The changes that you make to the content of your website may or may not be specifically targeted at SEO optimization. Nevertheless, they may still impact your rankings, and hence your Visibility. To understand what the impact is, you might have to keep a close eye on the rankings every time there is a content update on the website. You can spot the changes in your ranking via any rank tracker, but without integrating a content change tracker, it is difficult to identify which content changes led to this increase or decrease in your ranks.
SEOmonitor bridges this gap through the Content Audit module, where you can see the landing pages of the keywords that gained or lost ranks (and in turn, Visibility) and which specific content changes led to this gain or drop. This way, you can evaluate which of your intentional content changes improved your rankings, and which of your unintentional ones affected your rankings, so that you can replicate or roll back the changes accordingly.
In the Content Audit dashboard, you can see two sections that summarize the content changes that had positive and negative correlations with Visibility, in the last 30 days. At a glance, you can see the percentage change in Visibility, the number of keywords and landing pages involved, and the overall impacted search volume, put into perspective by the Year-over-Year trends.
By clicking on each section you can see a list of landing pages that have undergone content changes followed by a change in Visibility, in the past 30 days.
How it works
For each landing page, you can see the number of keywords that it ranks for, their aggregated Opportunity metric, search, and SERP data, and the Visibility, along with its percentage drop or increase in the past 30 days. The Opportunity metric— a combination of the difficulty of the page to get to the top 10 and the potential traffic it brings when it gets to the top 3— is an indicator of how valuable the optimization opportunity is. Alongside other metrics such as search volume and % Clicks, the Opportunity score can help you quickly prioritize these optimization opportunities, so you know which ones to address first.
When you click on the landing page, you can see the keyword-level breakdown of the performance metrics, along with content change indicators for each keyword, that list which elements of the page have changed (Title and H1, H2-H6, keyword presence in the page content). These key content changes are detailed on the right, helping you analyze and identify patterns of changes that affected the Visibility.
For instance, in the below example, for the keyword "entry level finance jobs", the partial presence of the keywords in the content has decreased significantly. Since this might have caused a drop in Visibility, you might want to identify similar changes, examine their impact and roll back, in order to improve Visibility again.
To spot the correlations, SEOmonitor leverages the integration of the content tracker and the rank tracker. Our Rank Tracker takes a snapshot of the landing page every time there is a change in the rank, capturing the content of the page. Content Audit compares the content with that of the version captured on the previous rank change, and calls out any differences in the title, the headings, or the content. This gives you a view of how the presence of the keyword has changed in these elements of the landing page and how these changes correlate with the change in Visibility.
With Content Audit, you can analyze which content changes led to the increase or drop in the Visibility of the landing page, so that you can replicate the changes that work for you and roll back the changes that don't.