Actavero

Methodology · Visibility

How the Ranking changes since the last measurement is calculated

Method version visibility-v1 · Last updated

In short

Ranking changes compare the latest SEO measurement with the one before. For each tracked brand, Actavero counts the keywords that entered (gained) or left (lost) Google's top 3 and top 10. For your own brand it lists the keywords whose position changed most, with the change in estimated monthly visits.

Formula

Gained (range R) = keywords at position > R (or not ranking) before and ≤ R now
Lost (range R) = keywords at position ≤ R before and > R (or not ranking) now
Change in visits = search volume × (CTR at the new position − CTR at the old position)

How it is calculated, step by step

  1. Take the keywords of the latest and the previous completed measurement, filtered as selected.
  2. For each keyword in either measurement, compare each brand's position before and now; a keyword missing from a measurement counts as not ranking in the top 20.
  3. Count per brand the keywords that entered and left the top 3 and the top 10.
  4. For your brand, calculate the change in estimated visits per keyword and list the biggest gains and losses.

What goes into it

Two measurements
The latest and the previous completed SEO measurement of the workspace.
Click-through rate per position
The same CTR curve as the SEO share of voice (position 1 ≈ 28%, falling to 1% at 11–20).

Data sources

  • DataForSEO Labs (ranked keywords), Google in the workspace's market.

How often it is updated

After every measurement: monthly, and on demand at most once a week. The comparison is always with the measurement right before.

How to read it

  • Losses in the top 3 weigh most: the top 3 positions take most of the clicks.
  • A competitor that gains many top-10 keywords at once is often running a content or site change worth looking at.

Example

Last month you ranked 6th for 'compare savings accounts' (5,000 searches); now you rank 2nd. Estimated visits change by 5,000 × (15% − 4%) = +550 per month.

Limitations

  • Each brand's measurement covers its 200 highest-volume ranking keywords per language, so a keyword can drop out of the list without losing its position; small changes in the long tail should be read with care.
  • Two measurements close together (for example a manual run a week after the monthly one) show little change.

Frequently asked questions

Why do I see 'Available after the next measurement'?

Changes need two completed measurements; the first one sets the starting point.

  • Competition pressure and head to head — Of the keywords where any tracked brand ranks in the top 3, top 10 or top 20, how many of your competitors rank there too, and per competitor who ranks ahead on the keywords you share.
  • SEO share of voice — Your share of the estimated search clicks of all tracked brands: monthly search volume × expected click-through rate of each brand's Google position, per keyword.
  • Estimated search traffic — Estimated monthly visits from Google per keyword: search volume × the click-through rate of the brand's position; summed per brand.

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