This quick tip will overview the table headers of a domain-specific search analytics report. The Compete PRO interface offers definitions and supplemental context such as definitions accessible via our interface by using the blue and white question-mark icons.
- Daily Search Referrals – represent a daily share of keywords referring traffic to a site as a percentage of that site’s search volume over a 90 day period. Refer to these dates to best understand the search report’s time frame.
- Keyword – is the phrase or term an actual user entered and searched for on one of the major search engines.
- Search Referrals Share - is the share of total search traffic (90 day moving average) generated to this destination website (amazon.com) by a specific keyword. This share is generated on a daily basis vs. the 90 day moving average of total search referral traffic for the site.
- Paid Share - is the breakdown of search referral share generated by paid click-throughs.
- Natural Share - is the breakdown of search referral share generated by natural click-throughs.For example: If a site receives 10% of its traffic from keyword: “cars”, the Natural share of that traffic might be represented as 20%/80%, meaning 20% of the 10% was through paid search referrals and the other 80% was generated through natural search.
- Average Time Index - is indexed to 100, with 100 representing the term that resulted in the most average time per visit being spent on the site.Since Averages are susceptible to outliers – groups of individuals that stay a much longer period of time on site based off of a specific keyword – Compete offers both Average Time and Total Time Indexes. When this type of engagement happens it can throw off the average time index. One example in the list above is #6 Amazon Music, as the average time index is higher than the total time index. This shows that there is a segment of users that are highly engaged, likely in search of music for download or purchase. In short, the Average Time Index can be used to understand the ‘stickiness’ factor of a keyword.
- Total Time Index – is indexed to 100, with 100 representing the term that resulted in the most total time spent on the site for all visits. This metric can be used as a basic measure of keyword popularity and when used against the Average Time Index you can tell which keywords are popular versus engaging (if not both).
- Export Table as CSV – selecting this link will export the table as it currently is shown to a CSV file. This file can then be opened in any spreadsheet software such as Excel, Google Spreadsheets, or Open Office Calc.
If you have any other questions around search analytics reports feel free to contact us.
Lindsey Mark works in Client Relations at Compete and is responsible for the strategic development of client retention and support policies for compete.com, with a focus on education and training efforts. She graduated from Rochester Institute of Technology in Rochester, NY so she's a certified technology junkie and open source advocate. When she's not thinking about marketing or training digital 007's at compete, she's doing yoga & blogging about gluten-free diet and lifestyle. Find Lindsey on Twitter as @linji, Google Plus as Lindsey Mark or connect with her via LinkedIn.