For Raven customers looking to switch, hopefully this will answer some of your questions.
1. Why isn’t Analytics SEO affected?
We were affected about 1 year ago when our access to the AdWords API was suddenly withdrawn.
However (whilst we totally respect Raven’s decision) we took a different approach to Raven as our customers told us they wanted keyword ranking data.
We now offer two solutions; one automated, one manual.
We automatically import data about keyword search volumes and competition from the SEMrush API. We then use your organic traffic data to provide estimated click-thru rate. We also merge this data with SERP ranking data to show you where you rank, the Universal search results and what incremental organic visits and conversions you might get if you were to rank higher. We use information about your PPC visits and conversions to help you automatically find quick wins that you can target.
As an alternative, you can also manually import a list of keywords with search volume and competition data from Adwords or any other favourite keyword research tool.
2. Where do we get Keyword Ranking data from?
We capture this data ourselves as we have done so since 2008.
3. Where do we get Keyword Search volume data from?
We use the SEMrush API. They give us the equivalent of ‘Exact match’ search volumes from Adwords.
You can also manually import your own keyword search volume data by copying and pasting it into our application in a couple of minutes.
4. What keyword data is there in Analytics SEO? What can you do?
We use this data extensively to try and give you the best overall picture of how your site is performing alongside more important metrics like site visits and conversions. We currently do keyword rankings weekly. These are some of the areas in the software where keyword ranking data is used:
Keyword Ranking tables – show best position, last week’s position, initial position, change
Keyword Ranking charts – filter over time by keyword or keyword group
Import keywords – import your historic keyword ranking data from Raven Tools (or any other SEO software tool)
Export keywords – get a week-on-week report in Excel, get a monthly average keyword ranking report
Competitive keyword rankings – see who is ranking for the keywords you are targeting
Marketplace Potential – by analysing your top performing non-branded keywords generating organic visits against the SERPs we can show you who else is ranking for these keywords and how much more or less traffic they are getting relative to you
Keyword Potential – understand automatically which keywords will give you the biggest uplift in visits and sales
Organic Keywords for PPC Campaigns and vice versa – find keywords that will convert!
Keyword research – we automatically check keyword ranks, search volumes, competition and difficulty for any keyword we find. There is no charge for this, it is designed to help you find the best keywords to monitor; you then only pay for the keywords you monitor
We do of course offer some of the most competitive prices for keyword rankings in the industry.
Our video tutorial section has a few videos which demonstrate the functionality of the platform in relation to keyword rankings:
5. How do we know that your solution is future proof?
We have been doing this since 2008 and though things do change we are as well prepared as anyone to react to changes in the industry.
6. If I switch from Raven completely will I lose all my data?
Not necessarily. First of all we’re used to helping customers migrate from other SEO packages all the time (not just from Raven tools) and we have developed a range of tools for making the migration process as seamless as possible. This is especially useful for customers who have lots of sites.
Bulk site upload tools – You can upload all your sites easily in one go using a simple Excel template.
Keyword Ranking History – If you export your data from Raven tools before their deadline then you can import it into Analytics SEO. You just need to create an account and raise a support ticket. We’ll then email you a template.
Import Links – You can use our bulk import feature to import links you have already worked. Our automated system will check these backlinks for you against Majestic SEO.
Tasks – Funnily enough no one has asked us to import their Tasks from Raven into our project management tool yet (I’m not sure if this is a reflection on the use of their software or ours!) but if this would be beneficial for you we’ll do our best to help.
Our Guarantee – If you create an account before 17th December then we’ll guarantee to get you setup before Christmas. This way you’ll be all ready for the New Year knowing that all your sites are monitored in case Google does a big algorithm update over Christmas to add salt to the wounds!
(Of course, you’ll also have peace of mind from knowing we offer a no hassle 30 day money-back guarantee).
1. Is Analytics SEO going to be impacted too?
Not at the moment. We do not use the Google Adwords API so at the moment are unaffected.
2. Will Analytics SEO be impacted in the future?
We have been doing this since 2008 and though things do change we are as well prepared as anyone to react to changes in the industry. As we do not use the Google Adwords API we will not be impacted by this round of measure. We used to use this API but now use SEMrush.
3. Are Keyword Rankings of any use anyway?
This is a big question and the answer depends on whatever your customer wants!
Whether you’re an in-house SEO reporting to a CEO or Marketing Director, or an SEO agency reporting to multiple clients only you really know the answer.
Every client is going to be different, the more knowledgeable ones will understand the issues affecting the quality of keyword ranking data (personalisation, localisation, “Not Provided” data and multiple devices) and will probably accept your alternative metrics as valid suggestions. But some of your clients (especially small businesses who do not live and breathe this every day of the week) will not really understand the issue and will still be focused on whether they appear above their named local competitors when they search Google and to a lesser extent Bing and Yahoo.
2013 may see the end of keyword rankings – we’d much rather just provide robust analytics-derived metrics driven around real improvement in business metrics, such as those listed below – but in the meantime, whilst customers are still demanding them we’ll do what we can to deliver them.
Here’s some alternative business-driven metrics to keyword rankings
Growth in organic visits (branded vs non-branded)
Growth in sales leads or goal conversions
Growth in sales conversions and revenues
ROI calculations based on the Incremental Growth in Revenues attributable to SEO over the cost of your SEO service
Growth in the number of organic keywords bringing traffic and conversions
Growth in the number of organic landing pages bringing traffic as a percentage of total pages indexed (broken down by branded and non-branded keyword traffic) – in our SEO platform we call this “Organic breadth and depth”
Growth in the number of referring domains that are generating site visits (highlighting the ones that you have done outreach to)
Performance of all of the above against targets and budgets set at the beginning of the SEO or inbound marketing campaign
If you have any questions please do give us a call or drop us an email.
By: Anna Champ