How to Use STAT to Discover Extra Value in Your Keyword Data


Maximizing the worth in your key phrase knowledge is essential in the event you’re a model making an attempt to rank on the forever-changing SERPs. With that in thoughts, Moz Studying and Improvement Specialist Zoe Pegler walks you thru the important thing options in STAT Search Analytics that may aid you glean further (and essential) insights from that knowledge. 

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Video Transcription

Hello and welcome to a different version of Whiteboard Friday. I am Zoe. I work within the Studying workforce right here at Moz, and my focus is on creating instructional supplies and sources to advertise understanding of our STAT device. As we speak, we’re going to check out how you should use STAT to floor extra insights in your key phrase knowledge. Searching for worth in your key phrase knowledge is essential in the event you’re a model making an attempt to remain seen and on prime of the forever-changing SERPs. Searching for these extra insights is paramount to creating knowledgeable search engine optimization choices.

What’s STAT?

So what’s STAT? If you have not come throughout STAT earlier than, it is a large-scale rank tracker, but it surely’s additionally improbable for a lot of different issues, SERP evaluation and intent, a aggressive panorama device. Its worth is absolutely how one can dig into the info it offers.

Fast wins

So the place are the short wins right here? Nicely, we all know that often improved rating place means elevated or at the very least some uplift in site visitors for that time period. Figuring out the place you sit on the SERPs and what options you are profitable could make or break your content material technique. That is the place STAT’s dynamic tags could be vastly helpful.

Dynamic tagging

Dynamic tagging permits you to group key phrases collectively based mostly on standards you set. That group is then mechanically populated every day with key phrases based mostly on changeable filter standards. This implies you will have the power to create a gaggle of key phrases with any standards that is essential to your enterprise. An ideal grouping standards to set right here is key phrases based mostly on rating place.

For instance, flagging key phrases that are sitting simply exterior the highest 3, prime 5, or prime 10 positions and including a site visitors benchmark means you possibly can simply uncover which key phrases with site visitors potential want just a bit bit of additional work to shift them into that higher place.

So possibly your technique consists of searching down a featured snippet. In that case, you should use STAT to arrange a dynamic tag that displays key phrases that lead to featured snippets. In case you see key phrases that are not rating effectively inside that grouping, they are not profitable these snippets. 

So in the event you’re monitoring key phrases for a consumer, it is a smart way of seeing the place your consumer owns a snippet and the place they do not. You’ll be able to attempt to take the spot from their opponents by discovering new alternatives to create optimized content material. Utilizing this characteristic is highly effective for getting fast suggestions on the intent and kind of content material that carry out finest in a key phrase set, which in the end is what you should use to information your content material technique.

Information views

So we all know that organizing your knowledge is vital. How do you arrange your knowledge so it is significant to you whereas permitting you to see potential alternatives to shortly report again to a consumer? In STAT, you possibly can maintain all of your key phrase teams, your tags in a single knowledge view. So maintaining chosen tags in an information view means you get a single dashboard of metrics for these chosen key phrase teams

For instance, you possibly can simply put collectively an information view of tags that mirror the tactical aspirations of your consumer. In case you’re a search marketer, you could select to arrange an information view containing key phrase segments that cowl levels of the conversion funnel. You actually need to break up key phrases into segments that mirror what your shoppers need to goal. In order that might be business sectors, providers, or areas. If product classes are essential to your consumer, you possibly can arrange an information view containing key phrases tagged as footwear, sportswear, swimwear, or no matter particular attributes you must monitor throughout a product line.

Tags tab

Okay. So possibly you are on the lookout for a fast well being examine on how that particular set of key phrase groupings are doing. Nicely, there is a sensible little characteristic in STAT that permits you to examine all your tags and the way effectively every of these are performing when it comes to visibility on-line, and it is known as the Tags tab. So this characteristic is fairly cool as a result of it permits you to see the efficiency of all these tags in a single place. You will get the general image of how your search engine optimization technique is progressing and the place to focus your consideration based mostly in your most essential metrics. You’ll be able to set a particular date vary. You’ll be able to see common rank, prime 10 change.


One other key piece of knowledge is discovering out who you are up in opposition to for these key phrase units you simply put collectively. You need to use STAT to view share of voice throughout that particular set of key phrase tags or for that whole market. The share of voice metric utilized in STAT measures the visibility of a given key phrase set on Google. This implies you will get invaluable insights, equivalent to the place opponents are rising or reducing of their visibility.

Now, you’ll have shoppers that want formalized insights into the development of a marketing campaign. What’s one of the best ways of displaying these stories? Nicely, in STAT, we’ve got constructed connectors that permit you to pull dwell knowledge from STAT into Google Information Studio stories. These visualizations make it simpler to share insights with shoppers and for them to see these prime stage metrics actually shortly.

So hopefully the following tips and instruments imply you possibly can actually examine how a lot further worth and insights you possibly can squeeze out of your key phrase knowledge. Have an excellent day and thanks for watching this version of Whiteboard Friday.

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