What do you see here?
This is the roll-up of your organic traffic from Google search results.
Our estimate comes from two key pieces of information:
- How your domain ranks on its keywords (on an individual keyword by keyword basis)
- How many clicks those keywords generate each month.
Here’s a very simplified example.
Analysts expect that landing as the first result for a search will bring you about 42% of the clicks that keyword gets. (Some peg that percentage as higher and some lower, but let’s agree to this conservative middle-of-the road figure.)
Clicks drop off as the organic position drops, with spots 2 and 3 bringing in about 12% and 8.5% of the clicks, respectively.
Now if Games.com had ranked 1st on “online poker,” and that keyword brings in 2310 clicks per month, we can apply 1st position’s 42% rate to 2310 and get about 970 clicks per month from “online poker.”
Repeat with each keyword and tally up the clicks.
Of all of the performance measurements reported in the Recon Files, this section and the next section (Value of Organic clicks per month) will rely the most on outside fact-checking.
That’s because we are extrapolating the number of clicks you should be getting based on how many searches the keywords you rank on get, plus your rank, plus several other on-page factors including ads, videos, shopping, maps, images, books, etc.
There’s actually a really good chance we’re going to be pretty far off on our estimates in this specific section. It is built from quite a few things we can’t know:
- How accurate is Google’s search volume data for your keywords?
- How do click through rates on your organic placements vary from the norm for your position?
- How much did your search ranking vary over the course of the month?
- How do users behave on your keywords; are they generally less likely to click on ANY result than a normal keyword?
As you can imagine, the more keywords you rank on, the more accurate our estimates are. Even in light of these challenges, the benefits of this graph still call for its inclusion. Use them more as a directional indicator than for absolute values.
They are also useful to help you to understand the rest of the report in context since they are a roll up of individual keyword estimates.
Compare this chart to the answers you get from Google Analytics results. Until we integrate those measurements, there is going to be a small margin of error. However, since that margin is consistent, the trendline should be on track.
How you present this:
Once you understand the degree to which this adjusts from your own Google Analytics, you can use turn to it as a reference point within the report. One that is more convenient than toggling to Google Analytics or trying to drop that into a report.
In this example, Games.com saw a tremendous surge in organic clicks from August to September, more than doubling their clicks. Using other graphs in this report, it will become clear what caused that surge—increased number of pages that rank, increased position of their pages, or both.
Your best action:
Upward trend means you continue what you are doing. If you tried something and found a dramatic dip, review what you changed and adjust.