Mastering SERP Analytics and Knowledge Graphs

A very special webinar with Elias Dabbas (Advertools), Adrea Volpini (WordLift), and Ray Grieselhuber (DemandSphere).

Transcript

1. Mastering SERP Analysis & Knowledge Graphs
2. The Modern SERP
3. The missing detail is factors that impact CTR Avg. Position (Max traffic potential) Impressions (depends on Avg. Pos.) Clicks CTR (clicks / impressions) What happened? Derived metric What happened? Derived metric WHY?!
4. Pixels & Visual Features = Attention
5. Holistic SERP Monitoring Visual Rank Sentiment Layout Shift Scroll Depth Pixel Depth CTR Modeling Ad Copy Suggested Keywords # of Elements Ad Location Locations Reviews Merchant IDs Business Titles Ranking URLs Title, Meta, etc. Custom Extraction SERP Screenshots Pixel Height SERP Features Search Intent Keyword Clusters Topic Modeling Search Volume Ad Presence Ad Performance Co-Occurrence Competitor Performance Competitor Discovery Share of Voice Visual Share of Voice URL Screenshots NLP Analysis Video Discussions & Forums Social Knowledge Graph SERP Feature Interiors FAQ Flight Details Hotel Details Review details PLA Text Ads People Also Ask Refine this search Organic Commerce Related Products Shops News News Details Price & Currency Google vs. Bing Buying Guide Howto Job Details
6. The AI Overview Landscape Current status • Initially appeared 20% of the time after Google I/O • Large reduction after questionable results • Currently less than 10% appearance in our datasets with preferred approach • We predict another revision and increase down the road eCommerce Real Estate Travel Auto Job Search Finance Primary industries we monitor for AIO
7. Move from “what happened?” to “why?” Rank Tracking “10 blue links” Share of Voice SERP Features Complete Data Shape of the SERP Pixels & Visual Rank Direct Impact on CTR Four levels of SERP analytics
8. Pixels & CTR Impact
9. SERP Analytics Workflows Exploratory Operational Individual Team Daily SERP Monitoring Dashboards & BI Tools Alerts APIs Data Science / Notebooks Data Exports from Tools Integrations (GSC / GA4) Automations Data Warehouses (BigQuery, etc.) Data Management SERP Archival
10. Operational: daily SERP monitoring
11. Exploratory: SERP Rewind
12. Data Science Workflows
13. Data Science Workflows
14. Shopping Ads • Position (order of items) • Product Name • Price • URL • Pixel Data Organic Results • Organic Position • Visual Position • Title • Meta Description • Product URL • Pixel Data Popular Products • Position (order of items) • Product Name • Price • URL • Pixel Data SERP Intelligence - data pipelines to BigQuery
15. Combine exploratory and operational workflows
16. Pre-built queries in SI to accelerate use cases
17. Where can we go from here? • Build custom analytics and data pipelines • Convert Jupyter notebooks to deployable Python automations • Integrate data warehouse queries into Jupyter notebooks to sync exploratory and operational data • Combine crawl data from Advertools and Knowledge Graph data from Wordlift • And more…
18. Sign up for a demo or free trial https://www.demandsphere.com/demo/