Searchmetrics' statement comes on the back of Google's plans to block web analytics solutions from identifying which keywords drive traffic to web pages as the search engine extends the "not provided" data trend (so called, because those are the words web masters see in their web analytics software).
"For inbound marketers, the loss of keyword traffic data creates an obvious problem: In order to plan your SEO activity, you have to know which keywords are successful in driving traffic and conversions and which keywords you should focus on in the future. And we've had contact from many search marketers who are very concerned about this issue," explained,
Searchmetrics Traffic Index
The first of these solutions is the Searchmetrics Traffic Index, an index score calculated by the Searchmetrics Suite for each keyword a domain ranks for. This index number, which is based on keyword ranking data for a domain and search volumes for those keywords, allows search marketers to analyze and compare the estimated traffic potential for individual keywords, allowing them to prioritize and plan their activities.
URL level Optimization
Secondly, Tober states that the SEO industry will continue further along the trend of URL or page level analysis and optimization, instead of the older keyword level focus.
"Today many search marketers optimize on a URL or page level. For example, if I have a page that sells red shoes I now optimize the page, ensuring the content, technical and off page factors for that page work together to generate traffic and conversions. There might be lots of keywords ranking on this page - red shoes, red shoes cheap, red shoes buy online etc, but search marketers are becoming more interested in analyzing and optimizing the overall organic performance of the page - in line with a more content driven strategy. This trend is completely reflected in the Suite, because we also offer URL optimization" said
To support URL optimization, Searchmetrics Suite generates a range of data and insights that help search marketers analyze individual URLs. This includes generating a complete list of keywords that individual URLs rank for based on Searchmetrics' continually updated database that tracks more than 250 million keywords in 20 countries. The Searchmetrics Suite also provides specific instructions to help search marketers optimize individual URLs on a technical, structural and content level.
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