A benchmarking activity to review the effectiveness of search marketing.
It involves comparing volume of search intent for different grouped keywords (How many people are searching) and then comparing this to the number of impressions and website visits a company achieves when looking to gain visibility in the search results (how many people are attracted to the website through paid and natural search).
Data sources include:
- Google Keyword Planer – number of searches for different keywords
- Google Search Console or Search Analytics API – number of website visits for different keywords
- Google Analytics or Google Analytics API – outcomes achieved on site
Our Smart Insights SEO gap analysis spreadsheet helps integrate these.