What keywords do your top competitors both rank for that you’re missing out on? How do you know how much top real estate your URL or page owns in the SERPs? How can you discover answers to your searchers’ most common questions and beef up that FAQ page?
We can answer all of those questions with some super-simple workflows using Keyword Explorer. In our last post in this series, we covered how to find ranking keywords, uncover new opportunities, check rankings, and more. This time around, we’re diving into three more quick and easy workflows you can use to bolster your keyword research and work smarter, not harder.
Ready to get started? Follow along in the tool with Britney Muller as she shares her very favorite Keyword Explorer features:
And remember, if you have a Moz Community account that you use to thumbs-up and comment on Moz Blog posts, you already have free access to Keyword Explorer — let’s show you how to use it!
1. How to discover competitive keyword opportunities
This is my favorite feature of all in Keyword Explorer and let me explain why. Let’s say that you’re this website, pimylifeup.com. They create projects and tutorials on Raspberry Pis. The two competing websites for Raspberry Pi, which is a mini computer, are raspberrypi.org and canakit.com.
If this is your site, we could paste that in here, select Root Domain, and do a search. Then we’re going to grab these other two sites. We’re going to copy their URLs and enter them in these additional site areas.
This is essentially going to look at the ranking keywords for your competitive sites that your site doesn’t rank for. So it’s a really great, high-level overview of what those keywords are.
Pi My Life Up is pretty good. Then you can view the Domain Authority for the sites. Where it gets really exciting is over in Ranking Keywords. Here you can see this is raspberrypi.org, and this is the amount of keywords that they rank for. This blue circle is Pi My Life Up, and then the yellow is CanaKit.
What you want to look at are the keywords that both CanaKit and raspberrypi.org right here rank for that you don’t. So you click on the competing overlap keywords, and they will populate here below. You can export all of them, which is great.
Or you could filter by various things, like search volume or difficulty in ranking. What I suggest doing is going through some of these by hand and selecting the keywords that you think might be opportunities for your site.
From here, what you can do is, after you select and click around to the ones that you want, you can add them to a keyword list. So you can keep track of all of these keywords. Let’s do Pi Opportunities. I’ve already saved these in a list over here that’s populated.
From a high-level overview, you can see what the popular SERP features are. There are lots of images for these competing keywords. If I want to be competitive in those keyword spaces, I know I need to create content that has images. There are also lots of related questions.
Then from here, I can filter by SERP features or organic click-through rates. Maybe most interestingly I can add a URL. Let’s say we’ll enter Pi My Life Up, and again we’re not seeing any rankings here because this was that overlap that Pi My Life Up didn’t rank for but the two competitive sites do.
This is confirming that we don’t currently rank for any of these keywords, but we can work on that. What’s so great about these saved lists is that you can come back after a couple of weeks or a couple of months and you can select all of the keywords and refresh the data.
You might want to come back to this keyword list, refresh it, enter in your URL, and then filter by rank and see where you’re starting to pop up for these keyword terms. It’s a really exciting way to dig into the competitive keyword space. There’s tons you can do with this, but this was the high-level overview of finding those keywords that your competitors currently rank for that you don’t.
2. How to discover a URL or an exact page’s ranking distribution of keywords
You can just paste in the URL or an exact page into Keyword Explorer. Let’s just use webmd.com. From here, you get the Overview page. But if you scroll down to the very bottom, you see the ranking distribution.
You can see how many keywords are currently in positions 1 to 3 versus 4 to 10, all the way down to 41 to 50.
3. How to discover common keyword questions
This is one of my favorite features that we offer with Keyword Explorer. Just put in your keyword. Click Search, and from here you can navigate over to Keyword Suggestions. In this view, you can filter display keyword suggestions that are questions.
Here you’ll see all of the results that are questions, and you can sort by various things. You can add all of these to a list, incorporate them into an FAQ page, whatever your end goal is.
Discover anything new or especially useful? Let us know on Twitter or here in the comments, and keep an eye out for more ways to use your everyday SEO tools to level up your workflows.
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If you own or market a business location that makes a real-world community more serviceable, diverse, and strong, I’m on your side.
I love interesting towns and cities, with a wide array of useful goods and services. Nothing in my career satisfies me more than advising any brand that’s determined to improve life quality in some spot on the map. It does my heart good to see it, but here’s my completely unsentimental take on the challenges you face:
The Internet, and Google’s local platforms in particular, are a complete mess.
Google is the biggest house on the local block; you can’t ignore it. Yet, the entries into the platform are poorly lit, the open-source concept is cluttered with spam, and growing litigation makes one wonder if there are bats in the belfry.
Google comprises both risk and tremendous opportunity for local businesses and their marketers. Succeeding in 2020 means becoming a clear-eyed surveyor of any structural issues as well as seeing the “good bones” potential, so that you can flip dilapidation into dollars. And something beyond dollar, too: civic satisfaction.
Grab your tools and get your teammates and clients together to build local success in the new year by sharing my 3-level plan and 4-quarter strategy.
Residents, new neighbors, and travelers seeking what you offer will almost certainly find something about your company online, whether it’s a stray mention on social media, an unclaimed local business listing generated by a platform or the public, or a full set of website pages and claimed listings you’ve actively published.
Right now, running the most successful local business possible means acquiring the largest share you can of those estimated 1 trillion annual local searches. How do you do this?
By feeding Google:
Website content about your business location, products, services, and attributes
Corroborating info about your company on other websites
Local business listing content
Image content
Video content
Social media content
Remember, without your content and the content of others, Google does not exist. Local business owners can often feel uncomfortably dependent on Google, but it’s really Google who is dependent on them.
Whether the business you’re marketing is small or large, declare 2020 the year you go to the drafting board to render a clear blueprint for a content architecture that spans your entire neighborhood of the Internet, including your website and relevant third-party sites, platforms, and apps. Your plans might look something like this:
I recommend organizing your plan like this, making use of the links I’m including:
Begin with a rock-solid foundation of business information on your website. Tell customers everything they could want to know to choose and transact with your business. Cover every location, service, product, and desirable attribute of your company. There’s no chance you won’t have enough to write about when you take into account everything your customers ask you on a daily basis + everything you believe makes your company the best choice in the local market. Be sure the site loads fast, is mobile-friendly, and as technically error-free as possible.
Build out your listings (aka structured citations) on the major platforms. Automate the work of both developing and monitoring them for sentiment and change via a product like Moz Local.
Monitor and respond to all reviews as quickly as possible on all platforms. These equal your online reputation and are, perhaps, the most important content about your business on the Internet. Know that reviews are a two-way conversation and learn to inspire customers to edit negative reviews. Moz Local automates review monitoring and facilitates easy responses. If you need help earning reviews, check out Alpine Software Group’s two good products: GatherUp and Grade.Us.
Audit your competition. In competitive markets, come check out our beta of Local Market Analytics for a multi-sampled understanding of who your competitors actually are for each location of your business, depending on searcher locale.
Once you’ve found your competitors, audit them to understand the:
quality, authority and rate of ongoing publication you need to surpass
number and quality of Google posts, videos, products, and other content you need to publish
social engagement you need to create.
As to the substance of your content, focus directly on your customers’ needs. Local Market Analytics is breaking ground in delivering actual local keyword volumes, and the end point of all of your research, whether via keyword tools, consumer surveys, or years of business experience, should be content that acts as customer service, turning seekers into shoppers.
Use any leftover time to sketch in the finer details. For example, I’m less excited about schema for 2020 than I was in 2019 because of Google removing some of the benefits of review schema. Local business schema is still a good idea, though, if you have time for it. Meanwhile, pursuing relevant featured snippets could certainly be smart in the new year. I’d go strong on video this year, particularly YouTube, if there’s applicability and demand in your market.
The customer is the focus of everything you publish. Google is simply the conduit. Your content efforts may need to be modest or major to win the greatest possible share of the searches that matter to you. It depends entirely on the level of competition in your markets. Find that level, know your customers, and commit to feeding Google a steady, balanced diet of what they say they want so that it can be conveyed to the people you want to serve.
Let’s keep it real: ethical local companies which pride themselves on playing fair have good reason to be dubious about doing business with Google. Once you’ve put in the effort to feed Google all the right info to begin competing for rankings, you may well find yourself having to do online battle on an ongoing basis.
There are two fronts on which many people end up grappling with Google:
Problematic aspects within products
Litigation and protests against the brand.
Let’s break these down to prepare you:
Product issues
Google has taken on the scale of a public utility — one that’s replaced most of North America’s former reliance on telephone directories and directory assistance numbers.
Google has 5 main local interfaces: local packs, local finders, desktop maps, mobile maps and the Google Maps app. It’s been the company’s decision to allow these utilities to become polluted with misinformation in the form of listing and review spam, and irrelevant or harmful user-generated content. Google does remove spam, but not at the scale of the issue, which is so large that global networks of spammers are have sprung up to profit from the lack of quality control and failure to enforce product guidelines.
When you are marketing a local business, there’s a strong chance you will face one or more of the following issues while attempting to compete in Google’s local products:
Being outranked by businesses violating Google’s own guidelines with practices such as keyword-stuffed business titles and creating listings to represent non-existent locations or lead-gen companies. (Example)
Being the target of listing hijacking in which another company overtakes some aspect of your listing to populate it with their own details. (Example)
Being the target of a reputation attack by competitors or members of the public posting fake negative reviews of your business. (Example)
Being the target of negative images uploaded to your listing by competitors or the public. (Example)
Having Google display third-party lead-gen information on your listings, driving business away from you to others. (Example)
Having Google randomly experiment with local features with direct negative impacts on you, such as booking functions that reserve tables for your patrons without informing your business. (Example)
Being unable to access adequately trained Google staff or achieve timely resolution when things go wrong (Example)
These issues have real-world impacts. I’ve seen them misdirect and scam countless consumers including those having medical and mental health emergency needs, kill profits during holiday shopping seasons for companies, cause owners so much loss that they’ve had to lay off staff, and even drive small brands out of business.
Honest local business owners don’t operate this way. They don’t make money off of fooling the public, or maliciously attack neighboring shops, or give the cold shoulder to people in trouble. Only Google’s underregulated monopoly status has allowed them to stay in business while conducting their affairs this way.
Outlook issues
Brilliant people work for Google and some of their innovations are truly visionary. But the Google brand, as a whole, can be troubling to anyone firmly tied to the idea of ethical business practices. I would best describe the future of Google, in its present underregulated state of monopoly, as uncertain.
In their very short history, Google has been:
The subject of thousands of lawsuits by global entities, countries, companies, and individuals
A cause of employee protest over a very long list of employer projects and practices.
I can’t predict where all this is headed. What I do know is that nearly every local business I’ve ever consulted with has been overwhelmingly reliant on Google for profits. Whether you personally favor strong regulation or not, I recommend that every local business owner and marketer keep apprised of the increasing calls by governing bodies, organizations, and even the company’s own staff to break Google up, tax it, end contracts on the basis of human rights, and prosecute it over privacy, antitrust, and a host of other concerns.
Pick your battles
With Google so deeply embedded in your company’s online visibility, traffic, reputation and transactions, concerns with the brand and products don’t exist in some far-off place; they are right on your own doorstep. Here’s how to fight well:
1. Fight the spam
To face off with Google’s local spam, earn/defend the rankings your business needs, and help clean polluted SERPs up for the communities you serve, here are my best links for you:
Follow Mike Blumenthal and Joy Hawkins for frequent reporting on local spam, and keep tuning into the Moz blog.
2. Stay informed
If you’re ready to move beyond your local premises to the larger, ongoing ethical debate surrounding Google, here are my best links for you:
ClassAction.org publishes ongoing articles regarding class action litigation against Google.
@EthicalGooglers on Twitter charts employee/employer conflicts specifically at Google.
The Tech Workers Coalition is a labor organization dedicated to organizing in the tech industry, at large.
If you belong to a local business association like the Buy Local movement, consider starting a discussion about how you community can become more active in shaping policy and reach out to groups like the American Independent Business Alliance for resources.
Whether your degree of engagement goes no further than local business listings or extends to your community, state, nation, or the world, I recommend increased awareness of the whole picture of Google in 2020. Education is power.
You’ve fed Google. You’ve fought Google. Now, I want you to flip this whole scenario to your advantage.
My 2020 local SEO blueprint has you working hard for every customer you win from the Internet. So far, the ball has been almost entirely in Google’s court, but when all of this effort culminates in a face-to-face meeting with another human being, we are finally at your party under your roof, where you have all the control. This is where you turn Internet-driven customers into in-store keepers.
I encourage you to make 2020 the year you draft a strategy for making a larger portion of your sales as Google-independent as possible, flipping their risky edifice into su casa, built of sturdy bricks like community, pride, service, and loyalty.
How can you do this? Here’s a four-quarter plan you can customize to fit your exact business scenario:
The foundation of all business success is giving the customer exactly what they want. Hoping and guessing are no substitute for a survey of your actual customers.
If you already have an email database, great. If not, you could start collecting one in Q1 and run your survey at the end of the quarter when you have enough addresses. Alternatively, you could ask each customer if they would kindly take a very short printed survey while you ring up their purchase.
Imagine you’re marketing an independent bookstore. Such a survey might look like this, whittled down to just the data points you most want to gather from customers to make business decisions:
Have pens ready and a drop box for each customer to deposit their card. Make it as convenient and anonymous as possible, for the customer’s comfort.
In this survey and listening phase of the new year, I also recommend that you:
Spend more time as the business owner speaking directly to your customers, really listening to their needs and complaints and then logging them in a spreadsheet. Speak with determination to discover how your business could help each customer more.
Have all phone staff log the questions/requests/complaints they receive.
Have all floor/field staff log the questions/requests/complaints they receive.
Audit your entire online review corpus to identify dominant sentiment, both positive and negative
If the business you’re marketing is large and competitive, now is the time to go in for a full-fledged consumer analysis project with mobile surveys, customer personae, etc.
End of Q1 Goal: Know exactly what customers want so that they’ll come to us for repeat business without any reliance on Google.
In this quarter, you’ll implement as many of the requests you’ve gleaned from Q1 as feasible. You’ll have put solutions in place to rectify any complaint themes, and will have upped your game wherever customers have called for it.
In addition to the fine details of your business, large or small, life as a local SEO has taught me that these six elements are basic requirements for local business longevity:
A crystal-clear USP
Consumer-centric policies
Adequate, well-trained, personable staff
An in-demand inventory of products/services
Accessibility for complaint resolution
Cleanliness/orderliness of premises/services
The lack of any of these six essentials results in negative experiences that can either cause the business to shed silent customers in person or erode online reputation to the point that the brand begins to fail.
With the bare minimums of customers’ requirements met, Q2 is where we get to the fun part. This is where you take your basic USP and add your special flourish to it that makes your brand unique, memorable, and desirable within the community you serve.
A short tale of two yarn shops in my neck of the woods: At shop A, the premises are dark and dusty. Customer projects are on display, but aren’t very inspiring. Staff sits at a table knitting, and doesn’t get up when customers enter. At shop B, the lighting and organization are inviting, displayed projects are mouthwatering, and though the staff here also sits at a table knitting, they leap up to meet, guide, and serve. Guess which shop now knows me by name? Guess which shop has staff so friendly that they have lent me their own knitting needles for a tough project? Guess which shop I gave a five-star review to? Guess where I’ve spent more money than I really should?
This quarter, seek vision for what going above-and-beyond would look like to your customers. What would bring them in again and again for years to come? Keep it in mind that computers are machines, but you and your staff are people serving people. Harness human connection.
End of Q2 Goal: Have implemented customers’ basic requests and gone beyond them to provide delightful human experiences Google cannot replicate.
Q3: Participate, educate, appreciate
Now you know your customers, are meeting their specified needs, and doing your best to become one of their favorite businesses. It’s time to walk out your front door into the greater community to see where you can make common cause with a neighborhood, town, or city, as a whole.
2020 is the year you become a joiner. Analyze all of the following sources at a local level:
Print and TV news
School newsletters and papers
Place of worship newsletters and bulletins
Local business organization newsletters
Any form of publication surrounding charity, non-profits, activism, and government
Create a list of the things your community worries about, cares about, and aspires to. For example, a city near me became deeply involved in a battle over putting an industrial plant in a wetland. Another town is fundraising for a no-kill animal shelter and a walk for Alzheimer’s. Another is hosting interfaith dinners between Christians and Muslims.
Pick the efforts that feel best to you and show up, donate, host, speak, sponsor, and support in any way you can. Build real relationships so that the customers coming through your door aren’t just the ones you sell to, but the ones you’ve manned a booth with on the 4th of July, attended a workshop with, or cheered with at their children’s soccer match. This is how community is made.
Once you’re participating in community life, it’s time to educate your customers about how supporting your business makes life better in the place they live (get a bunch of good stats on this here). Take the very best things that you do and promote awareness of them face-to-face with every person you transact with.
For my fictitious bookseller client, just 10 minutes spent on Canva (you have to try Canva!) helped me whip together this free flyer I could give to every customer, highlighting stats about how supporting independent businesses improve communities:
If you’re marketing a larger enterprise, a flyer like this could focus on green practices you’re implementing at scale, philanthropic endeavors, and positive community involvement.
Finally, with the holiday season fast approaching in the coming quarter, this is the time to let customers know how much you appreciate their business. Recently, I wrote about businesses turning kindness into a form of local currency. Brands are out there delivering surprise flowers and birthday cakes to customers, picking them up when they’re stranded on roadsides, washing town signage, and replacing “you will be towed” plaques with ones that read “you’re welcome to park here.” Loyalty programs, coupons, discounts, sales, free events, parties, freebies, and fun are all at your disposal to say “Thank you, please come again!” to your customers.
End of Q3 Goal: Have integrated more deeply into community life, motivated customers to choose our business for aspirational reasons beyond sales, and have offered memorable acts of gratitude for their business, completely independent of Google.
Q4: Share customers and sell
Every year, local consumer surveys indicate that 80–90% of people trust online reviews as much as they trust recommendations from friends and family. But I’ve yet to see a survey poll how much people trust recommendations they receive from trustworthy business owners.
You spent all of Q3 becoming a true ally to your community, getting personally involved in the struggles and dreams of the people you serve. At this point, if you’ve done a good job, the people who make up your brand have come closer to deserving the word “friend” from customers. As we move into Q4, it’s time to deepen alliances — this time with related local businesses.
In the classic movie Miracle on 34th Street, the owners of Macy’s and Gimbel’s begin sending shoppers to one another when either business lacks what the customer wants. They even create catalogues of their competitors’ inventory to assist with these referrals. In Q3, I’m hoping you joined a local business alliance that’s begun to acquaint you with other brands that feature goods/service that relate to yours so that you can begin dedicated outreach.
Q4, with Black Friday and Small Business Saturday, is traditionally the quarter in which local businesses expect to get out of the red, but how many more wedding cakes would you sell if all the caterers in town were referring to you, how many more tires would you vend if the muffler shops sent all their customers your way, how many more therapeutic massages might you book if every holistic medical center in your city confidently gave out your name?
Formalize B2B customer referrals in this quarter in seven easy steps:
Create a spreadsheet headed with your contact information and an itemized list of the main goods, services, and brands you sell. Include specialties of your business. Create additional rows to be filled out with the information of other businesses.
Create a list of every local business that could tie in with yours in any way for a customer’s needs.
Invite the owners or qualified reps of each business on your list to a meeting at a neutral location, like a community center or restaurant.
Bring your spreadsheet to the meeting.
Discuss with your guests how a commitment to sharing customers will benefit all of you
If others commit, have them fill out their column of the spreadsheet. Share print and digital copies with all participants.
Whenever a customer asks for something you don’t offer, refer to the spreadsheet to make a recommendation. Encourage your colleagues to do likewise, and to train staff to use the spreadsheet to increase customer sharing and satisfaction.
House flipping is a runaway phenomenon in the US that has remodeled communities and sparked dozens of hit TV shows. Unfortunately, there’s a downside to the activity, as it can create negative gentrification, making life less good for residents.
You need have no fear of this when you flip Google, because turning their house into yours actually strengthens your real-world neighborhood, town, or city. It gives the residents who already live there more stable resources, more positive human contact, and a more closely knit community.
Truth: Google will remain dominant in the discovery-related phases of your consumers’ journeys for the foreseeable future. For new neighbors and travelers, Google will remain a valuable source of your business being found in the first place. Even if governing bodies break the company up at some point, the truth is that most local businesses need to utilize Google a search utility for discovery.
Dare: Draw a line on the pavement outside your front door this year, with transactional experiences on your side of the line. Google wants to own the transaction phase of your customers’ journey. Bookings, lead gen, local ads, and related features show where they are headed with this. If Google could, I’m sure they’d be glad to take a cut of every sale you make, and you’ll likely have to participate in their transactional aspirations to some degree. But…
In 2020, dare yourself to turn every customer you serve into a keeper, cutting out Google as the middleman wherever you can and building a truly local, regenerative base of loyalty, referrals, and community.
Wishing you a local 2020 of daring vision and self-made success!
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New year, new you — when it comes to SEO reporting, at least! We’re kicking off 2020 with a comprehensive yet gloriously simple recipe from Cyrus Shepard for creating truly effective SEO reports. From tying KPIs to business metrics to delivering bad news effectively, your reports have never looked so good.
Click on the whiteboard image above to open a high resolution version in a new tab!
Video Transcription
Okay, so we have 400 broken pages. Ah, we rank number 7 for best plumbers in Idaho. Oh, hey, Moz fans. I’m Cyrus Shepard. Today I’m talking about SEO reports, specifically how to create 10x SEO reports.
I’ve gotten hundreds of SEO reports like this in my career, and I’ve got to tell you that’s useless. No one is reading those. This is unfortunate because this is your direct way to communicate the value of what you’re doing, drive action, and essentially make more money with your job. Now a good SEO report tries to accomplish three things:
You want to tie the report directly to your business metrics.
You want to show the value of SEO, what you’re doing, how SEO is delivering to those business metrics.
Finally, you want to drive action. When people read your SEO report, you want them to take action on specific things, fix site issues, those sorts of things, etc.
But people make a lot of mistakes. Typically, if you’ve created SEO reports, if you’ve read SEO reports, you’ve seen these mistakes over and over and over again:
It’s not a site audit. It’s not a list of every single thing that is wrong, every single traffic metric. It’s usually just the top things, the things that we want to focus people’s attention on.
It’s not something that only delivers good news. You see these time and time again, SEO reports, they paint a rosy picture. But people aren’t dumb. They know that if their business is not improving and you’re continually delivering good news, you’re not really tying SEO to the business.
So we want to create even reports.
5 things to include in every SEO report
Now over the years, with the reports I’ve created, I find that there are generally five key things that you want to include in every SEO report that help you drive action and show the value of SEO and ultimately help you make more money.
1. 2–4 KPIs
The first thing that you want to include in every SEO report is KPIs. These are key performance indicators. These tie directly to your business metrics. Generally, you want to include about two to four of these. You want to keep them top of mind.
A) Conversions, goals, sign-ups, downloads, etc.
Now, generally in SEO, these can be conversions, goals, e-commerce, how many things are you selling. It can be sign-ups for your email newsletter. It can be downloads.
Generally, anything having to do with money, your business metrics, or your key performance indicators, these are good things to include.
Pro tip: When reporting on your key performance indicator, organic traffic, the SEO work that you do is often the last conversion channel that people will use. So it’s good to use assisted conversions.
This is often found in Google Analytics or whatever analytics program that you use. This will set a look-back window and show how organic traffic, how your SEO efforts contributed even if their last visit was direct. So it’s good researching that and understanding how you can use assisted conversions in your reporting.
B) Traffic MoM, YoY
Another key performance indicator that is very common in SEO reports is traffic. In fact, some people like to lead with it. I like to lead with the business metrics. But it’s inevitable that if you’re doing an SEO report, you’re going to include traffic.
Now if you want to make that traffic report a little more valuable, you need comparisons, generally month-to-month comparisons or more useful year-over-year comparisons. This helps avoid the problem of like traffic was down because of Christmas or a certain holiday or regional event.
So when you compare year-over-year, you can show actual performance that varies a little more reasonably.
2. Search visibility & share of voice
Second, and this is where a lot of people stumble, search visibility or share of voice (SOV). Now where people stumble is this is not a rankings report.
A lot of SEO reports include rankings. Rankings, I’ve got to say, really aren’t the best thing to include in your reports. Rankings fluctuate. They are so personalized from country, device, and individuals. So including rankings for individual keywords is not very informative. Fortunately, there are many great alternatives that you can include that are much superior to rankings.
A) Search visibility (click estimates)
Search visibility, you’ll find this in many SEO tools. Moz has it. Different SEO tools have it. It’s basically an estimation of clicks for all your tracked keywords. So if you’re tracking hundreds or thousands of keywords, search visibility can show you an estimation of how much traffic you’re actually getting from those keywords based on rank and search volume and things like that.
B) Share of voice (visibility & volume)
Share of voice is very similar to that, but it’s not based on clicks. It’s based on visibility and volume. For enterprise, STAT does an excellent job with share of voice. What’s cool about share of voice is it tracks all of your keywords against all of your competitors for those keywords. So if you have 200 keywords ranking for best plumbers in Wisconsin, it will show you where all your competitors are and how much of that traffic you are actually gaining, whether it’s 13% or 30%. That way you can track against your competitors. It’s a much better metric than those individual keywords that don’t tell you much.
C) Rank index (grouped keywords)
Finally, if you don’t have access to the premium SEO tools, you can do something which is called a rank index. A.J. Kohn has an excellent post on this. It’s a little older, but still very relevant.
A rank index is basically grouping all of your keywords by type. For example, maybe they all have the word “plumber” in them. You track their rankings together as a group, hundreds or thousands of keywords, and you can see fluctuations. That gives you a much better performance indicator than those individual keywords.
3. Site health
This is your on-page work, your technical SEO. Again, where most people stumble, this is not an audit. You don’t want to list every issue on your site, all the 404s, all the 500s, and things like that because no one really wants to read those things. They get very repetitive.
Focus on your most important issues
Instead you want to focus only on your most important issues. Generally, when I create an SEO report, that’s three to five issues. If people want more information, you can deliver it to them. You can give them in-depth downloads, site stats, and all that. But for the report, we only want to focus people’s attention on three to five issues, that they can actually fix, that you want them to work on. We’re going to list the most important issues on there that we want them to take action on.
Pro tip: When you’re writing your site health report, use the word “because.” When you use the word “because,” it helps people take action. For example, “We have a lot of 404 pages on the site because we introduced some new broken links.” That tells people that we have a problem, this is why, and they want to take action.
Show progress
Also, if you’ve made any progress since the last time you showed the report, you fixed those 404s, this is a good place to include it.
4. Content performance
One thing I like to include, that often isn’t, is content performance. This is your top content, whether it’s a blog or whatever content you produce, by links, shares, and traffic.
Drive actions through recommendations
Now the reason I like to point out to the site owners content performance is because I want to show them what’s performing well to encourage them to create more of it. I want to drive action through recommendations. This content, this blog post that Britney wrote did very, very well. We should have Britney write another one on this.
Suggest topics, keywords, and authors
By doing this, you’re helping your client or your boss or whatever help you by creating that content that’s going to do well.
Highlight low-performing content
Also, if you want to highlight low-performing content or content that has gone stale and is going down, this is also a helpful place to do that, just to help inform the decisions of your content team.
5. Opportunities
This is probably the most important one. This is the crux of the SEO report — opportunities. Opportunities is the key that you’re trying to drive here. These are recommendations.
4–5 recommendations per month
Based on everything that we talked about here, what are the four or five most important things that we can do right now to improve SEO next month?
Prioritize
You want to prioritize. This is the most important. This is the second.
Keep it simple
We want to employ KISS. If you’re not familiar with KISS, it’s an acronym, keep it simple, stupid. You’re not stupid. You’re just going to keep it simple.
You want to make your recommendations as simple and easy to follow as possible. One, two, three, four, that’s it. We’re not going to include everything. A lot of SEO reports want to list dozens of things. We want to hold those back. If you have dozens of fixes that you need fixed on the site, it’s probably not a great thing to put them in there because you’re going to overwhelm your clients and bosses and people taking action.
Provide exact steps monthly
Again, four to five a month or whatever sort of cadence you’re on, weekly, monthly, and how many things you think your client can reasonably tackle. Next month you’ll give them four to five more, and you’ll stay employed and you’ll continually have a new list of things to work on.
Tie fixes to KPIs
You want to make sure they’re tied to the KPIs.
We want to fix these because they directly influence these. In fact, I want to shake things up a little bit. I know we listed number five as opportunities. Don’t end your report with that. Make opportunities the number one thing in your report. Open it up, here are the opportunities, and then here are KPIs, search visibility, etc., so they know exactly what they should be working on.
We just released a new guide on SEO reporting. You should check it out:
We released some new functionality in Moz Pro too if you’re into that sort of thing. If you have any questions, let me know in the comments below. If you like this, please share. Thanks, everybody.
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