Why is This Important?
SERPs measure how visible a website is in Google results. The term SERP represents Search Engine Ranking Position, this positioning is where a domain or brand is seen within Google search results. On Google, results 1-10 typically rank on the first page. Appearing at the top if Google results dramatically increases the likelihood of traffic to a website.
Two primary metrics are used to measure the visibility of domains in search results, Average Weighted SERP and Capture Rate. SURGO configures SERP inputs, including:
- List of keywords
- List of domains of interest, sorted in to categories
- List of locations
Average Weighted SERP
Average Weighted SERP shows the overall visibility of each query within search results, taking into account the monthly search volume for the respective keywords.
In order to ensure no local bias, multiple locations are typically aggregated and the SERP is then averaged. Results vary on whether there is a significant difference seen in traditional organic search results based on searcher location.
The Capture Rate is a proprietary measure of the likelihood that a searcher converts to a page viewer. Of note, capture rates should not be compared across categories. The capture rate is based on, the SERP of each individual competitor for all keywords in the category, search volume for all keywords in the category and average click-through rates for various SERPs as measured across a broad range of over 1 million keywords.
For both metrics, if a company does not rank for a particular keyword it is penalized for it, which drags down the Average SERP. When a result is beyond the first page, it is given a ranking of 21 so as to penalize the domain for not ranking.
The lowest the average number is, the highest a brand domain appears on SERPs. In this example, Retailer A is the category leader in organic SERPs for Keyword Category 1 with a 56% Capture Rate and Average Weighted SERP of 3.1