We have a problem with reporting on keyword rankings.

On the one hand, SEOs have grown accustomed to monitoring their rankings, and using those metrics to determine success. On the other, SERPs have changed so much, that reporting on just the keyword rank doesn't reveal the full impact of SEO on the company's bottom line. 

So, how do you create an SEO rank report, then? What do you include to make the ranking data valuable and actionable for the key stakeholders?

That's what I'm about to tell you. But let me ask you something first:

Do you remember the ten blue links? The "old" SERPs made monitoring keyword rankings so easy. Few other things competed for the users' attention in the search results, after all. As a result, achieving top positions almost always brought great traffic.

Today, Google SERPs are no longer a static list of results. New elements like the video carousel, featured snippets or PLAs have changed the value of rankings.

Top positions are no longer a guarantee to attract user attention, a solid click-through rate or even traffic. In some markets, the first position web result appears below the fold!

How, then, can you evaluate your organization’s rankings or assess the value of the SERP positions you have?

Well, let's start at the beginning.

Recommended Reading: Reporting SEO: How to Take SEO Reports to the Next Level

The Flaw with Traditional Rank Tracking Today

Consider how you currently track keyword rankings. You set up a rank tracker to do one thing: assess where your domain is on the SERP for a given keyword.

Side note: Of course, an advanced rank checker would deliver more insights than just the rank. It tells you what other search listing types it found on the page, and additional information about those insights as well.

Rank Intelligence is a great example of the latter. It allows an SEO team to dive deeper into the search features triggered by their keywords. In doing so, SEOs can evaluate their rankings and the search visibility potential better.  

SERP Features, Overview(SERP Features view in seoClarity.)

Note: Evaluating different rank trackers? We've put together a list of the best rank tracking tools, some of which offer a free trial, white labeling, and more.

You do so to identify the exact position your content appears for a given keyword. Unfortunately, assessing that today is proving more and more difficult. 

For one, search results differ between users. Google personalizes them to a person's location, search history and other factors, after all. Then, there's the whole issue of mobile vs. desktop rankings.

SERP dynamics are different too. 

The search engine expands their search results constantly, after all. To see it, consider the two examples below. One represents above the fold search results from 2017. The other shows the SERP for the same query in January 2019.

2017:

shoes2(2017 view of the Google SERP on the term "shoes.")

2019:

shoes1

(Today's 2019 view of the Google SERP on the term "shoes.")

A stark difference, isn’t it?

Two years ago, top of the page included organic listings only. A brand achieving high rankings would, most likely, enjoy significant traffic from the keyword.

Today, there are no organic results there at all. As a matter of fact, the first blue link starts far down the page, below the top fold of results.

In short, with all the various SERP elements – video carousel, ads, featured snippets and so on – ranking on position 1 doesn’t guarantee a strong search visibility.

(The rise of SERP features has all brought about the rise of zero-click searches: more than half of all Google searches result in no click. Since users are presented with information right on the SERP, there is no need for them to click anywhere.) 

As a Result, The Value of Rankings Has Changed

Since search rankings change between two users, their computers and locations, it's almost impossible to confirm with any certainty what is the one true keyword ranking of a page. 

What's more, a page can rank for tens or hundreds of phrases now, many of which you hadn't even thought of when optimizing it.

All in all, in the past, we could associate ranking at the top of SERPs with almost guaranteed increase in organic traffic. Today, however, we can never be that certain about it.

Unfortunately, there’s even more bad news for SERP chasers. 

This New Dynamic in SERPs Affects More Than Rankings

Such reduced visibility results in lower engagement. As a result, fewer users notice your listing.

The above, in turn, could translate in a smaller CTR, traffic and results.

Let me prove it to you.

In the early years of eye tracking for SERPs, studies observed what was called a "golden triangle" or F pattern, where searchers would glance first at the top organic results, then over to the ads in the right sidebar and then (to a lesser extent) back down to a few more organic results.

Then in 2014 a white paper from Mediative called “The Evolution of Google’s Search Results Pages & Effects on User Behavior” outlined a new search pattern among searchers.

The study showed that by 2014 users were following a more vertical pattern. This is largely due to Google introducing other search listing types in various sections of the page such as moving the top three or four ads to the top of the main column. Plus, mobile devices that have changed the way we interact with the search results.

SERP pattern

(Screenshot from Mediative’s white paper showing the new search pattern.)

More recently, a November 2019 study by the Nielsen Norman Group reveals that with the growth of SERP features the searchers have shifted to what they call a "pinball pattern" where their attention bounces all over the SERP. We might dub it the "ooh shiny!" tendency.

serp-fridge-annotated-resized-marked

All these changes result in Google’s users no longer choosing the top-most URL/listing by default. Instead, they scan the page, looking for listings that promise the exact information they seek.

Does It Make Sense to Track Keyword Rankings At All, Then?

Absolutely, although, you need to be more conscious of all the factors I referenced above when doing it. 

Rankings play a significant role in SEO still.

  1. They still indicate SEO success, although, without the precision they once had. 
  2. Rankings will indicate potential problems with SEO too. Sudden ranking fluctuations might suggest algorithmic or other change affecting your site's visibility.
  3. The offer insights to determine potential issues with your site.
  4. Provide an overall analysis of your SEO efforts.

Recommended Reading: Yes, It's Still Important to Track Keyword Rank

That said, I recommend a new approach to SEO rank reporting.

How to Overcome New Search Visibility Challenges

As an SEO, you need to change your thinking when it comes to rankings – the SERP is changing, and you have to keep up. So, what can you do to eliminate the negative effect of lower rankings?

I recommend the following three strategies (plus a new, revolutionary way to evaluate your visibility).

1.  Aim for a good rank, rather than a top one.

Historically, an SEO’s goal was to reach the top of the SERPs. Enjoying the first position guaranteed the highest click-through rate, visibility, and user engagement, after all.

But, as we’ve already discussed, that’s no longer the case.

Today, top ranking doesn’t automatically translate into traffic. Fortunately, the new way users interact with the search results also suggests that the opposite is true: a lower ranking position might generate engagement too. The only requirement for it to happen is that users notice your listing.

So, instead of putting all effort into reaching the top spot, focus on optimizing your listing for engagement.

In short, ensure that it stands out from other domains you compete with on the page.

One way to do this is through the schema markup. Incorporating the schema markup to your listings allows it to stand out on the SERP, plus it enhances search visibility. Here is an example of a SERP listing that has incorporated the FAQ schema and star rating:

Capo Bay Hotel     (SERP for the search query "capo bay hotel.")

The enhances feature draws the searcher's eye to the listing, and offers more information directly on the SERP, which increases the value of your listing as well. Even though the TripAdvisor listing is below the URL for the actual hotel resort, the schema makes the listing attention grabbing. 

Recommended Reading: Schema SEO: A Guide to Incorporating Schema Markup to Boost Your SEO

You can also use Content Fusion to optimize your listing by analyzing the top-ranking sites’ metadata for a particular keyword. Look for patterns or any key terms they all use and evaluate their listing structure. Similarly, check which of the most converting words your competitors use (and which ones they don’t) to spot opportunities to attract your audience’s attention.

For example, when optimizing a page for “best pizza in Chicago,” I can use Content Fusion to see what meta-titles and descriptions the top ranking websites have. Based on that, I can write metadata that stands out but also, includes the most critical on-page elements.

Recommended Reading: How to Write the Perfect Meta Description for SEO

Content_Fusion(Metadata report in Content Fusion.)


2. Compete for the other SERP features, too.

You cannot stop other SERP elements from pushing your listings down the page.

But you can recover some of that lost visibility by positioning your domain in those search listing types as well.

For example, identify which of your keywords triggers the Answer Box. And then, target it by writing content optimized to appear there.

Answer_Box-1

(The Answer Box report in seoClarity.)

Similarly, if your brand produces videos regularly, optimize them to rank in the search results as well.

3. Increase your page’s relevance to rank it for more keywords.

Finally, update the content to ensure Google understands what the page is about better and ranks it for more relevant phrases.

Use Content Fusion to research what additional information to include on the page. The tool will evaluate the top-ranking content and deliver insights on:

  • Keywords and semantic phrases to add:

Content_Fusion2-1

  • Other topics users search for about your main keyword:

Content_Fusion3-1

  • Additional content ideas based on pages ranking for the term:

Content_Fusion4

With even simple content tweaks, you’ll create a page that’s more relevant to what your audience is looking for, position it as a more authoritative resource and increase the number of search phrases it will rank for.

There is one more thing we must address regarding your rankings.

Accounting for Those Changes in Search Visibility in a Rankings Report

We’ve already established a flaw with the traditional rank reporting. You know that rank position does not always correspond with your actual search visibility.

But, what can you do to report on it? Is there another approach to reveal the true value of your rankings?

As a matter of fact, there is another approach here.

Doing so, however, requires using a different way to evaluate the SERPs. Instead of counting ranking position, you must turn to measure the pixel height of every element on the SERP to evaluate how far down is your listing. We could call this Share of Visibility.

By approaching rankings this way, you establish whether your listing is visible when the page loads or if a user has to scroll to reach it. Plus, it tells you how many scrolls it takes.

Analyzing the pixel height delivers another critical insight: it tells you how much real estate you have on the page for your keyword. Because, depending on the type of a listing, your domain may appear as a small listing or a box-sized result.

This would be nice to have in a ranking tool, right? We have a surprise for you: Share of Visibility is coming to seoClarity soon! Click here to sign up for early access. 

In order to boost your share of visibility, follow the steps outlined above – winning SERP features like the Answer Box and incorporating schema will increase the size of your SERP listings and enhance your overall real estate of the page.  

Recommended Reading: Highlight Your Wins With Custom SEO Dashboards - Examples Included!

Conclusion

Google SERPs are no longer a static list of results we’ve known for so long. All the new elements – the video carousel, featured snippets or PLAs – have changed the value of rankings. As a result, top positions no longer guarantee the user attention, a solid click-through rate or traffic.

Rather than be discouraged by these changes, it's time to reevaluate your rankings and think about the SERP differently. You must evaluate the SERP real estate that your domain actually covers. By doing this, you increase the value of the rankings you already hold. seoClarity's Share of Visibility will allow you to keep your SEO ranking reports in line with the current SEO climate. 


Editor's Note: This post was originally published in January 2019 and has been updated to reflect the most up-to-date information in the SEO industry.