The Search Dashboard provides insight into the search keywords that are driving web traffic to your site and others in your competitive ecosystem. Keywords are ranked based on the amount of traffic they drive and their importance to your competitive ecosystem.
Each search keyword card includes metrics that help you understand where you are winning against your competitors and where your biggest opportunities for improvements lie. Information available on each search card include:
- Search Keyword: The name of the search term driving traffic to your site and/or your competitors, and the ranking of how important that keyword is to your competitive ecosystem in terms of overall connectedness
- % Traffic Share - Yours: The percentage of all traffic visiting your website that comes directly from this search term
- % Traffic Share - Competitors: The average percentage of traffic visiting your selected competitors' sites that comes directly from this search term
- Estimated Performance - Traffic: The difference between your traffic share and your competitors' traffic share.
- Estimated Performance - Conversions: The number of conversions you are gaining/losing by performing above/below the average competitor. You are able to customize the conversion rates for each site category on the Settings > Forecast > Search, or for each traffic source by expanding the traffic card and navigating to the Forecast tab.Formula: Estimated Peformance - Traffic * Your Site's Total Traffic * Conversion Rate
- Estimated Performance - Revenue: The amount of Revenue you are gaining/losing by performing above/below the average competitor. You are able to customize the average order value for each site category in the Settings > Forecast section, or for each traffic source by expanding the traffic card and navigating to the Forecast tab.Formula: Estimated Performance - Conversions * Average Order Value
What this dashboard solves
- What are my gaps based on consumer behavior and competitive data?
- How do improve my campaign performance?
- What do my customers care about that I am not aligning to?
- What content should I write about that my consumers want?
- When I write about an article, what sub-topics and questions should I answer to rank well in organic search?
- How does my target audience search for terms in my ecosystem?
- Where can I find keyword gaps and opportunities?
- Where do I focus my keyword bids?
- I’m guessing on where to spend my budget
NOTE: To enable conversions and revenue performance estimates in your account, navigate to the Settings > Forecast > General page.
here are three labels on the search keyword cards to help you understand more about them:
- The New label identifies search keywords sending traffic to one or more of your competitors, but not to your domain
- The Organic label identifies unpaid search keywords driving traffic to your competitive ecosystem,based purely on website content being relevant to the search query
- The Paid label identifies paid search keywords driving traffic to your competitive ecosystem from search ads that display next to the organic search results
To learn more about a particular search keyword, click on the keyword card to expand. The Insights tab displays the sites in your competitive ecosystem receiving traffic from the keyword, how much traffic it's driving, and the percentage of total search traffic. You can adjust the date range of the results to see what keywords were important over different time periods. The date control is located in the top right corner of the result set.
To filter your results to narrow down your search keyword results by the following criteria:
- Custom Filters: You can create a custom filter by selecting a combination of other filters, then selecting Save Current Filters and adding a name
- Branded: Filter results based on whether they included branded terms for your site or your competitors
- Domain: Narrow results to only show keywords driving traffic for certain competitors
- New: New keywords are those that are driving traffic to other sites in your ecosystem, but not your own. These represent potential opportunities for new traffic. Filtering for Existing will show only search keywords that drive traffic to your domains.
- Paid: Filter keywords depending on whether the company bid on that particular term. Organic keywords are those that did not involve paid search marketing efforts.
- Word Count: These filters narrow results based on how many words are included in the search term.
You are also able to adjust the date range of the results to drill down into specific time periods when search keywords drove users to your competitive ecosystem. The date control is located in the top right corner of the result set. You are able to adjust the start and end date for when traffic has come to your competitive ecosystem.
To hide one or more search keywords from your result set:
- Navigate to Search > Explore
- Check the box of one or more search keywords you no longer want to see
- Click the eye icon at the top of the grid
- Click Yes
To unhide one or more search keywords:
- Navigate to Lists > Hidden
- Click the Search tab at the top of the page
- Check the box of one or more search keywords you want to restore
- Click the eye icon at the top of the grid
- Click Yes
To add a traffic source to a List, click the Add to List icon, and select the list destination. You can also create a new list from this menu. Lists allow you to collect a similar set of traffic sources in a single exportable format for further discussion among your team.