Important Metrics For Analysis

May 16, 2016 | Marketing Services | By Adalberto Hurtado | 0 Comments
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What data should you rely on when it is about selecting your required keywords? Well, you could go with the idea of brainstorming the keywords, but you would not really make it far if you fail to observe the right metrics. Because metrics are the objective criterion that is used to take decisions that are data driven, which in turn makes search an efficient marketing channel. But what are the metrics you need to look upon? Well, read on!

Search volume
The average of the search volume per month is one important metric that is widely used while researching for quotes, check out at This metric is obtained from the Keyword planner of Google, and is a free tool that could be used with AdWords. Generally, the user opts for the perfect match type for representation of volume of search for a particular keyword that is more precise. If the business you run is a local one, ensure you mention the geography in order to obtain regional search volumes.

Change of search volume over time
This metric is usually ignored. It is vital to know how the volume of search varies with time.  Once you have analyzed this data, it is easy for you to land upon a single number, be it positive or negative, by making use of the formula of a slope. To turn this data useful for you to decide keywords, you would have to go for an average of twelve months of search volume.

Quantity of results
Google has mentioned in a lot of occasions that the displayed value for a search that indicates the total number of the obtained results is not really a metric of accuracy. But it is worth taking a look at, if it is approximated, especially for searches lesser than displayed average results. The keyword planner of Google offers a metric that is of competition to the cheap AdWords. This number is generally mistaken as a metric to indicate the hardships of ranking among organic SERPs. This metric provides insights of total count of advertisers who displayed on every keyword that is relative to entire keywords over Google.

Curve buckets of Search demands
The industry of SEO has got a tendency to give away the terms. Even when it is about the curve of search demand for keywords, it is not really an exception. It is better to plot a graph for your keywords and group them accordingly by making use of real numerical values than just assuming it is a long tail keyword.

KOB metric
The KOB metric (Keyword opposition to benefit) plays a decent role of assessing the competition, volume and cost in one single value of metric. To be simple, it obtains the probable value metric of first position from the top and uses a “difficulty” metric to divide it.

Match type ratio
This metric could be used as proxy to identify if the keyword’s intent is uniform or fractured. This could be done by dividing keyword’s search volume of broad matches with the keyword’s search volume of precise match.