We want you to have a fabulous start with the Essentials into the online marketing world. Therefore, we produced some videos and texts that show you step by step how you can use the Essentials for optimizing your website. Please have a glance.
The First Steps
Learn how to read the Essentials to understand how your website performs in the organic search. Additionally, we show you how you can quickly identify your key competitors and there is little bonus tip at the end.
Understanding the data
In the first video you learned how to identify your competitor. Now learn how to work with the provided data and how you can identify keywords that you and your competitor share. This videos bonus tip is all about the data.
Identify new Keywords
Pick up how you can discover new, relevant keywords and in what time of the year they are searched for. Furthermore, gain an understanding in using the shared keywords to identify possible new content opportunities and what kind of content you should produce.
Get to know the interface and see how you can change the settings. Learn to navigate and where you find the different functions of the Essentials.
|The Research Area
The Research Area is the heart of the Essentials. Learn what the Essentials can tell you about your website and how you can improve it.
You have a specific question? Maybe somebody has already asked the same. Take a look at our frequently asked questions.
Your personal shop account offers you a lot of services. Here you can upgrade or cancel your subscription. It has the same login details as your login to the software.
1. How the Essentials are constructed
The Searchmetrics Essentials have an easy to understand usability and everything can be found, where it belongs. It all starts with the Header.
1.1 The navigation of the interface and other important aspects
Before you can start, you have to choose three search engines. Otherwise you will not be able to see any data at all. You select your search engines in your personal profile, which you can find in the right upper corner in the “Settings”-area. Click on “Search Engine Settings” to choose the wished countries. By the way, in your profile you will find all the information about your account.
In some cases after purchasing the Essentials you might still have the registered view in the software and you are not able to choose any search engines at all. In such cases we kindly have to ask you to log out of the software, clear your cache and cookies and log in again.
Country Selection: With the Essentials you can choose three and with the Essentials Pro even six countries out of 27 – and the list of countries is not completed yet and will grow steadily. Click here to have a look at the current list of countries.
Please consider that you have to choose three different countries (or six when you bought the Essentials Pro) from the dropdown menu, before you are able to save the settings. You always can change the search engines to the first day of the next month after you saved your current changes.
Next to the settings is a direct link to our frequently asked questions.
Also in the right upper corner you can choose the language with the flags. Right now, the Essentials can be used in German, English, French and Spanish.
The Navigation helps you to open the different features of the Research area. There are six different features:
1.2 Data Area
The real work will be done in the data area, where we organized the KPI’s (Key Performance Indicators), graphs and charts from the most to the least important. Each element is interactive and offers you a help-function, which is reachable by clicking on the “+”-icon in the right top corner. Additionally, by clicking on the icon it is possible to export your data as CSV- or XLSX-files.
1.3 The functional bar
On the bottom of your browser you can find the functional bar. You should look here for your exported data.
2. The Research Area
It all starts with typing in the domain you wish to analyze in the box under the navigation. In the Research Area you will receive all relevant information for this domain based on the keywords and backlinks in our database.
- Definition of the Mojo, Visibility and Desktop vs Mobile
- Geography – Analyze domains internationally
- Rankings of SEO and PPC
- Market analysis and Industries – Learn how to reveal the online strategy of your competitors
- Links – We explain how to check and optimize your backlink profile
- Social – Understand the social signals and how to adjust your strategy
- How to export the data
2.1 The Domain-Overview
This site offers an overview of all the analyzed areas of the chosen domain. Under each KPI, and chart you have the option of getting more detailed information.
Mojo / Desktop vs. Mobile
The first charts you can see are the “O-Mojo” and “Desktop vs. Mobile” KPIs. The “O-Mojo” chart gives you a simple overview of the visibility of the selected domain based on SEO, PPC, Link and Social Rank. Next to it, the “Desktop vs. Mobile” KPI is an easy way to compare your visibility between Desktop and Mobile devices.
The second chart gives you an overview of the historical development of the paid and organic visibility. The SEO visibility is calculated from the present and the past rankings. With the Searchmetrics data you can go back in time to see the visibility two years ago. In general, you can choose the time span freely. In the three empty boxes under the graph you have the possibility to type in domains of your competitors in order to directly compare them with your own visibility.
The KPI is based on the existing data in our database. Please consider that not each KPI can be seen as an absolute number. For example, a SEO visibility of 1.371 cannot be seen as the absolute number of Keywords. Instead it is a number that helps you to compare the visibility of domains. Within this number there are several other KPI’s integrated such as the number of Keywords, Links and Social Signals.
The geographical visibility helps you to analyze a domain internationally. The visibility for each country is compared and ranked per percentage.
The Rankings show you the top keywords of the chosen domain. The SEO rank gives you the selected domain’s position in the country’s top list for SEO Visibility. It’s the same with the PPC Rank – only it refers to the paid visibility. For example, if a domain has an SEO rank of 3, this means that the domain has the third highest SEO visibility in the country in question.
Under those two graphs, the pie chart compares the organic and paid keywords on a monthly basis. Below the comparison the two tables show the top organic and the winner/loser keywords of the researched domain.
Here you will see the domains of your competitors, which are found in the organic search using the same keywords as you do. These competitors are listed here in relation to their shared keywords and the traffic index earned from them. The y-axis shows how much traffic a website generates with the keywords, while the x-axis displays the amount of the shared keywords. For example, a big circle in the upper right corner means that this competitor shares a lot of keywords with you, but produces more traffic than you do.
Searchmetrics dedicates each keyword to standardized industries. This chart displays the identified results for sites from this industry sector. Again, the top industries are split into organic and paid industry.
The Link Rank shows the position relating to the number of links for the chosen country. The more domains link to your website, the better is the link rank. The pie chart illustrates the current number of domain backlinks compared to the backlinks of the top 10 competitors for this domain.
The table “Linked Pages” shows in descending order the subpages of the selected entry that are linked from external pages. Above all, a link is particularly strong when it already contains a keyword for which the linking site has a strong Google ranking. For this reason, anchor text analysis is a very important factor in ranking assessments. The table next to “Linked Pages” illustrates the top anchor texts.
The social rank shows the selected domain’s position in the country’s social sphere. For example, if a domain has a social rank of 15, it means that the domain has the 15 highest social visibility in the country in question.
The pie chart next to it visualizes the current number of Social Links of the selected domain in comparison with the Social Links of the 10 biggest competitors.
Under those two charts you will find the Social Spread. Social Spread is the relative distribution of a domain’s mentions on queried social networks. A distinction is also made according to different user options such as Facebook’s shares, likes and comments
2.2 How to export the data
The export option of keywords is offered in the top right corner by clicking on the little plus-icon. Some tables only offer to export the data of the detailed page. Therefore, it is not possible to export the data of the overview page.
At the beginning you have to choose, how many rows you wish to export. For example you can download the first 1.000 top keywords or all keywords for a domain. You can export them as a csv or xlsx file.
All the data you wish to export is calculated in real time, which means, it takes a moment until you are able to download it. All of your exports can be downloaded or found in the export overview on the bottom.
The Essentials and Essentials Pro offer you 100.000 credits each month for downloading data. The credits are reset each month and you can review your spending on the credit overview page in your profile.
All your already downloaded data can be exported for a month. After one month it will be deleted. The export formats csv and xlsx can be used with Excel or similar programs.
2.3 Weekly vs. Long Tail
In the Research area you will find weekly data and long tail data. Above all tables, charts and KPI’s there is a calendar sheet. If a seven is displayed, those data is renewed on a weekly basis. A 30 symbolizes the long tail data, which is updated only each month. Those data offers you the chance to do a much more detailed analyzes.
2.4 Keyword Research
The Essentials help you to identify new potential keywords. It is an easy and handy tool that provides you with similar or thematically related keywords. To get there just click on “Keyword Research”, type in the keyword you are looking for and choose the country you would like to get data from. At first, you see the search volume of this particular keyword. The graph in the middle shows you the distribution of the monthly search volume for the previous year. Next to it, the number represents the percentage of different websites placing ads for the selected keyword. It includes all the domains that have placed AdWords ads for this keyword. The last number shows you the average cost for a click on an advertisement with this keyword.
The table below the charts displays similar keywords to yours. All of them have in common that they include your keyword within a word or a phrase. The table includes similar information as described above. Additionally, it includes the Universal Search Integration and the Ad budget. The Universal Search Integration shows you what additional content is included. The Ad Budget is more or less a general reference which helps you to compare two domains.
The keyword research is the key to identify those search terms that are interesting for users in general and especially for your customers. You can find out how they are typed and which have the highest search volume. In general, a high search volume and a high cost per click show that this keyword is very popular. You can use this information to optimize your website for the right keywords to increase your traffic and your revenue. There are two major search engine optimization strategies. You can concentrate on a small set of keywords which your competitors might also optimize on. The other option is to create a large keyword pool which you optimize your website on.
Keyword Research Ranking
These parts can be found under “Keyword Research” / Rankings.
The Organic Rankings display the organic search results for the chosen keyword on a weekly basis. These keywords have a high search volume. You can filter the website by the trend of their development. Next to it, are the Long Tail keywords, which have a low search volume and are only updated each month.
Use this tool to find competitors for a certain keyword that you want to use to optimize your website. The filter helps you to select the websites by their position trend and to find websites with a positive trend, which can become potential competitors in the future. Moreover, they can inspire you for new content for your website. You can use this data for the three countries you have selected.
The Paid Rankings present sites with ads for the selected keyword. In the position column you can see where the ad is shown. They can be displayed above the organic results or next to it. The ads above the search results are called High Performance Ads. Again, the Long Tail Keywords are updated monthly and the Paid Rankings weekly. You can compare at least two domains of the weekly rankings for the selected keyword. Just click on the little box at the end of each line.
The Paid Rankings help you to find competitors who use AdWords to increase their traffic. Additionally, the tool gives you the opportunity to see how many websites compete with each other and helps you to decide whether you want to step into the competition.
2.5 Research Organic Rankings
If you want to research the keywords of a certain domain e.g. one of your competitors, you can do so in the SEO Research / Rankings area of the Essentials. The identified keywords are structured from the largest search volume to the lowest for the selected period of time. The green background in the position column signalizes that the domain ranks on the first Google result page with this keyword. The yellow color indicates the second page of the results.
The keywords are differentiated between organic visibility, which have a high search volume and are updated weekly, and long tails, which have a low search volume and are only updated monthly.
You can filter the results in position, page, cost per click or search volume. That helps you to identify keywords with more potential for your website. For example, you use the filter to find keywords with a high search volume and with a ranking on the second or third page. The given results show you subdomains of your website that might produce more traffic if you optimize them for the keyword.