The SEO section of Snapshot Report can be a great way to help frame the story about how all the data generated in our analysis ties together. While having a strong SEO strategy is essential for any business to succeed online, many are unfamiliar with what it is or how it works which can lead to questions about the data we generate. Below are some common questions you may come across:
What's the difference between Organic SEO and Local SEO?
Organic SEO: This refers to the process in which businesses aim to get to the top of Google search ranking so they can drive traffic to their website. This can benefit a business in multiple ways, including:
- Generating relevant site traffic
- Being seen as an authority & expert within their industry
- An effective and cheaper alternative to paid search
- Results are easy to measure, making SEO projects scalable
Local SEO: This is the process of businesses trying to optimize their online visibility, specifically targeting consumers searching online for services or products near them. This can help them with:
- Boosting their local online visibility
- Reaching customers who are actively looking to buy a specific product or service
- GPS and map services that send customers directly to the business's door
- Local searches are more likely than organic searches to end in a purchase
- Uses ratings and reviews to establish trust and credibility
- More effective and cheaper than paid search ads
NOTE: Local SEO is reliant on accurate listing information. If a business's details are incorrect or missing online, it can cause harmful effects to their Local SEO by displaying wrong or misleading location data or service information.
What does each metric underneath Organic Keyword Performance represent?
Keywords: This number shows the number of organic keywords a business will appear for when those keywords are used in Google search.
NOTE: A keyword will only be counted if that business shows up within the first 50 search results. If it still appears for that keyword but outside of the first 50 results, it will not be counted in this metric.
Clicks: How many times one of those keywords from the metric above has led a user to your website.
Value: This shows how much a business owner would have to pay for those keywords in Google Adwords monthly to get the same number of clicks they're receiving organically.
NOTE: This is calculated by assigning each organic keyword a value determined by where the businesses domain ranks on it. So the higher a business ranks for a keyword, the more valuable that keyword is to them. We then calculate the average from across all their organic keywords.
Value per click: This displays the average value of each click those keywords get. It's calculated with this formula: Value per click = Value / Clicks.
What does each category underneath Organic Keyword Ranking represent?
Keywords: This generates a list of the top keywords Google has determined users would need to search for to find you online.
NOTE: It's important to recognize that this data comes from what Google has determined by crawling the business's website. If these keywords don't match with the business or the industry, then their website may need work to improve their SEO so that these keywords are more relevant.
Competitiveness: This represents how difficult it is for a business to rank within the top Google results for the respective keyword. The more competing business's that are targeting that specific keyword in their SEO strategies, the longer the dark blue bar will be.
Rank: This shows what place the business's website currently ranks within Google's search results when users use the respective keyword.
Clicks: The estimated number of clicks that a business receives from that specific keyword each month.
Global Searches: This displays the estimated number of searches per month on Google for that specific keyword.