How To Read Your Search Engine Ranking Report

Overview Page | By Keyword Page | By URL Page

Search Engine Ranking Reports – The Basics

It’s important to understand that Google, and the other search engines, deliver different results to different users.

Google customizes search results based on location and/or recent search activity. This is happening even if you aren’t logged into your Google account.

Google personalizes search results based on recent search engine queries your location. Additionally, when a computer is signed into a Google Account you’re results will be different yet.

Of course ranking results can also change at any time. These reports are best viewed as “approximately accurate for a large percentage of people”.

I think it’s a safe assumption that if your site is not in the top 30 on a given term in this report your target visitors are not finding your site on the first page. If this reports show your site in the top 12 it’s possible that your targeted visitors would actually find you higher in the rankings, especially on geographically oriented searches.

Report Details

When you login to your report you’ll be directed to the Overview page. Here you can click
Keyword, URL and Competition to view specific data.


Overview Page

This is a high-level summary of the keyword rankings and their most significant changes in
position since the previous report run.

  • Average Listing Position – The average position of all keyword phrases since the first
    report run to the most current.
  • Keyword Phrase Position – The distribution of your top ranking keywords.
  • Top 5 Rising – The 5 keyword/engine combinations that had the greatest position gain
    since the previous report run.
  • Top 5 Falling – The 5 keyword/engine combinations that had the greatest position loss
    since the previous report run.
  • Newly Listed Keywords – The keyword/engine combinations that are new to the top
    listings.
  • Newly Unlisted Keywords – The keyword/engine combinations that were in the top
    listings in the previous report run but slipped out of the top ranking positions this report
    run.
  • #1 Listing Keywords – The keyword/engine combinations in the #1 position.
  • Unlisted Keywords – The keyword/engine combinations that are not in the top listings.

The Top 5 Rising, Top 5 Falling, Newly Listed and Newly Unlisted tables will indicate “No data
found” if there is no previous data available for comparison.

Filter by Search Engine

To filter the results by a single search engine, click the name of the search engine (located
beneath the Overview button) whose results you want to view.

Details

To the right of the main table is a high-level list of report parameters such as Primary Domain,
which search engines were queried and when the report is next scheduled to run.


By Keyword Page

Click Keyword to view a report on the keywords for your report.

  • Keyword – Lists the keyword phrases associated with that report.
  • Search Engine – The search engine queried for your report. These numbers indicate the
    listing position in which the corresponding keyword ranks for that search engine.
  • ( +/-) – Indicates whether that keyword has gained, lost or maintained position in the
    listings in that search engine since the previous report run.

    • Expanded view – Displays your URLs that were surfaced by that keyword and
      how many positions that URL lost/gained since the previous report run. If we
      added competitors to your report parameters, those results will also be displayed.
    • Show Competitor URLs – Displays which competitor URLs are in direct
      competition with yours. The competition’s URLs will be displayed in red while
      yours will be displayed in blue, enabling you to quickly scan and compare your
      rankings.
    • Edit Competitor URLs – Directs you to the Competition page, where you can
      add/remove the competitor URLs to be tracked alongside your own.

Sorting

Click the appropriate column header to sort the table by keyword, search engine or positions lost/
gained.

Filtering

You can also filter your results to see which keywords surfaced in which part of the top listings
and view which ones are newly listed or unlisted.

  • In Top 10 – Keywords that surfaced your URLs in the top 10 search positions (the first
    page of users’ search results).
  • Position X-Y – Any additional top ranking positions listings available by which to filter
    (Position 11-20, Position 21-30, etc.).
  • Listed –Keywords that surfaced your URLs in the top ranking positions in this report run
    only.
  • Unlisted – Keywords that did not surface your URLs in top ranking positions for this
    report run. This list also includes any keywords that may never have ranked in the top
    positions.

Keyword Detail

Click on a keyword to display the report details for that specific keyword, including:

  • Its ranking on each selected search engine
  • Which URLs (yours and your competitors’) it surfaced
  • Its positions gained or lost since the previous report run
  • How it has fared over time for each URL and in each search engine

To filter these results by search engine, click the name of the search engine at the top.


By URL Page

Click URL to view a report of how your specified URLs have fared on each of your selected
search engines, and which additional URLs on your domain were surfaced by your specified
keywords.

Filtering

Just as you can for keywords, you can filter the results by:

  • In Top 10 – URLs that surfaced in the top 10 search positions of search results.
  • Positions X-Y – Depending on how many URLs your subscription allows and how many
    subpages were “discovered” during the query, you may have numerous URLs to report
    (Position 11-20, Position 21-30, etc.).
  • Listed – URLs that now surface in the top listing positions, but did not in the previous
    report run.
  • Unlisted – URLs that not surface in the top listings for this report run. This list also
    includes any URLs that may never have surfaced in the top positions.

URL Detail

Click on a URL to display the report details for that specific URL, including:

  • Which keywords surfaced it
  • Its ranking on each selected search engine
  • Its positions gained or lost since the last report run

Thank you,

 

 

Questions about the Report?
Email Ed@EdTaylor.com
Or Call 541-482-4840