Product explainer
The best way to set up your campaign sketches
SERPsketch is a tool to quantify and visualize your share of space on page one for a keyword set. It tracks domains, people also asked
July 17, 2024
Use cases
Our clients use SERPsketch in a number of different ways to help them with their SEO and paid media tactics.
From content planning to optimising partners or channels, SERPsketch provides insights for a sharper search strategy.
Use case: Using SERPsketch for content briefing
Issue
A brand was producing content for their site, with the aim to become known as a thought leader in the space. They wanted to own the answers for lots of ‘people also ask’ and rich snippets to ensure that they were seen in as many places as possible. But with limited resources and a content team that wasn’t heavily trained in SEO, they were struggling to know what to produce.
Solution
Creating a streamlined briefing process with SERPsketch enabled the client to efficiently know which content could get them the most reach. To do this they:
- Inputted a core set of keywords on the themes they were looking at writing about
- Exported the “Questions” section of SERPsketch to get a list of the most common questions and how often they appear in the SERP, to build a structure for each content piece
- Using the Related Searches tab in SERPsketch, they built out a landscape of related keywords which should also be covered in the piece to ensure they covered all key areas for search engines in the content
Why SERPsketch
SERPsketch is the only tool in the market which counts occurences of questions across a keyword set, enabling smarter content production to cover as much reach as possible.
Use case: Produce board level reporting
Issue
Senior leaders at a brand were looking to better understand their share of voice against competitors, but didn’t have a big budget to spend.
Solution
They set up a campaign sketch in SERPsketch using the top 25 keywords the brand cared about. With SERPsketch they were able to report weekly on the reach they had within page one of Google compared to their partners and competitors.
Tracking this weekly showed them the value of some of their recent investment in content and SEO technical work. They overtook high-performing partners for more visibility across one area of their keywords. This enabled them to understand the impact of their digital marketing activity and scale up the time they invested in it to gain faster results.
Why SERPsketch
With a low cost to entry, SERPsketch is the most cost efficient way to get a clear, quantifiable measure of your page one landscape.
With easy to understand numbers, senior stakeholders can quickly get involved in tracking performance rather than relying on vague ideas or complex metrics created by the specialists.
Use case: Tracking partner performance
Issue
An ecommerce client was selling its product both direct to consumer and via resellers. They found that resellers with historically great performing sites (e.g. Amazon, John Lewis) were spending more than them on their core brand and pushing their own ad spends up. Meanwhile the partners were performing well across SEO too making it difficult for the vendor to gain traction.
Solution
The client reframed their approach to digital marketing by tracking their partner sites’ performance in SERPsketch to better understand where to compete and where to leave it to their partners.
They chose a strategy to focus all their efforts into searches where their partners weren’t present in order to capture market share directly from competitors, then turned off their efforts in places where partners were strong.
They then used the saved budget to invest into better partner/reseller management, leading to higher sales across the board.
Why SERPsketch
SERPsketch allows you to classify the sites you’re tracking as your owned domains, competitors, partners and any others. This enables you to see a more realistic picture of your market, and not chase after spaces where a friendly partner is already present. Marketing efforts can then become even more efficient.
Use case: Picking your marketing channels
Issue
A popular retailer selling branded furniture products as well as their own manufactured goods, operating across SEO, Paid Search and social channels, were looking to understand which channels to focus on moving forwards.
With such a wide variety of products, it was difficult to see the best route forwards. They were worried that experiments in turning campaigns on and off, or shifting organic focus were risky and might damage performance if not done in a controlled environment.
Solution
By using a list of keywords tagged by brand, they were able to better measure how each channel was influencing the SERP for each of their key product lines, and all in one place.
This uncovered insights such as how images dominated results across some furniture types whereas others had more of a focus on the Google shopping feature.
This demonstrated that a one size fits all strategy wouldn’t work and instead, they needed to apply these learnings at a product category level.
By using the insights from SERPsketch, they pulled back on paid media in places where organic or images were dominating more of the SERP space, and scaled up spend in areas where competitors were bidding aggressively.
Why SERPsketch
The ability to analyse and tag a high number of keywords, and the segment insights provided in SERPsketch allowed the brand to make better informed decisions before pivoting their strategy.
Use case: Insights for PR
Issue
The Lawn Tennis Association, working with Digital Marketing Consultants Verkeer, wanted to fully understand the search landscape to determine how much Google was reinforcing the gender bias seen in tennis. This meant wanting to know if on a generic search such as ‘best tennis players’ were male or female results shown first?
Solution
Verkeer set up a series of one off campaign sketches across thousands of keywords related to tennis to pull the data on the most visible questions, images and results to be able to determine if a gender-specific result was served. This created a clear picture of just how biased the search results were.
The results led to the LTA leading the call for removal of search bias as part of drive for increased visibility of women’s sport.
Why SERPsketch
SERPsketch enabled tens of thousands of keywords to be assesed at scale, creating a quick process to determing what was appearing on page 1 across every result type. More tradition SEM tools would have required them to add together all the different result types to get the same data.
The SERP revolution is here
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