When it comes to tracking visibility in the search, we know how important segmentation can be. And not only based on the actual keyword phrases, but also on the search demand and traffic performance.
The advanced filters initially designed for keyword rankings are now available in the Visibility menu, on the Search engines, Websites and Keyword groups views. Building segments is based on stats from three sources:
Aggregated stats like Visibility score or percent, Average rank, Click share, Estimated visits, and more can be computed on the fly for keywords that rank within a specific position range, and had an up or down trend in the search engines.
Let's look at an example in the Visibility - Search engines view, comparing desktop and mobile performance. We're after the visibility and estimated traffic trends for newly gained top 10 keywords:
The values showed in the table are computed for keywords that ranked in top 10 on May 14, and were not in top 10 on April 14.
Expanding the chart, we'll see the trends for this segment across the month in our interval. For each data point, values are computed for the keywords that are in top 10, and were not in this range on the previous date.
In this example, the trend in the visibility score indicates there is a higher volatility of top 10 keywords on the desktop search market.
The same way, we can segment keywords based on the search demand and competition level.
Here is an example from the Visibility - Websites view, comparing the trends for competitor domains side by side.
The stats here are computed for a segment of keywords that is usually recommended for organic optimization, having a high monthly volume and low competition level.
Google Search Console
Now, let's change the focus a bit and look at segments based on traffic. The example below is from the Visibility - Keyword groups view, and we're comparing the aggregated stats across predefined groups of phrases according to Branded and Non-branded, Product or Service or any other keyword grouping preferences.
In this example, the click share and estimated visits descending trend, against a rank visibility growth, may signal a change in the search demand for the branded terms.
When segmenting the keywords for any of these views, we can use criteria from all three data sources at the same time, and save the filters for use in other AWR projects. For example, we can define a segment for high volume keywords, in top 10, that can help monitor the visibility trends of keywords with the highest value in the organic search strategy.
Do you have any other questions? Don’t hesitate to get in touch and we will keep building the FAQ.