GSC vs Scraping: Go Beyond Rankings
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Kyle Blanchette, a search data strategist at Botify, previously worked as an SEO analyst, focusing on technical SEO and growth strategies for e-commerce sites. The document discusses the significance of real user queries versus scraped data in SEO analysis, emphasizing the importance of accurate data in understanding search trends and improving website rankings. It also highlights actionable strategies for optimizing on-page elements, monitoring user behavior by device, and leveraging unique keywords for SEO success.
GSC vs Scraping: Go Beyond Rankings
- 1. Kyle Blanchette Search Data Strategist Prior to joining Botify, Kyle was an SEO analyst at Merkle, working on technical SEO projects and developing long-term growth strategies for several large e-commerce sites. Kyle joined Botify as a Search Data Strategist and helps Botify's customers find strategic and technical SEO insights using Botify's industry-leading tools, and customer data to help inform decisions on new features for the platform. Follow us: @Botify - #BotifyWebinar GSC vs. Scraping: Go Beyond Rankings
- 2. The New Standard in Organic Search Analytics Follow us: @Botify - #BotifyWebinar
- 4. Follow us: @Botify - #BotifyWebinar Real Queries and Actual User Behavior Mean Unmatched Accuracy & Precision
- 5. ● Understanding Scraping vs Real Queries ● Capture the Power of Real Queries - Go Beyond Scraping ● The Only Solution to Merge Real Rankings with the Technical SEO that Impacts Them ● Actionable Strategies for Taking Advantage of Real Rankings GSC vs. Scraping: Go Beyond Rankings
- 6. Understand Scraping vs. Real Queries Follow us: @Botify - #BotifyWebinar
- 7. Scraped Keywords 1. Specially designed computer programs make requests to search results pages for each tracked keyword in a list 2. Tracked keywords are checked a few times a week, typically from a singular location 3. Rankings reported are determined by the position that appeared most often over the week/time period
- 8. 1. Google reports on first-party data that they collect on searches 2. Any time a site’s page appears in a search result, Google records an impression for that page/site 3. If a page is clicked, Google records the position in which the site/URL appeared 4. Ranking position is then averaged for each click for each search term/URL combination 5. An average position is calculated, weighted by the number of impressions Google Search Console Query Data
- 9. Capture the Power of Real Queries - Go Beyond Scraping Follow us: @Botify - #BotifyWebinar
- 10. ● Rankings based off of real users searching for the site ● Normalizes for localization and personalization with multiple data points for the same keyword ranking ● Basing rankings off of a few fake “impressions” that are a snapshot in time. ● Subject to localization and doesn’t take into account personalization issues UTILIZING GSC APISCRAPING
- 11. Take Advantage of Impressive Keyword Volume Identify, filter, and sort on millions of keyword/URL/Country combinations Total number of unique Keyword + URL ranking combinations!
- 12. According to Google, 15% of searches every day have never been seen before 15% Identify Emerging Long-Tail Keywords *https://www.seroundtable.com/google-15-percent-queries-25730.html
- 13. Track popularity of seasonal trends without tracking specific keywords Long-Tail Keywords Uncover never seen long-tail keywords Seasonality in Rankings Emerging Search Trends Identify and analyze new trends in rankings
- 14. See what is popular now without actively monitoring specific queries. Automatically Track Seasonality and Events
- 15. Use URL-Level Segmentation to Get Insights by Page Template or Site Section Clicks for the “news” segment come from URLs ranking in position 1. Clicks for the “news” segment come from URLs ranking in position 11+. 43% 30% Average Position by Segment
- 16. Capture Differences Between Mobile & Desktop Performance Automatically user differentiate behavior by device ● Completely compare ranking queries across devices ● Understand how performance and CTRs change between devices ● Analyze your website’s audience by device, and by segment of the site GSC Performance by Device
- 17. Integrate User Behavior Into Analysis for Behavioral Insights by Device Average CTR by Device on Page 1
- 18. Build Your Own CTR Model to Make Customized, Data Driven Behavioral Optimizations CTR By Position
- 19. Find Traffic Opportunities by Looking at Segments with Low CTR
- 20. Use Real User Data to Understand Local & International Search Trends
- 21. Use Real User Data to Understand Local & International Search Trends
- 22. The Only Solution to Merge Real Rankings with the Technical SEO that Impacts Them Follow us: @Botify - #BotifyWebinar
- 23. Identify Rankings of Deep Pages or Pages with Low Pagerank Impact of Website Depth on Rankings
- 24. Improve CTR by Combining Technical SEO and Rankings Identify the presence of a main keyword in HTML tags and understand the impact on-page optimizations on CTR Impact of Title Length on CTR
- 25. Identify Slow Pages with Low Rankings Impact of Load Times on Rankings Monitor changes in rankings and how they are impacted by page speed, especially on mobile with pending Google mobile page speed update.
- 26. Identify the Ideal Content Length for your Website Content Size by Position Don’t rely on industry best practices and other people’s data. Use your own data to definitely determine how long your content should be to perform well in search.
- 27. Maximize Rankings by Optimizing On-Page Elements for Top Ranking Keywords Presence of Main Keyword in On-Page Elements
- 28. Compare Keywords Data with Structured Data Understand how number of reviews are impacting CTR for your highest trafficked pages Clicks and CTR by Number of Reviews
- 29. This website ranks for 70x more keywords for articles/pages that are crawled more than 20 days a month. Number of URLs Avg. # Keywords Avg. # KWs On Page 1 Avg. of No. of Visits Avg. Impressions Avg. URL CTR Avg URL Position Crawls < 10 Days/Month 37,198 0.72 0.45 0.50 34.73 0.98 50.64 Crawls 10-20 days/month 591 21.52 12.24 8.07 456.76 1.70 19.89 Crawls > 20 Days/Month 266 50.33 26.74 90.38 2085.83 2.71 10.63 See How Crawl Frequency Directly Correlates to Rankings
- 30. Filter on and track KPIs for a specific list of keywords with the URL explorer Use Advanced Filters to Analyze a Specific List of Keywords
- 31. Filter on and track KPIs for a specific list of keywords with the URL explorer Use Advanced Filters to Analyze a Specific List of Keywords
- 32. Actionable Strategies for Taking Advantage of Real Rankings Follow us: @Botify - #BotifyWebinar
- 33. Join Keyword Data to Quickly Identify On-Page Optimizations Find quick wins and low-hanging fruit for on-page optimizations like title tags, H1s and anchor text.
- 34. Identify Thin Content With Low Average Position Find quick wins for content expansion and optimization Content Size by Position
- 35. Compare Inlinking with Top Ranking/Low Ranking Pages Avg. number of inlinks for URLs ranking better than position 3. Avg. number of inlinks for URLs ranking worse than position 6 Impact of Inlinks on Rankings 78.9 14.8
- 36. Identify Rankings that are Driving Clicks on One Device but Not Another
- 37. ● Improve ranking based on technical SEO indicators like site structure and performance ● Improve content quality, by optimizing metrics like thin content with low ranking ● Compare inlinks with top ranking/low ranking pages ● Identify rankings driving clicks on one device but not another ● See how crawl frequency directly impacts ranking within log files Action Items Using Real Rankings Data
- 38. Follow us: @Botify - #BotifyWebinar SaaStr Europa June 14th - Paris IRCE June 5th -Chicago Summer is coming, and BotifyCONNECT with it BOTIFY COMES TO YOU! SMX Paris June 12th - Paris SMX Advanced June 11th - Seattle June 28th New York - London - Paris
- 39. Thank you for your attention Get in touch! hello@botify.com