Published April 1st, 2017
We should all make it a point to understand where our websites rank on Google and other search engines. We need to know where we stand against our competition. Is the competition knocking us out of valuable Search Engine Placement? What can we do to enhance our on-site SEO to attain a higher rank? We've been at it for months, but aren't ranking as effectively as we should be - what's next? These are all good questions that correspond to every website's SEO.
As part of our SEO process, we deliver monthly analytical data from both Google Analytics and monthly SEO statistics from Nightwatch. Google Analytics informs us of the exact amount of website traffic, user bounce rates, target demographics, social influence, and geographical data about a project.
When coupled together, these tools are a powerhouse of data we use to move the needle toward client marketing goals.
What is Nightwatch?
Nightwatch is our professional SEO management platform that we use to see where client keywords are located in the SERPs (Search Engine Results Pages) and where those keywords have been historically. We analyze this historical data to see where a keyword could be in the coming months. It tracks search engine placement for a given URL matched to keywords based on on-site content. In much the same way Google Analytics provides details about the users visiting a website, Nightwatch informs us about the ranks of a website by keywords including the following information:
- Average position based on the keywords used for Nightwatch
- Keyword distribution
- Real-time rank per keyword
- Day, week & monthly change per keyword
- Calculated cost-per-click (CPC)
- URL rank evolution
- It also integrates with the Google Analytics API for more detailed info about each service
Together, we can see how those visits influence rank and how they're likely to influence rank in the future given a website's existing SEO content.
What is Google Analytics?
- User geographical data
- User language
- Average time on a website
- Percentage of New versus Returning users
- Device used to visit website (including OS and browser)
- Bounce Rate (when a user visits one page and leaves)
- Average number of pages visited by users
- Number of users for a given period
- And way more to go into here...
Nightwatch's Competitor Analysis
We decided to use Nightwatch for our SEO reporting and analyses because it allows us to specify any client's competitors' URLs for A/B testing. If we know our client's direct competitors have websites, which most do today, we can add those URLs into Nightwatch and track their Search Engine Placement on any given search engine. Nightwatch tracks this automatically once a competitor is listed and gives us real-time insight into where the competitor is ranked in the SERPs for a given keyword, where they've been since they were added, and how they're performing on various search engines. In turn, this informs us of the next steps in attaining a higher rank for a client's website.
Nightwatch + Google Analytics = Better SEO Products
When we decided to use one platform to test website traffic and throughput and another to track website rank patterns, we can adapt websites, marketing, and on-site SEO to client needs at a far faster and larger scale than we thought possible. Not only does Nightwatch allow us to see how our clients' competitors perform in the SERPs, Google Analytics helps us determine where traffic is originating whether it be socially, online referrals, or geographically. We're then able to anticipate marketability in their respective region(s), aid a new product launch, and capitalize on the effects historical analytical data has had on a client's traffic.