Mastering Search Analytics by Brent Chaters

Author:Brent Chaters [Brent Chaters]
Language: eng
Format: epub, pdf
Tags: COMPUTERS / Web / Search Engines
ISBN: 9781449319076
Publisher: O'Reilly Media
Published: 2011-10-10T16:00:00+00:00

You can then use the following formula to get your total (assuming the first column is “A”):

=SUMPRODUCT(B2:B5,C2:C5)/SUM(C2:C5)*100

In this case, you should get 19.83% as your total.

Establishing your own share of voice should now be a very simple task based on the data and reports at your disposal. You may also choose to run the same share-of-voice calculation against your competitors. You can filter on your competitors based on URL and extrapolate their share of voice to establish exactly how you stack up against the competition.

A share-of-voice report can be a very enlightening data point. You may discover that your competitors are not driving as much traffic from search as you thought they were compared to your site. Let’s run through an example. Suppose you think that ACME company focuses highly on SEO, and you suspect they are getting more traffic than you are (as we’ll see shortly, you can get an idea of this by looking at ComScore or Compete data).

By generating a share-of-voice report, you can determine if your competitor is getting as much traffic from your SEO keywords as you are or if they are getting more. You may learn that they only have a 4% share of voice while you have a 30% share of voice on those keywords, meaning you should be seeing larger segments of traffic. There are several possible explanations if you know that your competitor is getting more traffic than you. One is that they are getting large volumes of traffic from other words that you are not monitoring or measuring, or words that are not relevant to your business. They may be pulling traffic from paid search, or through banner advertising, social media, email, or other campaigns (not to mention vistors who type their URL directly into a browser). What you can rest assured of is that your SEO keywords and share of voice is not where you are losing ground.

Given that we are looking at share of voice for search, you would then want to deduce how much traffic your competitors are deriving from paid search. Paid search share of voice is no different from SEO share of voice; we simply need to utilize a different tool set to get at the data. The best tool set I have come across to date is AdGooRoo. Share of voice for paid search differs slightly from share of voice for SEO in that you need to look at both position and coverage. Coverage is how frequently your ad copy shows up over time. If your budget is spread thin, you may only see your ads showing up for part of a day, or you may use day parting to display your ad during certain periods of time.

You will want to predict the number of clicks you get versus your competition on the keywords you overlap on. AdGooRoo’s reports provide a very simple and easy to interpret set of charts where you can track competitors versus your-self to understand both spend volume and estimated number of clicks (Figure 8-4).

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