We are excited to introduce a new feature, Dynamic Columns, to enhance your essential Keyword dashboard.
Dynamic Columns are engineered to provide an in-depth, intuitive understanding of the nuanced impacts of ranking fluctuations and changes, streamlining your analysis for more efficient and insightful SEO management.
What are Dynamic Columns?
Dynamic Columns offer a flexible way to view and analyze your keyword data over various dates. It enables you to clearly understand the impact of each keyword on clicks and traffic, streamlining your analysis.
With Dynamic Columns, you will simplify the process of evaluating keyword performance across different periods, allowing you to make well-informed decisions without the need for deep manual data analysis.
Core Elements of Dynamic Columns
1. Click Potential Column
Previously limited to assessing an aggregate Click Potential across all tracked keywords, Dynamic Columns now empower you to dissect the Click Potential for each individual keyword within a specified period. This granularity allows for a more sophisticated and detailed analytical approach.
How is Click Potential Calculated?
A certain keyword's click potential is calculated by the number of local searches for this keyword (local search volume) multiplied by an average CTR for that keyword ranking on Google. This metric forecasts the potential click-through rate you can anticipate when your keywords rank prominently on SERP.
2. Click Potential Change Column
This metric shows the keyword’s Click Potential variation from the selected date range compared to the previous period.
3. Search Volatility Index Column
The Search Volatility Index is our new metric designed to provide a clear and immediate understanding of the stability or instability of your keyword rankings. This index is crucial for SEO professionals and website owners as it directly impacts your strategy and decision-making.
How Does the Index Work?
The Index scores each keyword on a scale from 0 to 100.
A score of 0 indicates maximum stability, reflecting a consistent keyword position on SERP.
A score of 100 indicates extreme instability, implying significant and frequent variations in SERP ranking.
4. Search Volatility Change Column
This metric offers a comparative analysis of the changes in Search Volatility across your selected date range relative to previous periods.
💡 The Influence of the Google Dance on SERP Volatility
The Google Dance describes fluctuations in search rankings caused by Google’s periodic updates to its algorithms and re-evaluation of content. These shifts often impact keyword rankings as the search engine adjusts to new ranking models or content updates.
How does Google Dance impact search Volatility?
The Google Dance can lead to high volatility scores due to:
Algorithm Testing: During update periods, keywords may display high volatility as Google tests new ranking factors on live search results.
Content Re-evaluation: Rankings may temporarily shift when Google re-indexes updated content, leading to short-term volatility.
Strategic Implications for SEO
Understanding volatility due to the Google Dance is essential for SEO decision-making:
Avoid Overreacting to Temporary Changes: Recognize that volatility may be short-lived, allowing SEO teams to focus on long-term strategies.
Enhanced Timing for SEO Actions: Identifying stable versus volatile periods helps schedule impactful SEO updates and avoid unnecessary adjustments.
5. Average Position Column
Advancing beyond the aggregated average position data, Dynamic Columns now facilitate the assessment of each tracked keyword’s average ranking over your chosen period.
Instead of relying on a generalized overview, you can pinpoint exactly how each keyword performs over time.
6. Average Position Change Column
This metric highlights changes in the Average Position of your keywords, comparing recent data with past performance over corresponding date ranges.
Practical Application of the Changes in the Dynamic Columns
For example, analyzing data for the last 7 days (e.g., Dec 3 - Dec 10), the change metrics (such as Click Potential Change, Search Volatility Change, and Average Position Change) elucidate the shifts compared to the preceding seven days (Nov 26 - Dec 3).
Advantages of using Dynamic Columns in your Analysis
Granular Visibility: You can clearly understand the impact of ranking changes over time.
Data-Driven Decisions: You can make strategic decisions based on dynamic, comprehensive data insights.
Time Efficiency: Save time by accessing crucial data points directly, without manual digging into keyword performance.
If you have any questions, feel free to reach out to our support team at [email protected].