Introducing the New Organic Traffic module
This redesign comes with important improvements so you can better analyze the actual business results of your SEO performance.
1. A better overview
First, traffic significantly fluctuates based on the behavioral patterns of its users. For example, weekends can get different volumes than workdays. Which makes traffic relevant to analyze at least at a weekly or monthly level. This means a good overview of the aggregated metrics for the selected timeframe is key. We’ve done that as a sidebar next to the charts and tables.
It tells you:
- The total number of sessions, conversions and the revenue they generated in the selected timeframe and the trend from the previous period (of the same duration). Or the bounce rate and conversion rate with a click on a switch.
- The Average Visibility on the tracked keywords that match the analyzed segment. Now, averaging the Visibility is usually a bad way to look at the Visibility – especially when trying to assess the performance – as the last day of the interval could include a huge drop (which is bad), but the average Visibility could look just fine (“Don’t cross a river that is 1m deep on average”). But next to the organic traffic, it makes sense, as it correlates the SEO performance (Visibility) in the selected timeframe with the generated non-brand organic traffic. When that doesn’t correlate, user behaviour might be the force that changed the traffic trend. On longer timeframes, that can be easily observed in the monthly search trends provided by Google Ads.
- The Search Trends of the tracked keywords in the active segment, which are helpful to correlate with the trend of the organic traffic, as explained above.
2. Segments get real!
Traffic is better understood when segmented. Analytics had this feature from the beginning.
The organic traffic in SEOmonitor could be segmented, but rudimentarily so. That has significantly improved. It can now include better filters for your landing pages, but also the keyword name, if they’re brand or non-brand, or if they’re tracked or not.
The creation and listing of the segments are now a lot better.
3. Unallocated gets explained:
Back in the day, there were many reasons for which a website could have a high percentage of organic traffic unallocated to keywords. But right now there can be just two reasons:
- a flaw in the Analytics configuration,
- lots of landing pages generating just a few clicks per month from organic search.
That’s now automatically identified and explained in a new sidebar.
4. Keywords can be filtered.
This is very straightforward. You can filter long lists of keywords by:
- Keyword name
- Average position (GSC)
- Brand / Non-Brand
- Tracked / Not Tracked
5. Keywords can be explored.
All of the keywords can be explored, just like they can be explored in the Rank Tracker. The keyword sidebar will pop up and you’ll be able to see their full details. Even if they’re not tracked.
A real-time request will be done and shown when ready. From there, you can send these keywords to the research module or start tracking them.
6. GSC-only is available.
Until now, the Organic Traffic module was available only for the campaigns that would have both Google Search Console and Google Analytics connected.
Yet, some large websites don’t use Google Analytics, but Adobe Analytics, or other enterprise solutions. And some agencies don’t have access to their clients’ Analytics, or don’t have the right to share the information with third parties.
All of the above shouldn’t exclude the enrichment of your SEOmonitor campaigns with Google Search Console data, which can be a good-enough solution for the features we’ve built around organic traffic — so now you can opt for GSC-only data.
7. Landing pages tell the truth.
The way we store traffic data is by distributing if from landing pages into the keywords, and the keywords have an allocated landing page. So if the landing page of a keyword would differ from one period to another, that information would not be stored. That meant the landing page reports weren’t displaying the correct data. We’ve fixed that.
8. All goals are tracked, you choose what to see:
Another quirk of the Organic Traffic module was that we extracted goals from Google Analytics. You could select the goals to be pulled from Analytics and we’d aggregate them into a single value. They couldn’t be changed, filtered or analyzed independently. The only way to do it was to change the selection and reprocess the entire organic traffic. We’ve fixed that!
We now pull all the goals data independently and let you choose which goals you want to include in your agency’s reports.21 Apr 2021