Moz had a good whiteboard Friday this week, presented by Cyrus Shepard and I thought I’d pass along some of the information. In fact, the talk is embedded here, if you would like to watch it for yourself.
The subject is how keyword ranking reports are becoming a thing of the past, and goes on to offer some alternative. I only periodically include keyword ranking reports for my SEO clients, for the very reasons he gives in the talk.
- Keywords in these reports are usually the big head, competitive keywords (that make the client feel good) and only comprise a small percent of traffic to the website. Since Google removed keyword data, you don’t even know what percentage of total traffic those keyword visits comprise.
- They do not included the longtail variations
- Since the Hummingbird algorithm update, Google may not even be using all of the keywords that the user types into the search box in the results it delivers.
1. The Keyword Index – Keyword Groups -> Resource Article
Dividing keywords into related groups is a great idea. This captures the longtail,and is more thematic ala Hummingbird. In fact it addresses all the reasons given for the old time keyword reports not being valuable. Some type of automation, such as a MOZ pro account would be necessary to pull this off though. The article linked above goes into detail. So you still need your MOZ pro account, which I guess is the reason this talk made it to air.
Reach – Report all traffic
Including referrals and social is a no-brainer, and something I’ve always done. SEOs working for larger companies see their job duties as more compartmentalized and might feel they are in someone else’s realm when reporting on these metrics.
Endorsements -> Resource Website
- Social endoresments
These are good to report on, especially if you can link the endorsements to your SEO efforts. He mentioned a number of paid tools, and mention.net (resource link above) which has a limited free trial membership. I use Google Alerts, but these tools may be better at penetrating the social networks, and are undoubtedly more automated, which will be a time saver.
KPI (Key Performance Indicators)
If you are in the position to link your efforts to the client’s KPIs, by all means, report it. Again, I think this is a no-brainer for someone working at a small agency or for an SMB, and might be harder for someone in larger agency who’s client is a large company due to all the fun politics involved in that environment.
Overall, good talk, and I am excited to dig deeper into Keyword indexes, which will likely be the subject of an upcoming post.
What do you think? Feel free to comment!