📘 This article guides you on quickly evaluating your content performance in the RealKeywords Content Performance Dashboard. RealKeywords is part of Botify's Analytics Suite, available with all Botify plans.
Overview
The RealKeywords Content Performance Dashboard reveals key opportunities to improve your organic search performance based on data from Botify crawls and RealKeywords. In this dashboard, you can easily see the performance of key business metrics and Botify’s estimation of the additional clicks you can get if all pages rank in the top three positions on search engine results pages. Performance is displayed for your entire site or within specific categories, brands, or keyword groups, enabling you to focus on your areas of interest. Best practices and comparisons to your most successful pages provide context to guide the improvements to make, and links to explore deeper in Botify drive you to the full data.
While there is value in using the Content Performance Dashboard for any website, the current implementation is focused on e-commerce websites.
Before You Begin
Refer to the Configuring the Content Performance Dashboard article to learn how to set up the dashboard.
Navigating the Content Performance Dashboard
Access the Content Performance Dashboard by navigating to RealKeywords > Content Performance.
Filtering the Dashboard
The Content Performance Dashboard defaults to data across your site for the most recent compared period. Use the following options to filter the data according to your needs:
Compared Period: As with other RealKeywords reports, click the displayed period to access the Period Selector. Choose periods to compare based on time increments or specific dates. Since RealKeywords data comprises multiple sources, the available periods for each source are displayed in the Period Selector.
Category: To display data in the dashboard for specific categories, expand the Category list to access the categories from your segmentation. Select the checkbox next to the desired categories.
Brand: If your site pages include Product brand structured data, you can filter data in the dashboard by specific brands. Expand the Brand link to select one or more brands to filter. You can use the Brand filter in addition to the Category filter.
Keyword Groups: To display data in the dashboard for specific Keyword Groups, click the Keyword Groups link to display the available groups. Select the groups where you want to see data, then click Apply.
Visit data will not be displayed when a Keyword Group filter is applied in the Content Performance Dashboard since visit data cannot be obtained by keyword.
Understanding Content Performance KPIs
The key content performance KPIs are displayed at the top of the Content Performance Dashboard:
Values are displayed for the selected period, categories, brand, or keyword groups, and any change in organic visits and clicks over the compared period is displayed as a percentage increase/decrease below. When at least one category or brand is selected, a comparison of its percentage of visits from organic search to performance across all channels is displayed.
Organic Visits: The number of visits from search engine results during the selected period. This metric differs from Clicks because it includes visits from all search engine results pages, as reported by your analytics provider. Clicks are from Google search engine results only, as reported in GSC.
% Visits from Organic Search: The percentage of visits from search engine results versus visits from all channels.
Clicks: The number of clicks from Google search engine results pages during the selected period. This metric differs from Organic Visits because it only measures clicks from Google search engine results pages, as reported in Google Search Console.
Click Potential: An estimation of the number of additional clicks you may receive if the page ranks in the top three positions in search engine results pages. Read how click potential is calculated.
Exploring Opportunities
Opportunities for improvement are displayed in cards below the content performance KPIs. Each opportunity provides the following:
The KPI performance.
Performance comparison against the entire website.
Links to recommended improvements in RealKeywords URL details for the top five pages to improve. These are the pages that can generate the most significant performance improvement.
Links to the corresponding Keywords Explorer report and ActionBoard Guidance Page, when available.
Information block that describes the KPI, including best practices, its importance for ranking, and examples, when available. Expand the "More info" block to access this content.
The following opportunity types are included:
Improve Rankings: The number of additional clicks you could get if the pages not currently ranking well are improved.
Optimize Tags: Whether a significant proportion of page titles or H1 tags are not optimized.
Diversify Anchor Texts: Whether page anchor texts are not significantly diverse. This is important for a given page to get enough semantic diversity and rank on more keywords.
Evaluate Content Size: Whether content size is important to drive traffic to pages based on page type, and the number of words a page needs to get traffic.
Address Listing Pages with Insufficient Products: Exposes product listings with three or fewer products, which can be frustrating for users and may not rank well on Google.
Increase Organic Traffic on Paid Keywords: See the opportunity to improve the average position of the keywords you buy.
Traffic on Out-of-Stock Pages: Reveals out-of-stock product pages generating organic traffic.
Content Performance in URL Details
When you click a link in a card’s Top Pages to Improve, the data and recommendations from the Content Performance Dashboard are revealed on the Content Performance tab.
Use these recommendations to help you optimize this specific page. The following is included:
The same KPIs from the Content Performance Dashboard.
The performance of specific metrics and, where appropriate, the target value. Targets met are displayed in green, and targets not met in red.
Suggested Smart Keywords to include in the page H1 tag, title, anchor text, description, or content, along with the keywords' current average position, number of clicks, and click potential if the page is optimized.
Quick improvement suggestions for HTML tags and keywords powered by artificial intelligence.
How Targets are Calculated
To calculate content targets, we consider the URLs already ranking in the top three positions in the top category to which the URL belongs. For example, if your Mario video games belong in the breadcrumb to Home > Toys > Video Games, and “Home” is the currently selected category location, the top category will be “Toys”. We then evaluate the characteristics (number of inlinks, anchor texts, content size) of URLs in the “Toys” category currently ranking in the top three positions in Google SERPs.
See Also: