Help & FAQs
One of the key components of our platform is the inclusion of all of your search console/webmaster tools data from
When originally thinking about a platform to "do online marketing" the way that I do, one of the most important things was to have all of the data that I (and I think you) would need accessible to fully understand how the strategies and tactics are moving. Google's Search Console keeps 90 days worth of data and quite honestly, that's not nearly enough to fully analyze actions, benefits and problems. We will be keeping a minimum of a years' worth of this data online, accessible and analyzable (is that a word?) with summary level data likely being held for up to 5 years. The platform is initially being launched to support several of our SEO clients, so there's a lot of focus on that right now, but the logic to this makes sense -- search data talks directly to non-created demand and illustrates user intent better than many other traffic generation channels.
We keep your data secure and accessible only to you. While we do reserve the right to use some intelligence gleaned from your data - but the purpose of that is to make the platform smarter. Anything that we use for the platform as a whole will be summary level information only and is for intelligence purposes. An example of a use would be understanding how content length plays into search ranking over time. This wouldn't be attributable directly to you or your data, but can and will be used to guide our 'suggestion engine'.
Much of this information is used for us (meaning the platform) to understand how your site is doing when we deploy the "science of SEO" against your site.
There's a ton of external data that is beginning to be released into the platform. There's a number of sources of the data that we are including in this platform. One of key purposes of this data is to provide competitive insight for your activities. This data relates to things like Absolute Search Ranking, Search Demand and competitor publishing activities. All of this information is important to fully understand the potential for success from your online marketing as well as content activities.
There are many purposes to online activities and we don't assume to know all of the reasons that people create online content. What we will absolutely say is that the efforts that you are making, you're not making the efforts to fail at what you are doing and that you want a positive outcome to your efforts. If all of your activities are based solely on inward facing information, it's likely that you don't fully understand the competitive landscape, which is really a prerequisite for your success.
One of the key components to understanding and improving how well your site implements the science of SEO. With all of our clients we do a "limited" crawl of the site, largely focused around search traffic. The purpose of this crawl is to provide the platform with information regarding your implementation of technical and content SEO best practices.
We actively monitor things like Title Length, meta description, url length, word count, server response time, use of kw in various places throughout your content. All of this data is created when we crawl your site. The crawl is done externally to this platform and the resulting data and analysis is loaded into the platform. If we have trouble crawling your site, we will let you know and we can work with your technology platform or your provider to help us get this information.
Overview Page:. The overview page is designed to give you one place to go to see high level analysis covering the major areas of this client platform.
Search Overview. This section provides a snaphot of your Search Console activity. The search console is an excellent source of your major search activity as seen from the eyes of Google. These 3 report areas provide you with information regarding you Impressions, your Clicks and the Platforms that you are being surfaced for. The snapshots compare the most recent activity to the prior week and to the performance 4 weeks ago.
The next section provides a high level summary of your traffic: Visit levels, Page View levels, New vs. Return Visitor levels, your Organic Traffic levels, Organic visits as a percentage of the total visits as well as your top Search Landing pages. All of this data is presented comparing your latest week vs. the previous week as well as to 4 weeks prior.
The last section provides high level insight as to your overall search rank profile. You are provided with an illustration for your rankings related to each of the top 5 positions, your rankings for the rest of 'SERP page 1' and then each of the first 10 pages after that. This information is summarized for you at the Key Term level as well as the page level. The 3rd analysis provides you with rank insight regarding how long your ranked search terms are. Getting high ranking on relatively short search terms can prove to be incredibly difficult - PLUS - top 5 placement does not guarantee great click thru rates. Terms that are a little longer (based on # of words) can get a significantly higher click thru rate than shorter terms, albeit with potentially lower search demand. The last analysis provided in this section is the 'Link Density' of your top 10 pages. This provides an indication of how many ranked (top 100) key terms you have on your pages. A broad link density is a very good sign that you want to shoot for, as it provides an increased probability that your pages will get traffic.
Analysis: the Crawl. We obviously have to have access to be able to crawl your site in order to analyze the information that we receive and subsequently generate. The analysis that we perform while it's fairly simple, it's incredibly important. The information that we receive and provide from the crawl analyzes many of the best practice "science of SEO metrics". We have more information on what we do and how we gauge things in the help specific page available here, but we want to provide some high level information here.
From a best practices perspective, there are a set of guidelines that Google has set forth that should be followed to the degree that you can. It's not always possible. The first set of guidelines that we monitor are the lengths of your page title, your meta description and your URL. These items are incredibly important because they allow you to manage what your search results LOOK like on a search result page (SERP). If these are not followed, it's not a crime and there are degrees of affect that these have on your search rank. Where they matter is what the searcher/user/prospective visitor sees when your links appear on a search they perform. What you want to try to do is make sure that these items are long enough yet short enough so that Google won't truncate (chop off) characters from one of these items.
Some of the other items that we monitor and score are the number of links that you have on your page, how many characters your content consists of, whether or not you have a canonical tag associated with your page, etc. When you drill down into the details of each page, we highlight what we suggest on each of the pages to help you out.
If a guideline is not met, then for each item that we suggest you review or correct, we give a -1 score for that element. Each page can have up to a -10 for each of the elements that we monitor and provide suggestions on. The more guidelines that you "violate", the more likely that an improvement will help you.
Analysis: Your Internal Data. The data that we use from Search Console (among other sources) is really a treasure-trove of information that you used to be able to get from your Web Analytics application (Omniture, Google Analytics, etc.). Since Google made all searches secure, that's no longer possible, so you need to have the data from Search Console to be able to understand what's going on. As we said, we hold on to the data that Google provides for at least a year (depending on storage needs) because it's important to monitor and view trends over a longer period of time. The data in Search Console may enable you to understand what's going on, but isn't enough to allow you to monitor any changes that you make.
One of the key things that we do is add in the ability to group together pages and search terms. (The create your own interface is coming soon) Looking at your search information in this way is very different from what other platforms allow you to do, but is important because you can see how well you are performing from a broader topical perspective. Key Terms and page level information are really great and useful, but the ability to understand your topical performance is one of the areas that site owners need to focus on moving forward. Some people/companies call this semantic search. We provide an interface that allows you to drill down into 3 levels of categorization for your search terms. This categorization follows everything that we teach our clients around User Search Intent. We also provide an additional level of categorization on each term allowing you to infer what type of content would best suit a searcher entering a particular term. For example, is the user looking for a "Best Pick", a "Product/Service Review" or just some content to inspire them to know more about a topic.
While the key term categorization is not going to be a user-editable categorization (as of this writing), the page groupings are very different. We provide an automated solution to group key pages together to allow you to track "something". We have taken the liberty of creating these page groups for you based on the strategies that we've come up with together, but at some point in Q1 '17, there will be an interface that allows you to do that on your own to create your own collections.
Analysis: the External Data. We are currently in the process of implementing these data elements into the platform. The competitive and environmental information that we are providing to you are important for your success, so once we have the data, its presentation and the massive database implemented, we will update this section to keep you in the loop about what we are changing and what we are doing.
Analysis: Update Tracking. One of the unique features of this platform is the ability to monitor performance after a change is made to a page. The changes that we allow you to monitor are broad site level and page level changes. [Please let us know if you want us to allow you to monitor changes at the Page Group level.] The trackable changes are really for any reason. Simply select the 'track change' where appropriate and the system will automatically monitor and report on all of the changes.
In February we will be introducing seasonality into the change tracking. Lower traffic does not necessarily mean that a change is negative. It 'could' just mean that demand is lower than it was. We will do what we can to make sure that you know the difference.
- Several applets and related functionality have been fixed, including; Backlink profile pages, Page Link Map functionality, Link Opportunities.
- Keyterm research feature has been released. We have rolled back the previous feature where we provided periodic updates to the demand profiles of the products, services, product/service categories as well Major Key term updates.
- The applet provides total flexibility for users to do their own key term research. The applet provides, 'Similar' keyterm demand (and trends), 'Related' keyterm demand information as well as the top 5 URLs and domains that rank for the term that you enter.
- This feature goes along with the remapping of the URL/Term Demand profile applet that we released in August.
- Quick-report release. This small applet allows you to view some of the key coding elemetnts for SEO and online marketing. While the information is a little on the 'techy' side of things, this feature is designed to provide you with a fast snapshot at the page coding and some potential issues that you may need to work on.
- This applet is NOT connected with the master database and is designed for you to enter (or copy) a URL into the search box. All of the details are grouped together so that you can see your SEO related items all together, your Social coding as well as any other pertinent coding on your pages, or really anyones pages.
- After the significant speed update of the overview page, we have begun working on the presentation and the information available within the report. Additional analysis' have been included as well as commentary on things like the performance of 1st, 2nd and 3rd position results on the SERPs as well as where to look to gain additional insight.
- Updated the main dashboard page to include traffic sources, user device type summary and additional traffic information. The next release will provide a high level view into all channels over time. We want all traffic to increase, not just SEO as this is a traffic platform, not just an SEO platform.
- A MAJOR speed upgrade to the overview page. In the next release this page will provide significantly more information.
- Term Winners & Losers page significantly improved speed.
- Page Winners & Losers page significantly improved speed.
- page and query speed was addressed on several of the pages. There are still some issues that we are in the process of working thru, but many of the reported issues have been resolved.
- reworked the Term Analysis section to be a full drill down. This section allows you to drill into the current top search terms for a topic or category as well as the history of the category. This section allows you to drill into 3 levels of categorization. As you drill into each of these levels, you are able to see both the history as well as the keyterm set. This section is useful for you to view and see category strength.
- updated the speed and timing in the 'Front Page Performance' reporting under Search Terms, but the data coming back is still a little buggy. This will be updated in the next rollout.