Wednesday, 22 April 2015

Tracking Google Ranking Change by Sector - A New Tool to follow the Bot

With the SEO landscape constantly changing, it can be difficult for Search marketers to follow Google’s updates and their impact on each site. In 2014, there were numerous updates spread throughout the year, with more Panda updates than you can count on one hand. 

On April 21, 2015 (yesterday), Google’s latest update went live, changing the reward structure for mobile-optimized sites and mobile search results. This is the biggest update of the year, as claimed by Google, and we were anticipating significant fluctuations in the Search Engine Result Pages (SERPs) within each industry, but so far nothing happened. 

How did we know?

Ayima Pulse, a tool that was launched yesterday to provide market insight to help marketers adjust their SEO strategy based on any and all algorithm changes and fluctuations in real-time.

Ayima Pulse tracks over 54,000 hand-picked, non-branded keywords in 10 unique industries across the UK & US – more than any other equivalent free tool on the market. This provides unprecedented insight into when shifts occur in Google’s algorithm by industry, and the sites affected.

Pulse is showing fluctuations from the past 30 days in the following industries:

  • Telecoms
  • Travel
  • Electronics
  • Insurance
  • Fashion
  • Finance
  • Jobs
  • Education
  • Gambling
  • Automotive

an “All keywords” view that combines all the industry reports into a single view of Google’s fluctuations.

Whilst major Panda, Penguin, and mobile updates garner the coverage to alert marketers of changes within the SERPs, day-to-day fluctuations go unpublicised. In turn, attributing a drop in traffic and possibly conversions becomes problematic. Crucially, these unannounced changes may only affect the industry in which YOU operate. Pulse offers a solution to this problem by offering industry focused tracking that’s updated daily.

How Ayima Pulse Works?

At midnight each day, Ayima Pulse takes Google’s top 100 organic search results for the most popular non-branded keywords relevant to the top 10 industries and add them to Ayima Pulse database Site ranking changes are assessed against those from the previous day, proportionately weighting the significance of each move.

Ayima Pulse plots the difference on a sliding volatility scale of 0-100, updating graphs for the whole market and individual industries.

How Can Ayima Pulse Help Marketers?

Very simply, the more ranking fluctuations you see, the higher the volatility rating. Selecting an industry displays the volatility for that sector along with the top 10 highest ranked sites (assessed across relevant keywords).

If you want to see a site’s visibility trend line and percentage share of voice, just select a site from the top 10 or top 100 list. Or if you want to see how you stack up against the competition, you can select up to 5 sites to compare. Plot lines will display the trend against the volatility of that industry.

Sites displaying an increase in visibility on a highly volatile day have been positively affected by changes in the SERPs. Likewise, those displaying reduced visibility would have been adversely affected.

Who are Ayima Pulse's Competitors? 

Before Ayima Pulse, we have been using Algoroo and MOZ Algorthm changes:

What is Algoroo?

Algoroo is a Google algorithm tracking tool developed by DEJAN. The system monitors roughly 17,000 keywords to 100 search positions deep and looks for fluctuations. Both negative and positive movement is added up to create a single SERP flux metric they call "roo". High roo value indicates a high volatility in Google's search results. Low roo value is usually displayed on an ordinary day, unlikely to be affected by any algorithmic changes at Google. Throughout its timeline you may notice a number of detected events which go onto orange or even red. Google doesn't always disclose internal updates and algorithm changes, but when they do Algoroo add it as an annotation on its graph.

MozCast and Google Algorithm Change History By Moz

MozCast is a weather report showing turbulence in the Google algorithm over the previous day (or see the 5-day history on the left). The hotter and stormier the weather, the more Google's rankings changed. Google Algorithm Change history lists all the algorithm changes by date and name (if there is any)