90 Digital CEO Nick Garner talks about Engagement Rank Tracking in this edition of CalvinAyre.com’s SEO Tip of the Week.
Summary: it’s important to know how your engagement levels are getting on. By understanding what changes you’ve made and the shift in click through rate, it makes it far easier to understand cause and effect
Tip: Google are really helpful on giving you an insight as to how your engagement levels are getting on. Since engagement Rank is about click through rates from search results and subsequent engagement, Google have created a dashboard in Webmaster tools showing you clicks over impressions and your search results position.
One thing you’ll notice is that Google move search results around these days. It’s because it’s easier for them to come up with better statistics to help them understand whether you have a suitable amount of click through rate for the search position you’re in.
Tip: a great way to visualise whether your engagement Rank optimisation has been working is to use a tool like SERPwoo, which is essentially a rank tracking tool but one that shows you rankings for your competitors in that particular key phrase. You can get a sense of the volatility in that set of search results and the cause and effect of your efforts against other people’s by looking at rankings going up or down.