Compared to the Research Cloud, the Search Experience offers in-depth analysis of the competitors. In order to do this, they must be added to the project as benchmarks. Take a look at the article on project management to find out how it works.
In this article you will learn everything about the advantages of benchmarks and benchmark analysis in the Search Experience.
Benchmarks can be used for direct comparison across multiple charts in the Search Experience. Let's take a look at the example: we are in the Keyword Performance > Overview and we are looking at the SEO Visibility chart. There we can not only analyze the visibility of our project keywords for our own domain, but can also use tests for comparison. We then see how the benchmark ranks against our custom set of keywords.
In the example given below, we consider the share of market for amazon.co.uk. The overall visibility of the market (based on the entered keyword set) is 145.7K. Amazon's share of market is 8.4%. The average share of market of the benchmarks is also shown for comparison, this is 1.1%. In the current ranking, Amazon is in the first place in the top 10.
We also see the total market SEO Visibility, which, based on the first page of search results (positions 1-10), reflects 100% of the market volume for a specific set of keywords. To do this, the market is defined for each keyword in a set of keywords and aggregated to a total value (market volume).
Additionally, the top ten domains are broken down according to their visibility in a particular market. Hover the mouse over each bar to view the corresponding data. It becomes clear that our site has the highest share of market.
In order to be able to analyze the share of market development over a certain period of time, scroll down to the line chart below. Again, benchmarks can be added here for comparison. You can also display Events or Google Updates stored in the project in order to examine major changes for possible connections. Hover over the individual data points to see the percentage development compared to the previous data point.
If the tag structure is set up correctly, you can also, for example, see the share of market for individual tags.
To do this, select a specific day on the panel on the top (instead of "project") to break the analysis into this one.
Benchmarks can also be analyzed in the same way. This is another great advantage of benchmarks in the project, as all evaluations on the Search Experience pages can also be displayed for the benchmarks.
All you have to do is select the test domain in the title area after "How did" instead of the default project domain. The performance of the reference domain is then analyzed based on your set of keywords.
If you then add special benchmarks for individual tags, you can carry out important competitive analyzes at tag level by setting a specific benchmark and day. It makes perfect sense to add benchmarks to the project that are only relevant for a specific day. When analyzing the other tags or the entire project, these benchmarks can simply be disregarded.