The author’s views are entirely his/her own (omitting the unlikely occasion of hypnosis) and may not always show the views of Moz.
You may already recognize with STAT Search Analytics and its rank tracking capabilities, but did you understand it can likewise assist you discover SEO opportunities on an enormous scale? In today’s Whiteboard Friday, Cyrus reveals you how to go into STAT to do simply that.
Click the whiteboard image above to open a larger version in a new tab!Video Transcription Hi, everybody. Welcome. My name is Cyrus. Today the important things I wish to speak about is how to utilize STAT to find SEO chances at scale,
and I mean huge scale. Now a lot of you have most likely become aware of STAT. You might understand that it has an outstanding credibility. But it’s possible you have not really utilized it or have a great understanding of what it actually does.
So that’s what I’m going to try to cover today and discuss how powerful it is at finding SEO opportunities in ways that can inform content strategy, competitive analysis, and a lot more.
What is STAT?
So STAT, the complete name of STAT is in fact STAT Search Analytics. On the surface, what a great deal of individuals understand is that it is a rank tracker, tracking thousands of keywords at a time anywhere across the globe. But underneath the hood, it’s in fact a lot more than a rank tracker. It’s a rank tracker. It’s a competitive landscape tool. It’s SERP analysis and intent. It permits you to do some quite unbelievable things when you go into the information.
Keyword attribution
So let me go into a little bit about how it actually works. So like a great deal of keyword rank trackers, you start with keywords. But among the distinctions is all the various attributes that you can appoint to each of your keywords.
So very first is extremely familiar, the market or the online search engine. So you want Canadian English outcomes or Canadian French results. Any market in the world that’s offered it’s pretty much offered for you to use in STAT.
The second is area, which is a somewhat various concept. So you can define postal code, cities, be as specific as you desire. This is extremely crucial for multiple area organizations or if you’re running an ad campaign in a specific part of the country and you want to track very specific outcomes. But you can specify location really particularly for each of your keywords.
Third is device, mobile or desktop, specifically important with mobile-first indexing and increasing mobile results. However likewise tags, clever tags, and this is where the true power of STAT comes in, the ways that you can use smart tagging.
Smart tagging
So you can tag your keywords in numerous methods, appointing numerous tags to slice them and dice them any method you want.
So various manner ins which you can tag keywords in STAT is anything that is necessary to your organization. For example, you can create keyword groups based on what is necessary to you. On Moz, we tag keywords with “SEO” in it or anything that is very important to your service that you want to develop a keyword associate out of. Or place, like we were discussing, if you’re running a marketing campaign in Indiana and you want to tag particular keywords that you’re targeting there, something like that. Or all your Kansas city keywords or your London or Berlin keywords.
Item categories. So if you offer multiple classifications, you sell TVs, books, gowns, anything you desire, you might want to tag all of those into a specific keyword category. Or qualities, such as a 55-inch tv versus a 48-inch tv, when you wish to get really, very particular across your line of product.
Likewise your brand name. At Moz, we track everything with the word “Moz” in it, or Nike or Apple or whatever your brand name is or if you have several brand names. Basically, anything that is very important to your service, any KPI that you determine, anything that pertains to your marketing department or financing or anything else like that, you can tag, and that’s where the real power comes in, because once you tag, you’ve produced a keyword associate or a group.
Share of voice
Then you can see your share of voice across that entire market using just that group. So if you wish to track yourself versus a really particular set of keywords, you can see your share of voice, share of voice meaning just how much presence you have in Google search results, and STAT will show you your specific competitors and how you rank among those.
Typically, you wish to see yourself increasing and to the right. However if you’re not, you can see precisely who’s beating you and where their motion is, and how you’re providing for that particular keyword group, which is exceptionally important when you’re working on a specific set of keywords or a campaign.
SERP features + intent
However my favorite part– and this is where the real power can be found in, because it can inform your material strategy and this is where the SEO opportunities are really at– is the analysis of SERP functions and intent. Since what STAT will do is, out of the countless keywords that you take into it, it will analyze the whole SERP of each of those and it will collect all the SERP features that it finds and tell you precisely what you own and do not own and where your chances are.
So let’s give an example that’s a little more concrete. So let’s say you track a lot of keywords within a specific associate and you see that most of the outcomes have a highlighted bit. STAT will reveal you precisely what you own and what you do not own. Now what’s cool about this is you can click into what you do not own and you can see the exact featured snippets that your rivals own that you can in fact create some content technique around and try and go take those.
A different way is images or news. So let’s state that you discover that you’re offering TVs or something like that and nearly all the SERPs have images and you don’t own any of them. So something like that can inform your content method, where you go to your team and you state, “Hey, folks, we require to create more images, or we require better structured data to get Google to show the images because this is the intent for this kind of keyword, and we’re just not owning it in this way.”
Same thing with news. If you discover a great deal of news outcomes and you’re not a news organization however you’re competing for these keywords, that can inform your material technique and possibly you require to go after those news keywords or try something else. Video is another one. More and more SERPs have video outcomes with video carousel and things like that. You can see exactly what you own and what you don’t own.
A great deal of times you’re going to find that certain domains are beating you on those videos which may inform, especially for the high volume keywords that you want to pursue, you may want to be developing more video content for that. However everything depends on the SERP, and you’re going to discover different function sets and different combinations for every keyword friend that you do.
So what is essential to you and what is very important to track it’s going to appear in a different way every time, however it’s going to reveal you precisely where the opportunities are. Frequently asked questions are another thing, rich bits sort of outcomes. You might discover that your competitors are all using frequently asked question markup. You’re not using any. That might notify your SEO technique, and you might start incorporating more Frequently asked questions since Google is undoubtedly gratifying those in the SERPs and your competitors are getting those and not you.
Other things, practically any SERP function that’s trackable. You can discover regional results. Twitter boxes. You might find that for specific questions Google is appearing Twitter outcomes and perhaps that means you require to be on Twitter more than you really are right now and see who’s ranking for those outcomes instead of something that you’re doing on-site.
Maybe it’s you require to do more YouTube. It’s not all always on your website. However this will tell you where you require to invest those opportunities. Evaluation stars, podcasts, and more. All of this will inform you what is necessary and where the chances are and where you’re winning and losing and the specific keywords that you can go after if you wish to win and the exact function sets where your rivals are getting traffic and you aren’t.
So I utilize STAT, I love it, each week. It’s a terrific tool. If you want to try it out, I motivate you to do so. That’s it for me. Thanks, everybody.