Keylime Toolbox has launched!
We started with recovering “not provided” data, because knowing what your audiences are searching for and what your site is ranking for and how well you site engages visitors at the topic level is a super valuable foundation for all kinds of useful insights.
Keylime Toolbox pulls in Google Analytics and (aggregated, de-duplicated) Google Webmaster Tools data (for now; more data sources coming soon!) so you can track SEO performance starting at what the types into the search box, all the way through to the engagement on your site.
Check out a few examples of the data Keylime Toolbox has uncovered:
- has over 2 million Google organic visits a month and 97% of those visits are “not provided”
- Keylime Tools has reduced the not provided percentage to 66% and has increased the number of queries provided from 58k to 764k.
- gets over 3 million Google organic visits a month and 85% of those visits are “not provided”
- Keylime Tools has reduced the not provided percentage to 50% and has increased the number of queries provided from 190k to 290k.
- has over 200k Google organic visits a month and 89% of those visits are “not provided”
- Keylime tools has reduced the not provided percentage to 47% and increased the number of queries provided from 6,500 to 35k.
Here’s an example of that analysis (which is available as part of the Excel downloads in every account).
If you are interested, you can find out more about how Keylime Tools recovers “not provided” data.
Tracking Valuable SEO Metrics
Below are just a few examples of how you might use Keylime Toolbox to track SEO performance.
Tracking Branded vs. Non-Branded Traffic
With the rise of “not provided” data, all your web analytics can really tell you is how much traffic your site is getting from Google organic search. But is it all branded traffic? Tracking unbranded traffic is key to measuring SEO efforts, but when all the traffic is “not provided”, what can you do?
Keylime Toolbox uncovers what data it can, then smartly estimates the distribution of the rest so you can track the distribution and the trends over time.
In the traffic snapshot below, you can see that 74.2% of traffic is not provided in Google Analytics.
- 25.8% is provided in Google Analytics
- 40.5% is provided in the (aggregated and de-duplicated) Google Webmaster Tools data.
Keylime Toolbox is providing five times as many queries (nearly 50k vs. the 10k provided in Google Analytics).
Keylime Toolbox estimates the distribution of the remaining “not provided” traffic to calculate total traffic per segment. In this case, the distribution is about 70% branded and 30% unbranded.
Below you can see the trends for branded and unbranded traffic for the year (Keylime Toolbox also charts SEO data, like average ranking, average click through rate, and impressions, by query segment). Branded traffic has declined slightly, but unbranded traffic has started going up.
Replacing Rankings Reports
We all know rankings reports aren’t a great way to measure SEO (looking at just one keyword doesn’t show the big picture; personalization means everyone sees different rankings…), but what to do?
Just set up a query segment in Keylime Toolbox! You can create a segment with keywords and synonyms and then all variations will get included.
Below you can see that the site ranks for 1,067 variations of boat-related queries, which bring in .7% of total traffic to the site.
Ranking for the queries looks like this:
Doesn’t that give you a better picture than simply tracking the ranking for one keyword over time?
And there’s more! The downloadable Excel file shows aggregated and individual engagement data. You can track this over time and compare the data to other segments. The Excel file below tracks searches for cats!
As you dig into the data, other interesting insights appear. For instance, of the 1,067 boat-related queries that site ranks for, about 200 of them show up in search results but no one clicks on them.
Better Understanding Audience Needs
What are your site’s visitors really searching for? And how well does your site meet their needs? Keylime Toolbox shows you what topics your audiences are most interested in (once you do some initial segmentation) and compares engagement for each segment.
Diagnosing Traffic Drops
Traffic is going down. What happened? Rankings decline? Maybe not. Maybe it’s seasonality and search volumes have gone down. But now you have to try to track that down. Hours of work.
But not with Keylime Tools! Since you can see ranking, click through rate, and impression data in one report, you can see at a glance if rankings are steady and impressions are down, if it’s click through rates that have suddenly dropped, or if everything’s fine and seasonality is just causing search volume to go down.
You can set up new segment patterns at any time, and Keylime Toolbox will process all historical data according to those patterns, so you can diagnose using any criteria you need.
Keylime Toolbox does lots more, but hopefully this quick tour gets you started. We want everyone to be able to access this data, so we’ve set pricing accordingly. With the annual subscription pricing works out to about $250 a month (it’s $299 when you subscribe month to month).
I’m really excited about this launch. I hope you like it too. Please email us at firstname.lastname@example.org with any questions or feedback!