The author’s views are entirely his or her own (with the exception of the unlikely event of hypnosis) and may not always reflect the views of Moz.
You may already be familiar with STAT Search Analytics and its rank tracking capabilities, but did you know it can also help you discover large-scale SEO opportunities? In today’s Whiteboard Friday, Cyrus shows you how to dig into STAT to do just that.
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Hello, everyone. Welcome. My name is Cyrus. Today I want to talk about using STAT to find SEO opportunities on a large scale, and I mean massive scope.
Many of you have probably heard of STAT. You may know it has an excellent reputation. However, it is possible that you haven’t actually used it, or have a very good understanding of what it actually does.
That’s what I’m going to try to cover and explain today how powerful it is to discover SEO opportunities in ways that can affect content strategies, competitive analysis, and more.
What is STAT?
So the full name of STAT is STAT Search Analytics. On the surface, a lot of people understand that it is a rank tracker that tracks thousands of keywords simultaneously all over the world. But under the hood, it’s actually much more than a rank tracker. It’s a rank tracker. It’s a tool for the competitive landscape. It’s SERP analysis and intent. It allows you to do some pretty incredible things once you get into the data.
So let me dive into a little how it actually works. So, like many keyword ranking trackers, start with keywords. However, one of the differences is all of the different attributes that you can assign to each of your keywords.
So first is very familiar, the market or the search engine. So you want results for Canadian English or Canadian French. Every available market in the world is available to you in STAT.
The second is the location which is a slightly different concept. So you can define postcodes, cities, as specifically as you want. This is very important for companies with multiple locations or if you are running an advertising campaign in a certain part of the country and want to track very specific results. However, you can define the location very specifically for each of your keywords.
Third, the device, mobile or desktop, is especially important in mobile-first indexing and driving mobile results. But also tags, smart tags, and this is where the real strength of STAT comes into play, the ways in which you can use smart tagging.
So there are a number of ways you can tag your keywords by assigning multiple tags to cut and dice them however you want.
So there are several ways to tag keywords in STAT, which is important for your business. For example, you can create keyword groups based on what is important to you. On Moz we mark keywords with “SEO” or anything that is important for your company and from which you want to create a keyword cohort. Or location, as we discussed earlier, if you’re running an ad campaign in Indiana and want to tag certain keywords that you’re targeting there, something like that. Or all of your Kansas City keywords, or your London or Berlin keywords.
Product categories. So if you are selling multiple categories, televisions, books, clothes, anything you want, you might want to put all of these into a certain keyword category. Or attributes, like a 55-inch TV versus a 48-inch TV, when you want to get very, very specific in your product line.
Your brand too. At Moz we keep track of everything with the word “Moz” in it, or Nike or Apple or whatever your brand is or if you have multiple brands. Basically, you can tag anything that is important to your business, every KPI you measure, anything relevant to your marketing department or your finances or the like, and that’s where the real power comes in because once you tag, we created a keyword cohort or group.
Share of vote
Then you can only see your share of voice in this entire market based on this group. So if you want to measure yourself on a very specific set of keywords, you can see your Share of Voice, Share of Voice means how much visibility you have in Google search results, and STAT shows you your exact competitors and how you rank among them stand those.
In general, you want to see yourself going up and to the right. But if not, you can see exactly who is beating you and where their moves are and how you are performing for that particular group of keywords, which is incredibly valuable when you are working on a particular set of keywords or a campaign.
SERP functions + intent
But my favorite part – and this is where the real power comes in because it can influence your content strategy and this is where the SEO opportunities actually lie – is the analysis of the SERP functions and intentions. Because what STAT will do is, from the thousands of keywords you enter, analyze the entire SERP of each of those keywords and collect all the SERP features it finds and tell you exactly what you own and what you are doing . t own and where your options lie.
So let’s give a more concrete example. Let’s say you are tracking a number of keywords within a particular cohort and you see that most of the results contain a featured snippet. STAT shows you exactly what you have and what you don’t. The cool thing is that you can click on content that doesn’t belong to you and you can see the exact Featured Snippets your competitors own that you can actually create a content strategy around and try to steal it.
Another way is pictures or messages. So let’s say you find out that you sell televisions or something similar and almost all SERPs have images and you don’t own any of them. This can affect your content strategy if you walk up to your team and say, “Hey guys, we need to create more images or we need more structured data for Google to display the images because that’s the intent for this type of keyword and we just don’t own it that way. ”
The same with news. If you are noticing a lot of news results and you are not a news organization but are competing for these keywords, it can affect your content strategy and you may need to search for these news keywords or try something else. Video is another. More and more SERPs have video results with video carousel and the like. You can see exactly what you own and what you don’t.
Often times you will find that certain domains outperform you on these videos, and especially for the high volume keywords you are looking for, this can let you know that you may want to create more video content for them. But it all depends on the SERP, and you will find different sets of features and different combinations for each keyword cohort you use.
What is important to you and what you need to pursue will show up differently each time, but it will show you exactly where the possibilities are. FAQs are a different matter to rich snippets results. You may find that your competitors are all using FAQ markup. You don’t use any. This could affect your SEO strategy and you could start building in more FAQs as Google is obviously rewarding those in the SERPs and your competitors are winning them, not you.
Other things, virtually any SERP feature that can be tracked. You can find local results. Twitter boxes. You may find that Google is showing Twitter results for certain searches, and that may mean you need to be on Twitter more than you actually are now and see who is ranking for those results rather than something you put before Do place.
Maybe you need to do more YouTube. It’s not necessarily everything on your website. But that will tell you where to invest those opportunities. Check out stars, podcasts, and more. All of this shows you what’s important and where the odds are and where to win and lose, and the exact keywords to track if you want to win and the exact features that your competitors are getting traffic on and you are. T.
So I use STAT, I love it every week. It’s a great tool. If you want to try it out, I recommend you do it. This is it for me Thanks to all.
Video transcription from Speechpad.com.