Ultimately, higher rankings should mean more traffic and conversions; but it’s often a little more complex than that. If you’re ranking for something that doesn’t match, those keywords won’t drive conversions.
Regardless, some clients will expect to see their rankings increase, sometimes at the level of a specific keyword. There are a few different approaches you can take here. The one we recommend is to combine keyword rankings with a clear indication of overall organic visibility.
Let’s look at this in more detail and see how you can get these metrics.
Keyword Rankings
When it comes to reporting on keyword rankings, the Position Tracking tool can make your job a lot easier.
If you haven't set it up for your domain yet, click on "New Position Tracking", and you can then manually import your own list of keywords, or import data from a campaign, Semrush or Google Analytics.
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You then get a holistic picture of how those keywords are ranking. It’s important to be able to show how rankings are improving over time – not just with a snapshot.
Tracking keyword positions can be a great way to show campaign progress early on, when a site may not be generating a lot of organic traffic yet, but rankings are increasing.
This is what we like to call a soft metric, which is a key indicator of progress, but which does not have a direct business impact in itself.
It is always useful to show trends in antarctica business directory your reports. This is a great indicator of the progress that is being made.
When you report on individual keywords, you mostly show them in isolation, but when you report using visibility growth, overall keyword trends, and average positions, you end up getting a better overview.
Again, you can use the Position Tracking report to view and report on all of this information.
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Let’s see what you can take from this data and why it makes sense to use it as metrics in your report:
Visibility helps highlight the overall trend of your site's potential traffic , while estimated traffic shows how much traffic you can expect from organic search. This is a great overview, but it should be supplemented with data from Google Analytics.