Maximizing the value in your keyword data is crucial if you’re a brand trying to rank on the forever-changing SERPs. With that in mind, Moz Learning and Development Specialist Zoe Pegler walks you through the key features in STAT Search Analytics that will help you glean extra (and important) insights from that data.
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Hi and welcome to another edition of Whiteboard Friday. I’m Zoe. I work in the Learning team here at Moz, and my focus is on developing educational materials and resources to promote understanding of our STAT tool. Today, we’re going to take a look at how you can use STAT to surface additional insights in your keyword data. Looking for value in your keyword data is important if you’re a brand trying to stay visible and on top of the forever-changing SERPs. Looking for those additional insights is paramount to making informed SEO decisions.
What is STAT?
So what is STAT? If you haven’t come across STAT before, it’s a large-scale rank tracker, but it’s also fantastic for many other things, SERP analysis and intent, a competitive landscape tool. Its value is really how you can dig into the data it provides.
So where are the quick wins here? Well, we know that usually improved ranking position means increased or at least some uplift in traffic for that term. Knowing where you sit on the SERPs and what features you’re winning can make or break your content strategy. This is where STAT’s dynamic tags can be hugely useful.
Dynamic tagging allows you to group keywords together based on criteria you set. That group is then automatically populated daily with keywords based on changeable filter criteria. This means you have the ability to create a group of keywords with any criteria that’s important to your business. A great grouping criteria to set here is keywords based on ranking position.
For example, flagging keywords which are sitting just outside the top 3, top 5, or top 10 positions and adding a traffic benchmark means you can easily discover which keywords with traffic potential need just a little bit of extra work to shift them into that better position.
So maybe your strategy includes hunting down a featured snippet. If so, you can use STAT to set up a dynamic tag that monitors keywords that result in featured snippets. If you see keywords that aren’t ranking well within that grouping, they’re not winning those snippets.
So if you’re tracking keywords for a client, this is a great way of seeing where your client owns a snippet and where they don’t. You can try to take the spot from their competitors by finding new opportunities to create optimized content. Using this feature is powerful for getting quick feedback on the intent and type of content that perform best in a keyword set, which ultimately is what you can use to guide your content strategy.
So we know that organizing your data is key. How do you organize your data so it’s meaningful to you while allowing you to see potential opportunities to quickly report back to a client? In STAT, you can hold all your keyword groups, your tags in a single data view. So keeping selected tags in a data view means you get a single dashboard of metrics for those chosen keyword groups
For example, you could easily put together a data view of tags that reflect the tactical aspirations of your client. If you’re a search marketer, you may choose to set up a data view containing keyword segments that cover stages of the conversion funnel. You really want to split keywords into segments that reflect what your clients want to target. So that could be industry sectors, services, or locations. If product categories are important to your client, you can set up a data view containing keywords tagged as shoes, sportswear, swimwear, or whatever specific attributes you need to track across a product line.
Okay. So maybe you’re looking for a quick health check on how that specific set of keyword groupings are doing. Well, there’s a smart little feature in STAT that allows you to compare all of your tags and how well each of those are performing in terms of visibility online, and it’s called the Tags tab. So this feature is pretty cool because it allows you to see the performance of all those tags in one place. You’ll get the overall picture of how your SEO strategy is progressing and where to focus your attention based on your most important metrics. You can set a specific date range. You can see average rank, top 10 change.
Another key piece of information is finding out who you’re up against for those keyword sets you just put together. You can use STAT to view share of voice across that specific set of keyword tags or for that entire market. The share of voice metric used in STAT measures the visibility of a given keyword set on Google. This means you can get invaluable insights, such as where competitors are increasing or decreasing in their visibility.
Now, you may have clients that need formalized insights into the progression of a campaign. What’s the best way of displaying those reports? Well, in STAT, we have built connectors that allow you to pull live data from STAT into Google Data Studio reports. These visualizations make it easier to share insights with clients and for them to see those top level metrics really quickly.
So hopefully these tips and tools mean you can really investigate how much extra value and insights you can squeeze out of your keyword data. Have a great day and thank you for watching this edition of Whiteboard Friday.
Old Navy will update its yearly Fourth of July promotions by saluting the metaverse with an NFT drop, going live June 29.
In honor of the year they were founded, the retailer will release 1,994 common NFTs, each selling for $0.94. The NFTs will feature the iconic Magic the Dog and t include a promo code for customers to claim an Old Navy t-shirt at Old Navy locations or online.
“This launch is Old Navy’s first activation in web3 or with NFTs,” an Old Navy spokesperson told MarTech. “As a brand rooted in democratization and inclusivity, it was essential that we provide access and education for all with the launch of our first NFT collection. We want all our customers, whether they have experience with web3, to be able to learn and participate in this activation.”
Accessible and user-friendly. Any customer can participate by visiting a page off of Old Navy’s home site, where they’ll find step-by-step instructions.
There will also be an auction for a unique one-of-one NFT. All proceeds for the NFT and shirt sales go to Old Navy’s longtime charitable partner, Boys & Girls Clubs of America.
Additionally, 10% of NFT resales on the secondary market will also go to Boys & Girls Clubs.
The Old Navy NFTs will be minted on the Tezos blockchain, known for its low carbon footprint.
“This is Old Navy’s first time playing in the web3 space, and we are using the launch of our first NFT collection to test and learn,” said Old Navy’s spokesperson. “We’re excited to enable our customers with a new way to engage with our iconic brand and hero offerings and look forward to exploring additional consumer activations in web3 in the future.”
Why we care. Macy’s also announced an NFT promotion timed to their fireworks show. This one will award one of 10,000 NFTs to those who join their Discord server.
Old Navy, in contrast, is keeping customers closer to their owned channels, and not funneling customers to Discord. Old Navy consumers who don’t have an NFT wallet can sign up through Sweet to purchase and bid on NFTs.
While Macy’s has done previous web3 promotions, this is Old Navy’s first. They’ve aligned a charity partner, brand tradition and concern for the environment with a solid first crack at crypto.
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About The Author
Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.