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[How-to Guide] Identifying SEO issues at large-scale websites

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[How-to Guide] Identifying SEO issues at large-scale websites


In my previous Medium article, I explained why AWR(Advanced Web Ranking) is one of the best tools out there when it comes to monitoring SEO at large-scale websites, with tens of thousands or more keywords to track.

Here, I’d like to provide a step-by-step guide to identify issues in large websites using AWR.

Believe me, with these steps you can find the needle in the SEO haystack in a matter of minutes. For a product person, such efficiency should be critical.

Identifying where SEO problems are occurring is difficult by its nature, but if you are running large-scale websites with tens of thousands of pages, it will be a real headache.

Here is where Advanced Web Ranking(AWR) comes in.

I have been using Advanced Web Ranking to monitor SEO in the past 5 years. In these years my role has changed to a Senior Management level, but even in such busy days, I can easily understand and spot the problem.

Here I will show you how.

First, you should be able to understand what is happening at a macro level.

For this use, you should use the “Market Share” feature, which I think best describes the current SEO situation.

Market Share is a feature AWR has implemented based on my proposal. It is basically your current “Estimated Visits” share against the “theoretical maximum estimated visits(you are ranking top in all keywords)”.

AWR Market Share feature will show you the overview of your SEO performance

How to look at this graph? Easy. You should dig in whenever you see a sharp drop or increase, like the one above.

Suppose you are running allrecipes.com and you spot this drop.

You should immediately dig into the details. This is where the feature “Keyword Groups” come in.

When it comes to increases/decreases regarding SEO, there are basically 2 types of events that you have to care about.

One is the increase/decrease comes from a small number of keywords with high traffic impact. (Big words, we call them) For example, a single keyword(with a monthly search of 10000) rank drops.

Another is increase/decrease comes from a large number of keywords each with low traffic numbers, for example 1000 keywords’ ranking dropping, with each keyword with an average of 10 searches per month.

In terms of traffic impact, both will mean the same. However, regarding SEO the latter situation will mean the situation is serious.

This is because in most cases a high-traffic keyword will tend to fluctuate frequently, so it is common for a website to see changes in such keywords.

On the contrary, if you are seeing low-impact keywords rank dropping in large numbers, you should be worried. You should dig in.

With AWR’s Keyword Groups feature, you can identify exactly which keyword group the problem exists.

AWR Keyword Groups feature will show you where the SEO problem is occuring.

Keyword Groups feature will show you the main KPIs across your categorized Keywords. In the above figure, there are recipe categories and also Branded & Commercial Keyword categories.

In the Keyword Groups feature, I mainly use the “Market Share” or “Estimated Visits”, and also other features combined in order to understand the situation.

If you see decrease in a group with low-volume search, it’s a longtail keywords problem.

On the contrary, if it’s a group with high search volume keywords, it’s a head keywords problem. In this case digging in will be fairly easy.

Now that you understand which keyword group the problem exists, you should go into the details of each keyword.

With Keyword Ranking feature, you can do exactly this.

What you will see is your list of keywords, with a small chart displaying the rank change for the specified period.

Keyword Ranking feature for AWR

With most other SEO tools, you must click to see what is happening via charts.

AWR will list the charts for each keyword without having you clicking anything.

Although this is a small feature, this will definitely make your life easy! Just by scrolling through, you can easily understand what is happening on your site. It is a life-saver for SEOs.

Last but not least — One of the best things about AWR is their ability to add as many competitors as you want.

This means that ALL the steps I explained above can be used for your competitors.

You can understand IF a problem is happening to your competitors, WHERE and exactly WHICH keywords the problem exists!

I view SEO as a game — Google is the scorer. Ranks are the scores of the game.

With AWR you can understand with precision what the game looks like, who is having a problem and who is not, who is uprising / downtrending, etc.

It is a truly powerful tool and I recommend it for large-scale websites. I myself have been using it.

AWR has a 30 day free trial, so please check for yourself.

If you have any recommended tools other than AWR , please add them in the comment:)

And if you liked reading this article, please give me some claps 👏🏻👏🏻👏🏻 and check my other articles too:)

Please note when you sign-up through links from this site, I may earn an affiliate commission.



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