One of the best forms of traffic to website is the “free” traffic that comes due to your rankings on Google and the other search engines. No rankings = no organic traffic.
So it is prudent for most business owners to have a handle on how their website is performing in the search engines. Here we will look at how to set up professional rank tracking for your website.
Let’s start with what you shouldn’t do: The worst way to track your website is to manually type terms into Google and look for your website. This a waste of your time because Google shows you personalised results. This means that the results that you see could be completely different to what your target audience is seeing.
A better solution is to use a rank tracking tool that will eliminate user bias and be able to track dozens and even hundreds of keywords with ease. There are various rank tracking tools that are available and we have significant experience of using Moz Pro and Rankwatch.
Here is the 5 step process for setting up a new campaign in Moz Pro. I will be looking at how the BBC website is ranking for a number of sports related terms.
1) Create your Campaign
The first screen is simply naming your campaign. One field to be aware of is the site to track (highlighted). By entering the root domain name as shown, Moz will return results for the whole of the website including matching results with www in front and subdomains. So rankings would be shown for ‘www.bbc.co.uk/football’ and ‘football.bbc.co.uk’.
2) Measure Traffic
When we have access to the Google Analytics account of our client, we add this to the Moz campaign. This will add more data for analysis.
3) Select Search Engines
The next step is to select the search engines that you wish to monitor. Google will likely be the most important search engine for most companies, but you are also able to monitor Bing. If Mobile traffic is important to your brand, you may also want to choose the mobile search engine for Google. This will allow you to compare how results vary across devices.
4) Add Keywords
Add keywords to the list that you wish to track (you can delete the suggestions from Moz). More keywords can be added at a later stage, so don’t let that slow down the set up process.
For companies with local clients e.g. carpet fitters or health clubs, we would recommend using the local keywords section (highlighted). You can then look at your ranking for people searching in your town e.g. Birmingham.
5) Benchmark against Competitors
This optional step allows you to measure your rankings against competitors. This is useful for baseline reviews so that you can see how you improve compared to competitors over time.
Once you are set up, Moz will run weekly checks of your ranking. You will have insight into where your site is ranking, as shown above.
This report gives a variety of useful information including whether your site has moved up or down and which is the actual page on your site that is ranking.
If you want to learn more about how we can help track and improve your visibility in the search engines, contact us to arrange a free website audit.