Changing SERP features and near-daily Google updates mean that single keyword strategies are no longer viable. Brands have a lot to keep tabs on if they want to stay visible and keep that coveted top spot on the SERP.
That’s why we asked Laura Hampton, Head of Marketing at Impression[1], to share some of the ways her award-winning team leverages STAT to surface all kinds of insights to make informed decisions.
Snag her expert tips on how to uncover additional value in your keyword data — including how Impression’s web team uses STAT’s API to improve client reporting, how to spot quick wins with dynamic tags, and what new projects they have up their sleeves. Take it away, Laura!
Spotting quick wins
We all remember the traditional CTR chart. It suggests that websites ranking in position one on the SERPs can expect roughly 30 percent of the clicks available, with position two getting around 12 percent, position three seeing six percent, and so on (disclaimer: these may not be the actual numbers but, let’s face it, this formula is way outdated at this point anyway).
Today, the SERP landscape has changed, so we know that the chances of any of the above-suggested numbers being correct are minimal — especially when you consider the influence of elements like featured snippets on click-through rates.
But the practical reality remains that if you can improve your ranking position, it’s highly likely you’ll get at least some uplift in traffic for that term. This is where STAT’s dynamic tags can really help. Dynamic tags are a special kind of tag that automatically populates keywords based on changeable filter criteria.
We like to set up dynamic tags based on ranking position. We use