Tag Archives: SERP tracking

Limitations of SERP and KW position checker tools

2 Nov

Limitations of SERP and KW position checker tools

SERP and KW position checker tools are designed for tracking where individual website pages appear in the search results for specific keywords. There are several small issues and two big ones associated with how they go about this.

  • they check for the position of a site or page for a KW query, so you have to enter a URL AND KW (they can’t check for just a KW, or just a site). That’s inflexible.
  • on many of them, you have to do your checks one at a time, on a new interface for each. That’s time consuming.
  • only a few give you downloadable files (you then have to merge all those files, when you can get them). Most return your results on html or dynamic pages (copy and paste). That’s unwieldy.
  • they vary in the number of maximum positions considered. Some show 100, some more, some less; and they are often out of date. That’s unreliable.

Turning to the bigger issues, most crucially, SERP and KW position checker tools don’t tell you how they generate their results, or how fresh they are.

Data pulled from an API is only as good as the API itself. Our experiments with an API were not encouraging (which was why we dumped it a while ago): It gave lower lower counts than browser based counts — it showed on average 30% and sometimes 90% fewer pages indexed than a browser search; and it was less accurate than browser search results — the API SERPs failed to match browser SERPs by on average 10% and sometimes as much as 90%. You cannot statistically compensate for errors of this magnitude in both quantity and quality, even with sophisticated mathematical optimization routines.

Another common method, scraping, has problems of its own: The rotating IP proxies necessary to carry it out will skew the results because each successive query will be seen to originate from a different location than the last one — a different city, sometimes a different continent. That’s useless if you’re running more than one KW for a brand.

Finally, SERP and KW position checkers show the numeric position of a page returned for a specific query in the search results. There are two limitations to this:

  • Consumers search for brand names and/or keywords (which they enter into the search bar), they do not enter website addresses into the search bar (if they know the URL, they enter it straight into the URL bar, bypassing the search function).
  • Knowing the numeric position of a particular page is tactically useful but is not strategically insightful. It doesn’t give you a snapshot of who claims the Top 20 results for your brand name and keywords, nor a measure of your overall online strength.

With RankTank, you can check and track your SERPs while aslo scoring and ranking them.

Scoring Brand Online Strength by Simple Count/Share

10 Oct

Scoring Brand Online Strength by Simple Search Results Ownership Count/Share

I first discovered the relationship between search engine results page (SERP) performance and company performance in 2006. The first “top brand” source I used was the Interbrand/BusinessWeek Top 100 companies survey published August 7, 2006 (http://www.businessweek.com/magazine/toc/06_32/B399606globalbrands.htm). I ran a Google search on each company (I queried the exact name, without keyword modifiers or qualifiers) and classified the Top 20 SERPs according to who claimed the results of a query for its name: the enterprise (EGM), mainstream media (MSM), consumer-generated media (CGM), or others (OGM).

In 2006, I did not rank-weight the search positions; I scored using a simple count, treating all Top 20 positions as of equal value. I changed to rank weights in 2009.