We have launched a couple of new things in Moz Pro that we are excited to share with you all: Mobile Rankings and a Search Visibility score. If you want, you can jump right in by heading to a campaign and adding a mobile engine, or keep reading for more details!
Track your mobile vs. desktop rankings in Moz Analytics
Mobilegeddon came and went with slightly less fanfare than expected, somewhat due to the vast 'Mobile Friendly' updates we all did at super short notice (nice work everyone!). Nevertheless, mobile rankings visibility is now firmly on everyone's radar, and will only become more important over time.
Now you can track your campaigns' mobile rankings for all of the same keywords and locations you are tracking on desktop.
For this campaign my mobile visibility is almost 20% lower than my desktop visibility and falling;
I can drill down to find out why
Clicking on this will take you into a new Engines tab within your Keyword Rankings page where you can find a more detailed version of this chart as well as a tabular view by keyword for both desktop and mobile. Here you can also filter by label and location.
Here I can see Search Visibility across engines including mobile;
in this case, for my branded keywords.
We have given an extra engine to all campaigns
We've given customers an extra engine for each campaign, increasing the number from 3 to 4. Use the extra slot to add the mobile engine and unlock your mobile data!
We will begin to track mobile rankings within 24 hours of adding to a campaign. Once you are set up, you will notice a new chart on your dashboard showing visibility for Desktop vs. Mobile Search Visibility.
Measure your Search Visibility score vs. competitors
The overall Search Visibility for my campaign
Along with this change we have also added a Search Visibility score to your rankings data. Use your visibility score to track and report on your overall campaign ranking performance, compare to your competitors, and look for any large shifts that might indicate penalties or algorithm changes. For a deeper drill-down into your data you can also segment your visibility score by keyword labels or locations. Visit the rankings summary page on any campaign to get started.
How is Search Visibility calculated?
Good question!
The Search Visibility score is the percentage of clicks we estimate you receive based on your rankings positions, across all of your keywords.
We take each ranking position for each keyword, multiply by an estimated click-thru-rate, and then take the average of all of your keywords. You can think of it as the percentage of your SERPs that you own. The score is expressed as a percentage, though scores of 100% would be almost impossible unless you are tracking keywords using the "site:" modifier. It is probably more useful to measure yourself vs. your competitors rather than focus on the actual score, but, as a rule of thumb, mid-40s is probably the realistic maximum for non-branded keywords.
Jeremy, our Moz Analytics TPM, came up with this metaphor:
Think of the SERPs for your keywords as villages. Each position on the SERP is a plot of land in SERP-village. The Search Visibility score is the average amount of plots you own in each SERP-village. Prime real estate plots (i.e., better ranking positions, like #1) are worth more. A complete monopoly of real estate in SERP-village would equate to a score of 100%. The Search Visibility score equates to how much total land you own in all SERP-villages.
Some neat ways to use this feature
- Label and group your keywords, particularly when you add them – As visibility score is an average of all of your keywords, when you add or remove keywords from your campaign you will likely see fluctuations in the score that are unrelated to performance. Solve this by getting in the habit of labeling keywords when you add them. Then segment your data by these labels to track performance of specific keyword groups over time.
- See how location affects your mobile rankings – Using the Engines tab in Keyword Rankings, use the filters to select just local keywords. Look for big differences between Mobile and Desktop where Google might be assuming local intent for mobile searches but not for desktop. Check out how your competitors perform for these keywords. Can you use this data?
Yet another great feature in Moz. Great job!
Dev here too - one suggestion. You can link SE (old WMT) account to Moz and import keywords, rankings and other valuable info. Also GA too. This can bring you other side of the coin in search metrics. Same can be applied for Bing. Because on some KW you can rank N:1 but with very low competition and great conversion rate. SimilarWeb do same - they give you some raw data and required GA access to refine them.
I really love the village metaphor. If I'm understanding this new metric correctly, Search Visibility is similar to AdWords Impression Share since it's indicating the overall coverage of your KW set - or in this case, rankings - as well as the opportunity of expanding KW lists / optimization. SV seems especially useful for competitive analysis.
Looking forward to seeing the mobile data come through tomorrow! Great job, Moz!
Thanks Sheena!! Let us know how you get on!
Hi Peter! Thank you for your feedback! Regarding WMT, this is something we are going to look at prioritizing very soon. There is a ton of good data in there!
This also will bring you other opportunity - detecting patterns for filters. Imagine that i hit i.e. "filtered" from some algorithms. If your build AI and fill it with WMT/GA then he probably can detect filter and even can predict filters.
Dark side - your PhD there will be flooded with lot of data.
nm... I answered my own question!
This is so helpful! I'll be using this to build a case for mobile friendly site redesign.
That is great news! Glad we could help!
Brilliant Jon Thanks for sharing this useful information. This is a really easy way. Very important information.
Thank you very much!
Brilliant - well done guys for keeping it real, leading edge and high value.. this is a super easy way to show really important info.. Thanks..
Thanks Paul - we appreciate the feedback!!
Jon, this is great! Does tracking mobile count against the # of keywords we can track (as part of the Premium package limit)?
Hi Jon,
You've mentioned how one can use filters to gain insight. I think filters may be an underutilized feature of your tool. Do you have content that can explain how best to use them? It's one of those things where if you don't get it "right" the first time, your reports will look messy for a while, limiting your ability to share them with a wider audience.
Hi Donna! This is an excellent idea! I will see if we have anything, or maybe we can create something. We have some updates coming to make using filters and labels easier - perhaps that would be a good time?
Great feature from Moz - Thank you!
Love it! Most of our clients are local so we are constantly monitoring mobile rankings. Now we don't have to do it manually!
Really interesting! Thank you for sharing Jon!!
What qualifies as a great search visibility score? We are at 1.22. What should our goal be?
Hey Jon,
when you look at the search visibility report vs competitors, does that take branded keywords into account? It would be unfair, and biased wouldn't it? To compare visibility based on branded keywords, it would favour the brand in question and skew data?
I actually have this exact same question and wondered if it had been answered in another thread or perhaps a Whiteboard Friday? Thanks in advance!
this is a great addition to the Moz tool. was expecting this sort of development from Moz team.
Thank you!
It is a great post and a good job. Congratulations Jon.
thank you Alberto!
Great tools... thanks for great post
Thank you very much!
Its really nice post about mobile and desktop measurement .In a past time its very difficult to judge .so by this tool we can easily check out my ranking and all.that amazing .
Thanks for the feedback Tony!
Great, this is really going to be a brilliant tool.. Indeed we all are fighting for ranking i.e our competirors.
Thanks for the feedback!
Brilliant new feature, as always! Any chance of the search visibility aspect to be added as a stand-alone diagnostic tool - we are able to sell local SEO by figuring out where a client currently stands from a local perspective and it would be awesome to be able to do a similar thing with search in general (and to give them a benchmark before a project even begins so they can decide if spending their hard-earned money with us will be worthwhile).
Even if it means uploading keywords and waiting 24-48hrs for a report, I think it would be a handy sales/research tool to have.
Hi Nick! This is not in the plan right now. However if you have any campaign slots available you could always create a new campaign and use that data? Many of our customers use that feature as a kind of mini Site Audit. Hope that helps and thanks for the feedback!
Great features Jon. Thanks for including Search Visibility score, its really helpful. . .
Thank you for the feedback!!
This is a great added feature for Moz Analytics especially since Google responsive/mobile update. I have been doing this pretty much manually over the last couple of months so this will without doubt save me time and improve my results.
Hi Tim - that makes us really happy to hear we have helped automate parts of your role - that is what we are here for! Please let us know if you have any feedback!
Great! I never saw this tool, but I'am considering to use Moz Analytics to our Website and future clients.
Have a nice day.
https://www.mydeswebsite.com
Thank you very much!
Hey Jon, Great post. Actually I am addicted to spent time on Moz and it's great to know that now we can measure Mobile Ranking and Search visibility with Moz analytics.
Thank you!! Glad we can help!
hey that was a great post. i have a doubt that will inserting meta viewport code will make my page mobile responsive ? <meta name="viewport" content="width=device-width, initial-scale=1, maximum-scale=1">
great i am just starting using this tool for my website Amigo Treks & Expedition
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Thank you for the feedback!