User Guide

The Overview report

The Overview report is designed to aggregate all the available information into one single report.

It allows you to get two types of views for your websites:

  • A general view of your website's performance, including rankings, links and analytics all together: Evolution in time

  • Detailed views of your website rankings, by combining all three entities (Websites, Search Engines and Keywords): Keywords on rows, Websites on rows, Search Engines on rows, Keyword categories on rows

When one of the three entities is selected as input, the other two are presented as output. Example: If you select Websites as input, you will be presented with an Overview report that will contain Search Engines as columns and Keywords as lines. Add to this the ability to swap the columns and lines and you will have 14 Overview reports for your website rankings.

Evolution in Time

This is the most important interactive report of all as it allows you to track simultaneously your website's evolution in rankings, links, traffic and social media.

You are thus able to highlight important aspects such as the correlation between your keyword rankings and your website traffic, the revenue each keyword in your project drove for your online sales, the impact of your social media presence and of your link profile over your website rankings or the evolution of your domain authority compared with that of your rankings.

On top of that, you will be able to compare your website's performance with that of your competitors and go deeper into analysis with detailed views, by search engines, by keywords or by rankings.

There are four available views for the Evolution in Time report: Global, Search Engines, Keywords and Rankings. You can switch views from the drop down list, next to the report selection:

For each view, you will be able to select the items you wish to see in your chart:

  • Visibility Score.  This is the websites visibility on all search engines for all keywords. The Visibility Score formula is detailed in the Visibility section.

  • Visibility Percent.  The visibility percent is the visibility score divided by the number of total points. The total number of points depends on the number of search engines in the project (no. of search engines multiplied by 30).

  • First Place.  This criteria shows the number of first place rankings for the selected website on all search engines and keywords.

  • In Top 3.  This criteria shows the number of top 3 rankings the selected website has on all search engines and keywords.

  • In Top 5.  This criteria shows the number of top 5 rankings the selected website has on all search engines and keywords.

  • In Top 10.  This criteria shows the number of top 10 rankings the selected website has on all search engines and keywords.

  • In Top 20.  This criteria shows the number of top 20 rankings the selected website has on all search engines and keywords.

  • In Top 30.  This criteria shows the number of top 30 rankings the selected website has on all search engines and keywords.

  • Site Rank.  The site rank is a number that tells how well a website is ranked, and is calculated by formula, for all search engines and keywords. The exact calculation is explained in detail in the Visibility section.

  • Average Site Rank.  The average site rank is the site rank divided by the number of search engines in your project, multiplied by the number of keywords.

  • Ranking.  This criteria shows the ranking position the selected website has for a specific keyword and search engine.

  • Revenue.  The Revenue metric displays the total revenue calculated in your Google Analytics Ecommerce component, per the UTM:T field value denoted. The Google Analytics UTM, is the tracking code installed on a web page for the purpose of collecting Customer Data. It is used to track individual marketing campaigns, via the different values you assign them.

  • Site Revenue.  This metric shows you the total revenue calculated on your domain, received from all sources.

    [Note]Note

    When selected, the Revenue and Site Revenue metrics are displayed as chart bars. All other metrics are shown as chart lines.

    This helps you track your online incomes easier when comparing the revenue metrics with other ranking, analytics or links metrics.

  • Transactions.  The Transactions metric shows you the total number of transactions performed on your website, displayed according to your Google Analytics data retrieved in the application. The chart presents the evolution of the transactions over the selected period of time.

  • Authority.  This is a metric calculated by Moz that reflects the selected URL or domain's authority.

  • mozRank.  This is a metric calculated by Moz that reflects the selected URL or domain's rank.

  • mozTrust.  This is a metric calculated by Moz that reflects for the selected URL or domain, its online trust.

  • Total Links.  This is the total number of external links of the selected website.

  • External Followed Links.  This is the number of the external followed links pointing to the selected website.

  • Linking Root Domains.  This is the number of unique linking domains to the selected website.

  • Visits.  This is the total number of visits the selected website received from all sources.

  • New Visits.  This is the number of new visits the selected website recorded from all sources.

  • Page Views.  This is the total number of page views the selected website recorded.

  • Bounce Rate.  This is the bounce rate of the selected website.

  • Avg. Time on Site.  This is the average time spent on site by the selected website's visitors.

  • Trends.  You are able to add to your graphic the trend of a metric over time. You can see trends for: Visits, New Visits, Page Views, Bounce Rate, Avg. Time on Site, Transactions and Revenue.

  • Facebook Shares.  This metric shows you the number of visitors on your website that shared on Facebook the specific webpage added to your project.

  • Twitter Shares.  This metric displays the number of visitors that twitted the specific webpage added to your project.

  • Google +1's.  This metric represents the number of users that +1'd the specific webpage you are tracking in your AWR project.

  • Followers.  This metric shows you the total number of followers associated with your Twitter profile.

  • Mentions.  The Mentions metric shows you the number of times your profile appears in other people' s mentions on Twitter.

  • Retweets.  This metric displays the number of retweets you received over the specific period of time.

  • Lists.  The Lists metric displays the total number of lists your Twitter account is added to.

Global

This chart displays the selected data, for your selected website, on all search engines and for all keywords:

Search Engines

This chart allows you to display the data for the selected website on a specific search engine:

Keywords

This chart allows you to display the data for the selected website and a specific keyword:

Rankings

This chart displays the data for the selected website and a specific keyword and search engine:

Keywords on Rows

Search Engines on Columns

This report is used to see how your keywords are ranked among the search engines. The report displays the position of your website for each search engines and keyword from your project.

Websites on Columns

This report is used to see how your website is ranked compared to your competition for the selected keyword, on each of your project's search engines.

Websites on Rows

Search Engines on Columns

This report is similar to the Overview [Search Engines on rows] - [Websites on columns] report above but with the columns and lines swapped. It is most useful in case your project contains many websites and only a few search engines.

For each keyword, additional information can be added to the report, as separate columns:

  • Monthly Visits.  This column shows you the number of visits that the related keyword(s) has brought to your website during the last month. The information is retrieved from the Google Analytics account that you have synchronized with AWR.

  • Global monthly searches.  This is the average number of searches performed on Google for each keyword in all locations, languages, devices, with the [Exact match] filter applied. This metric is retrieved from Google AdWords.

  • Local monthly searches.  This is the approximate number of searches on Google for each keyword in the locations that you selected, with the [Exact match] filter applied. This metric is retrieved from Google AdWords.

  • AdWords Competition.  The number of advertisers worldwide bidding on each keyword relative to all keywords across Google.

  • Cost per Click.  This is the approximate cost-per-click (CPC) that you might pay, if you were to bid on the keyword. This metric is retrieved from Google AdWords.

  • Traffic Share.  This metric is calculated as ratio between Monthly Visits and Global monthly searches.

  • Local Traffic Share.  This metric is calculated as ratio between Monthly Visits and Local monthly searches.

  • Rank.  This is the Page Rank of the respective URL.

  • Alexa Rank.  This is the URL's rank retrieved from Alexa.

  • mozRank.  This is the URL's mozRank retrieved from Moz.

  • Domain mozRank.  This is the mozRank calculate for the entire website and it's retrieved from Moz.

  • Competition.  This is the total number of search results available in search engine for your selected keyword.

  • Priority.  This is the priority value you assigned for each keyword through the Keyword Priority tool in the [Research] menu.

Keywords on Columns

This report is similar to the Overview [Keywords on rows] - [Website on columns] report above but with the columns and lines swapped. It is most useful in case your project contains many websites and only a few keywords.

Search Engines on Rows

Websites on Columns

This report is used to see how your website is ranked compared to your competition in the selected search engine, for each of your project's keywords.

Keywords on Columns

This report is similar to the Overview [Keywords on rows] - [Search Engines on columns] report above but with the columns and lines swapped. It is most useful in case your project contains many search engines and only a few keywords.

Keyword Categories on Rows

Search Engines on Columns

This view is especially useful when you have a large number of keywords in your project and want to see their search engine rankings grouped by categories.

[Note]Note

If a keyword is assigned to multiple categories, it will be displayed in the report for each category, so you might see it multiple times.

Websites on Columns

This view is especially useful when you have a large number of keywords in your project and want to see their website rankings grouped by categories.

[Note]Note

If a keyword is assigned to multiple categories, it will be displayed in the report for each category, so you might see it multiple times.

Overview Data and Icons

Each cell in the report displays a position depending on the selected input and report type. If there is a difference between the previous update and the current update, the cell will also contain information about what has changed. The change information is displayed as an icon placed to the right of the position. If you do not wish to see a comparison with a previous day, you can select "No selection" in the "Compare to" drop down box.

The change may contain the following items: "added", "dropped", "moved up" and "moved down". For the "moved up" and "moved down" changes, the number of places your URL has moved up or down is also displayed. A blue dash is displayed if there is no change (see the Not changed icon below).

The following icons may also appear in the Overview report:

Not updated - This icon appears when no data exists for this search engine and keyword combination in the database for the selected day.
Not found - This icon appears when the selected website could not be found in the search engine results within the selected search depth.
Not changed - This icon appears when there is no change between the previous date and the currently selected date.

Sorting and Selection

You can sort any column in the report by clicking on the corresponding column header. This will sort the items in that column ascending or descending. For Keywords, you have advanced sorting options in the [Project] -> [Keywords] menu. The Overview report will display the keywords in the same order they appear in the Project Settings menu.

You can sort the data in each column by the number of changes. For this, instead of left clicking on the column header, right click on it. (Mac users should use Ctrl+Click instead.) A colored arrow will appear instead, with the following meanings:

  • A green arrow will sort the numbers ascending with the highest rise at the top and the highest fall at the bottom

  • A red arrow will show the numbers descending with the highest fall at the top and the highest rise at the bottom.

Each cell in the Overview report can lead you to the page in the search engine where that data was found. Simply double-click on the cell representing the position of your website on the selected search engine and a new browser window will open with the actual results from the search engine.

Filters

There are two types of filters available: filters that affect the first column of the table (which may contain websites, search engines or keywords) and filters that affect the other columns (which contain position data).

To apply a filter on the text of the first column use the Filtering field at the top right corner of the inputs area. You can also use the filtering field available in the header of the correspondent input, to trim out the content of this column.

To apply a filter to the columns that contain position data, use the Filters drop down. If a filter is applied and at least one item (on a column) matches the filter, then the entire line will be displayed, regardless if the data from the other columns match the filter or not. If you would rather not see the data that is not matched by the filter, you can check the "Show empty cells for filtered data in Overview reports" option in the [Settings] -> [Printable and Interactive Reports] -> [Common Reports Settings] menu.

Gain/Loss

At the bottom of the Overview report you will find two lines of additional information: Gain/Loss and Net Gain/Loss. These two lines display an aggregate information about the changes in each column of the report. For example, if you have one keyword that went up 5 positions, one that went up 2 positions and one that went down 4 positions, the Gain/Loss attribute, which is the sum of all the keywords that have changed, would display up 1 position because there were 2 keywords that went up and only one that went down.

The Net Gain/Loss is the same as Gain/Loss but it counts the number of positions that the keyword went up or down instead. So for the example above, you would have a Net Gain/Loss of +3. The calculation is: 5 + 2 - 4 = 3.

Overview Report Filters

The "Filters" drop-down list box in the top right corner of the Overview Report allows you to filter the data by using the criteria you are interested in. The following filters are available:

  • All items. 

    Displays everything, every URL and change available.

  • Changed. 

    Only displays the Websites that have changed their rankings. This filter also includes Websites that have been added or dropped.

  • Ranked. 

    Displays only Websites that are ranked. The ones that are not found will be omitted.

  • Not Ranked. 

    This is the reverse of the Ranked filter: displays only Websites that are not ranked. The ones that are found and ranked will be omitted.

  • Moved Up. 

    Displays only the Websites that have moved up the rankings. The ones that have moved down, maintained their position, or have no been found, are omitted.

  • Moved Down. 

    Displays only the Websites that have moved down the rankings. The ones that have moved up, maintained their position, or have not been found, are omitted.

  • Added. 

    Displays the Websites that have been found in this update for the first time. The ones that were present in the previous update are omitted.

  • Dropped. 

    Displays the Websites that have not found in this update anymore, although they were present in the previous update.

  • In Top NN (10 - 100). 

    Displays everything, every URL and change available, but only for the Websites ranked in the top NN positions. This is effectively the "All items" filter restricted to the first NN positions.

  • Top 20 Up/Down.  Displays only the Websites that have changed their position Up or Down, according to the selected filter, and that are still ranking in the first 20 positions.

  • Moved More 5 Up.  Displays the Websites that have increased their rankings since the last update with at least five positions.

  • Colored. 

    Displays only the Websites that have been assigned a color. All the Websites with the default color (black) are omitted.