The content of the report always depends on the interests of those who need to be reported. Management, of course, is not only interested in content management, but other things as well.
Before creating a dashboard, it should always be clear which KPIs are really relevant to the recipient.
Since the assessment is not always easy, the following examples show the content of the report, taking into account different interest groups.
Dashboards are composed exclusively of Searchmetrics Suite elements. Before creating it, it makes sense to understand the elements, how they work and how to add them to the toolbar. We recommend the following articles:
>> Elements in the Searchmetrics Suite
>> How to add elements to my dashboard?
Example of dashboards for..
... Managing Directors
... SEO Management
... Global SEO Coordination
... Online Marketing Management
... Product Management
... Content Specialist
... Technical Analyst
... SEA Management
Managing directors
The report to the managing director should summarize all the essential “hard facts” in a nutshell. Since there is often no time for detailed analysis, care should be taken to include as few KPIs as possible with the most informative value in the report.
It is advisable to refer to the projects in the Search Experience, as optimization processes are mainly based on their analysis results. A managing director is primarily interested in the market situation, competitors, market development, and share of market. The Searchmetrics Suite offers the following elements for this purpose:
Keyword Performance > Overview
- SEO Visibility + Share of Market development chart: Shows the historical development of the SEO Visibility project and share of market for a certain period of time.
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Growth Report of Share of Market: This report collects data for a longer period of time. Monthly, quarterly, and annual reports show how visibility and share of market have developed over the years. With this table you can track your domain data and see changes for selected years, quarters, or months. It makes most sense to look at the trend over the years, for example from 2019-2020.
Keyword Performance > Tag Perfomance
- Share of Market by Tag: The diagram shows the hierarchical arrangement of tags and their market share for your domain. It also shows an individual market share trend.
As you can see from the wording, there are many elements in the field of market analysis that are important for this type of report.
Market Insights > Share of Market
- Share of Market Competitors/Share of Market Benchmarks: The diagram shows the market coverage of a selected set of keywords for a selected domain based on SEO Visibility for the entire market. From this point of view, you can see yourself in direct comparison with competitors and your benchmarks.
Marktet Insights > Market Growth
- Share of Market Growth: Competitors and Benchmarks: The diagrams show the market coverage of the selected keyword set for the selected domain. You can see the growth of your market on the first search results page and your benchmarks at the specified time.
If more general data should also be included, which should provide information beyond the project, the following Research Cloud data could also be of interest:
Organic Search > Organic Rankings
- Desktop vs Mobile Visibility: Search results differ considerably depending on the device you are using. The SEO desktop visibility of a domain is historically compared to its visibility on mobile. This provides a quick insight into how users get to the page in the first place.
Organic Search > Competitor Analysis
- Organic Competitors: This diagram is suitable to get a more general insight into the entire market situation and the competitors. Here your performance is compared with the performance of your competitors. The X-axis shows the number of keywords shared with competing domains, and the Y-axis shows the Traffic Index for the domains. The size of the bubbles corresponds to the average traffic value.
Organic Search > Paid Rankings
Paid Position: In addition, the CEO can always have an interest in ensuring that the costs incurred bring results. To do this, you can add a chart that shows the historical development of paid positions and compares them with those of competitors.
SEO management - project related
The SEO manager always wants to know all the information related to ranking. This is where project-specific data is particularly important. But general trends and events can also be of interest to an SEO manager. The Searchmetrics Suite offers so many different KPIs and elements for virtually no other area of interest. Some examples are shown below.
Keyword Performance > Overview
- SEO Visibility: SEO Visibility, based on project keywords, is a measure of how visible a website is in regular search results. The value shows SEO Visibility for the last data point. Percentage shows the trend towards the previous data point. This element is a suitable input for an introduction and general understanding of the project.
Keyword Performance > Organic Rankings
- Organic Keyword Rankings: Apart from general KPIs like SEO Visibility, the current Keyword Rankings of a project are of particular importance. All keywords of the project are listed here, which, if necessary, can be supplemented with other important information, such as position, search volume, Traffic Index, etc.
Keyword Performance > Tag Performance
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SEO Visibility by Tag: This chart is a good overview of the performance of individual tags. It shows the posts about SEO Visibility by tag hierarchy for your domain. The overall SEO Visibility of your domain, as well as the growth during the indicated trend, is shown in the middle of the chart. This way, you can see exactly which tags affect the overall visibility. The innermost level shows the color visibility of your tags at the first level. The color scheme shows that different keyword tags belong to a higher level tag. By clicking on tags you analyze the tag groups in detail, and clicking in the middle takes you back to the beginning.
- Search Performance by Tag: This table provides an overview of all relevant KPIs at the tag level. You can see the total number of keywords to rank in each tag hierarchy, as well as their contribution to SEO Visibility and share of market. Tags are categorized in a hierarchy. You can click on the parent tag to display other tags in the list, and then the keywords for the corresponding tags.
Keyword Performance > Winners and Losers
- Trends: Trends provide a good overview of the development of important keywords and their KPIs. These four trends provide an overview of keyword development. You can quickly see what percentage of keywords got or lost positions (Keyword Trend), how much traffic was gained or lost (Traffic Index Trend), how it affects traffic value (Traffic Value Trend), and which positions have winner and loser keywords (Keyword Position Spread Trend).
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Top 10 Winner and Loser Keywords: For even more insight into specific winner and loser keywords in addition to trends, add the top 10 winner and loser keyword lists to your dashboard and see how these changes affect your Traffic Index, watch for potential traffic gains if performance of keyword keeps getting better or worse. If your SEO Visibility has improved, this table can be helpful to understand which keywords have a big impact on your performance. If it gets worse, possible causes can be identified.
Keyword Performance > Search Intent
- Traffic Index by Search Intent: This diagram shows the the breakdown of your Traffic Index by search intent. This way you can check if the keywords of your project match your goals. Hovering over the relevant column also indicates the Traffic Index potential that is in that search intent. The higher the Δ Traffic Index potential, the more optimization opportunities there is in this search intent for the keywords of your project.
- Search Intent by Tag: This table can be interesting too. If, for example, it is a shop that is also connected to a guide, both areas target different search goals. Thus, it is possible to make a precise subdivision of informational, transactional and navigation keywords for the corresponding tags and nested tags of the project. It also displays important information such as number of ranking keywords, visibility and search volume.
Keyword Performance > URL Performance
- URL Trend:I n terms of keywords, the overall trend of the URL is also important. It shows the total number of project URLs that gained or lost position during the selected trend duration.
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URL Position Spread: The chart shows the number and distribution of all URLs for the respective positions. The calculation is based on the number of URLs for each location versus the total. You can also see the percentage of position in the URLs with the respective trend. This chart therefore gives a good overview of the general URL positioning.
- URL Performance: If your dashboard needs to provide more detailed information about individual project URLs, the URL performance table suits too. All project URLs are listed and sorted by Traffic Index. Use the filter feature or add additional columns to analyze traffic value, Traffic Index potential, and CPC. By clicking on the star, you can add the URL to your favorites list so that it can be analyzed separately.
SERP Features > Overview
- Market Distribution: The SERP Features Overview helps to understand the general market situation for SERP feature integrations. All listed SERP features are relevant based on the keyword set. At a glance it can be analyzed which SERP features are important in the market, with which the domain is currently represented, and which should still be expanded.
- SERP Features Benchmarks: Based on the market situation, the competitive situation for each SERP feature in which the domain is already represented can be examined in detail. The chart compares the number of keywords for which you and your benchmarks have SERP features integrations. The percentage also shows how large the proportion of the respective keywords is for the selected keyword set.
As mentioned in the beginning, the SEO manager is mainly focused on project performance. Of course, general trends and developments are also of interest. The Research Cloud is suitable for this.
Research Cloud > Overview
- Top Organic Keywords: The top organic keywords are determined by Traffic Index, which is an estimate of the monthly traffic a keyword generates for a domain. There are probably important keywords here that should be included and followed in the project.
- Organic Winners & Losers: As an addition to the winner and loser project keywords, this table can also contain additional helpful information. The winners are the keywords with which the domain posted the strongest improvement in organic rankings and traffic on desktops in the past week. The losers are the keywords with which the domain recorded the largest loss in organic rankings and traffic on desktops compared to the previous week. Winning and losing keywords have a direct impact on the overall SEO Visibility of the domain. Use this table to track performance throughout the week and identify opportunities and problem areas.
- Organic Competitors: Organic competitors are identified based on common keywords that are shared with each other. For example, organic keywords for which the selected domain competes with others. This table lists the domains you are competing with in organic search. It contains information about your project keywords, keywords unique to competitors, as well as a Traffic Index and ranking comparisons. Use this table to quickly identify your most important competitors and find shared keywords and keyword gaps.
Organic Search > Organic Rankings
- Organic Desktop vs. Mobile Visbility: Should it be checked whether your domain is also relevant for ranking in the mobile area, this diagram can provide information about it. Search results differ considerably depending on the device used. The SEO desktop visibility of a domain is historically compared with its mobile visibility. By comparing the two visibility values over time, you can historically determine the mobile optimization of the selected domain. If the visibility of the desktop is higher than the mobile visibility, there is an opportunity to improve the usability of the domain for mobile devices, improving visibility, rankings, traffic, etc. In addition, competitors can be used for comparison and Google updates can be displayed in this view.
Tip: If your domain is strongly targeting the mobile domain, you should add a mobile search engine to your project to be able to do more detailed analysis. Visit Project Management to learn how to add a search engine to your project.
Organic Search > Subdomains
- Organic Subdomains (Top 10): The table shows the subdomains of the examined page for which the highest visibility was determined. Subdomains can contain categories or page types, or they can represent completely separate websites. The table helps to understand which subdomains are of great importance and which are currently developing rather well or poorly.
Organic Search > Directories
- Directories Visibility Chart: This chart shows the historical development of the most important directories. This makes it easy to see how much SEO Visibility the individual directories generate.
Backlinks > Backlinks Overview
- SPS: The Searchmetrics Page Strength (SPS) is calculated based on the quantity and quality of all links pointing to a domain. A link to a "strong" domain (which many other links point to) carries more weight than a link to a "weak" domain (which may have no or only a few backlinks). Therefore, this KPI provides quick insights into the overall domain backlink profile.
- Top Link Types: The diagram shows which types of links are most relevant for the analyzed domain.
- Server Responses Overview: This diagram shows all status codes. It gives an overview of the total number of all URLs, as well as their status codes with 200 OK status codes, redirects, erroneous ULRs, and server errors. In this way, errors can be quickly identified and corrected.
Content Performance > Top Performing URLs
- Top Performing URLs: The top performing URLs are determined by the sum of the Traffic Index as an estimate of the amount of monthly organic traffic that comes at these URLs. With this information you can not only determine URLs with good performance, but also identify which URLs have the greatest potential for improvement. You can also see which keywords are generating the most traffic for each URL.
- High Potential URLs: URLs with high potential are determined by the Δ Traffic Index Potential, which represents the difference between the estimated potential and the estimated current monthly organic traffic of the respective URLs. This information not only helps determine which URLs are performing well, but also which URLs have the greatest potential for improvement. You can also see the best traffic-generating keywords for each URL.
In addition, technical elements can also play an important role. Take a look at the Technical Analyst Report.
Global SEO coordination - all projects global
A Global SEO Manager or Global SEO Coordinator is primarily interested in performance comparisons on a global level. The interests differ slightly from those of the SEO manager. If a company operates in different countries and accordingly several projects for several countries are created in the Searchmetrics Suite, then elements that compare local performances with one another and convey a holistic global picture are particularly relevant.
The elements can still be oriented towards the SEO Manager. Dashboards are cross-project. Important KPIs from different projects can be summarized on a report.
This case is illustrated with the following example using the SEO Visibility:
From all three projects, in this case for the DE, UK and US markets, the respective SEO Visibility development charts (Search Experience> Keyword Performance> Overview) are added to a dashboard. The developments and the country-specific benchmarks can then be easily compared to each other.
According to this principle, the following elements could also be of interest:
SERP Features > Overview
Market Distribution: The SERP Features Overview helps to understand the general market situation of the SERP feature integrations in the various countries. In this way, differences between the SERP features in the general market and the SERP feature integrations of the domain can be recognized at a glance.
Market Insights > Share of Market
Share of Market Development: This line chart shows the percentage of market coverage based on the keywords. You can view the share of market of your domain and the selected benchmarks for the selected period. In this way, the share of market (and of the benchmarks) of the various countries and projects can be compared.
DE
UK
Every analysis in the Research Cloud starts with the choice of the country and the domain to be viewed.
This makes it particularly suitable for nationwide analyzes and comparisons. For example, a global SEO manager might be interested in the following elements:
Organic Search > Organic Competitors
Organic Competitors: The diagram shows your nationwide competitors and their performance. The X-axis shows the number of keywords shared with competing domains, and the Y-axis shows the Traffic Index for the domains. The size of the bubbles corresponds to the average traffic value. With the help of the diagram you can immediately identify all your competitors and see how many keywords you share with them, as well as their traffic and the value of the domain. Strong competitors with a high Traffic Index are a threat due to well optimized websites. Weak competitors do not use their optimization potential and can be simple goals.
Research Cloud > World Rankings
SERP Features Country Overview: Find out here which SERP features are particularly common in a certain country and how large this proportion is on the desktop or on mobile devices. Gradually select all the countries you are interested in to analyze the SERP features and combine them in a dashboard.
Online marketing management/country manager
Online marketing managers or country managers are usually very busy and don't have much time to deal with SEO work. Reports for an online marketing manager are mainly about mapping KPIs and elements from which recommendations for action and potential can be deduced. This includes content and performance potential analyzes.
Keyword Performance > Overview
Before analyzing potentials, the general SEO Performance should first be presented. This can be done with just a few KPIs.
- SEO Visibility: SEO Visibility, based on project keywords, is a measure of how visible a website is in regular search results. The value shows SEO Visibility for the last data point. Percentage shows the trend from the previous data point. This element provides a suitable introduction to the introduction and general idea of the project.
- Keyword Trend: This KPI provides the insight into the development of project keywords. You can quickly see what percentage of keywords have gained or lost rankings.
- Keyword Position Spread: The diagram shows the distribution of the positions of the project keywords for the selected domain. The middle number also provides information about the total number of keywords in the project.
Market Insights > Share of Market
- Share of Market: The share of market indicates the market coverage of the selected keyword set for the selected domain based on the SEO Visibility of the overall market. To do this, the market is defined for each keyword in the keyword set and aggregated to a total value (market volume). The share of your SEO Visibility in relation to the maximum of the market is then the share of market.
With the help of these four KPIs, a general assessment of the current SEO performance should be possible. Now KPIs should be added to the dashboard, from which optimization potentials can be drawn and actions can be derived.
Keyword Performance > Tag Performance
- Search Performance by Tag: This table provides an overview of all relevant KPIs at the tag level. You can see the total number of ranking keywords in each tag hierarchy, as well as their contributions to SEO Visibility and share of market. The tags are distributed according to hierarchies. You can click the parent tag to view other tags in the list. The visibility trend shows the change on the selected date. On this basis, the analyzes can be started that look for reasons for possible downward trends. This table can also show which tags should be invested more.
Keyword Performance > Winner and Loser Keywords
- Organic Winner & Loser Keywords: The diagram shows the historical development of the winning and losing keywords and the impact that it has on SEO Visibility over time. On this basis, visibility can be quickly linked to changes in rankings and analyzed.
- Top 10 Winner and Loser Keywords: More information of the specific winner and loser keywords could help. Add the top 10 winner and loser keyword lists to your dashboard and see how these changes will affect your Traffic Index, and estimate the potential traffic gain if your keyword performance continues to improve or deteriorate. If your SEO Visibility has improved, this table can be helpful to understand which keywords have a big impact on your performance. If the situation has worsened, you can find out the possible reasons and carry out purposeful work against this development.
SERP Features > Overview
- SERP Features Overview: The diagram will help you to understand the general market situation with SERP integration. All of the listed SERP features are relevant based on a set of keywords. At a glance, you can analyze which SERP features are important in the market, which domain is currently represented and which should be expanded. In the analyzed area one should, for example, take care of the integration of videos as they are relevant in the market.
Technical components are also related to rating and should always be kept in mind. Actions can be easily deduced from them and quick results can be achieved.
Overview > Server Responses: The pie chart provides an overview of all status codes found during the scan. Thus, errors can be quickly identified and corrected.
Overview >Titles and Descriptions: The bar chart gives an overview of all the issues related to website titles and descriptions. It checks if all pages have titles and descriptions, if there are duplicates, and if existing titles/descriptions have the appropriate length.
Overview > Page Speed: The speedometer provides information about the average domain load time. Longer loading times tend to drive users away and prompt them to leave the site faster. Therefore, all pages should be optimized for minimum load times.
Overview > Internal Links: The diagram shows the distribution of valid as well as broken and redirected links. Broken links should be checked.
The Research Cloud is also suitable for identifying even more potential.
Organic Search > Organic Rankings
Desktop vs. Mobile: A domain visibility on the desktop for SEO has historically been compared to its visibility on mobile devices. By comparing two visibility values over time, you can historically determine the mobile optimization of a selected domain. If the visibility of the desktop is higher than the mobile visibility, there is an opportunity to improve the usability of the domain for mobile devices, which will lead to more visibility, better rankings, more traffic, and so on.
Organic Search > Organic Competitors
Organic Competitors (Table): This table shows the domains that you are competing with on the organic SERP. Among other things, it contains information about shared keywords and the total number of unique keywords (competitor keywords). This can help you quickly find keyword gaps and fill them, or to expand your own leadership.
Content Performance > Top Performing URLs
- Top Performing URLs: Top performing URLs are determined by the sum of the Traffic Index, as the approximate amount of monthly organic traffic going to those URLs. With this information you can not only identify URLs with good performance, but also determine which URLs have the most potential for improvement. Plus, you can see which keywords are generating the most traffic for each URL.
High Potential URLs: High Potential URLs are defined by the Δ Traffic Index Potential, which is the difference between the estimated potential and the estimated current monthly organic traffic of the respective URLs. This can be used to determine which URLs should be optimized.
Content Performance > URL Winners & Losers
Top 10 Winner and Loser URLs: Winner and Loser URLs show the URLs that have improved or decreased the most in the last week. The keywords with the largest change for each URL are also listed in the table. URLs and keywords can be compared using various metrics related to position, search volume, Traffic Index, and CPC. By looking at URLs carefully, you can see if the changes you made are working or identify trends for improvement.
Produkt management/segment management
Depending on their responsibilities, a product or a product segment manager is primarily interested in their own project, their own products or their own segment.
In this case, it is important to tag the keywords in the project (in the Search Experience) and to build up a certain tag structure.
Take a look at the following articles:
Optimally, the project now has a tag structure that can be broken down to a specific product or segment. Then dashboard creation can begin.
Every page and therefore every KPI, every table and every chart can be broken down into this using the menu bar and choosing a tag. Each item then evaluates all the data for that particular day and can then be added to the dashboard.
For a comprehensive SEO performance analysis on a tag basis, you can use the SEO Manager Dashboard as a guide when creating a dashboard. Just make sure that you always filter by day to get the correct data.
In addition, it might be helpful to compare the performance of a tag with that of the other tags. For example, the following elements could be added to the dashboard:
Keyword Performance > Tag Performance
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SEO Visibility Distribution by Tag: The chart shows the SEO Visibility messages by tag hierarchy for your domain. The full SEO Visibility of your domain, as well as the growth over the specified trend, are displayed on the chart. At the innermost level, first-level tags are displayed in color. The color scheme shows that different keyword tags belong to a higher level tag. Clicking on tags takes you through the tag groups in detail, and clicking in the middle takes you back to the beginning.
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Share of Market Distribution by Tag: The diagram shows the hierarchical arrangement of tags and their share of market for your domain. It also shows an individual share of market trend.
- Ranking Keywords Distribution by Tag: The chart shows the number and distribution of matching ranking keywords in tags.
Market Insights > Market Segments
Top Domains in Tag: Here the top SERP competitor domains are determined according to share of market per day. This can also provide additional information about the competitors to be observed and reveal possible keyword gaps.
Content specialist
The content specialist strives to optimize existing content in the best possible way and create new content that is relevant to the target group. Below are some examples of items that you can add to the Content Specialist control panel.
Similar to the Product Manager Dashboard, tags could also help to carry out more precise analyzes.
For example, if a domain has a blog or advice section, then all of the keywords associated with these areas could be grouped under one tag. In this way, all keywords and URL analyzes in the Search Experience could be analyzed at a tag level (e.g. advice). Optimization potential of already written pieces of content could then easily be evaluated.
Organic Search > Winner & Loser Keywords
- Loser Keywords: This table shows the URLs and keywords that have lost the most rankings in the last week. URLs and keywords can be compared using various metrics related to position, search volume, traffic, and CPC. In this case, the listed loser keywords can be used to recoup lost positions by analyzing the reasons for negative development and subsequent optimization of the corresponding URLs.
Content Performance > Top Performing URLs
- High Potential URLs: High Potential URLs are defined by the Δ Traffic Index Potential, which is the difference between the estimated potential and the estimated current monthly organic traffic of the respective URLs. This information helps you not only determine which URLs are performing well, but which URLs have the most potential for improvement. With a little optimization, you can achieve a large increase in traffic here.
Organic Search > Organic Rankings
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Organic Keywords: This list contains all the organic long tail keywords for which the domain is currently ranking. With filter settings, this list can provide optimal support when searching for topics.
- Low Hanging Fruits: You can filter for the Low Hanging Fruits (positions 11-20, 2nd page of results) to find keywords that are well suited for optimization and content creation, as they can be used to generate profits quickly.
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- Quick Wins: This Quick Filter is filtering the keywords on positions 5-50, which are also good for optimization and content creation.
Are there certain competitors with whom you are constantly fighting for positions? Then it is also worth looking for keywords in the domain comparison that cover your competitors, but they don't. To do this, click on the button at the top right in the Research Cloud and select the competitor domain.
- Domain comparison > Shared Keywords: This table shows the ranking keywords that your own domain shares with the competitor. If the competitor ranks a few positions better with a keyword, this can be used as an opportunity to optimize the respective content.
- Domain comparison > Unique Keywords of Competitor: It might also be worth adding unique keywords to your list of competitors. This way, new pieces of content can be created to fill in the gaps in keywords.
Technical analyst
The interests of a technical analyst mainly relate to all technical components of the subject area and their optimization. Since even small technical changes lead to significant reduction in visibility, which in turn means loss of traffic, important KPIs should be constantly monitored and checked for errors. Once the crawl is set up, technical analysis can be performed in the Searchmetrics Suite.
The Site Experience Overview page combines all the important elements on one page. These elements can therefore be easily transferred to a dashboard. Based on them, in the event of a warning, a detailed analysis can be entered by navigating to the respective sub-section of the Site Experience.
- Status Codes: The pie chart gives an overview of all status codes that were found during the crawl. For a deeper analysis go to Indexability/Server Responses
- Indexing Pages: This list shows the ratio of the number of all pages already indexed to all indexable pages. For a deeper analysis go to Indexability/Index vs. Noindex
- Titles & Descriptions: The bar chart provides an overview of all problems related to titles and descriptions of the website. For a deeper analysis, go to Content > Titles or > Descriptions.
- Page Speed: The speedometer provides information about the average loading time of the domain. For a deeper analysis go to Performance > Page Speed.
- Pager per Level: The distribution shows how many pages are on the respective levels of the domain. For a deeper analysis go to Structure > Pages per Level.
- Internal Links: The diagram shows the distribution of valid as well as broken and forwarded links. For a deeper analysis go to Link Analysis > Broken & Redirected Links
In addition, there is a table at the bottom of the page that shows all the problems encountered during the crawl and provides direct recommendations for action. By simply clicking on an issue, you will be immediately redirected to the appropriate Site Experience page to view the affected URLs.
SEA Management
Besides the SEO analysis, the SEA area can also be helpful to better understand the own market. A SEA manager is interested in important AdWords, as well as the competitors in the paid rankings. The Searchmetrics Suite provides helpful elements for such an analysis, which are presented below. All elements can then be summarised on an SEA dashboard.
Research CloudPaid Search > Paid Rankings
- Paid Keyword Count, Paid Spread, Paid Visibility: To get started, the first three KPIs at the top of the page provide a good overview. The keyword count provides information about the number of keywords ranking in ads and compares this number with the number of the 10 most important competitors. The KPI in the middle then breaks down the distribution of these keywords across the various paid SERP features (PLAs, top ads and bottom ads). Paid Visibility can also be used to get an impression of the importance of desktop and mobile in this context. In this example, we see that 51% of the 1.99 paid keywords come from PLAs and that this helps to achieve high SEO visibility, especially in the mobile context.
- Long Tail Paid Keywords:This table shows all long tail paid keywords. It can make sense to save the top 10 in a dashboard to quickly filter out keywords with quick wins or high value using the quick filters.
Paid Search > Paid Rankings
- Paid Competitors: The bubble chart at the top of this page can be used to obtain an additional overview of the general SEA competitive situation on the market. Here, the top 10/25/50/100 competitors can be displayed and brief information about them can be viewed by hovering over the bubbles.
Search ExperienceNow that we have been able to gather some general impressions via the Research Cloud, the elements in the Search Experience offer detailed analyses.
SERP Features > Overview
- SERP Feature Distribution - competitors: By adjusting the table, we get an overview of the top 10 competitors in the Paid SERP features: Top Ads, bottom Ads and Product Listing Ads (PLAs). The following example shows that amazon.co.uk is ahead in the Ads (top) and Ads (bottom) categories, but serves fewer PLAs than currys.co.uk. The domains johnlewis.com and argos.co.uk are also represented with PLAs.
Market Insights > Market Growth
In this area of the Search Experience, in addition to the usual options (domain selection, search engine, tag, etc.), it is also possible to select the channel for which analysis results are to be displayed. If you select "Paid" here (see screenshot), all underlying data will be evaluated for the paid area.
- Share of Market Growth Details: Competitors: In this table, we can see the trends of competitors in the paid area and thus also uncover further competitors that could be added to the project as benchmarks. From the following table we can see that johnlewis.com, for example, has a paid integration with 26 (6%) of the keywords stored in the Amazon project (see screenshot: column Ranking Keywords).
- Share of Market Growth Details: Benchmarks:The table below can also be relevant for a dashboard. It shows exactly the same information as the previous one, but evaluates the benchmarks stored in the project. There you can compare your own paid market share trend with that of the benchmarks.
SERP Features > SERP Details
- SERP Feature specific Keyword Distribution: This page offers the list of SERP feature specific keywords. If you select PLAs here and filter by your own rankings (click Advanced Filters > Domain > Own Rankings), you will get a list of all project keywords with which your domain has a PLA integration.
The same can now be done for top ads and bottom ads (if available). By adding these lists, we have a quick overview of all project keywords in the paid rankings.
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SERP Feature specific Keyword Distribution of Benchmarks:As already mentioned several times, it makes sense to store competitors as benchmarks in the project. This is the only way to implement analyses such as the following one. As in the previous step, you now display the SERP feature-specific keywords - this time for a benchmark.
To do this, we select a specific benchmark, the paid SERP feature (e.g. PLAs) and filter according to your own rankings.
This way, you can list all project keywords that your benchmarks have paid rankings with. This can be done for all benchmarks as well as all SERP features to finally collect the elements all on one dashboard.
>> How do I submit dashboards?