Christoffer Berg - Prioritize better with a weighted keyword visibility score
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This document summarizes Christoffer Berg's presentation on using a weighted keyword visibility score to prioritize SEO efforts. It discusses calculating visibility based on keyword position, search volume, or business value. Business value considers factors like click-through rate, conversion rate, and bookings revenue. The presentation examines tracking changes in three keywords' rankings over time under different weighting methods. It concludes by asking which keyword the business should focus on improving based on the most recent data, taking into account search volume and business value.
Christoffer Berg - Prioritize better with a weighted keyword visibility score
- 1. Christoffer Berg https://www.linkedin.com/in/cfcberg Prioritize better with a weighted keyword visibility score SEO Portugal Online Conference May 14, 2020
- 2. About EF EF Education First Worlds largest educational organization Language, education, travel, cultural exchange My international journey Lund Guatemala City Zurich London ef.com SEO International in-house team Content & Tech On-site & Off-site 60+ domains 29 languages
- 3. What is a Keyword Visibility Score? A metric showing the combined organic rankings for a keyword or a set of keywords in one or many search engines.
- 4. What is it good for? Helps you identify ranking changes across a large set of keywords without having to check your positions keyword by keyword. Helps you understand changes in traffic and where to improve to reach your goals. Helps you prioritize which keywords to focus on by optimizing for biggest visibility impact.
- 5. The challenge Some keywords are usually more important than others. How do you decide how important they are? What factor(s) should drive their importance? Keyword Search Volume Intent learn to cook 9,900 - Researching ways to learn, online or locally, free or paid? cooking classes 74,000 - Comparing different suppliers, online, local, cooking trips, free? online cooking classes 6,600 - Matching our offer, to some extent
- 6. The solution Measure visibility according to your goals. SEO Goal Keyword weight driver Visibility type Maximize rankings Keyword position Position driven Maximize traffic (impressions) Keyword search volume Demand driven Maximize value Keyword value Value driven
- 7. You need to decide how much each position is worth.
- 8. 3 keywords, 3 rank changes
- 11. Value driven visibility Before we look at this chart, lets first use data to assign a value to each keyword. Keyword Search Volume CTR CVR BKR Value learn to cook 9,900 10% 6% 3% 1.8 cooking classes 74,000 15% 10% 5% 55.5 online cooking classes 6,600 40% 30% 20% 158.4
- 13. What about prioritization? Lets go to the last date of our 3 keywords, 3 rank changes timeline: which keyword should we try and push? Keyword Date Rank Search volume Value cooking classes 30-Apr 3 74,000 55.5 learn to cook 30-Apr 3 9,900 1.8 online cooking classes 30-Apr 3 6,600 158.4
- 14. Additional things to think about Classic vs Universal rank Seasonality Small scale vs large scale Simplicity vs complexity Are keywords dead?
- 15. Christoffer Berg https://www.linkedin.com/in/cfcberg Thank You Questions?
Editor's Notes
- #6: What keyword should we prioritize? If you had to choose 1 of these keywords, which one would it be?
- #7: Position driven = good for long lists to see multiple ranking changes. Might also be good for on-SERP SEO. Demand driven = good for long lists where you want to get as many eyes as possible on your snippet. Value driven = good for long lists where you want to focus on driving quality traffic to your site.
- #8: Whatever model you choose you need this. In our case our scores go from 0-100%. This is not CTR, although you could use that if you have reliable data.
- #10: It looks stable but it has not been stable.