Dave Fiske (co-founder of SpyFu) gives new users a full tour of all of SpyFu’s unique SEO and PPC tools. He explains how to best use them in your SEM campaigns.
Sit back and enjoy, this is the full SpyFu tour.
This is Dave Fiske with SpyFu.
Today we’re going to be covering a SpyFu new user webinar.
And basically the goal here is to show you all of the tools that are available to you, what’s available with your subscription so that you have an idea of what you have access to.
The unfortunate and fun part about SpyFu is we’ve got a lot of features on here but sometimes they can be hidden.
It takes a little while to learn the system.
And the goal of the new user webinar is to take people who have recently subscribed and run them through.
That said, we’re going to get moving here.
I’ve got my screen on and I’m going to kick it over now to the SpyFu home screen for a picture of me, which– there we go.
So give me one sec here.
So we’re going to take it over to our demo account screen, and we’re going to go ahead and get rolling.
And if you have questions, go ahead and shoot them into it and like I said I’ll try to cover them as we go.
If not, we’ll follow up on email with the questions after the webinar.
So kicking it off, SpyFu what I want to make sure everybody knows that you have obviously have chosen to buy us, and we appreciate that and I thank you for it.
The premise and what makes us– what sets us apart right now, we specifically focus on Google.com, the US market and Google.co.uk.
In the Google.com market we search over 25 million keywords every month, and we pulled the top 50 organic results in the top 20 to 25 ad spots.
And we do that on a monthly cycle and then reverse all that back into– so we record all the companies that we see, all the domains the display URL, the ad copy, the organic result and everything else.
We roll that back up underneath the companies and then we populate all those keywords with search volume, and cost per click, and so on which we can use to figure out budgets, estimate clicks, ande all of that.
Now we’re not here to take over your analytics side of the house, because you need that, the things you’re running on your site to track conversion rates and all those kind of things.
But what we do is offer you a great competitive insight that’s very difficult to get.
You may be using bid management tools or doing it all yourself, but if you’re using bid management like the Marin guys, Acquisio, and so on, because they use the Google API to manage your stuff, they can’t really provide competitive scrape data about what your competitors are doing, what keywords you should use.
They’ll make recommendations certainly about keyword groups that you’re having success with and how you could build those out.
But what we focus on is by doing that search we have a database of what companies are advertising on and how they’re organically ranking online.
And we’ve got that back going over seven years.
And what drives that and makes that extremely valuable to you is that when you look at what companies are doing, when you look at keywords and things like that, it’s great to see people testing and see what they’re using that you’re not.
But it gets really powerful when you can look at several of your competitors.
And we can look at that history and say these guys are using this keyword and they’ve been– four of your competitors are on this keyword.
They’ve been on this keyword for an average of 18 months and it’s something that you’re not using.
And we know they’re driving traffic because they’re editing their ad campaigns and they’re doing those kind of things that tell us that they’re managing it.
And it costs money and so on, it’s driving traffic.
And we can show those keywords to you because of that history.
We can look through it and not just do a like an A-B comparison of this company is using this keyword and you’re not and here’s a big list of keywords.
So we’re going to talk about that.
So we can get granular and go all the way down into the data, but we can also show you actionable intelligence.
And we’re going to start it off by driving into keywords.
Now I’m going to show you a little quick bit about the navigation on the site and how to get to places.
So underneath the products you’ve got Main, which is our search box, which is right here.
That is going to let you type in any domain, any URL, or any keyword to do research on our site.
And you’ll get the pages, which I’ll be showing you here in just a second and you can go through those.
That’s kind of the main feature that everybody ends up with as they’re doing research on this.
So that’s the main spot that you’re going to go.
Leads we’ll cover in a little bit.
Combat is a comparison tool, Keyword Smart Search.
So we’re going to go through all these, but this is– this drop down here, and also some of this top menu, either one that you’re comfortable with depending on what page you’re on, we’ll get you to it.
So we’re going to start with the Main.
We’re going to start into keyword research.
And what I did, I can type this but I’ve opened up a couple windows at the same time.
I’m typing in the keyword virtual server and I can actually– let’s just– we’ll just type it in any way on here so that you have it.
So we’ll do virtual server, and I’m going to go and kill this because this will just come up for us.
There we go.
So on virtual server, this is the basic thing on– maybe you know your competitors and everything else, but we’re going to start at the very, very top level.
What if you don’t know your competitors or what if you’re just looking specifically to see who’s doing what on a keyword.
Who’s ranking on this.
This is a keyword that I’m thinking about using maybe my competitors use, or maybe I’m just doing market research into a space.
So you type in a keyword.
This is the premise.
It’s the base of where we start.
What we do is we take this keyword.
We roll in Google data for it, so we have information coming from Google.
This is the monthly local searches.
And what that means is that’s Google.com.
That’s not the AdSense network or anything like that, but specifically the Google.com search engine and people paying for AdWords and things on it, people using search on it.
so we give you these metrics.
You’ll notice as you mouseover also there’s question marks on a lot of this data.
And when you click on those you’ll get callouts that’ll tell you specifics about the data and how we get it.
So you can– if you’re ever confused about what we’re trying to get across with this data, where it’s coming from, those kind of things, you can click right there on it.
So we have the search volume.
We have the cost per click.
We estimate daily cost if you’re on it.
Hold on one second.
It is strictly for search network.
I just got a question.
Do they show data about the display network.
What runs where is a good piece for AdSense.
We’ve thought about it right now.
We haven’t figured out how to make it disruptive for the display network, so we are focusing specifically on search engine.
There’s a difference, and somebody also asked about why there’s a difference between sometimes monthly search volume on our tool and something on Google AdWords on the keyword planner.
Because the keyword planner we do actually pick information up from that, but it depends on the exact dates.
We roll these things up once a month, so these things are happening on a once a month basis.
They do change those things a little bit more frequently than we pick up.
That could be one of the deltas.
If you’ve got some specifics you can e-mail me at Dave@spyfu.com.
We can take a look at it.
But what we do is we roll up those, so they’re hitting– and this was Jay’s question.
So they’re hitting once a month, so this is where the data comes from.
We are actually pulling it off of the keyword planner as well.
So I wanted to let you guys know that’s where these numbers are coming from.
It’s just we may be picking them up at different times than you do.
And we show you the different pieces that we’re using and we highlight as we’re doing calculations of what match type and things like that we’re using.
So you’ve got those there.
Now we are not currently pulling data from Google.ca.
It’s one of the things that we’re looking into.
We can do other countries right now but we focus on Google.com at the moment.
Somebody just asked about that.
So it’s Google.com and Google.co.uk primarily are our focus.
And we’re trying to give you as much depth and data as we can on that right now.
So that’s where that is presently.
So these are the search terms anyway.
So this is the term page is what we call it.
And when you go in here, you’re going to get the base data about it.
The number of advertisers tells you how competitive it is.
Each month how many different advertisers are we seeing.
As I mentioned, we pull about 25, the top 25 spots each month.
So when you see in the last three months 75, it’s a pretty competitive space.
There’s a lot of churn in it, minus the top position.
Home page is in the organic click through rates, those things.
You’ll see these.
You can mouse over them.
But what I want to point out is as you go down, there are profitable related keywords.
How do we do this.
What do we mean by profitable related keywords.
What we do is we take a look at every domain that we’ve seen using the keyword that you typed in virtual server and then we take a look at other keywords that they’re using that are either driving traffic that they’ve been on, that they’re managing their ad copy on, so that they voted for longer periods of time.
That’s what helps drive things up into this market.
It’s to give you ideas.
That’s all it’s for.
We wanted to make a recommender that’s not just long tail stuff necessarily of it, but it’s based specifically on domains that are using that keyword, other things that they are using that we think help them.
So we’re looking at the history of how long people have been on it and what they’re doing.
So this is the profitable related keywords.
You can click on the help box.
It’ll talk more about that.
You can view more here.
The next thing we go to is successful advertisers and their best ads.
Well, what we’re seeing is people that have either– even if they’re just starting to right now, depending on how big their ad campaign and what they’re using for budgets and their ratings on this.
So the positions that they come into and what they’re doing on it is important here, the biggest piece when you get into most successful advertisers.
Like I said, we look at people, how long they’ve been on it, what positions they’re able to maintain.
That even helps us get an idea of quality score and things like that for these ads.
Simply, we don’t display that but we can tell ad copy is working and things because they move positions.
You can only pay to get so high.
Essentially, Google wants to put the ads that are going to get clicked on there.
And the ad copy, the title of the ad, the page obviously, and things like that are going to go together for it, but we watch these guys move on this over time.
What we see on this is you have your main competitors are staying on it.
You have a lot of people that are spotty, kind of on-off on it.
But Rackspace is there, which you would expect on virtual servers.
One on one is there.
Dell shows up, Microsoft shows up, so you’re going to have the main players in there.
HTS is kind of new.
What you get to see on these though is you look at the domain, so just as you’re doing a quick market analysis you look at the domain.
You can see their monthly budget.
This is an estimate of what they spend on all of their advertising, the total number of keywords that we see them on from an ad perspective, the ad position for this ad, so how far they’re staying.
I’m going to give these terms to you right here, percent top of the page, how often their ads show up in the top of the page, on the top of the page in the top three spots up there.
The coverage is how long we’ve seen them in the last– this time period that we have these two years, how long, how often they’re on our display here.
You’ll notice that these guys are 96 and these guys are four.
We’re working on a way to do share a voice for you, because we see a lot of the market space in there.
But this is coverage that they’ve had on this ad in the last– in the two year period that we’re showing here.
What’s great to see is the versions.
So you see v10, v11, back to v10 back to v8.
They’re doing testing on ad copy right now.
What this gives us is the ability to see how they’re changing their ad over time.
So when you’re looking at competitors in this space and you want to understand their messaging and how they’re evolving it, these aren’t– this isn’t a cheap right here.
And it’s gathering them some traffic and they’ve been paying for it for a long period of time.
And they’ve been managing this ad copy.
You can see they’re on version 21.
So just in this history we’ve got 11 versions of their ad copy that we see them going back and forth.
And we see them sticking with some that are working for them pretty well.
Which you’ll notice also on the ad copy, this right here is this segment and then going to their 21st version.
They were position two, position two, position two.
It fell to position three.
They changed the ad copy.
They didn’t change the landing page, but they changed the ad copy, and they’ve moved into position number one now with this ad copy, which is good.
And you could see the ad copy how they’ve changed their messaging from open cloud and 24/7– open cloud it’s fanatical support and things.
It said no vendor lock in.
That’s the messaging.
So if you’re in a space you’re looking at this you can see how these guys have been moving over time.
You can skew this is well.
We have seven years of history.
So you can see how people have been doing it and you can expand this.
So what does this mean.
Any keyword you type in here you can go in and see ad history of people that are on it.
I can do View More and get more domains in this list right now.
I can also export ads from this, so I can export this if I want to work with this, if I want to bring this offline.
But what this is giving you is the history of how to take a look at the competitors that are in this space, what they’re doing, what their messaging is.
I can click on any one of these and I can change the default for that.
So I’m going to show you one other piece.
We’re going to talk about the organic real quick.
And then I’m going to show you one other piece that’s important about how we pull these terms, and then we’re going to dive into the domain.
So we also have the search, the organic rankings.
And so on the organic rankings we show you the domains that are here.
We also show you, for instance, when they have multiple listings in the organic, which is right here.
These guys have two positions on it.
We also show you if they have, in this case the URL so you understand they have different pages ranking to it.
So you can see these guys.
You can also see the people that are advertising and ranking on it.
One of the things we have is the position that they were and how they’ve moved over the past month.
So we just saw Rackspace in the number one spot.
They also have two ads, there are two organic rankings now for two different pages that they’re showing up on and they’re both new rankings for them.
So overall from an authority perspective and from a quality score perspective and everything else, they’re actually moving up in their results.
They’ve expanded their campaign.
So what we’ve got right now is, we don’t have– the click through rate estimates we’re getting from Google, and we don’t have it on the specific site side.
Somebody just asked how are the organic click through rates determine.
We have the number of clicks.
And the way we determine the number of clicks, and I think that’s what you’re probably referring to, we honestly take the search volume that’s being estimated for the term and we take the position that they are on the page.
So heat map algorithms and everything else are going through that to figure out approximately how many clicks each position is going to get based on the number of searches that they have.
So we’re using algorithms based on a lot of research starting way back with AOL and just heat map research that’s been done to figure out where on pages.
And we also have analytics running ourselves, so we can adjust those metrics depending on how we see actual analytics coming back to where people are going to click.
But that’s what it’s about is how many clicks they’re getting.
It’s the search volume and the keyword and where they are on the page.
So this shows you who’s advertising and what they’re doing.
And so you get a good view of what’s happening in the organic search.
Who’s playing on it, who’s also advertising on it and where they’re ranking.
So you have now a good overview of what’s going on on the page.
Now something that nobody else does also, because you’re going to get in these conversations.
You’ll see a ranking in here, you’ll see an ad in here, and you’re going to have to answer the question or you’re going to be asking the question yourself.
Like no, I don’t really– I don’t have that organic ranking.
I didn’t pay for that ad.
Something like that’s going to happen.
What we have is a cache serve page.
And I want to show you guys this because we do this and nobody else does right now.
And it’s important for you to be able to back up your data.
This actually is going– we’re moving at, there’s a data center piece that we’re moving on this too.
So we have– you’ll see these cached pages.
The cached pages got the time date stamp of when it ran, and it’s the full result page of what happened, what we got back, so it is the Google search result.
We have that in the history.
You can scroll back through these things up to seven years.
There are a couple of gaps in them from different months, depending on what we had problems with.
But it’s not, it’s maybe the equivalent of 8% of the data right now that might have one of those pages that I just showed you on it at any given time.
So what we’ve got is all the results for how people, where we’ve seen the data, what the data is.
So when you get asked the question of, or when you’re asking yourself, hey I’m not advertising on that.
What do you mean.
Maybe Google has broad matched you on something or any number of things.
We can prove that out because we can show that to you.
So we’ll cover that further, but I wanted to point out you’ll see this cached surf page or the history page, you’ll see that in a lot of the areas and we can tie it back to that cache so that we can back up the data that we pulled.
You’ll know exactly when we saw it and be able to see a copy of the same page that we saw that Google gave us back so that you have that.
So now we’ve looked at a term page and we’ve seen what domains can do.
You can export any number of things.
I can export organ– I mean I can take a look at all the organic rankings and I can do an export on that.
I can view history of those rankings.
You’ll see the data that we have on here.
So we’re showing you the rank change.
We’re showing you the URL that it’s pointing to, a copy of that.
We’ve got the domain.
You’re looking at the domain strength from 1 to 100.
In other words, how well it is positioned, how much domain authority we think it has, the estimated clicks per month that this term gets for them in this position.
And then we have the history, which will show you over time how the organic rankings have gone.
So we’ll dive into that in a little bit here.
Now looking at the virtual server, this piece.
We’re going to go into the number one company here, so we’re going to dive into Rackspace.
Taking a look at Rackspace, this now is– what time lapse.
Oh, somebody is asking me what’s the time frame I think overall the ranking changes are showing.
What we do is we run all this monthly.
So we run everything, all of our data gets pulled during one month and then gets updated at the very beginning of the next month.
So we’re just about to load on all of April’s data.
And so April’s data will be coming out in the next few days, the first couple of days of May.
So generally right now we’re already running– we’re starting May’s data right as we come over the beginning of the month and we’re doing the big extraction of everything throughout that time period, and then we roll it all up and it goes up first of the month.
So everything is updated on a monthly cycle.
And it’s the entire database that’s done on a monthly cycle, which is important because your trends stay the same.
We see everybody moving on the same time frames.
It’s not like we update some keywords at one month and some keywords the next month and everything.
The whole database gets updated.
So now we’re going to the domain page, and we’re going to look at the domain page.
And I’ve got to pick up.
We’re going to keep trucking along here.
So we’re at the domain page, and so this is Rackspace’s domain.
We just looked at that a minute ago.
We estimate the budget.
These are estimates.
We don’t know what anybody’s budget is.
By looking at all the keywords and then rolling back up everything that they’re ranking on, and looking at the cost per click estimates and the search volume estimates, the positions that their ads are at and things, that’s what allows us to factor this.
So when you’re looking at your competitors or when you’re doing research on companies, this is designed to be order of magnitude correct.
What we’re trying to do is put you in the ballpark.
I’m not trying to say definitively that if I mouse over this that Rackspace is spending $35, 25 per month– or excuse me, a day on AdWords.
This is daily.
We’re probably going to roll everything on the site to monthly at some point because they do back and forth, depending on the tool set that you’re in, you can see monthly budget or daily budget, but this is daily.
So we’re not trying to say that specifically.
But what I’m saying is Rackspace is spending north of $10, 00 a month, south of $100, 00 a month on their advertising on Google.com.
We’ve been really accurate a lot with you these.
There are some times that we’re off, depending on the domain and its keywords, and how often people are doing dayparting or local or stuff.
But as a general rule, I just got back from a , and I had several clients that are coming up and talking to me and people that are just checking out our tool.
And it’s great to watch people’s faces that don’t use us yet and see their reaction when we’re showing this budget.
It’s really normally pretty damn accurate.
So I want to put that out there so that you can see what we’re showing is a trend.
And that’s the information that’s important really when you’re looking at yourself, a competitor, you’re trying to profile a company.
What’s their trend.
Are they spending more, are they spending less.
What’s the budget range approximately that they’re in.
Are they spending tens of thousands, hundreds of thousands, or hundreds of dollars a month so that I know.
That’s the information that you can gather here really quickly.
And then down here you’ve got the paid versus organic clicks.
And the paid versus– I normally, these other things are important, the average position that they run.
It gives you an idea of what they’re doing, the number of advertisers, how competitive it is.
The daily organic traffic value, by the way, for anybody out there that’s doing SEO, it’s a good metric.
What we’re showing is the approximate cost that you would pay to get that same traffic you’re getting from organic in PTC.
That’s what the ad’s traffic value is for the organic traffic.
But the two numbers I focus on when I’m doing domain research is what is their budget and how much are they spending.
And then I go down here to paid versus organic and I click on that.
And that shows me trend and it shows me how they’re driving traffic.
Are these guys focused on SEO.
Are they focused on PPC.
Where’s their traffic coming from.
So in this case you can see they’re pretty well balanced between the two, so we’re going to look at that.
Now I’m going to go to the overview tab.
The overview tab has everything in it.
By clicking on the View Mores of some of these other tabs you actually will move into the tabs set.
I want to point this out because it’s there.
You’re going to see, specifically you can look at all the SEO keywords.
There’s an SEO report.
The PPC report will cover all this, but this is what you can see inside of these.
So I’m at the domain level.
So right now, I’ve got a good idea of what their budget is, what they’re spending.
These guys are pumping through somewhere around $30, 00 a month or $900, 00.
And they’re getting about nine– we’re estimating 9, 00 clicks per day on their paid, eight and 1/2 on their organic.
And what we’re going to do now is scroll down and we’re going to take a look at their keywords.
So you can once again do this for anybody.
You don’t have to sign up with us and we don’t start tracking keywords.
We’re doing this from the big bulk of the keyword universe.
While I’m thinking about it I’m going to mention to you too, we do track what goes in our search bar so that we can add in keywords that you want that we don’t have.
If there’s a keyword that we don’t have in our space, you can also in the My Account feature– and I’m just going to touch on this really, really fast.
In the My Account feature there’s a Request Keywords.
You can dump in a whole bunch of your industry keywords if for some reason you think we have gaps on some of the stuff you’re trying to look for.
You can actually just put keywords in there and we’ll set them up in our next monthly run.
So those things will get added to our database.
So what you’re going to see here as you scroll down on the Overview tab, the organic keywords, so we’re showing you the things that we see them right now ranking on.
We give you just basic history at the moment on this, so the rank, the keyword, the URL that we’ve seen it on, the SEO clicks per month that we estimate that they’re picking up off this, the ranking history.
We’re going to go ahead and talk about that real quick right I’m going to go ahead and throw into a different page.
We’ll let it load up and we’ll come back to it.
So we show you the ranking history of that.
And the ranking history is a– oh, it’s still gathering.
We’ll have to let that go.
It’ll only take a second for that to show up but maybe it’s going to want me to be on the page while I do it.
What the ranking history does is show you the domain ranking on this keyword and it shows you it over time.
And what’s important about that is we go back also on history.
So we can see how long Rackspace has been on their term and we can see when they get hit with things like whether that was a freshness update.
Let me take a look.
So there’s a freshness update in January 2013 that actually squashed them for a few minutes, even on their domain keyword.
You can roll in more of these.
We actually have a new feature coming out.
I’m not going to disclose it just yet.
But on this ranking history– well, it actually is going to let you import bulk chunks of these keywords to take a look at how they’re trending, whether it’s the top 10 or 25 keywords, whether it’s keywords that fell out of the top ranking, everything else will show that.
But this organic ranking history tab is a great feature and this is– you’ll see it right here and it’s also in this drop down under the ranking history where you can see organic keywords, how they’ve changed over time, and overlay it with feature enhancements and other things, and major engine changes, major algorithm changes, excuse me, from Google.
So it’s very handy to know how Penguin affected your site and different keywords, so you can put that in there.
I’m just showing you because on any one of these, you can just click on this to see how it’s trended over time.
Then on the paid keywords you’ve got the keywords that they’re ranking on, obviously the place that it’s pointing to, the page, the cost per click and the daily cost that we estimate, and then the ad history.
The ad history will take you back to the term page that we were looking at, that big ad history for it.
You can see how exactly Rackspace has been by following the ad on that keyword and how other people have been.
There’s View Mores on both of these.
We’re going to hit those in just a second.
The most profitable ads and keywords.
Now on this, once we got to the domain page what we’re doing is we’re looking at everything that these guys use and we’re looking at how long they’ve been on these keywords.
So we take– people will waste money on a campaign testing stuff.
So people will spend some money checking out to see whether or not it’s a keyword that they want to use.
But something we’ve known and something that we’ve even vetted out, people do not waste a lot of money over a long period of time.
You can’t be profitable and do that.
So what we see is if a domain is on a keyword, the keyword has some costs.
It’s generating a lot of clicks and we see them staying on it.
And we see them– every color change in here represents an ad copy variation change that they’ve done.
So what you’ll see is a domain .
Now you can see these little arrows.
That means they did the ad copy, then they stayed on it for a month.
And then they made a change, and then they made a change, and then they made a change, change, change, and then they stayed on it.
So on this keyword right here they stayed on this now January, December, January, February, and March.
They’ve kept their account.
They’ve kept this– excuse me, the information on this, the ad copy, thank you.
Sorry about that.
It stayed the same.
So what you can tell here is they’re testing this out.
They’re trying different ad copies.
They actually even sell positions on this.
But what they’re doing is they’re using these keywords, and you can see– we can see them managing them.
And we can see how much they cost, how much traffic they get, and essentially how much it costs them per day to be on this.
And so when people have been on these things for months and years at a time and they’re managing this ad copy and they’re continuing to pay high rates of money for it, that’s how we know that these keywords are being successful for them.
You would try a keyword out on your own campaigns, but you’re not going to waste when you decide to test new keywords, test new ad groups, things like that.
But you’re not going to waste hundreds of thousands, or even tens of thousands of dollars a month on a keyword if it’s not converting for you.
And like I said, one of the ways we know is we see them managing it as well, so we don’t just see them falling asleep at the wheel and staying there.
So you can see– you’ll see some domains out there where their version, I showed you the version number on the ad copy, how we have that on the term pages.
And you can see it go v0, maybe v1 after like a year and it stays there.
That’s not what we’re looking for here when we do the best keywords.
Now we don’t have conversion analysis running on the thing.
We allow their budget, their time, what they’re spending their money on to tell us the keywords that they’re on that they’re having success with.
And we show you that.
So we’ve got and you can view more, but you can mouse over this as well.
We show you the amount of out of their ad copy over the last year, the amount of coverage they’re giving to certain ad copy.
In this case they’re pretty spread out.
They use a lot of different copy, as you can see, for their keywords.
And you can see it all here and you can export.
So what we’re seeing right now is their ads and how they’re advertising, so this is a domain level.
You can view more of these.
You can get it in-depth.
You can also go through all of the ad copy and export.
So the next thing we do, and we’ll show you that in detail in just a second.
The next thing we do is their organic competitors.
This is simply done– and I want to let you guys know as you’re looking at it.
We have tools that allow you to do comparisons with your competitors and on those you can choose your own competitors.
We’ll recommend them just like we do here but you can choose your own.
What we’re telling you here is that these domains overlap on this domain’s keywords.
And in this case, like on the organic side Rackspace.co.uk is actually overlapping on some host liquid web.
This bar represents the percentage of overlap they have in your keyword pool.
So oneonone.com top 10 web hosting, best web hosting.
The consumerrankings.com actually is obviously– these guys I wouldn’t see them as a competitor, but they’re on the keywords.
They’re advertising on the keywords that these guys use, Winhost, GoDaddy, all these things.
These are people that no matter what you’re competing with a little bit for inventory.
Even though they may not seem like the biggest competitor of yours, maybe they’re an affiliate or something that’s driving traffic.
But in essence you’re going to end up competing for the inventory.
It’s the same thing on the organic side.
Maybe they’re a sister property.
Maybe they’re another domain that you own.
Maybe they’re a, as again like I said, an affiliate or a blog, an industry expert or something like that, but they are sharing keywords that you have.
So that’s why we put these up there and let you show that.
We can do the analysis based on your entire keyword pool and everybody else that’s on there and show you what’s there.
So it’s valuable to you because if they’re not competitors of yours or whatever you’re still like I said competing for inventory there.
So the next thing we have down here is top pages.
So we show pages on the site that we see traffic being driven to.
We have some social metrics down there for you to tell you just where we’ve seen likes pointing back to these pages and things.
But we also have subdomains, so pieces that we have.
Now you can drill into specific pieces of the site, and I’ll show you that after we get through these term page stuff, the term page metrics– or excuse me, the domain page metrics.
But I want to show you what happens if you click on View More on the SEO keywords this is where you’re going to go.
It’s the keyword grid.
This is kind of the standard holy grail that all of you have looked for in competitive research.
Show me a domain and let me download their keywords.
Let me see all the keywords that they use.
We’re actually showing you multiples on here on the SEO keywords of the same keyword when they have rankings that point to different URLs.
We’ll actually show you the different URLs and the position that they’re on for it.
So now is– this is the keyword data in-depth.
And you can export all of it, so you can just pull down on this case.
I can pull down their thousands of keywords if I want to and I will get a spreadsheet that’s got the cost per click and the ranking difficulty, and I can sort these things by the number of searches.
I can also filter these before I download so I’m not doing a huge list at any given point in time.
So on the preset filters I can see all the keywords that gained ranks.
This will load back in.
And these are everybody that they’ve actually moved up in ranking, so from month to month over the last two months.
I can also see all the keywords that I’m losing rankings on.
So these are things that I’ve had that went down over the last month and I can take a look at these.
So I can export this in a number of different ways.
I can also– go back to the preset filter.
I can also do keywords, so maybe I don’t want to see all my domain pieces but I want to see all the keywords I have that rank on the word virtual.
Hopefully I spelled it right.
There we go, so everything that I have on virtual and I can export those.
So I can sort this basis any way.
Myself, my competitors, you guys have unlimited search for these domains for these keywords.
You have unlimited exports on these things.
You can go in and pull these down and do whatever you want to do and export these.
There is on the SEO and PPC side this export to AdWords, which will give you a– if you set this up it gives you just a format that you can use for AdWords.
You can set the match type, you can set the CPC, and so on, and then export these into a text file.
We don’t API directly into it because we give you the competitive information and that’s there.
How are you calculating the CPC for this organic section.
We’re not– so the CPC is no different for anything.
The CPC is the cost per click on the keyword.
So I’m just going to add how we’re calculating CPC for the organic.
We’re putting it in there so you know the value of the term.
So there’s a couple things you want to know on the organic side.
A, how much search volume is it going to get.
How much traffic can I estimate from it.
And if it’s a high CPC or whatever, do I want to test it on an ad campaign to see if it’s going to get me traffic.
Do I want to advertise on it.
Is it one of the things that’s really valuable to move into SEO versus doing a paper clip campaign for it.
So we calculate the CPC for it, honestly based straight off of the PPC side of the house.
We’re just showing it to you so you know what the value is on that keyword.
So this is the organic.
You can, like I said, do searches on this.
You can filter this.
You can export it.
Now, we also broke this down into a quick little report section for you that you can take a look at on the domain to see how things are trending.
We’ll let this load in.
This top section will take just a moment.
But what we show you here is the views that show you keywords.
This is the same thing as those filters, things that are gaining rank, things that are losing rank, things fell out of the top 10, and how much of that is happening.
You’ll notice down here in these grids– this top piece will load in for us in just a second here.
For some reason when I’m doing a GoToMeeting it’s probably just bandwidth in and out of my machine.
It always seems to take longer to load some of the heavier stuff that we have to look up.
So keyword rankings, these are the keywords that are gaining ranks.
What you see on here is the position change.
They’ve moved up one position so they’re now four.
They were five.
The monthly value changed.
That’s obviously an equation for how much that’s worth.
We have new keywords that are in here.
So on the new keywords, these are new keywords that we did not see last month that we see this month.
So we’re showing you now on your SEO a quick overview of the things, what’s actually happening in your SEO campaign from a movement standpoint.
We’re allowing you to not just see a whole list of keywords, you or your competitors, but we’re showing you what’s making changes.
We’re going to go ahead.
I’ll take a look at the rest.
You can obviously export these.
That’s what I wanted to point out.
So we’ll show you the keyword.
We’ll show you the URL and what it’s driving to, what it’s pointing at, and then how it’s changed, how the value has.
So we also have things that keywords that have lost rank.
So this is everything that you have that you’ve lost rank on.
So you’re taking a look at that and maybe it’s good, maybe it’s bad.
We’ll show you how much it’s dropped.
And then we also show you the keywords that fell out of the top 10.
So in this case auto sync Microsoft, and maybe they want to be off of it anyway, but it fell 23 spaces.
They were at 10.
They’re now at 33.
So that gives you a good indicator of where you’re dropping traffic pretty heavily.
These monthly values, the value amount should be above zero.
That should be negative.
They’re in the middle of retooling that at the moment.
So what we’re going to show you here is the negative amount, so how much you’ve lost in value essentially and what the value currently is at the position.
So we’re going to go up because that’s there.
So you can see this now in the summary section how many keywords you had that gained rank, how many keywords you had that lost rank, how many new keywords that we didn’t see this domain on last month and then fell out of the top 10.
So we show you the overall gain that we think you had and we give a comparison between March and April.
So we’ve seen them, they actually have increased pretty heavily from March to April, as far as the number of keywords they have.
And the number that they have in the top 10 because of all these new keywords has actually gone up.
They didn’t lose that many in the top 10, so overall, performing pretty well on SEO.
We’re going to go to the PPC keywords now, so I want to show you.
This is all the stuff that’s available in the Domain section.
So PPC keywords, this is the next thing we get.
We have the keywords.
We have the ad timeline.
This shows you over those last period of month.
The taller the bar, the closer to the number one position they are.
It’s just a quick thing that you can scan with your eye to see how the history has been.
And we’ve seen they’ll go up and down even in web hosting a little bit there.
We give you the cost per click and the cost per day, the searches.
We show you the ad position of what this domain is running into.
The total number of ads, you know how competitive it is.
We have the SERP tracker, which is actually a way to add this directly into a weekly tracking system that we have if it’s something important for you and you want to watch it on a more frequent basis.
This links back to the cache page, just like I mentioned.
You also have the filter here where you can use this.
So I could put in virtual or something or cloud and sort this list down to see what I want, and then we can do the exports again.
So this is the PPC keywords, and now you can see the whole section of that.
And I can export a domain’s entire keyword set or I can export just parts of it.
So this export all will do exactly that or you can check keywords that you want, or like I said you can do filters.
So now you’ve got a good chunk of all the keywords that they have.
This is the way, like I said standardly, go in any domain and download all their keywords, SEO, PPC.
You can take a look at what they’re using that you’re not.
You can do comparisons.
The PPC report tab right now links you to a report that we’re going to talk about in just a second.
It’s called the AdWords advisor report that we have, and I’m going to show you that in just a moment.
We’re actually going to look at Rackspace.
It’s one of the reasons why I picked them to talk about here.
So this right here brings you into making the report, and I’ll show you that.
Like I said, we won’t go off that.
I want to hit the ad history, because to me from the PPC keywords the next thing I look at, or even maybe before the keywords, is the ad history.
This is the same we showed you on the overview but it gives you the ability to go through and filter these things, like putting virtual server in to see all their keywords that are there.
I can sort by best keywords.
So I can see on a virtual server the things that we see that they’re spending the most money on that are driving the most traffic that actually give them the most keywords that they can use on a– let me see if I can clear that for you too.
So we’ll go to all their keywords.
But there we go.
So showing you, I can put filters in, so I can see subsets of their paid keywords and I can see the ads that they’re using on those.
So if I want to take a look, and I’m just working on a campaign, even competing with these guys and I want to do it on cloud hosting or whatever or their cloud services, I can put in cloud here and then I can pull back all the keywords that they’re using cloud on.
I can see their ads.
I can export the top 200 of those straight off here.
We did that because this is– when you’re looking at the ad copy you probably don’t want 10, 00 in an Excel spreadsheet.
You can do it on the other side in the PPC keywords area, but on this thing we’re trying to focus you in a little bit more.
So this is showing you the history.
We have the screenshot and we also have the ability to highlight it so that you can see where it is and where they’ve been reusing it on a page, and you see the keywords rank.
So we have– we’re going to put some more filters in here.
We’re thinking about that now and how we want to show it, but we’ve got best keywords, worst keywords A to Z.
And of course, like I said, you can sort with the Must Contain type things, so you can put this in.
So we have history right now.
This thing will roll back five months, even though we have– or five years, excuse me, even though we have eight years of history.
This interface, we only wanted it to go back so far just for movement.
So now you’ve got all their ad history.
You can see domains, what they’re using, how they’re ranking, download all their keywords.
I’m going to go to this.
We’ll talk about this more in-depth.
We’ve also added in in the leads platform company information.
So we’ve got the company, we’ve got the domain.
We’ve got information about them.
The things that are nice, if you wanted to– if you’re doing an outreach program and you want to see a domain that is driving traffic, or an industry leader, or a blogger for instance in your space.
There’s ways hopefully that we have the information on there, how their social media page, email addresses that they might have, even employees, those kind of things.
But something else interesting, infrastructure and what they’re running.
So are they using AdSense.
They’ve got DoubleClick rolling right here.
So you can see the analytics platforms they’re using, so we roll this stuff into you.
I’ll show you how you can use that as a very, very powerful tool in just a few seconds here.
But right now– that’s actually going to be a few minutes.
But right now I want to get through, show you the things on the domain page that you can use.
So this becomes very powerful to you.
Now I’m going to bring up something here on the– I mentioned right now we can look at domains, and we just took a look at this domain for Rackspace and everything that they were doing.
Another piece that you can go to is you can go straight to URL pages, and that’s one of the things that I want to show you now.
So you can break this down, instead of just going to a domain page you can go into the URLs and you can start seeing things that are driving traffic on a paid level for your competitors or yourself.
You can do an assessment of that.
So whether you’re looking at something, a piece of content online that you like, or whether you’re looking at any kind of landing pages they’re using.
If you put this in and you’ll see this flip.
If it’s a landing page a lot of time it’s going to have the paid keywords over here.
Content driven things are going to have the organic.
In this case, we’re looking at Rackspace.com.
They have 497 organic keywords.
We’ll show you how much traffic we estimate this page gets based on the rankings that they have in the search engines, so now you get an idea of how popular this content is, how often it’s being used, and how many keywords they have pointing at it.
So you’re looking at that now, and you can pull this whole list of keywords that are pointing and you can see that there’s subdomain– there’s, excuse me, this is a path and there’s also pages underneath it.
So there’s a pricing page that they have underneath it.
That might be the only one.
We’ll look at that in just a second.
But these are all the keywords they have that point to it.
And you can once again see the screenshots and the ranking history and so on of this, so the keywords would go to this page.
The SEO reports for this page show you the same thing we saw in the domain.
It shows you how the organic rankings for this page have changed, the keywords they have for it, and how they’ve been going.
So this picked up 372 new keywords that it’s ranked on.
Something that gets cool when we get into the URL level.
So when you’re actually doing research on a piece of content or a page or a section on the site, you can see the pieces where its traffic is being driven.
This matching pages will look for pages underneath it.
So in other words, if you have a path these will look for the rest of the path, the pages that are underneath that path.
So in this case we see that they have cloud servers.
They have a pricing page, a features page, a virtual router page, service level discount, all this content built underneath it.
It’s a great place to do research.
You can crawl down a structure, the page structure of a site, see where their rankings are on these things, see how popular these pages are and what kind of traffic they’re getting and where they’re ranking.
So another great spot here is competitive pages.
Competing pages, we take a look at the other domains out there that are running keywords that are similar that are ranking on the same keywords you rank for for this page.
And we point them out to you, so we show right down to the page level where they are, so pricing comparison charts or whether they’re doing performance benchmarks about different cloud server architectures in this case.
So you see competitors putting information out there.
That’s their co.uk side as well showing up.
So we show you everybody that’s ranking on these that’s not your domain.
So you can do a quick analysis of who out there is driving traffic.
Maybe some of these people are going to be– they might be like I said bloggers, industry experts.
They might be informational sites that you want to reach out to to either give you product or because they have product comparisons or other things like that.
It’s a good way to find that on these pages.
Some of them are going to be your competitors.
Some of them are going to be informational in nature, that kind of thing.
So by plugging in a page you get really good page specifics of what is being said about it from a social media perspective, where it’s there.
And then also, as I said, everybody that’s using it, so you can see your page or the domain’s infrastructure– or excuse me, what am I looking at.
For the content tree, their hierarchy of their pages in that site.
And then also you see the competing page, so you know people you want to reach out to, people you have to watch, those kind of things.
PPC keywords, in this case there’s not many but same scenario.
This is a landing page that people are using for their ad campaigns and such.
You can see the different ads that they’re actually running, the keywords that they’re actually using to send traffic to it.
And this will show the keywords with all the keyword metrics in there from the same perspective.
So that’s the URL page.
So I’ve showed you– what we do is we run this 25 million keywords and it’s growing all the time but we run this.
We have this history that we can use to make these assumptions.
We can give you this data so that you can be really informed about what’s going on from a domain level, and that’s very helpful.
What I want to show you now is, and this is to me one of the most important parts there is in here, and what we do is we take this information.
And in the recon files area right here, which is something that you should take a look at, the recon files, we allow you to take this information.
And instead of having to go download spreadsheets– because this is great you can do your domain, then you can go to your competitor’s domain.
You can download a spreadsheet.
Our combat tool, which is right here, will let you put in two or three domains, see this Venn diagram together, and export.
And I don’t want to sell this short but we’re going to move to the reports because I think they’re even more helpful.
So I can run a combat piece between these, and you’ll see a Venn diagram just like this for their paid keywords and their SEO keywords.
If this is me, I can click on the area right here between my competitors and I can hit Export and I can get a list of the keywords that those two are using that aren’t– that I’m not.
And it shows me the search volume and the cost per click and all of that.
And I can export those, and after I export those and do the sort and I can try to figure out, hey, which ones do I want to use.
But we’ve taken this a step further.
So this is good to take a look at just quick research.
But these SEO reports, when you go into these, you can do these now for PPC and for SEO, and I’m going to show you both of them and how to make them.
So what you do in a PPC report is pretty simple.
You’re going to take your domain.
In this case we’re going to play with Rackspace.
So I take Rackspace.com and I put it in there.
This can go for anything.
And automatically we’re going to put up the competitors that we saw.
And you can edit this anyway you want to put in other competitors.
Maybe I’m looking at it and I’m like, the consumerrankings.com is not really a competitor.
I want to see these guys.
And it doesn’t matter, you just put it in there.
And if they have keywords that overlap with you it’s going to be good because it will show.
And if they don’t, we’re actually going to show you the keywords that they’re using that are valuable to them.
So I can do this Choose Competitors or I can also enter in keywords.
So what I can do if for instance Rackspace, they have probably a few different product lines in there.
Maybe they’re focusing on one campaign or one area of their ad campaign.
So what I can do is just dump those keywords in.
Maybe if I’m a Home Depot and I’m looking at electronic– what am I looking for, cordless drills or something and I wanted to do a campaign on that.
I can put in a section specifically on my keywords for cordless drills that I’ve thought of, and we’ll go out and find competitors for you, everybody that we see using those keywords that you put in and we’ll actually give you a competitor list from that.
But on this, so choose these competitors.
We’ve got this, and all we’re going to do is hit Next.
It’ll show you.
In this case it’s a lot.
These guys have tens of thousands of keywords, so this is a thousand credits for the report.
Smaller domains there’s a credit calculator that we’re going to see.
I’m going to actually back up because we’ve already got this run.
These things, the PPC reports, take anywhere between say 10 minutes and a half an hour normally to run, maybe a little bit longer than that, but normally they’re pretty quick.
And so we’ll go ahead and run those.
You’ll see this calculator, by the way.
So no matter what subscription you have with us you can put in domains that you want to look at for this report.
We don’t charge you by the competitors.
We only charge you by your domains.
So if you put your domain in and then other competitors, it doesn’t matter how many keywords they have, it’s only off of your domain.
So you can enter this.
There’s the AdWords.
So this is the PPC Advisor area down here.
This is the SEO reports.
You can put in any domain, just like we just did, like Rackspace.com on the SEO report.
I can do Calculate.
And this thing will come back with a credit number for you, so it’ll tell you a approximately what you’re going to use.
I’m going to keep pushing because at least we don’t want to spend a whole lot of time on the calculator.
So I can do that and I can also do the SEO report and it functions exactly the same way.
So if I put in a domain like Rackspace.com, I can choose to use all their SEO keywords or I can select my own.
That’s once again being able to put in a list of it.
And then the next thing that I get to is adding in competitors, so I can review the competitors and I can edit them if I want to, and then I can review and publish those.
So you’ll see this one, and on their SEO side they have less keywords.
It’s 512 credits.
You’ll notice a monthly check on there, so you can run this monthly or not.
These things, depending on your subscription level, we have weight labeling for them.
You can brand them.
You can also on the SEO side, we’ll talk about in a second, you can add and remove sections.
But on almost every plan you can customize these things with your own logo, should you want to.
We’re going to talk about the PPC report first.
And I’m just making sure that I’ve got it.
So we’re going to go ahead take a look at the Rackspace PPC report.
So what makes this cool.
The biggest thing that’s awesome about these PPC reports, you put in your competitors, you put in your domains.
So instead of just downloading all their spreadsheets and having to sort through all of that yourself, what we do is we take a look.
In this case, 37, 00 keywords we look through from these five domains.
And what we’re doing is looking for patterns.
So instead of you having to go in a spreadsheet and try to figure out which one’s driving the most traffic and which one costs the most and everything else, we look at and we pull back 50 recommendations on this right now that say hey.
Out of all the keywords that these five competitors are using, we looked at eight years of history that we have on them, and we’re looking at where they overlap.
So our goal, what we want to tell you is, hey, between competitor A, B, C, D, and E, when we see three, four of your competitors bidding on this over a long time, over the last like three years, we’re going to recommend these things to you as something that you should take a look at.
So instead of just looking at click metrics and all that, we’re saying look.
These guys, this keyword drives traffic.
It drives cost.
Your competitors are betting on it.
They’re paying money for it every single month and they’ve been doing it, whether it’s six months, eight months, two years.
They’ve been doing it and you’re not.
It’s where you should focus.
We’re going to recommend, highly recommend that you take a look at that.
So this is what this does.
So we go through and we take all your competitors and we see their buying history.
And we say, look, if we have to bet on keywords let’s figure out where they’re overlapping and what they’re doing that you’re not that a lot of them are bidding on and then we put it together in this report.
So what this is showing you in here, and some of them are going to have a lot of clicks.
This is 900 clicks out of these 50 keywords.
Some of them are going to have clicks that are high, some of them aren’t.
But what we’re saying is these are things that are driving traffic that we see them on that you are not and we do a buy rating on it, so this is the keyword.
Now, out of 25 million keywords we look at all the keywords that have hosting and all the keywords that have company in it.
And we look at all the domains that are using that.
And then we also look at your competitors and how many of those keywords they have.
We can do things like recommend broad match, phrase match, and modified broad match, and things for you to say, hey.
This is probably an exact match keyword because they’re not on– out of the universe of keywords that have company in it, you’re not going to broad match on company.
You’re not going abroad match on just hosting.
This is pretty specific.
And so we can make recommendations for you on the match types as well.
So we’ll do that.
We’ll show you this is a trend of– you can see it’s color coded from up here.
How many companies, how many of your competitors are on it, which ones are using it.
In this case it’s four last month.
And we make a buy rating on it.
And we’ll show you the different keywords with the amount of clicks that we estimate that they’re going to get, that you’re going to get for advertising on it.
But we show you the costs, we show you the clicks per day.
This is downloadable to CSV, so the report’s a great way to view it but you can get it for something to work on really quick.
You’ll notice, by the way, I didn’t show you this at the beginning but this report is branded.
So one of those things that you can do, it’s got the header and footer for them.
So we’re going to go down and you’ll notice– so these are exact match.
When we can, when we’ve got it, we’ll show you the ad copy that we think that these guys have been using and staying on, something that we’ve seen people vote on throughout time that they’re kind of– that they think are the best ad copy.
So we’ll make ad copy recommendations when you can.
You can obviously take any one of these keyword results and go plug it back into the search bar to look at the ad copy that all the domains are using.
But we wanted to put it in this report and we think we’ve got good recommendations, things that they’ve vetted out by seeing them vote on it more continuously so on this ad copy.
So we’ll show you the keywords.
We show you the match types.
I’m going to go down to see– let’s see, we’ll find something that doesn’t have an exact match on it that I can talk to you about here real quick.
Because we can see a lot of it is going to be exact match, but they’ll be some in here that are broad match or phrase match.
Let me take a look and watch this report not have them.
So I just want to show you what one of those looks like real quick here.
Oh, all right, well we’ll show that on another report because I’ve got another sample to show you in just a second.
I want to get to this because this is powerful too.
This second section in this it’s called the best negative match opportunities.
The best negative match opportunities is the reverse of what we just did.
We looked at all the competitors that you’ve put in there and we looked at the keywords that they’re running and everything that they’ve been running.
And then we see keywords that you’re using that nobody else is.
Now some of these may be nuggets.
Some of these may be things– maybe you have a product line that people, nobody’s competing with you on or a specific niche that you’re focused on that they don’t.
But there’s also a lot of times it will identify things that you’re either broad matching on or that you’ve used.
That maybe something that you can save money on.
In this case, what we do is we show you these are keywords that you’re on that nobody else out of your five competitors you put in, none of them are on.
And what we show you is the keyword.
We show you the estimated cost that we think that you’re paying on it because of the position that you’re at and the cost of the keyword.
We show you the ad that you’re running.
So I mean specifically you can track this down in your stuff because you know the exact ad you’re showing.
You can see it and you can see if it makes sense back between the two.
And then we also link you directly to the cached page that we have of that ad, so that you can prove out, you know hey.
So in this case I’m giving you this because Rackspace WordPress themes.
You’re like eh, but you see their ad fast WordPress hosting.
Hot host, scalable WordPress site 24/7, fanatical support, sign up now.
It’s something that they’re doing that their competitors They’re actually advertising on this.
They have an ad specific for it.
They’re trying to monetize that their page is probably– it’s weird that it says Rackspace.com.
I really hope that goes to a landing page.
It’s probably not just their informational Rackspace.com.
But there it is, so it makes sense.
GoDaddy email, they advertise on that, because they want to host your website, sign up for a free account.
And they have domain email, that’s the– what they’re inserting is a keyword or that they’re running specifically for that ad.
That’s OK too.
It may be a little bit fringe on the messaging and stuff, but they host email and websites and so those kind of things.
Now interestingly enough the next thing down Rackspace email hosting, first class email hosting, sign up today.
But it’s under MS Help, and it’s $2, 00 a month.
I don’t know what they’re converting but I’d be looking at my web– my landing page for that, just trying to vet that and see if I really want to do it.
Microsoft Word, another Rackspace email hosting.
They’re doing some things on Microsoft and they’re pushing for that traffic maybe, but I’m looking at this going I don’t really think that’s the keyword that I want to be running on, especially not at $3, 00 a month.
And the list goes on down through here.
But the point is you can evaluate these now in a very quick way, because these are things that you’re being put on by Google, whether it’s broad match, phrase match.
If you look at it and you say exact match, it’s what I want.
I mean email I understand why they’re on because they’re pushing their email hosting and nobody else was doing that keyword.
MS Word is another one like I said that’s a little bit strange.
This is a data backup and they’re competing with Carbonite.
Once again, get it.
Posted service is a little strange.
Maybe they have something that I don’t know about.
We’re calling them out and we’re showing hey, this is what you’re on right now.
Here’s the keyword that you’re showing up for.
Here’s the ad copy.
We’ll show you the screenshot of the ad.
We’re saying you should check these, because there’s probably, there’s a really good opportunity in here right now to say, hey you can save some money in there.
MS Word is one of the things that I would hope that they’re really not meaning to advertise on at a thousand dollars a month.
And just as I was showing you on the one up above that, you’ve got Microsoft Word and you’ve got MS Help, another– so that’s $4, 00 right there.
This report, even if you had to upgrade to 139 or 199 a month to run, is going to save a decent amount of money every time you run it.
It’s going to give you actionable intelligence for your AdWords campaign, whether it’s adding keywords, things that your competitors are doing that you’re not, and things that you could take off of your campaign.
So I want to point that out.
I’m going to show you another one really fast here, and I know we’re running short on time.
I’m going to open it up to QA probably around the top of the hour.
I want to show you the SEO and PPC report.
So this is one of the ones that I also ran for another.
This is a trip insurance company.
But you can see on here this is just showing you vacation packages that are on this, and then summer vacation insurance.
One of the things that we actually talked about as I spoke with this customer is this is too far in advance in the buying cycle probably for what your campaign is.
There’s $8, 00 a month that may be being spent on here and people looking for vacation packages or even vacation deals down here probably haven’t bought the trip and they’re probably not thinking about their travel insurance just yet.
So what we’re doing is showing you, so like I said, things that you can isolate.
Look at your ad copy, look at the ad that you’re running and decide, hey for the money I need to go back in and check this.
A, let me look at my analytics and see how much I am paying for it.
And let me see if I can do some exact matches, some long tail stuff around this.
Maybe I don’t want to broad match down so far on this.
That’s another one.
That’s just health insurance quote is an interesting one for that.
And as I was just clicking away I noticed insurance online, a very, very broad topic, something that maybe you don’t want to be on, so pointing those out.
We’re going to talk about the SEO report now real quick.
This is an SEO report that we ran for Wells Cargo Trailer company.
So what we see on this, once again you put in your domain.
You put in your competitors.
This thing can be scaled and customized to specific sections.
You can actually build this to have any of these sections, all of these sections, one of these sections.
I’m going to show you what it has real quick and then we’ll open up it up to Q&A.
So this SEO report, we take a look at a year’s worth of history of the domain.
So this is your domain and we show you keywords that we’ve seen and how many keywords we’ve seen inside the top 50 spot, the number of unique pages that rank organically.
So we look at all the different URLs that we see your organic traffic pointing back to.
We’re estimating the total number of clicks that are coming in from it and the value.
They actually increased their keywords that they’re ranked on over the past few months, and the keywords that they’ve ranked on have been– have had higher CPC values than they had before, so their value has gone up.
So we give you a summary of the site on the first set.
And then the next thing that we go into is biggest gains.
So we take a look at the keywords that they’re on right now and that they were on last month that moved up the most, or new keywords that they have that have bumped up, so where they’ve gained the most traffic month over month.
In this case, Wells Cargo Trailer, they went up from number two to number one, and that was a pretty big bump.
It was 132 clicks that we estimate that they picked up on that.
So this one once again went from number two to number one on cargo trailer.
So you see how this is moving on here.
Most valuable keywords, these are the things that they’re gathering the most traffic with, so what’s driving the most SEO traffic onto their site.
Even though it’s showinw– and it’s also based on the value of the keyword, so the things that cost a lot of money.
Wells is probably because of Wells Fargo and things like that.
They’re just probably competing a little bit of back and forth on brand honestly between the two.
But Wells Cargo, even though they’ve dropped, they dropped a rank space and they’ve lost some clicks, it’s still one of the things that’s worth a good amount of money value to them.
So that’s what we’re showing, things that you have on your SEO campaign that your PPC campaign would have been struggling with a little bit.
So the next thing is the newly ranked organic pages.
And what I want to show you here is we show all the pages that you’re on this month that you weren’t on last month.
We show you the page that’s now ranking.
And then we show you the keywords and the position that they’re on and then the estimated traffic.
So it’s a good– if you’ve got content coming out and you want to see how it ranked, yes it’s a month after it comes out but we can put this together and show you.
Last month, here’s all the new things that you put out that are now ranking and what they’re ranking for.
New keywords you weren’t ranked on before is just keywords that you’ve added to your campaign.
It’s probably from those new pages but these are keywords that you didn’t have last month that you now have this month.
Sometimes the estimated new clicks is low.
Sometimes it’s high, depending on the keyword and what we get back from Google for the rankings.
It’s just a good place to keep an eye on those things.
Those will roll into the keywords you have on your site every month.
We do a section summary.
So we show you the different areas of your site that are picking up the SEO traffic and how much SEO traffic they’re picking up.
And then we have keyword groups in here.
Now these things are going to help you break up your keywords.
Not every one of them is going to be what you want.
So maybe gooseneck isn’t something they want, but gooseneck trailer is a good group.
Motorcycle may be a good group but motorcycle trailer might be better.
What we show you is the number of keywords that we actually see you on in that.
And it helps you– will make recommendations with that too.
A lot of times you do content in keyword groups.
So not every single one of those groups is going to be perfectly relevant, but our idea is to try to show you keywords that are lumped together by topic so that you can make content out for it or you can see where your content is going.
Now this is what gets good.
There’s biggest opportunity, so these are keywords that the domain is ranked on right now.
But if you can improve the SEO rankings, if you can do some things, get some backlinks, other things to help move you up on that or increase your content and your quality scores on this, your domain authority.
Anything you can do to move up on these keywords is going to– they’re the highest traffic keywords you have and moving up on them is going to make you see the most results.
Keywords not ranked on but should be are keywords that your competitors are using that you are not, plain and simple.
These are things, I mean trailer plus, box trailer, things like that, utility trailers, things that Wells Cargo is not ranked on.
They may not want to do hallmark.
You can actually filter some of these out if you want because it’s a brand name.
Maybe they don’t want to do that but car hauler, box trailers, a lot of these in there that are going to be right in their wheel house.
Right now these guys don’t have it but you can also show this SEO clicks.
This is where you have overlap in your SEO and PPC campaign.
So this is another domain that we were taking a look at.
And you can see things that you’re paying for on your PPC that you also have in your organic.
Possibly you want them to overlap because they’re either brand keywords or things that are that important to driving traffic for you, or it could be opportunities to save money.
We want to point them out in an easy way for you to see.
So on this case, the Wells Cargo didn’t have any in that, so I wanted to show you the other domain real quick.
Keyword groups with the most potential, same thing as the groups before.
We’re showing you now things where you can create content or look for a link around sets of keywords that are actually going to drive clicks for you.
So I want to show you actually this last piece and then I’m going to open it up for questions.
So this was the SEO and PPC reports.
These are the top organic competitors that we put in.
And what this shows you is an overview of how much organic traffic they drive, so you’re going to see that via numbers.
So freeway trailers really has fallen off for instance.
They’re also very sporadic.
But Trailers Plus, Hallmark is obviously the two competitors here.
This next graph is the number of keywords they overlap with you in your campaign.
So specifically this is the traffic that they get but this is how many keywords that you’re fighting essentially with them on.
And then you see their budgets, so where are they focused.
So Hallmark is exclusively focused on SEO and they’re a big SEO competitor for these guys.
Trailers Plus does both, and they’re actually much more formidable on the AdWords, the PPC side of the house.
So that gives you the summary.
And then this just goes into view more after this kind of ad nauseum listing.
There’s almost 45 pages in this, and like I said you can cut out the view more sections or any sections of the report, depending on the messaging that you want to put across.
So those are the things that are in the recon files, which are going to be very helpful for you to get actionable intelligence.
We take all that history we have to find the best performing keywords so that you’re not just sitting there playing with spreadsheets.
Now you can do it if you want.
The whole part of the beginning part of the– the whole area at the beginning was how you can do research, look at companies, pull their keywords, and wrap that information together.
But what I wanted to show you with the reports is how you can get actionable intelligence quickly using SpyFu, and give you an idea of why we’re giving that recommendation.
Because without that a lot of you scratch your head and say, how did you come up with this and know this isn’t true.
Or maybe this isn’t working or maybe in my mind anyway it’s not working.
Why did you tell me this keyword is good.
So I want to let you know where that comes from.