Taking SEO reporting one step further: An Organic Visibility Data case study with FeelGood Contacts

Kieran Hobson

Feb 17, 2021

min read

Feel Good Contacts (FGC) was founded in 2008, with a strong company emphasis on affordability, fast delivery, and excellent customer service. In time, FGC has become one of the most trusted brands online in the UK & Irish markets. Our two sites feelgoodcontacts.com and feelgoodcontacts.ie sell a wide range of contact lenses, solutions, eye care products, glasses, and sunglasses.

Our SEO Team started working with Advanced Web Ranking only a few months ago. Yet, the in-depth data that we can got from it quickly proved its use.

The Challenge

Last year, we started looking into new ways to take our reporting to the next level. We were after a way to look past organic rankings of individual keywords.

As our keyword sets were growing, it became clear that we needed a SEO reporting tool to report on the performance of categories and sub-categories to figure out how each of them was performing across organic search and identify areas of improvement for our online business.

The Solution

At first, it wasn't easy to decide on which ranking tool we wanted to bring in-house. We heard of AWR via the SEO CTR benchmark research and it was highly recommended in the SEO community.

The keyword groups that we added in our AWR projects reflect the exact categories and sub-categories of products from our FGC websites. We have quite a few sub-categories under contact lenses, which are important to our business, such as daily contact lenses, toric contact lenses, coloured contact lenses, etc.

All the keyword groups in Advanced Web Ranking are essential to our business, as they have commercial intent. This is why tracking the overall visibility across these keyword groups allows us to see how we are performing within each category/sub-category, so we can get an understanding of what type of commercial organic market share we occupy in terms of organic visibility.

There are four reporting areas that we focus on at the moment:

1. Visibility Metrics

The AWR visibility score and visibility percentage features allowed us to gain more insights into the overall organic performance of our keywords. We were able to track and compare our site’s organic visibility across core categories for contact lenses, solutions, and eye care and drill down into the organic data.

This was important because we managed, based on an advanced competitor analysis, to see how we performed for these categories in organic search compared to other competing sites.

This also helped identify the strongest categories in terms of organic visibility, and which ones potentially impacted the site’s total visibility.

2. Ranking Distribution

The ranking distribution data in AWR helped provide a breakdown of the keyword ranking performance, again by category level. Ranking Distribution data showed us how the site was performing for positions 1, 2-5, 6-10 etc, in different areas.

We originally struggled with this at FGC, when using a different rank tracking solution. The tool we used before AWR did provide ranking distribution data, but it was across all the keywords that were being tracked. It didn’t allow us to see the ranking distribution at a category level.

Advanced Web Ranking helped a lot to bridge that gap, and the position distribution is now one of FGC’s key aspects in reporting.

3. Market Share

We were also having trouble calculating the estimated organic market share that the site had overall and across each of its individual sub-categories. With AWR’s market share feature, my team and I understood our efforts compared to other sites in each of the different categories.

This is particularly insightful for our senior management too.

4. SERP Features

As Google SERPs have transformed over the years to show more than just the standard top 10 blue links, it’s crucial that we track SERP features now, such as featured snippets (quick answers), people also ask, as well as image, maps, and video listings.

We’ve started using the AWR SERP feature to track how our content was performing for featured snippets (quick answers) and the people also ask in the SERPs across all keywords.

Featured snippets were a particular priority for us at FGC, seeing that for specific commercial/transactional queries Google preferred to show a featured snippet, which according to recent studies conducted by Ahrefs tends to take clicks away from the #1 ranking site.

One of the goals that we have now is to increase brand awareness in organic search, and occupying valuable featured snippets is the ideal way to achieve this.

The people also ask tracking feature helped us identify commonly asked questions by our customer base online. These insights have proved invaluable in improving the quality of our FAQ content over the last six months.

We managed to increase the FGC brand’s exposure for non-branded terms in organic search quite a bit.

Some Final Thoughts

Since using Advanced Web Ranking, we have been pleasantly surprised with the data we have extracted from the tool and the fantastic customer support we have received.

With the new data insights, we created more in-depth SEO reports, which helped show the overall picture to senior-level management, and identify how strong or weak our content is in specific areas. Doing so enabled us to discover which categories required the most focus and attention.