Keyword Ranking is the most detailed ranking report in Dragon Metrics, showing the organic performance of each individual keyword in the campaign.

What you can do on this report:

  • See trending ranking performance for each keyword
  • See the actual SERP collected and the top 50 ranking URLs for each keyword
  • Compare performance to competitors at the keyword level
  • See all ranking URLs for a single keyword
  • Check whether or not the preferred landing page is ranking for a keyword
  • Understand the SERP feature make-up of each keyword's results

The Basics

There's a lot to cover on this report, so let's first start with a very quick overview of the report.

At the top of the page, you'll find aggregate metrics on organic ranking performance such as Traffic Index, Organic Visibility, and the number of keywords in the top 10 and 50 positions displayed at the top of the page.

All keywords in the campaign will be shown in the data table, showing the ranking position in the currently selected search engine.

Other information such as ranking change, ranking URL, monthly search volume, a trend of the ranking position, the SERP features displayed on the page, and many others are available in the table as well.

Click View Options in the upper right of the table to reveal even more columns

Export data to Excel by clicking the button next to View Options

Click on the keyword to view the top 50 ranking URLs, the actual SERP collected, a detailed comparison with competitors, historic ranking trends, and more.

Keyword data can be filtered by using the form at the top of the page. Click the expand button to reveal even more filtering options.

Now that the basics have been covered, let's dive into the details.

High-level performance metrics

Aggregate metrics on organic ranking performance are displayed below the filter. Each one shows the amount this number has changed from the begin date to the end date of the selected range.

  • Traffic Index: Estimate of the site's monthly organic traffic from the selected keyword set based on the ranking position and monthly search volume for ranked keywords. Learn more about Traffic Index
  • Organic Visibility: Score measuring organic ranking performance, roughly equivalent to the average expected click-through-rate for all keywords tracked in the current set. Learn more about Organic Visibility
  • Top 50 keywords: The number of keywords with one or more URLs ranking in the top 50 positions. The total number of keywords in the selected set is shown in the denominator.
  • Top 10 keywords: The number of keywords with one or more URLs ranking in the top 10 positions. The total number of keywords in the selected set is shown in the denominator.

Table

Let's now take a look at each column in the table

Keyword

Each row in the table is a different keyword in the campaign.

Click on a keyword to bring up the keyword details modal, which includes 4 tabs:

  • Full parsed SERP
  • Raw SERP
  • My site and tracked competitors
  • My site only

Full Parsed SERP

This tab displays the top 50 ranking URLs, each with the SERP feature type and the title.

Click on the expand arrow next to rich results to reveal more details

The main campaign site will be shown in green, while tracked competitors will be shown with an orange background. Untracked competitors will be shown with a white background.

Raw SERP

The actual SERP that Dragon Metrics collected can be viewed in the Raw SERP tab.

My site and tracked competitors

This tab displays a trend of your site compared to competitors over time.

By default, only the top 10 URLs will be shown in the chart, but more can be added by clicking the checkbox next to each in the table.

By default, each graph in the chart and row in the table is a single ranking URL. To group competitors by site and only show the top ranking URL each day, click Top ranking URL only. This can greatly simplify the chart in many cases.

My site only

This tab is essentially the same as My site and tracked competitors, but only shows the main campaign site.

This tab is especially useful for tracking keyword cannibalization, when multiple URLs are fighting over the same keyword.

Ranking position, Type, and URL

The ranking position for the end date of the selected date range will be shown in the Rank column, along with the URL at this position.

No ranking

If a site has no URLs ranking in the top 50 positions for a keyword, the Rank column will be shown as a dash.

Type

Dragon Metrics tracks over 30 types of SERP features (e.g. map packs, images, videos, featured snippets, people also ask, etc). If the ranking URL is a rich result, the Type column will display the SERP feature.

If the ranking URL was a normal organic result, the Type column will be empty.

Inline Rank

Hovering on the icon may reveal additional information about the ranking position. For example, for the keyword car rental orlando airport, there was a local map pack at position 1. There were 3 sites in the map pack, and enterprise.com was the first of these sites.

Therefore, the ranking for enterprise.com will show this URL ranking at position 1. Hovering the cursor on the icon will show that it was the 1st of 3 in this map pack.

In this case, we refer to the 1 / 3 as the inline rank for this URL.

Multiple URLs ranking for the same keyword

It's possible for more than one URL from a site to be ranking for a keyword. When this happens, the highest-ranking URL on the end date will be shown in the table by default, and an arrow icon will be shown next to it to signify that there are additional ranking URLs hidden.

Clicking the arrow will expand to reveal all ranking URLs

This is the case when a single result has many inline ranks as well, such as Sitelinks or Mini-Sitelinks

Ranking position trend and change

The change column shows the difference between the ranking position of the highest ranking URL on the begin date and the end date.

Keywords may fluctuate during the selected period but end at the same position it started at, so the Change column doesn't tell the whole story. The Position trend shows ranking positions for all dates collected during the selected period, to help identify such fluctuations.

Preferred Landing Page

When adding new keywords, you can optionally include a preferred landing page, which is the URL that you are using to target this keyword or the URL would like to rank highest for this keyword.

If included, it will appear in the Preferred Landing Page column of the table.

This field is hidden by default, and in most cases there's no need to show it. The ranking URL will be compared against the Preferred Landing Page for each keyword to show whether there is a match or not.

To left of each ranking URL will be a dot that displays the status of the Preferred Landing Page. Hover your cursor over it to reveal more information.

If the ranking URL is the Preferred Landing Page, the dot will be closed.

If the ranking URL is not the Preferred Landing Page, the dot will be hollow.

If there are multiple URLs ranking for the keyword, all URLs will be checked against the Preferred Landing Page.

Monthly Search Volume and Monthly Search Volume Trend

The 12-month average monthly search volume will is shown in the MSV volumn. To see a more detailed history of this keyword's popularity, the MSV Trend column may be unhidden by clicking View Options in the upper right of the table.

Traffic Index

The estimated amount of organic monthly traffic this keyword will send to your site is shown in the Traffic Index column.

Learn more about Traffic Index

SERP Features

The SERP Features column shows a preview of the types of rich results found on the SERP. Results are included in this column whether or not your site is found in the SERP feature. If your site is ranking the SERP feature, the icon will be blue, otherwise it will be grey.

Hover your cursor over each icon for additional information. See the example below on how this column describes what is happening on the SERP.

SERP and Competition

Click on SERP and Competition icon to open the keyword details modal (the same as clicking the keyword itself)

Additional Columns

Columns hidden by default that can be shown by clicking the View Options button in the upper right of the table include:

  • Translation: An optional translation of the keyword that may be included when adding keywords
  • Rank (No Universal): The ranking position if ignoring all rich results on the page.
  • Search engine: The tracked search engine
  • Region: The tracked region
  • Tags: A list of all tags applied to this keyword

Filter

Date range

You may select any date range from the creation date of this campaign to the previous day.

Search Engine

All search engines added for this campaign are available to be viewed on this report. Only one search engine is shown by default, but it can be changed using the Search Engine filter at the top of the page.

One or more search engines may be selected.

If multiple search engines are selected, icons next to each keyword will indicate which search engine the row is referring to.

Tags

Tags are one of the most powerful ways to segment your keywords. On this report you can filter by one or more tags to see only set of keywords you're interested in.

If multiple tags are selected, you can choose how keywords are chosen for inclusion on the report.

If Include any is selected, keywords that include any of the selected tags will be included.

If Include all is selected, only keywords that include all of the selected tags will be included.

You can even build more complex queries by adding another Tag filter. Just click +more

An additional Tag filter will now be available (joined with boolean AND logic).

For example, to view keywords that tagged as non-brand and either high or medium search volume, you could use the following filter:

Filter by position

There are three ways to filter keywords by ranking position

  • Begin date position
  • End date position
  • Change

The Rank column in the table shows the ranking position of the end date in the selected range. You can filter by this ranking position using End date position.

In addition, begin date position is available as well. Using these together, we can identify keywords that moved into or out of positions during the selected date range.

For example, we can see all keywords that have moved from any other position to position 1 during the selected range:

You can also filter by the amount a keyword's position has changed throughout the selected date period with movement.

Keyword

To include all keywords that contain a word or phrase, enter it into the keyword filter

URL

Multiple options are available to filter keywords based on the end date ranking URL

Site

By default, ranking data for the campaign's site will be shown on this page. To show ranking data for a competitor site, select it from the list.

This report only shows ranking data for one site at a time. To compare ranking data to competitors, visit Tracked Competitor Ranking.

Universal Results

Dragon Metrics tracks over 30 types of SERP Features (e.g. map packs, images, videos, featured snippets, people also ask, etc). By default, a site's presence in one of these rich results will be counted as an organic ranking. If you'd prefer to exclude these result types from being counted as organic ranking, set this field to No.

For example, a site is ranking in a local map pack at position 1 and again at a normal organic result at positions 6 for the keyword car rental orlando airport. By default, the ranking for this keyword will be #1 with a marker icon to indicate this is a map result.

To exclude this map pack result, set Include Universal Results to No. With this result now ignored, the highest ranking non-universal URL for this site is now #6.

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