When trying to figure out which keywords could generate the biggest impact in an SEO strategy, it is difficult to take the many attributes of each tracked keyword into account. This leads to either ample manual work, in spreadsheets or scripts, or to simplifying the decision to a single attribute, like the search volume. But that would be far from good enough.
The SEO Opportunity in SEOmonitor has been designed as the one keyword-level metric that brings together all the qualitative and quantitative attributes of a keyword and helps users sort their keywords based on the opportunity to start optimizing their website for them right now.
The attributes taken into account are:
CTR difference between the current rank and Top 3
The Difficulty of the website to rank in Top 10
How does this work?
The Opportunity metric is calculated in real-time and uses all the keyword attributes above, to process 2 key metrics.
1. Potential new monthly clicks, when reaching Top 3:
Potential new monthly clicks =
(CTR[1-3] - CTR[current_rank]) * AvgSearchVolume * YoY * %ClicksOnOrganic
2. Difficulty to rank in Top 10, for the ranking landing page, for each keyword.
With these metrics, and relative to all keywords tracked in the campaign:
Percentile ([Potential New Monthly Clicks]/[Top 10 Difficulty]) / 10
The Opportunity Score works as a percentile, taking values from 0 to 10 – where 10 represents the top 10% of the keywords and 1 represents the bottom 10% of your tracked keyword list.
The Opportunity Score is also processed at a keyword group level.
Group Opportunity Score: average(Opportunity Score)
The metric has a dedicated explainer, that describes the Keyword difficulty value for the keyword and:
estimated additional Sessions, Conversions, and Revenue when reaching the top – if Analytics is connected, or
estimated additional Clicks when reaching the top – if only Search Console is connected.
The Opportunity Score is not calculated for misleading keywords, that have warning labels (and are automatically grouped): brands of others, irrelevant keywords, highly-localized keywords → and it's shown as N/A.
The Opportunity Score for keywords already in Top 3 is 0, as there's no more room to grow, and it is highlighted with a Trophy icon: 🏆.