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Measuring the ranking performance of each keyword group on single Google domains separately and comparing the results she can now easily identify most competitive topic areas as well as the best performing category, and the actions necessary to stay ahead of the competition.
In the second step Sonja can then put rankings and referral traffic from Google into relation to each other calculating the ultimate ROI from keyword rankings.
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Analysis: Comparing average ranking positions and ranking spread it is obvious that Sonja’s best performing category is “meat”.
But there is also a downwards trend in rankings that she needs to react upon correspondingly.
Last but not least Karl has set up a third keyword group “Prio 1” to which all fish-related search terms are assigned.
Analysis: When looking at Karl’s overall ranking performance there’s no clue yet on how his most important segment “fish supplies” performs.
Now she wants to know which category has the best ROI from Google rankings.
In order to find out Sonja has created different keyword sets named “Vegetarian”, “Meat”, “Poultry”, and “Fish”.
It is furthermore crucial to create keyword entities – relevant search terms grouped by different topics, priorities, brand and money keywords, or communication channels depending on the individual focus and goals of your SEO strategy.
Such classification allows you to filter for a certain keyword set, look at this group of keywords separately and thus get a detailed, non-distorted report on Google rankings for this particular segment.
In combination with an integrated competitor comparison such keyword grouping provides highly valuable insights into your SEO performance.