Analyzing SEO Keyword Ranking Changes At Scale (Scalable SEMRush Dataset Analysis)
Jason Melman
Sep 28, 2023
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Video Walkthrough
Description:
Purpose of the Tool
The Keyword Changes tool in SEO workflows helps users analyze keyword changes at the page level using data from SEMrush.
Output Overview
The tool provides several tabs in its output:
- Page Data Keywords: Displays the page URL and metrics for top 3, top 10, and top 20 keywords, comparing current vs. prior data.
- Subfolder Data Keywords: Breaks down the URLs by subfolder and shows similar metrics as the Page Data Keywords tab.
- Merged Data: Contains source data for individual query-level details, including current position, prior position, and estimated traffic.
- Page Data for Estimated Traffic: Shows the total volume for the current period vs. the prior period, the change in total volume, estimated traffic, and the top keyword for the period.
Using the Tool
- Users can input brand variants if needed.
- The tool allows users to exclude keywords with search volumes below a certain threshold.
- Data from SEMrush is required. Users should download data for the desired period and a prior period from SEMrush and input it into the tool.
- The tool then processes the data and provides an output in a few seconds.
Analyzing the Data
The tool effectively shows where keyword changes are occurring based on two different time frames. Users can drill down to the keywords that make up those pages using the Merge Data set to understand changes in more detail.
Tips for Data Analysis
- When analyzing the impact of a core algorithm update, it's recommended to compare the current month with the month prior to the update, rather than the month of the update.
- The tool's output can be used to identify pages that have seen growth or decline and to understand the reasons behind those changes.
Conclusion:
The Keyword Changes tool in SEO workflows is a comprehensive tool that aids in analyzing keyword changes at the page level using SEMrush data. It provides insights into keyword performance and helps users make informed decisions based on the data.
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