet the user intent, we also need to consider SERP features. Images, videos, related questions and more not only enrich our content, but also increase visibility and traffic. Discover with Search Experience which SERP features are relevant for you, your market, and your users. To do this, navigate to SERP features > Overview.
For the online retailer, we see here that we do not rank for videos or related questions in the SERP with our garden and outdoors tag, whereas our competitors do.
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You can see which SERP features are relevant for each of your tags and which websites compete for each feature. The report also shows you the search queries that include the SERP feature. This way you can understand which SERP features you need to keep in mind for each part of your keyword set.
Additional tip: In the header of each Search Experience page, there is a page where a tag can be selected for evaluation. All elements, KPIs and tables then evaluate only the specific tag.