Track Your Website’s Ranking (and Your Competitors Too!)


– So you’re probably
gonna have a whole bunch of different projects
for your own website, because then you’ll be
able to track mobile, desktop, tablet, and then in
each of the different locations that you’re targeting. (film whirring) If you’re tracking your
website’s ranking on Google using Google, you’re doing it wrong. In this video, I’m gonna show you a much more robust approach that you can take to track
your website’s ranking. It’s the approach that
we use at Exposure Ninja across hundreds of
different client campaigns, and it’s awesome, really powerful and so much better than tryna
track everything manually. So stay tuned. (dramatic music) Okay, so you wanna track
your website’s ranking? What a lot of people do is
they go straight on to Google and they type in my keyword, and they have a look and see
where their site shows up. The trouble with this approach
is that there’s no guarantee that the search results
you’re looking at are the same that your website visitors
are gonna be looking at because what happens is Google customises and tailors the search results based on our previous
search browsing history. So for example, if you always search for a particular keyword and
then you see your website and you click on that site,
that’s an indication to Google that you see that site as
being relevant for that term, that could therefore
influence future searches that you carry out. We’ve had it in the past
before where clients have said, “I’m ranking position
three for this keyword,” and we check and we’re
like, “Ah, no, you’re not.” But because they’d
always done that search, and they’d always
clicked on their website, over time, Google felt, “Great, “when they search for that phrase, “that’s the website they’re looking for,” so therefore, that site
shows up better in search. So if you’re tryna check your ranking on Google, please stop. Like looking for love in
a nightclub at three a.m., is a fundamentally flawed
strategy, which is only gonna lead to your heartbreak and disillusionment. Instead, I’m gonna show you
how to use a tool to do this, which makes it all completely automatic. You can track your
competitors’ rankings as well and it’s fantastic, much better. So here’s what we’re going to
do, instead. (snaps fingers) We’re gonna use a tool called
SEMrush, which, by the way, at Exposure Ninja, we
freaking love SEMrush. All our clients, all our
campaigns, all our research, pretty much is done inside SEMrush. In fact, when my firstborn
child, Luca, was born, there was a conversation
about his middle name, should it be SEMrush? In the end, we decided for
something else instead, Timothy.
– Ooh! – So, to us, SEMrush is
really the default tool and the starting place
for this kind of thing. Now, SEMrush is a paid tool,
but, don’t tell anyone, you can actually get a
free trial of SEMrush if you go to thankyouninjas.com. We managed to negotiate it with them. It’s not publicly available,
but you can get it because we freaking love you, almost as much as we love SEMrush. So how does the process work? Well, I’m gonna use an
example business today, have no affinity to this business at all, don’t know who they are, I’ve
got plenty of suggestions for their website, so if they
wanna get in touch, fine. We’re gonna use this business,
it’s ukexhibitionstands.com. So first thing that we’re gonna do is we’re gonna stick the
website URL into SEMrush, and it’s gonna give us loads of data. Now, I’m gonna take you through what some of this data
means in another video and how you can use this to reverse engineer your competitors, but just for now, let me run
you through some of the basics that we’re looking at, you can see an approximation
of the amount of search traffic that this website is gonna be getting, you can see some stuff about backlinks, and down here you can see
the top organic keywords that this website is
ranking for at the moment. If we click View Full Report, we’ll see a full list of
all of these keywords. Now, this is great, this shows us where they’re ranking
at this moment in time, and we can actually go back
in history and have a look at other dates to see
where they’re ranking at previous points previously,
previous points previously, previous to that, which is kind of useful, but what we really want to be able to do, is we wanna be able to
log into a dashboard and see how the ranking
has progressed over time for each of the different keywords, and better still, we’d
love to be able to see where they sit against their competitors. Luckily, we can do this, and I’ll show you how in just a minute. But the other thing to
point out at this stage is that SEMrush will actually show you what competitors you maybe
should be looking at as well. So if we go over to the
Competitors tab, you will see here, other websites that are
ranking for the keywords that your site is ranking for. So this is what we would
call search competitors, as opposed to business competitors. So you might see sites
in here for your website, maybe like Amazon or Wikipedia. So these are other websites that are ranking for terms
that you’re ranking for, but they might not necessarily
be business competitors. Okay, so how do we set up this thing, and how do we get it so it’s tracking? Up here at the top of the page, you’ll see a little Projects tab, if you click on the plus icon,
you can set up a new project. We’re just gonna stick in the domain, and we’re gonna give it a name, and then we’re gonna click on Create, and this is gonna set
up a new project for us. So projects are where your website is gonna be tracked on a daily basis. So you can see here,
there’s loads of things that you can do, you
can track your website, technical audit, you can
track on-page SEO stuff, you can track monitoring of your brand, you can use a social media post, there’s loads of stuff that you can do, but what we’re really focused
on today is position tracking, ’cause this is where your site is ranking for different keywords. So we’re gonna click on the
little Setup spanner thingy. So you’re gonna put in your location because this is gonna be where
SEMrush is tracking from, so we’re just gonna put UK here, and you also wanna put your full name in so that you can track
in your local map pack. So I’m just gonna put in
their business name here, and then we’re gonna go over to keywords. So this is where we start
entering the keywords that we want to track. There’s a few different
ways that you can do this, you can enter them all manually, and we will do this once we’ve
conducted keyword research, we’ll put the keywords in manually, but I’m gonna show you a bit of a shortcut that you can use instead. So you can actually go over
to the SEMrush tab up here, and then you can have a look
for the different keywords that the site is ranking
for, if we click on that, and what that’s gonna do is
it’s gonna do that search that we just did, where
we saw all the keywords that the site’s ranking for, and it’s gonna list them all here, frickin’ loads of them, amazing. So what you’re gonna want to do is you’re gonna want to go
through these and filter out any that aren’t really
relevant to your business. Now, I’m not gonna do
this in loads of depth now because it’d be a really boring video, not that I’ve ever made a boring video, right, right, right?
(crickets chirping) And so what you’re gonna
do is you’re gonna put each of your different keywords in here, and then you can add a tag if you like. So what we might do, for example, is let’s say that we wanted to start off with just these four keywords here. Now, these are all basically exhibition-stands-type keywords. So we might put in a little tag like that, which would basically tag all of those as exhibition stands keywords, okay? So you can categorise them,
and then this tag allows you to see how groups of
keywords have performed as you do things like add
separate pages, or whatever. And once you’ve done that, you can click on Add to Project, and you can see now here are the keywords that are being tracked
with the tags up therein. Now, I’m gonna add the rest of
the keywords in here as well, we’re just gonna drop them all in. There’s a whole bunch of stuff
in here that isn’t relevant, because your website will be ranking for stuff that isn’t necessarily relevant, but I don’t really have
time to go through it, and we’re just gonna add
those two projects as well. So now we have a list of keywords that we’re gonna be
tracking in our project, and we can click on Start Tracking and that’s gonna set them
all up in this new project. So once you’ve set them up in the project, you’ll see that SEMrush
goes through a process of identifying where they’re ranking at this particular moment in time. This is gonna give you your
kind of base-level scores that you’ll be able to start working from. Okay, so SEMrush is loaded up our data and we can see some
stuff immediately here. So first of all, we get
a bit of a dashboard for where our keywords
broadly are performing. So you can see we’ve got seven keywords in the top three positions, 16 in the top 10, 23 in the
top 20, 56 in the top 100. If we go down here, we
can see the top keywords, so these are gonna be the
ones that are ranking best and SEMrush thinks they’re
driving the most traffic. We can also see an
overall visibility score. So if this was zero, it would
mean that we’re not ranking in the top 100 positions
for any of our keywords. If it was 100%, we’ll
be ranking position one for all of the keywords
that we’re tracking. If we click over on to the Overview tab, we’re gonna get a graph. So over time, this graph is gonna change as we increase our visibility in search. What we’re not looking at at
the moment is any competitors. So we can find some competitors,
and we can put them in and track how they are doing
as well with these keywords. So if you want to add
competitors to track, what you can do is click over on here and you can see these little boxes here. So you can track up to four competitors. If you click on that, you’re gonna see suggested competitors. Now, these are based on the keywords that you’re already ranking for. So when we had a look at
competitors in SEMrush, and it showed us these are other websites that are ranking for the sort of phrases that you’re ranking for,
so you can add these in. Now, of course, you can
add your own competitors, if you’ve done other competitor research, link to another video there, or there are particular businesses that are on your kill
list, we all have them, then you can add them in. You can add them in in different colours, so I’m just gonna go through
and add some of these in different colours so
you can see how it works. And then over time, what you’ll see is that each of these points
on the graph is gonna move as their visibility changes. Down here, you can also
see all of the keywords that all of you are ranking for. So for example, UK Exhibition Stands, which is the main site
that we’re looking at here, you can see position one, you’ll be able to change this date, obviously, we’ve just
put this in right now, so we’ve got no historic
data to work from, but we’ll be able to see how
this has changed over time, and we’ll be able to choose
the little date ranger here, to see how things have progressed, and we’ll also be able to see where competitors are
ranking for each of these. So one of the things that we’ll use this for is
if we notice, for example, that a particular competitor’s page has increased in ranking significantly, we’ll go and have a look and see what that particular page has done, what have they done differently,
what have they changed? Maybe they’ve added some content, maybe they’ve got some
great links to that page. So we can then go and
reverse engineer that and do the same for the
site that we’re working on. Another great feature of this tracking is that you go over to
Pages, and you can see how each of your individual
pages is performing. So for example, we can see
that the homepage on this site is ranking for 30 different keywords, and we’ll be able to see
how this changes over time because with this difference thing, you’ll see this going up and down. So for example, if you make
a change to your homepage, like you take a bunch of copy out, you’ll be able to see that
the keyword count goes down because that page is now
ranking for fewer phrases. Final thing I wanna show you on this rank tracking is up here. So you can choose from
between different devices and different locations. So SEMrush will track your
ranking on different devices, and they’ll even track your
ranking in different locations. For example, you might
wanna track another country, or you might wanna track a particular area inside your main location, so I’m just gonna show
you how to set that up. So the first thing that you do is you click up here on the little tab, and you can add a new device or location. So what I’m gonna do is
I’m gonna add two things, I’m firstly gonna add London, so we’ve just added London there, and you can see I’m looking
at local search volume, particularly in London. So this is perfect for you if you’ve got offices
in particular locations, you wanna track your ranking
in each of those locations, or you’re a national
company, but you’ve noticed that a lot of your business
comes from one specific area, then you can track that specific
area as well as nationally. So you’ll need to go through
the same process here and enter in your keywords. So you can either enter them through manually, SEMrush,
or Google Analytics. So the best thing to do here is really just to kind of copy and paste
them from your other campaign and then we’re gonna
click on Start Tracking, after we’ve clicked on Add to Project. And once we’ve started tracking, that’s now gonna set
up a separate project, which is tracking exactly
the same sorts of stuff, but from this other device
or this other location. So you can do exactly the same
thing to add another device. So I’m just gonna show you how it works setting up a mobile tracking, for example. So your mobile ranking
and your desktop ranking aren’t always the same, good idea to have visibility on both, we can do exactly the same thing here. So I’ll just pop them
in, click Add to Project, and then that’s gonna
set up a third project, which will be mobile traffic in that location that
we’ve set, which is London. So you’re probably
gonna have a whole bunch of different projects
for your own website, because then you’ll be able
to track mobile, desktop, tablet, and then in each
of the different locations that you’re targeting. So that is how to track
ranking like a pro. A few tips before we go on what you’re gonna be looking
at as your ranking moves. Firstly, it’s really
good idea not to panic if your ranking moves up
or down significantly, it’s a little bit like the stock market in that ranking can
behave quite erratically, and sometimes Google’s
trying out different things which can cause a massive increase. The rule with SEO is that
usually things aren’t as good or as bad as you think they are. So if you’re ranking one day explodes, and you didn’t do anything,
it might not last, so be very cautious about that. On the flip side, if your
ranking tanks one day, it’s worth waiting a little while to check that it doesn’t
come back fairly quickly, because Google’s just playing with different algorithmic stuff. So obviously, this is
only one of the things that you can do in SEMrush,
and there’s so much that you can do, I don’t
have time to go through all of that stuff right
now, but you can see that tracking your ranking in this way is a much more scientific
and logical way of doing it, you’re not being influenced
by your own search results. So that is the position
tracking feature in SEMrush. That’s how we track ranking for the websites that
we own and that we run. I hope it’s been useful. And don’t forget, if you like this video, then you can subscribe,
there’s a button down there, and if you click that little bell icon, then what happens is you
get a YouTube notification when we release a new video. And don’t forget also, if you want some free help
with your digital marketing, then you can request a
review from Exposure Ninja. We’re a digital marketing agency, we do this stuff for our clients, and we’ve had some ridiculous
results for our clients. So what you can do is you
can go to exposureninja.com, click on that big button and request a free marketing review. What will happen is one of the team at EN will record you a 15-minute video showing you how you can improve the performance of your website, how you can increase its ranking, but also increase the conversion rate to turn more of your visitors
into leads and sales. It’s completely free of charge,
it’s absolutely awesome, there’s loads of amazing reviews for it on Facebook and Google, so go to exposureninja.com
to request yours today. (dramatic music)

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