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Why it’s important

Justifying why you’re doing something is just as important as actually doing the thing in the digital marketing space. We say we make data backed decisions, but are we really? Following this guide will give you a standard analysis tool set and formatting guide to ensure we are providing data backed proposals.

Problems it will help solve

This will alleviate some unnecessary communication back and forth from CS and Content. If they can clearly see the reason we chose a piece of work it will CS the confidence to speak to it on reporting calls and give the content team piece of mind that they can trust the rep’s decision.

What are the factors, where do you get them from, and what do they mean?

This table will break down each stat and explain how to make use of each factor. Their are many complex relationships between each of these stats but I will focus on the most basic for now.

Factors

What Is It

Where to Get It

How to Use

Inventory Count

Total inventory units for the inventory page you’re working on.

Directly on the webpage you’re looking to optimize using inventory filters or the inventory feed from a website.

Search Volume

The average monthly search volume for the keyword group.

AccuRanker - You can look at the tag group for page you’re working on and it will give you a localized and aggregated average monthly search volume for keywords in that group.

Current Ranking

Current localized ranking for the main keyword(s).

AccuRanker - You can look at the tag group for page you’re working on and it will give you a localized and aggregated average ranking for keywords in that group.

CTR

Total number of times a keyword had a result clicked over the total number of times it was shown

AccuRanker - I would focus on the main keyword’s CTR as it should be included in the meta title for maximum effect.

**Bonus: Competition Summary for the Main Keyword

Brief about the other competitors on the SERP for the main keyword

AccuRanker - You can see the organic competitors for each keyword by clicking the top competitor for the keyword in the table.

Formatting Guide

Q&A

 What records do we have to have this filled out for?

Any that have to do with on-site work. Could be the same for a header and footer though.