We’ve completely redesigned our Rank Tracker. 🚀
In spite of its sophistication, we’ve managed to simplify the interface and significantly improve its speed.
This update is huge for us, as we’ve changed our core product into a significantly better one.
Compared to our legacy version, this rank tracker is significantly faster and it has a modern and consistent user interface. We’ve also strived to fix all the known bugs and user experience issues with this release.
To do that, some things were removed and others were changed. Some long awaited features were also added with this redesign.
So let’s get straight into it:
What’s different and why?
1. Introducing 4 views, one for each job-to-be-done
Our rank tracker got very sophisticated over the years, with lots of metrics and features. When we redesigned this module, we strived for simplicity.
The part of the platform that lets you explore the ranking data is now called “Visibility” and includes what we previously called “SEO Campaign/Manage” and “Competition/Compare”. This “Visibility” product (aka Rank Tracker) has 4 views, one for each job-to-be-done:
- The Strategy View
This is where you’ll spend most of your time in the rank tracker. Here are your keywords and groups with all their attributes and your visibility performance, both updated daily.In this view, you should be able to quickly understand what’s going on with your campaign and what the next best opportunities to focus on are – easy to spot through the Opportunity metric. We’ve excluded the traffic & competition data and the keyword management features from this view.
- The Analysis View
This view is similar to the Strategy one, but here your keywords and groups are enriched with organic traffic data. We know traffic is a “lag metric” in SEO, so it’s analyzed less frequently, usually for reporting purposes. The Opportunity & Difficulty metrics are excluded from this view, as the focus here is helping you get a complete understanding of SEO performance in the selected timeframe.
- The Competition View
This is where you can compare the visibility performance of your keywords and groups against any competitors. You choose who to explore: we track all of them, daily, from day 1.
- The Edit Mode
We’ve created this so you can quickly add, delete, and organize your keywords and groups. No charts, performance metrics or timeframes here. Just a clear and fast way to do the keyword management job.Having this separate view also enabled us to simplify all the other views for checkboxes and buttons that you rarely used once the initial keyword research & grouping was done.
2. The 3 types of keyword attributes rearranged:
The same attributes you’re used to, but better organized:
- Search data refers to the quantity of the keyword, in terms of average monthly searches and their year-over-year trend.
- SERP data refers to the quality of the keyword, in terms of how many of the searches end up clicking on organic results (those results influenced by SEO). That is the ΣCTR, which is the SUM of the average CTR values of the top 10 positions based on each keyword’s mix of SERP features. To make it clear and visual, here is an extreme example: https://take.ms/cVXET -> because Google is the final destination here, answering the query directly with their currency exchange SERP feature, there are no clicks on the organic results for this keyword. So it would be a waste of time to optimize for it, even if it has a high search volume. All the other SERP features (local pack/maps, top stories, images etc.) have a different level of impact in the % of searches that end up clicking on organic results.
- Ranking data refers to the performance of the tracked website based on the keywords. It’s keeping together the rank of the keyword at the end of the selected timeframe and its change within it, plus the ranking landing page with some status icons:
- Warning – cannibalization or other identified issue
- Not the desired page, if configured in the landing page popup – a new feature from the long-awaited list!
- The Opportunity Score – a rejuvenation of a metric we’ve had for years – it computes a score between 0 and 10 to quantify the opportunity of optimizing any keyword relative to all the other tracked keywords in the campaign. It takes into consideration all the keyword attributes (the quality/SERP, quantity/volume and current performance/rank) along with the tracked website’s difficulty to rank on those keywords. A “10” would highlight the best keyword to focus on right now. Sorting by it will reveal the low hanging fruit, those best keywords to optimize. And it’s dynamic. The keyword list is changing, keywords are changing, and the website performance is changing. All those changes will result in a different list of best opportunities.
Same keyword attributes can be found at group level as well. This time, all of them explained with one click.
3. The edit mode explained
Let’s go a bit deeper into the edit mode.
This view is completely new. It’s optimized for quick and easy keyword and group operations: adding, archiving, organizing them. It’s faster and less cluttered because we don’t show charts, top stats or Visibility trends. There’s no timeframe selection, because there’s no need for it here.
It’s speedy and responsive, which is exactly the opposite of the keyword management experience we previously offered. You select some keywords and press the delete button. They’re gone. You add them to a group, they’re added.
When you exit the Edit mode, there’s going to be a slow initial load of the data. Then everything is cached and back-to-speed again.
It also simplifies the other views, as the checkboxes and keyword group management buttons have now been removed.
4. No more data granularity
There are two reasons for exploring chart data with daily, weekly or monthly granularity. The most common and obvious one is that some types of data need to be aggregated (summed up) on standard periods, like monthly traffic or conversions. Another reason could be to simplify and speed up the chart by only selecting one data point per week or month – good enough in some cases.
As we now only have Visibility charts in the Strategy view, the aggregation could be misleading as it would be an average (“don’t go passing a lake that is 1.5m deep on average, right?”).
The design of the new chart is also simplified, no matter the number of “dots” it plots, and we’ve also fixed its speed challenges. So the new chart has an always-on daily granularity with some nice features like zooming in and out as needed, and a “mini-map” coming soon.
We can’t say the same thing about the Competition chart. We’re still keeping the granularity there.
5. The resurrection of the Opportunity metric
The Opportunity metric now has the power to be noticed and to be clear. Let us expand on this and show you what we mean:
Below are 6 keywords with different SERPs, search volumes and current ranks. Oh… and different difficulties in terms of ranking in the top positions. Which one could bring the most value for your efforts?
Take your time. Write down the keyword.
Now click here and see how the Opportunity metric quickly helps you decide.
The Opportunity metric takes into account all the qualitative and quantitative attributes of a keyword for an SEO strategy, including the website’s difficulty to rank on them. So each keyword is evaluated based on its potential to generate more traffic compared with all the other keywords tracked in the campaign. 10 = the best keywords to focus on improving, where 0 are the worst.
Read more about our Opportunity metric here. And use the Opportunity explainer feature to understand the data behind each value.
6. Explainers everywhere
We made almost everything clickable and, by clicking on something, you will get another level of detail for the data you clicked on:
- Sidebars explaining the Visibility trend, SERP Data, Search Volumes, the Opportunity and Difficulty metrics.
- Dynamic tooltips on every rendered value.
- Popups with multiple levels of details for the item that was clicked, like the keyword sidebar.
All of them help you understand and trust your data, processed by our platform. Fast.
The Visibility Explainer got a full redesign
Rank changes are easy to understand and trust. Group-level metrics are not. We believe that if you can’t see it and understand it, you should not trust it. That’s why we let you see what’s under the hood. And then decide for yourself.
But of course, that’s not the only reason we created the Visibility trend explainer. We wanted to make it easy for you to understand which keyword-level changes generated the group-level impact.
You can do it with a click and see what’s going on with your Visibility, tracking down the changes, up to what happened at a keyword- and landing-page-level.
With that ability, you can easily explain what happened to your team and your clients.
The Visibility trend explainer was redesigned to make that explanation even clearer.
7. The Keyword page became the Keyword sidebar
Which loads instantly and makes the navigation experience a lot better. It’s like an explainer – a keyword explainer. You get more details than you see in the keyword table, and you can continue to click on keywords without opening and closing windows/tabs.
8. All the UX issues fixed (filters and more)
We know the old interface was full of UX bugs. We made sure that this version goes out without any of them. You’ll immediately notice it. If you remember the old filtering popup… you’ll know it.
9. The infinite scroll
No more pages, just scroll. You want to see more keywords, scroll. Less buttons, less clicks.
There are a lot less types of annotations than what we previously had, and they’re clearer. Without losing anything useful or valuable.
They also look better, and load faster.
What’s completely new?
1. % of clicks on organic results from the total search volume
We now compute the percentage of clicks that end up clicking on organic results, based on the present SERP features.
This enables us to adapt the Visibility metric so that it takes the SERP features into consideration. This makes it even more relevant and accurate, but more complex as well.
That’s why you will be able to configure which version you want to use. The explainers will deal with that complexity, so you’re still able to understand which forces change the campaign’s performance. This is also our response to the trendy (and faulty) pixel-based rankings.
2. Desired landing page
Having the best landing page, the one you optimized for a keyword, is critical. Now you have it in our rank tracker.
You can see when your desired best page is not considered so by Google and fix that.
3. SERP feature history chart
We’ve had SERP features history in our databases for years now. We just had to create a way to explore it. We’ve now included a SERP features history chart in the keyword sidebar. In the future we’ll implement it at group level, too.
4. Sort, search, and pin keyword groups
We decided to continue to keep the keyword groups locked in a sidebar, with no other view to explore them. But we’ve greatly improved your ability to explore them, by adding search, sorting and “pin to the top” functionalities.
5. Both visibility metrics on the same chart
Previously, you could only see one Visibility metric at a time on the chart, now you get both of them by default. It’s relevant to see if both devices perform the same, or one of them needs some technical auditing.
6. The “+” button
Even if we simplified a lot of the UI, we had to make sure that the button for adding new keywords is going to be easily spotted by anyone looking for it. So now we have it: the round floating button in the bottom-right corner:
7. Filters on both devices
What if you want to filter all the keywords that rank in top 10, on either mobile or desktop? Or those that have a specific landing page on both mobile and desktop? You couldn’t do it before. Now you can.
8. Filter within the smart groups
Smart groups are saved filters. Previously, if you wanted to filter a smart group, you had to alter it (change its criteria). Then, set the initial one back.
Now, filters and smart group criteria are independent. You set a smart group, open it, then you can filter it. No changes to the smart group. Just a filtered view of it.
9. The keyword warnings notification center
There are systems that work hard behind the scene to highlight potential keyword issues for our users. It’s now easier to see and filter them.
1. Topics tab
No more Topics tab. This was basically the landing page view, but with the main keyword (highest search volume) shown instead of the landing page. The main keyword is now visible under the landing page, in the landing page view. Easier to navigate and use.
2. Top 10 CTR
We’ve deleted the column showing the actual CTR value from GSC that was usually empty because it would only be shown for the campaigns with GSC & Analytics connection, and only for those keywords that were ranking in top 10. It could also become confusing as we’ve added another kind of CTR value, which is a lot more valuable with clear use cases.
3. Average CPC & Media value (based on CPC)
The value of a keyword in SEO is not given by its CPC, but its search volume, share of clicks on organic results (SERP features), current ranking, and difficulty to rank in top positions. CPC remains visible in the Opportunity pop-up and in the Forecasting module, where it is particularly useful for anchoring the value of a future SEO performance.
4. PDF download
There are better and more reliable ways of exporting a PDF from a webpage (a Chrome extension or the built-in PDF export from Safari). With the new infinite scroll this would also become more complicated to do. Fewer poor user experience and maintenance situations.
5. Estimated visits from Competition
A slightly irrelevant metric that created a lot of confusion, as it would not always correlate with the Visibility metric. We’ve removed it for less confusion.
One final thing: Go deeper.
There are many levels of details and analysis at which you can explore your data. Don’t settle with just the high-level view of your data. Go to our platform and click on everything, you’ll be amazed by what you’ll find!13 May 2021