As the focus for many marketers and SEOs rightly moves away from individual keywords and towards topical keyword groups (or klusters as some, and most notably gShift, would call them) it makes sense to establish a relative score by which content optimization activities can be measured. gShift’s Visibility Score was developed to provide just such a measure for marketers to assess how visible a brand’s or its competitors’ content are from an organic search perspective. Each organic search keyword position maintained by owned or earned content is assigned a value (tied to relative click through rate estimates). These values are added up and totalled then divided by the total of all keyword position values combined (i.e. the highest attainable score). The result is a relative average Visibility Score, which can increase or decrease as keyword positions improve or new keyword positions are acquired.
gShift has, in turn, developed a couple of Data Beacons to help measure and monitor a brand and/or competitive Visibility Scores over time.
Beacon Type – Keywords
Question Answered – How does the performance of a brand’s group (kluster) of keywords over a specified period of time compare to the same for competitors?
Compare the Visibility Score a web presence maintains for a chosen keyword kluster in a selected search engine relative to up to 10 competitors over a 7, 30 or 90 Day period. Simply select the Web presence, Competitors, Search Engine and Klusters and add this Beacon to any Custom Dashboard to see how the Web Presence stacks up.
Visibility Score Gauge
Beacon Type – Keywords
Question Answered – What is a brand’s current relative Visibility Score and how is it trending vs. a previous time period?
The Visibility Score Gauge provides quick visibility into the current performance of a keyword kluster within a specific search engine. Scores between 1 and 20 are considered Weak, 21 to 50 are average and 51-70 are strong. The Visibility Score is calculated based on totalling values assigned to each keyword positioned maintained within a kluster of keywords. This total is then divided by the highest possible score to provide the Visibility Score. The Beacon also displays the Visibility Score from 7, 30 or 90 days ago as a point of reference. Create two Beacons side-by-side to compare the relative strength of two klusters.
Both of these Beacons can be used to measure, report and react to changes in content performance at a macro level. Each, in turn, enables a drill down to more specific data points where actionable decisions can be made regarding which keywords, content or competitors to focus on thereby enabling the creation of smarter content campaigns.