Why total-page SERP visibility often trumps average rank
Oct 17, 2016
Agencies, Marketing Teams, Retail
Time and time again, we've seen that a company’s search strategy is more effective when it generates multiple listings for the same query. But it’s not just about quantity of listings. The listings must rank high in each section to encourage searchers to trust a company and click on its links, and be seen often.
We developed a new metric for search marketers to grade their performance in the three key SERP sections: SEM, SEO, and PLA. We called it the Search Marketing Visibility Score™ (SMVS) since it's a relative measure of your total-page visibility, and incorporates appearances, rank, reach, and frequency. And it scores you for each of your keywords.
Why Search Marketing Visibility matters
The SMVS gives search marketers several advantages over traditional search metrics:- Learn About Current Competitors: The SMVS lets any search marketer see their relative score versus current competitors
- Identify New Competitors: Running an SMVS report also identifies unknown threats or industry entrants.
- Pinpoint Areas for Improvement: For the Paid, Organic, and PLA sections, the SMVS helps you review your performance and compare it to that of each competitor. See table below. This information is crucial for budgeting and resource allocation since a search manager can decide where to focus their efforts and devote their next dollar to maximize their total SEM presence
- Justify PPC Spend Decisions: The SMVS provides search marketers at brands or their agencies with the evidence they need to increase spend (to be more competitive), maintain current spend levels, or re-allocate budgets between Paid, Organic, and PLA.