posted this on August 13, 2013 02:59 PM
SEO > Rankings
GWT lets you know how your search queries actually perform in real-lifesearches. Real searches are personalized. They include a person’s search history, Google+ connections and other factors that in turn determine what the user will see.
Google makes sense of this diversity by reporting on the average position of a search query. Then it tells you how many times the result has been seen, how many people are clicking on it and its click-through-rate – something that’s close to impossible to perfectly match up with scraped data – or Google Analytics, thanks to (not provided).
GWT includes keyword phrases ranging anywhere between position 1 to the upper 500s and includes phrases even if their impressions and clicks are less than 10. This data should be used as valuable insight from Google. For example, any keyword that falls within that range tells us that Google recognizes those phrases as being related to content on our site. More importantly, it tells us that those phrases are being tested in their SERPs .
Additionally, if keyword phrases have a high rank but few impressions and clicks, it indicated that you may need to focus your campaign on more popular phrases or improve your landing page’s meta data and content.
How It Works
Raven's Keyword Ranking is where you can view your average ranking position. This information is provided through Google Webmaster Tools and Bing Webmaster Tools. You will be required to authorize your GWT and/or BWT account to gather this data.
In addition to average position, clicks and impressions, Keyword Manager also displays a Keyword Ranking Timeline - which can be filtered to view clicks, impressions and Google Analytics visits and goal conversion - for a given date range. Raven automatically compares the data to a previous date range, so you can see nay positive or negative changes. Additionally data can be displayed to just view ranking and non-ranking keywords. If Brand Segmentation has been set up in Campaign > Setting keywords can also be filter by branded or non-branded. For instructions on how to set up Brand Segmentation please refer to the Website Settings help document.
Any keyword can be added to the Keyword Manager or further researched in Research Central.
Authorizing Google Webmaster Tools
If you have not yet authorized your Google Webmaster Tools, when you navigate to SEO > Rankings click the Configure Google Webmaster Tools button. You will be automatically redirected to Raven's Google Webmaster Tools to start the authorization process.
To authorize your Bing Websmater Tools, you can either click the Configure Bing Webmaster Tools button. This modal window will only be displayed if GWT nor BWT have yet been set. If you have Google Webmaster Tools already authorized, you can then click the Connect Bing Webmaster Tools button at the top right of the page.
You will be requested to enter either select an account, if you already have an account authorized already, or add an API key. In that case you will add the Bing API key and a custom name.
Explaining Average Position
Google Webmaster Tools provides average keyword position data for your client's website. The average position is an average of the ranks of your client's results in search engine results pages (SERPs) for all searches for a particular keyword. It's an average because not every searcher sees the exact same results in the same exact order every time. A change percentage shows the average position change compared to the previous period.
Click the Display options to toggle on or off certain columns.
Reporting and Exporting
Export Data to CSV
To export data to a CSV select Save to CSV from the table options icon.
Build PDF Reports
To build a report from within the app simply select Create PDF Report by clicking the Tool Options button at the top right corner of the page.
Or from the table options icon select Save to PDF.
1. Go to Reports > Wizard.
2. Create a new report.
3. Click on Link and select the Keyword Ranking Report module to add it to the report.
4. Edit module data. You can re-arrange the table columns to be displayed, enable or disable each column, sort the data, and create a summary.
5. Click the Save Changes button.
6. Click the Run Report at the top of the page to view your PDF report.
Troubleshooting Data Discrepancies
Raven pulls Google Webmaster Tools data such as impressions, clicks, and clickthrough rate on a daily basis. Since Webmaster Tools will report <10 for small daily values of these, they get recorded as 0 in Raven to ensure numbers are not artificially inflated. Average ranking position data is not affected by this, but for keywords not getting more than 10 impressions or clicks in a day, you can see this data reported as zero or lower than what is shown in Google Webmaster Tools.