Estimation of the metric value of the first position We can calculate the approximate monetary value of keyword rankings in the first position quite easily. To calculate the value, take the average monthly search volume, multiply it by the average CTR for a position 1 ranking, then multiply by the suggested bid value for AdWords from Google Keyword Planner. Shadow Making This will give a value that takes into account the volume of traffic generated by the first position and the amount you would have to spend on AdWords to obtain a similar result. KOB Metric The keyword versus benefit (KOB) metric, originally designed by Todd Malicoat, correctly evaluates competition, cost, Shadow Making and volume into a single metric value. In its simplest form, we take the top-estimated first position value metric and divide it by a “difficulty” metric, like the percentage value from Moz's Keyword Difficulty Tool.
Recommended Reading: Ross Hudgens recently posted this epic guide on how to combine the KOB metric with Brian Dean's Skyscraper technique to boost web traffic from SEO. Match Type Report AJ Kohn advocates using a match type reporting metric as a proxy for determining if a keyword's intent is fractured or uniform. This is obtained by dividing the broad Shadow Makingmatch search volume of a keyword by the exact match search volume of a keyword. A lower match type ratio indicates that different searches that include that keyword differ very little in intent. Broader, more ambiguous searches are more likely to have high match type ratios, as they require an additional modifier to be added to better Shadow Making clarify the intent behind them, thus producing broad match search Shadow Making volumes higher. AJ Kohn - Keyword Match Type Ratio Organic SERP real estate available Traditional organic real estate in Google's SERPs varies from query to query (and shrinks). Some searches return answer boxes.
while others return news results, map packs, images or other SERP features – all of which seem to reduce the number of traditional organic results from its 10 For this reason, the traditional organic SERP available is real succession should be considered, especially for very competitive conditions. It should be noted that low traditional organic real estate is not necessarily a Shadow Making bad thing. It may just mean that there are opportunities to appear in other parts of the search results if you focus your efforts elsewhere. regular organic serp real estate Google Display Planner Demographics My colleague, Andrew Ruegger, wrote an article last month about how he uses Google Shadow Making Display Planner in conjunction with KNIME ( easily my favorite tool of all time) to pull demographic data for search queries.