Keywords

The Keywords report provides you with holistic, aggregated keyword reporting. You can find high-level information for your keywords and sort along a number of different dimensions to help you learn how your tracked keywords perform.

The Keywords report includes two tabs:

• Keywords provides you with direct access to your tracked keyword data and information about your top-ranking pages for each.
• Overview includes the Visibility Over Time and Seasonality charts for a trended view of your websites' search performance and your keywords' search demand.

Overview

Determine the Scope of Your Report

To focus on the most relevant and useful data to better address your specific goals, you can choose the context from which you want to see data.

Configure the following controls at the top of the report to determine the data the Keywords report shows:

• Use the Website menu to determine the site or sites for which you want to include rank data.
• Use the Keywords menu to set the search context for the data in the report—that is, the search engines and languages, the devices, and the locations you want to see rank data for.
• Use the Keyword Groups menu to set the keyword group or groups you want to see data for.
• Use the Rank menu to select whether you want to see keywords sorted by True Rank or Standard Rank.

• Use the Date Picker to select the date range and frequency you want to report on.
  

Refine Data and Reveal Insights with View

After determining the context at the top of the report, you can further filter the results in the table with preset or custom views. You can then save these views to use again and share them with your team.

Preset Views

By default, your report will include the following views:

• All Keywords
• Find Cannibalization
• Keyword Losses
• Keyword Wins
• Rank Opportunities

Custom Views

Filter your report in a way you want to save to use again? You can create a custom view. After choosing your filters and columns (learn more about filters and columns below):

1. Click Save > Save as new view.
   
2. Enter a name for the view and decide if you want to share it with other users on your account. By default, the view will be visible to you only.
   
3. Click Save New View. The custom view now appears in the My Views section.

Want to update the filters and columns in an existing custom view? Just select Save > Update View after choosing new filters or columns.

Manage or Delete a View

Want to change the name or shared status of a custom view? Or, maybe you no longer need a custom view you created? Just click the three-dot menu to reveal options for managing or deleting your custom views.

Note that preset views cannot be edited or deleted.

Review Trended Data in the Overview tab

Keyword Performance

This chart shows you a trended view of your:

• Visibility Over Time—your keyword ranks, grouped across visibility zones. This view offers an at-a-glance view of your overall keyword performance.
  
• Keyword Engagement—your Impressions, Total Clicks, and Average CTR  for your tracked keywords, integrated from Google Search Console. This view offers search engagement reporting to see how users are interacting with results from your website.
  

You can also see Public Event annotations in this chart to identify any potential industry events that might have affected your performance.

Seasonality

The Seasonality chart help you to understand and respond to fluctuations in search behavior that occur throughout the year. The chart shows search demand—using monthly search volumes for the keywords you are reporting on—trended year-by-year.

Note

In Keywords, Conductor publishes approximate monthly search volumes for keywords as soon as it has the data collected for the time periods in question. Until that point, the monthly search volume for a keyword reflects an average of the previous 12 months.

When at least 10% of the keywords you are reporting on are using averaged search volumes, you'll see this indicated by a dashed line and the following tooltip for any affected time periods in the chart:
"Data includes 12-month average MSV: awaiting search engine update"

 

Review the Keywords table

Choose the Columns to Display

Use the Columns menu to select the columns you want to see.

Keyword Details

• MSV (All Devices)
  Indicates the monthly search volume for this keyword.
• Prime
  Indicates which keywords have been marked Prime.
• KW Groups
  Indicates the keyword group or groups the keyword belongs to.
• Tracking
  Indicates whether Conductor is tracking the keyword weekly (the default frequency) or daily.

Google Search Console

This column groups shows engagement data from Google Search Console, including clicks, impressions, click-through rates (CTR), and average position. The report aggregates data for the selected date range, providing a comprehensive view of your site performance during the period.

Keyword-level data from your integrated Google Search Console profiles applies to all your pages that appear for your tracked keywords, not only the highest-ranking keyword. 

• Impressions (first time period) and Impressions (second time period)
  This value is the total number of times results for pages on your website appeared to a user on a search engine results page for the tracked keyword.
• Change in Impressions
  The difference in Impressions between the two time periods you are reporting on.
• Clicks (first time period) and Clicks (second time period)
  This value is the total number of times users clicked results for pages on your website when it appeared on a search engine results page.
• Change in Clicks
  The difference in clicks between the two time periods you are reporting on.
• CTR (first time period) and CTR (second time period)
  CTR is click-through rate. This value is a ratio derived from the Clicks metric divided by the Impressions metric.
• Change in CTR
  The difference in click-through rate between the two time periods you are reporting on.

Highest Ranking Page

This data applies to the highest-ranking page on your site that appears in search results for each tracked keyword.

• Rank ([first time period])
  Indicates the keyword's rank during the first time period reported on.
• Rank ([second time period])
  Indicates the keyword's rank during the second time period reported on.
• Rank Change
  Indicates the difference between the rank reported on in the first and second time periods.
• Result Type ([first time period])
  Indicates the universal result types for the highest ranked result from your website during the first time period reported on.
• Result Type ([second time period])
  Indicates the universal result types for the highest ranked result from your website during the second time period reported on.
• URL Change
  Indicates whether your web property's highest-ranked result for the keyword has changed between the first and second time period you are reporting on.
• Highest Ranking Page
  Indicates the URL associated with your website's highest-ranked result for the keyword.

Rankings & Performance

• No. of Results
  Indicates the number of pages from your website that rank for the keyword. You can use this to find keywords you own lots of results for and issues where your pages may be cannibalizing each other.

Highest Ranked Result

• Preferred URL
  Indicates the preferred URL configured for the keyword.
   
• Is Highest Ranking
  This indicates whether the preferred URL is also your website's top ranking URL for this keyword.

Filter Columns in the Table

You can use column filters to report on areas of focus. You can also save your filters with a custom view for use later.

1. Hover over a column header to find filter icon shown here. 
   
   The following columns cannot be filtered:
   • KW Groups (this can be filtered using Keyword Groups menu in the report header)
   • Tracking
   • Preferred URL
2. Use the filter to configure the criteria that determine what data should appear in the column.
3. Click Apply.

Review the Data in the Table

• To review up to five of your pages ranking for a tracked keyword, click the caret to open a fly-out menu for each keyword:
  
• To investigate a particular keyword, click its name in the Keyword column to go to its Keyword Details report.
• To report on the data you are reviewing with other data from across Conductor Intelligence, add it as a widget to a workspace (Share > Add to Workspace).
  

Note that this table shows only up to 100 keywords at once. To see all your keyword data, you can export your data, as described below.

Export Your Keywords

The export feature on this report is one of the most commonly-used exports in Conductor. You can export a list of all your tracked keywords to a native Microsoft Excel file. With this data in Excel, you can filter, sort, and manipulate your keywords to gain greater clarity, as well as merge other sources of data with your keyword list.

Manage Your Keywords

For Individual Keywords

You can use the three-dot menu next to each keyword in the Keywords table to perform a number of keyword management actions, including:

• Research the keyword
• Get Content Guidance
• Add or Remove Prime
• Set Preferred URL
• Go to Keyword Settings
• Go to Writing Assistant

For Multiple Keywords

You can update multiple tracked keywords in bulk using the Actions menu above the Keywords table.

1. Select two or more keywords in the table.
   
2. Use the Actions menu to select how you want to manage the keywords you selected above.
   

You can manage the following settings for your keyword in bulk:

• Prime status.
• Copy to Clipboard.
• Research the keywords.
• Get Content Guidance.
• Add to Writing Assistant.

Using Keywords

• Use keywords rank to identify opportunities
• Identify the topics that you might be losing ranks for—and causing lost traffic
• Determine whether you were affected by a Google algorithm update
• Monitor your content's search performance
• Find content gaps across the customer journey with keyword groups
• Building an executive report
• Create a standard workspace to use across departments
• Track and monitor search performance of offsite content like guest posts

FAQs

Review this feature's frequently asked questions