Once you’ve undertaken an SEO project, you will want to watch your rankings at certain time intervals to track your progress. Many SEO professionals use WebPosition, software offered from WebTrends that can automatically track and record your rankings on most search engines for selected keywords. WebPosition saves SEO professionals the trouble of checking rankings manually within the search engines and can be set up, using its WebPosition Scheduler, to run at certain time intervals, such as daily, weekly, or monthly.

One statistic that I do not recommend within the WebPosition software, however, is that the “visibility score”. Visibility score is outlined by WebPosition as:

The Visibility Score table and graph provide composite scores that can help you assess how well your website ranked overall on the queriedsearch engines as well as how well it ranked.

Visibility Score is calculated by assigning a point worth to the best position achieved on each engine. A purpose value is solely awarded to the positions one through thirty, with a position of one being awarded thirty points, position a pair of is worth twenty nine points, 3 is 28 points and thus on through 30 which is given 1 point. The points are then summed for all engines queried in the mission.

This statistic, however, assumes that each one keywords are created equal. In other words, the visibility score treats all keywords as having the identical final worth, and, thus, regardless of what the keyword, the emphasis is place on the rank of each keyword. For instance, a range one ranked keyword that receives 1000 impressions per month is taken into account equal in visibility score to a range one ranked keyword that receives only ten impressions per month.

But not all keywords are created equal – some keywords have greater importance than others. Ranking high on a more frequently searched term is sometimes a lot of advantageous that ranking high on a less searched term. Therefore how can you develop a true measurement?

Search Mojo developed a groundwork engine optimization scorecard for our measurement purposes. Using a simple Excel spreadsheet, we have a tendency to’ve found a manner to include the quantity of impressions for each word into a visibility calculation.

In column A, we have a tendency to list our keywords. In column B, we have a tendency to list the number of impressions recorded by Yahoo within the previous month for every corresponding keyword. In column C, we list the rank for every respective keyword as provided byWebPosition . As a result of Google is the most used search engine today, we have a tendency to use Google rankings as our main live of success. We have a tendency to list the Google rank for every keyword in column C.

Then, in column D, we have a tendency to created an equation that multiplies the number of impressions in column B by the rank in column C: (Impressions) x (Rank)

But, so as to give higher ranking terms additional weight, we need to conjointly “reverse” the equation to allow terms ranked at position #1 more weight than those ranked at #10. If you’re tracking the prime one hundred rankings for words, the equation would seem like this: (Impressions) x (one hundred and one-Rank)

The revised equation can “reverse” the value of the rank, creating a rank of #one have a value of a hundred, and a rank at #one hundred have a value of 1.

We then run these scores for each keyword and for each competitor’s ranks on the identical keywords to see how, overall, we have a tendency to compare with our industry competitors.

We’ve found the scorecard methodology to be a more true predictor of our success – a more results-driven measurement.

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